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The Science of Persuasion
Published: 1984!
!
Born: April 27, 1945.!
PhD in Psychology from Columbia University and PhD in Marketing from Arizona Sta...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Reciprocity
People are obliged to give back to others the form of
behaviour, gift or offer that they have received first
T...
Reciprocity
Be the first to give and make sure what is given
is both personal and unexpected.
What this means for us:
• Of...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Scarcity
People want more of the things they can have less of
Framing something as scarce injects a sense of novelty in
th...
2002: The Last Time Tour 2004: Together in Concert
Scarcity
Benefits may not always be enough. We have to
demonstrate what is both unique about our
proposition and what they...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Authority
People will follow the lead of credible, knowledgeable experts
It’s a bit problematic to proclaim yourself as an...
Authority
We are an authority on what we talk about and
we need to demonstrate that to clients
What this means for us:
• R...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Consistency
People like to be consistent with things they have previously
said or done
Being consistent will help us persu...
Consistency
Where possible, look for smaller commitments that are voluntary,
active, if possible, public and get those com...
Consistency
Encouraging our clients to make small initial
commitments will make it easier to up sell and
cross sell furthe...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Liking
People are more likely to say yes to those that they like
Being likeable shouldn’t take any work, both because we a...
Joe Girard!
!
Sold 13001 Cars over 15
years at a Chevrolet
Dealership between 1963
and 1978.
2 cars every day or 70 cars a...
Liking
Being a little proactive about why we like our
clients will help them to see what they like
about us
What this mean...
RECIPROCITY
SCARCITY
AUTHORITY
CONSISTENCY CONSENSUS
6 SHORTCUTS
LIKING
Consensus
People will look to the actions and behaviours of others to
determine their own
As well as relying on our own ab...
Consensus
Demonstrating the actions, reservations and
results of other similar clients will help lower
their sense of risk...
http://www.youtube.com/watch?v=cFdCzN7RYbw
The YouTube clip sums up everything far more succinctly than I have if you
have...
02 8028 6405 | ADAM@STEPCHANGEMARKETING.COM | LEVEL 11 1102 68 YORK ST, SYDNEY NSW
THANK YOU FOR THE OPPORTUNITY TO WORK W...
The hidden powers of persuasion
The hidden powers of persuasion
The hidden powers of persuasion
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The hidden powers of persuasion

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Cialdini's powers of influence are more critical than ever as we more from the information age to the influence age. Unless you understand how to get your messages, be they face2face or social media, to cut-through and persuade then you're nowhere. This presentation offers the short-cuts to success with some visual examples to keep these proven classics topical and interesting.

Published in: Marketing
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The hidden powers of persuasion

  1. 1. The Science of Persuasion
  2. 2. Published: 1984! ! Born: April 27, 1945.! PhD in Psychology from Columbia University and PhD in Marketing from Arizona State University
  3. 3. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  4. 4. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  5. 5. Reciprocity People are obliged to give back to others the form of behaviour, gift or offer that they have received first The effect of how we offer something to begin with has a disproportionate effect on what is returned.
  6. 6. Reciprocity Be the first to give and make sure what is given is both personal and unexpected. What this means for us: • Offering clients examples of work! • Additional material that isn't requested or commissioned ! ! Its not just what is given but how it is given that disproportionally affects the experience
  7. 7. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  8. 8. Scarcity People want more of the things they can have less of Framing something as scarce injects a sense of novelty in the product.
  9. 9. 2002: The Last Time Tour 2004: Together in Concert
  10. 10. Scarcity Benefits may not always be enough. We have to demonstrate what is both unique about our proposition and what they stand to lose if they don’t consider our proposal. What this means for us: • What do we offer that no one else offers?! • Why do we offer what we do? ! ! What we provide is a scarce and valuable resource and we should be demonstrating that as much as possible.
  11. 11. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  12. 12. Authority People will follow the lead of credible, knowledgeable experts It’s a bit problematic to proclaim yourself as an authority on something even if you are, but there is no alarm bell for people when it comes to who they hear it from.
  13. 13. Authority We are an authority on what we talk about and we need to demonstrate that to clients What this means for us: • Recommend each other on an aspect of the work they might touch! • Mention the qualifications and achievements of our staff! ! It doesn't have to be a cheesy sales pitch, an off handed recommendation can be all it takes.! ! ! Helping our clients understand that we are an authority helps comfort them and it costs us nothing.
  14. 14. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  15. 15. Consistency People like to be consistent with things they have previously said or done Being consistent will help us persuade our clients to see that we are reliable and that we have everyones best interest in mind.
  16. 16. Consistency Where possible, look for smaller commitments that are voluntary, active, if possible, public and get those commitments in writing.
  17. 17. Consistency Encouraging our clients to make small initial commitments will make it easier to up sell and cross sell further along in the life of the client What this means for us: • Working through a timeline document with the client of what they should expect and when, have both parties sign it! • Offer commitments of our own in writing that they can take away ! ! A written timeline that both parties have a copy of will guarantee mutually understood expectations on deliverables and create a point of leverage for punctuality on all following work. ! !
  18. 18. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  19. 19. Liking People are more likely to say yes to those that they like Being likeable shouldn’t take any work, both because we are likeable and because thats part of how we choose our clients. ! ! But as with anything preparation will always help
  20. 20. Joe Girard! ! Sold 13001 Cars over 15 years at a Chevrolet Dealership between 1963 and 1978. 2 cars every day or 70 cars a month when the industry standard was 7.
  21. 21. Liking Being a little proactive about why we like our clients will help them to see what they like about us What this means for us: • We already work with clients that have a similar spirit or ideology to us which we should remind them of.! • Take a few minutes to realise what you like about a client, whether it’s the brand or the person you deal with. It shouldn't be forced but if you give it a little thought it will come out naturally in how you deal with them. ! ! Being liked is not the goal. ! Our goals should be to find things we have in common with our clients, understand what we like about them and work towards a common goal. Who wouldn’t like working with someone like that?
  22. 22. RECIPROCITY SCARCITY AUTHORITY CONSISTENCY CONSENSUS 6 SHORTCUTS LIKING
  23. 23. Consensus People will look to the actions and behaviours of others to determine their own As well as relying on our own ability to persuade people we can point to what others are doing to help as, especially similar others.
  24. 24. Consensus Demonstrating the actions, reservations and results of other similar clients will help lower their sense of risk and make them feel included. What this means for us: • “Successful businesses are implementing this strategy and we encourage you to as well” ! • “Our clients have taken these measures and they have achieved success by doing so”! • “We have had clients who felt the same way as you do now but they persevered…! ! We can draw attention to any group of consensus, as long as its true and we are honest with them, consensus can give someone just enough courage to move forward when they wouldn't otherwise
  25. 25. http://www.youtube.com/watch?v=cFdCzN7RYbw The YouTube clip sums up everything far more succinctly than I have if you have any questions or would like to just measure the interest and clarity difference between them. Science of Persuasion
  26. 26. 02 8028 6405 | ADAM@STEPCHANGEMARKETING.COM | LEVEL 11 1102 68 YORK ST, SYDNEY NSW THANK YOU FOR THE OPPORTUNITY TO WORK WITH YOU PLEASE GET IN TOUCH ANY TIME

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