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Técnicas Cialdini de Influencia & Persuasión aplicadas a la Escritura Comercial

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En esta conferencia (aún en desarrollo) explico en detalle los conceptos necesarios para generar textos comercialmente contundentes. No es un listado ABC, sino una exposición de técnicas que hacen que nuestro público responda de una forma natural a ciertos estímu

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Técnicas Cialdini de Influencia & Persuasión aplicadas a la Escritura Comercial

  1. 1. TécnicasCialdini de Influencia & Persuasiónaplicadas a la EscrituraComercial<br />Juan Fernando Zuluaga C.<br />http://jfz.co<br />
  2. 2. Copywriting<br />Venta a través del texto<br />
  3. 3. Copywriting<br />NO ES literatura<br />
  4. 4. “Te escribo una carta larga porque no tuve tiempo de escribirte una corta”<br />Mark Twain<br />
  5. 5. Para que un texto venda debe:<br />
  6. 6. ¿Cómo ha cambiado Internet la escritura comercial?<br />La ventana de atención del lector se ha reducido. Dramáticamente.<br />“Nadamos en información y morimos por conocimiento” – Rutherford D. Rogers<br />El consumidor es más escéptico y “tacaño” con su tiempo<br />
  7. 7. Las 6 TécnicasCialdinipara la EscrituraComercial en Internet<br />"Si existe la ciencia, ¿para qué más?"<br />
  8. 8. Dr. Robert Cialdini<br />http://influenceatwork.com<br />Investigador de la Universidad Arizona<br />PHD en Social Psychology de la Universidad de Columbia<br />Autor de (montones de) libros e investigacionessobre la psicología de la compra y el mercadeo<br />
  9. 9. Influence: Science and Practice <br />
  10. 10. Ventas => Sereshumanos<br />Sereshumanos => Actúanporemociones<br />Emociones => CausadasporEstímulos<br />Estímuloscorrectos => Accionescorrectas<br />
  11. 11. Acciones estándar: el caso del pavo y la mofeta<br />
  12. 12. ¿Por qué funcionan bien los atajos?<br />El caso de la fotocopiadora<br />“por favor, ¿me permite usar la fotocopiadora?, es que tengo mucho afán” - 94%<br />“por favor, ¿me permite usar la fotocopiadora?, sólo tengo cinco páginas” - 60%<br />“por favor, ¿me permite usar la fotocopiadora?, es que tengo que sacar unas copias” - 93%<br />
  13. 13. Veamos algunos ejemplos de atajos que usamos el día a día…<br />
  14. 14. “Si un experto lo dice, debesercierto”Caso del copiloto del avión de guerra(Watson, 1990)<br />
  15. 15. “caro = bueno”“barato = malo”(Olson, 1977)<br />
  16. 16. Excepción: resistimos la seducción de un atajo cuando el tema es importante para nosotros<br />
  17. 17. ¿Cómosacarlebeneficio a los atajos?<br />
  18. 18.
  19. 19. El Principio del Contraste<br />
  20. 20. Principios estudiados por Cialdini<br />Afinidad<br />Reciprocidad<br />Prueba Social<br />Consistencia y compromiso<br />Autoridad<br />Escasez<br />
  21. 21. Primer Principio:Reciprocidad<br />No soportamos la deuda.<br />
  22. 22.
  23. 23.
  24. 24. La deuda<br />Recibiralgoinesperado (obsequio, ayuda, etc) genera un instantáneosentimiento de deuda<br />La deuda genera obligación y compromiso social, que genera la posibilidad de unareciprocidad mayor<br />
  25. 25. Escalabilidad del Principio de Reciprocidad<br />“hagounapeticióngrande, paraquecuandohagaunarazonable la gente lo veacomounaconcesión de mi parte”<br />
  26. 26. Segundo principio:Compromiso & Consistencia<br />Somosmásfieles a nuestrapalabraque a nosotrosmismos<br />
