Persuasion: herding the digital sheep

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6 principles of Persuasion that will change your life... and that of your visitors.

6 principles of Persuasion that will change your life... and that of your visitors.

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  • This is a great presentation.

    Too the point, easy to digest and valuable.

    I'll be referencing it for sure.

    Thanks!
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  • It is well presented!
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  • Great presentation, good use of images and text.
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  • What I love about 'persuasive architecture' is that it's your top sales person and you can completely focus your efforts on her to maximize sales. NO trainees that need to start from zero each time, NO salesteam that needs repetitive trainings, NO HR turnover and tacit knowledge departing to competitors.

    In return, the hard part is giving her different faces appealing to multiple needs, evolving desires and diverging surfing behaviors & entry points. Looking at it from that perspective, E-commerce maturity does require constant learning, paint-overs and new influences. Being it the 31st of December, it is my hope to see more evolution on the latter aspect next year; How can we transform this optimized sales machine into a multifaced flexible personality?
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  • awesome presentation!
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Transcript

  • 1. PERSUASION
    Herding the digital sheep

    … best presentation in years!  
    Someguy, Slideshare
  • 2. 1. The Theory
  • 3. Life = makingchoices
  • 4. more information
    =
    more difficult to choose
  • 5. more choiceavailable
    =
    more difficult to choose
  • 6. Duringevolution,
    man has developed
    semi-automaticreactions to help
    himmakechoices
    Must. Buy.
    Stuff. Online.
  • 7. Someguywe’ll mention at the
    end of the presentationboiledit
    down to 6 BASIC PRINCIPLES
  • 8. Reciprocity
    Scarcity
    Liking
    Authority
    Social Proof
    Commitment/Consistency
  • 9. 1. RECIPROCITY
    « you scratch my back,
    I’ll scratch yours  »
  • 10. Use reciprocity to givethingsaway
    for free and people will return
  • 11. Do youconsidergoing back when
    yougotsomething for free?
  • 12. Do youconsidergoing back when
    yougotsomething for free?
  • 13. Do youconsidergoing back when
    yougotsomething for free?
  • 14. People are inclined to return
    favorsyou have donethem
  • 15. What do you do when
    someonefollowsyou on twitter?
  • 16. If youjustread a good article and the
    authorasksyou to promoteit, willyou?
  • 17. Chances are you’realreadygiving
    stuffaway for free
  • 18. Free newsletter
    Free RSS feed
    Free tutorials
    Free tips
    Free webinar/podcast
    Free software
    Free trial

  • 19. Askyourusers/visitors to promote
    your content in return for whattheyget
  • 20. 2. SCARCITY
    We all love a good
    stampede
  • 21. Whensomethingisscarce,
    people automaticallyperceiveit
    as more valuable
  • 22.
  • 23. « …createdscarcityaround a virtual
    good and thatcreatesbuzz. »
  • 24. Scarcityisparticularly effective
    in e-commerceenvironments
  • 25. Scarcity in time
  • 26. Scarcity in amount
  • 27. « Triple Whammy »
    Limited access
    Limited time
    Limited stock
  • 28. 3. LIKING
    Everdenied a request
    from a friend?
  • 29. If people likeyou,
    they’llbe back
  • 30. Problem: they’re not talking to you,
    they’relookingat a computer screen
  • 31. Put a face on youractivity
  • 32. Use handwriting,
    it’shuman
    Are weseeingreciprocityhere?
    You consume his content, heasks
    you to check out the banner
    Fair deal or fair deal?
  • 33. « The doctorsaidso »
    4. AUTHORITY
  • 34. Establishingauthoritymakesit
    easy for people to chooseyou
    over the next attention sucker
  • 35. Endorsementfrominfluencers
  • 36. Endorsementfrom experts/users
  • 37. Once yourauthorityisestablished,
    youcanstartrolling
  • 38. 5. SOCIAL PROOF
    We are all sheep
  • 39. In a world of everincreasing
    information, werely on otherpeople’s
    choices to makeourown
  • 40. Fromreviews to reviews of reviews
  • 41. Ninja Squirrelswatched
    496,663 times?
    That must be good, right?
  • 42. 6. COMMITMENT/CONSISTENCY
    The moment youdecide on something,
    You startconvincingyourselfit’s the right choice
  • 43. People want to beengaged
    makeit as easy as possible for them
  • 44. Security OK in header
    loweringthreshhold
  • 45. Why shop with us?
    feed the masses
  • 46. love yourselection
    easy online site
    delivery out of this world
    Didwe mention « triple whammy »?
  • 47. Combine theseelements
    to herd the digital sheep
  • 48. The logo: liking
    Scarcity
    Scarcity
    Social proof + authority: « nr 1 »
    Social proof
    Scarcity
    Appealing to childhood: liking
  • 49. Liking (handwriting) + commitment (free)
    In one place – easy – instant : loweringthreshhold to increasecommitment
    Social Proof
    Authority
  • 50. Social Proof (3 million) +
    Commitment (simple way)
    Authority
    Liking + Authority + Social Proof
    Authority
    Liking
  • 51. This presentation
    Would not have been possible
    without
    Robert Cialdini
    Read hiswidelyacclaimed book
    INFLUENCE, I personallyrecommendit
  • 52. I’m Thomas
    This isactually one of the first pictureswhengooglingmyname – don’task
    I do e-commerce:
    www.bagazoo.com
    www.chocolateque.com
    www.essentialist.be
    and others…
    If youlikedthispresentation, pleasefollow me:
    twitter.com/thomasvdc