• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
6 Principles of Persuasion
 

6 Principles of Persuasion

on

  • 10,968 views

An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

Statistics

Views

Total Views
10,968
Views on SlideShare
10,754
Embed Views
214

Actions

Likes
16
Downloads
198
Comments
1

9 Embeds 214

http://obayram.blogspot.com 156
http://www.slideshare.net 19
http://www.oguzbayram.com 17
http://www.socialemailmarketing.eu 16
http://www.slideee.com 2
http://paper.li 1
http://tweetedtimes.com 1
http://www.linkedin.com 1
http://web.archive.org 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 6 Principles of Persuasion
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    6 Principles of Persuasion 6 Principles of Persuasion Presentation Transcript

    • 6 Persuasive Principles for Digital Effectiveness
      Richard Sedley
    • http://architectures.danlockton.co.uk
    • Trigger the behavior!
      High motivation
      Increasing likeliness to perform target behavior
      Low
      motivation
      Low
      ability
      High
      ability
      BJ Fogg: behaviormodel.org
    • www.behaviormodel.org
    • 01Persuasion Windows
    • Persuasion windows open…
      • when you are in a good mood
      • when your world view no longer makes sense
      • when you can take action immediately
      • when you feel indebted because of a favour
      • immediately after you have made a mistake
      • immediately after you have denied a request
      Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
      Stanford University, Persuasive Technology Lab, 2003
    • 02Storytelling
    • Storytelling
      Copyright: Steve Double - www.double-whammy.com
    • Elements of a good story
      • PASSION to make your customers care
      • a HERO to drive the action
      • anANTAGONIST to challenge the hero
      • a moment of AWARENESS where the hero realises how to overcome his or her obstacles
      • TRANSFORMATION wherein the hero accomplishes his or her desired goals
      The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,
      Richard Maxwell & Robert Dickman
    • 03
      Social proof
    • Social proof
      Experiment: Milgrim, Bikman and Birkowitz
    • Social proof
    • 05
      Error / correction
    • 05Reciprocity
    • 44%
      completion accuracy
      91%
      completion accuracy
      Reciprocity
      A
      B
      Form
      Whitepaper
      Whitepaper
      Form
      Conversion rate = 84%
      Conversion rate = 72%
      Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
    • 06
      Relativity
    • Incentives and reciprocity
      Value is relative
      68%
      32%
    • Incentives and reciprocity
      Value is relative
      16%
      0%
      84%
    • William-Sonoma £275 1988
    • Persuasive Principles for Digital Effectiveness
      Persuasion Windows
      Storytelling
      Social proof
      Error / correction
      Reciprocity
      Relativity
    • Thank’sfor listening
      Richard Sedley
      r.sedley@cscape.com
      Twitter.com/richardsedley