The Basics of Persuasion


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A short presentation about the 6 principles of persuasion by Robert Cialdini and a little bit about the future of persuasion (persuasion profiling & behavioral targeting).

Published in: Business, Technology

The Basics of Persuasion

  1. 1. Persuasion6 ways to persuade people & the future of persuasion
  2. 2. But what is Persuasion?“an attempt to change beliefs, attitudes, intentions, motivations, or behaviors (with using coercion or deception)”
  3. 3. The 6 principles of Persuasion By Robert B. Cialdini✓ Reciprocity✓ Commitment and Consistency✓ Social Proof✓ Authority✓ Liking✓ Scarcity
  4. 4. Reciprocity• People tend to return the favor✓Free eBooks, tutorials, etc.✓Add real value
  5. 5. Commitment & Consistency• People commit to what they think is right• They will honor that commitment✓Raise the price at the last minute✓Commit famous people to your brand.
  6. 6. Social Proof• People will do things that they see other people are doing✓Same kind of people✓Uncertainty & Inexperience
  7. 7. Authority• People will tend to obey authority figures✓Trust Logo’s✓White coat
  8. 8. Liking• People are easily persuaded by other people that they like✓Attractiveness, Similarity, Compliments✓Get likeable people to promote you
  9. 9. Scarcity• Perceived scarcity will generate demand✓Time✓Amount / Stock✓Access
  10. 10. So, what’s next?Behavioral Targeting &Persuasion Profiling
  11. 11. The Lift to-individual-differences-in-responses-to-persuasion-principles/
  12. 12. The Persuasion API• Dynamic websites• Personalized sales pitch• Based upon persuasion en persona✓Increased revenues