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

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

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