Persuasion 21 Principles in 15 minutes

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  • We don’twant to loose something, especially something we perceive as already having
  • We like those we consider to be like us, and we are suckers for flattery.
  • We hate to wait in lines, but if we see one, then we want to get to the other end of it.
  • We are more likely to listen to, or take advice from those we consider to be in a position of authority on a subject.
  • Reduce options, Show a clear difference, and Provide a recommendation.
  • The harder it is to do something, the more motivated someone has to be to do it.
  • We instinctively return favors and until we do, we feel an obligation to do so.
  • Make it easy to say yes
  • You’ll be more willing to accept a recommendation from a friend than anyone else. Then someone like you, or someone you admire
  • Once you commit to something you are much more likely to follow through, written commitments are the strongest
  • Show progress, provide a goal.
  • Persuasion 21 Principles in 15 minutes

    1. 1. Principles of PersuasionLauren Martin<br />@lorielue<br />SiteMotif.com<br />
    2. 2. Two major hurdles standing in between your users and your product or service:<br />Can they get to it (usability) <br />Are they motivated to get to it (persuasion)<br />
    3. 3. Hook, Line & Sinker Persuasion<br />Get their attention<br />Pull them into the site<br />Convert into a customer <br />
    4. 4. 21 principles in 15 minutes<br />
    5. 5. The Hook<br />
    6. 6. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    7. 7. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    8. 8. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    9. 9. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    10. 10. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    11. 11. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    12. 12. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    13. 13. The Hook<br />Scarcity<br />Urgency<br />Framing<br />Familiarity<br />Liking<br />Fun<br />Exploration<br />Social Proof<br />
    14. 14. The Line<br />
    15. 15. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    16. 16. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    17. 17. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    18. 18. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    19. 19. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    20. 20. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    21. 21. The Line<br />Authority<br />Choices<br />Simplicity<br />Reciprocity<br />Cross Sell<br />Up Sell<br />Recommendations<br />
    22. 22. The Sinker<br />
    23. 23. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    24. 24. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    25. 25. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    26. 26. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    27. 27. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    28. 28. The Sinker<br />Commitment<br />Challenges<br />Goals<br />Recognition<br />Feedback<br />Social Networks<br />
    29. 29.
    30. 30. 21 principles of persuasion in 15 minutesLauren Martin<br />@lorielue<br />SiteMotif.com<br />

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