  27. 27.
  28. 28. Los compromisos deben ser…<br />Explícitos<br />Públicos<br />Voluntarios<br />
  29. 29. Empieza en pequeño y construye<br />
  30. 30. Tercer principio:Prueba Social<br />Si otros lo hacen…<br />
  31. 31. Es más fácil persuadir a alguien de llevar a cabo una acción cuando otros iguales lo han hecho<br />
  32. 32. Cuarto Principio:Afinidad<br />Nos gusta estar con quienes nos sentimos más identificados<br />
  33. 33.
  34. 34. 5 claves de la afinidad<br />Atractivo físico<br />Similaridad<br />Alabanza<br />Cooperación mutua exitosa<br />Asociación<br />
  35. 35. Quinto principio:Autoridad<br />¿En quien podemos confiar?<br />
  36. 36.
  37. 37. El caso de los bebés de Discovery<br />
  38. 38. ¿Cómo se cura la aracnofobia?<br />
  39. 39. Sexto principio:Escasez<br />Productos parecen más valiosos a medida que resultan menos asequibles.<br />
  40. 40. Evidenciando amenazas<br />La forma como decimos las cosas pueden ser determinantes<br />
  41. 41. Beef Buyers<br />Duplican sus pedidos cuando saben de condiciones adversas en los países a las cuales compran. <br />Aumentan un 600% sus pedidos cuando se les informaba que nadie más sabía de dichas condiciones. (Knishinsky, 1982)<br />
  42. 42.
  43. 43. ¿Cómo poner en práctica estos principios en la literatura comercial?<br />La forma fácil: aplicándolas en las secuencias de la motivación comercial<br />
  44. 44. Las Secuencias de la Motivación<br />A<br />S<br />P<br />I<br />E<br />P<br />D<br />C<br />P<br />A<br />A<br />P<br />
  45. 45.
  46. 46. ACCA – Awareness – Comprehension – Conviction - Action<br />
  47. 47. PPPP – Picture – Promise – Prove - Push<br />
  48. 48. Sean D’Souza<br />http://psychotactics.com<br />
  49. 49. Las 7 maletas rojas de D’Souza<br />El problema<br />La solución<br />El público objetivo<br />Las objeciones <br />El caso de estudio<br />Las garantías<br />La USP – UniqueSellingProposition<br />
  50. 50. 6 principios estudiados hoy<br />Afinidad<br />Reciprocidad<br />Prueba Social<br />Consistencia y compromiso<br />Autoridad<br />Escasez<br />
  51. 51. Gracias.Juan Fernando Zuluaga C.<br />http://jfz.co<br />
  52. 52. Y la ñapa…<br />¿Cómo redactar mejores titulares?<br />
  53. 53. El titular es la parte más importante de cualquier escrito comercial. Si es malo, habrás perdido el 80% de tus posibilidades.<br />David Ogilvy<br />
  54. 54. 4 funciones del Titular<br />Conseguir la atención<br />Seleccionar la audiencia<br />Entregar un mensaje claro<br />Invitar al lector a leer el artículo completo<br />
  55. 55. Bob Bly – http://bly.com<br />
  56. 56. 4 U’s<br />
  57. 57. u<br />rgente<br />
  58. 58. Ú<br />til<br />
  59. 59. Ú<br />nico<br />
  60. 60. u<br />Ltra-específo<br />
  61. 61. <ul><li>¿Es Urgente? No, 0 puntos
  62. 62. ¿Es Útil? No, 0 puntos
  63. 63. ¿Es Único? Poco (sólo aporta marca), 1punto
  64. 64. ¿Ultra-Específico? NO, 0 puntos</li></ul>TOTAL: 1 de 4<br />
  65. 65. <ul><li>¿Es Urgente? No, 0 puntos
  66. 66. ¿Es Útil? Si, 1 punto
  67. 67. ¿Es Único? Sí (“sin cambiar banco”), 1punto
  68. 68. ¿Ultra-Específico? NO, (¿gratis?), 0 puntos</li></ul>TOTAL: 2 de 4<br />
  69. 69. <ul><li>¿Es Urgente? No, 0 puntos
  70. 70. ¿Es Útil? Si, 1 punto
  71. 71. ¿Es Único? Sí, 1punto
  72. 72. ¿Ultra-Específico? Si, 1 punto</li></ul>TOTAL: 3 de 4<br />

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