1. When you make choices…

2. Like buying a bed.
Or clicking a link
Or applying for a credit card.

3. Robert Cialdini, Influence (1984)
You have conditioned
(biological) responses to
triggers.

5. Brands like Casper, Jet,
Blue Apron, Spotify,
Airbnb, Netflix, Google,
Hulu, ClassPass…
influence you
How

6. Effective words are…

7. Sound
Visual
Simple
Personal

8. Simplicity & Brevity
Small words. Short sentences

10. Sound & Texture
Same first letter, same sound, rhyming, is more memorable

12. Visualize
Slogans or messages with a strong visual component are more
powerful.

14. Personalize
Why does this matter to you? A question is interactive.

16. Put it into practice…

17. Action / Benefit

18. Authority
Social Proof
Scarcity

19. < Action
< Action
< Benefit
< Benefit
< Scarcity
< Scarcity

20. < Benefit
< Social proof
< Action
< Action
< Social proof
< Benefit

21. < Benefit
< Action
< Authority
< Benefit
< Action
< Authority

23. You

24. Good Luck