The document discusses seven techniques for online persuasion: 1. Perceptual contrast, such as highlighting value through comparisons. 2. Commitment and consistency, like getting people to make incremental commitments over multiple visits. 3. Social proof, using endorsements from similar people to build confidence. 4. Scarcity, emphasizing time limits or limited availability. 5. Authority, using expertise to establish credibility and trust. 6. Being likeable through warmth, cohesion and rapport. 7. Reciprocity, such as offering value first to trigger repayment through compliance.

1. Online Persuasion
David Christopher
Senior Inbound Marketing Manager, OPUBCO
@davidmchris

2. Persuasive Marketing
Reach
Speak
Compel

3. Persuasive Marketing
Reach

4. Persuasive Marketing
Reach

5. Crass
Persuasive Marketing
Reach
Cheesy
Spammy
Dishonest

16. Persuasive Marketing
Reach
Speak

17. Persuasive Marketing
Reach
Speak
Unique
Cozy
Cute
Available
Trusted
Popular

18. Persuasive Marketing
Reach
Speak
Compel

23. One:
Perceptual Contrast

26. Doubled
Average
Sale
Value

28. Two:
Commitment & Consistency

30. 7.5 Visits, before a conversion

31. Incremental Commitments

44. Built Link

45. Earned Media

47. I already:
• Read their blog
• Follow them on Twitter
• Get their emails
I am someone who would go to Confluence

48. Strengthen Commitment
• Make it Publicly

49. Strengthen Commitment
• Proportional to effort

53. Three:
Social Proof
“Where all think alike, no
one thinks very much.”
- Walter Lippman

54. Works Best:
• In Uncertainty

57. Works Best:
• From people like us

61. Four:
Scarcity

64. Works Best:
• With competition

67. Five:
Authority

71. 2012 Election:
Raised $1.1bn
Online $690m

72. 500 A/B tests
+49% donation page conversion rate
+19% just by changing 1 picture

74. Email drove 90% of online fundraising

75. Six:
Being Likeable

89. Seven:
Reciprocity

97. The Law of
Value
Your true worth is determined by
how much more you give in value
than you take in payment.

98. 58% of students
Would take a 15% pay cut
To work for an organization
with values like my own
Netimpact.org

100. RRyyana Gnro Gvesr -ohvtetps: /-/bbit.ilyt/.1lcyss/Q1NczssQNz

101. wishforwater.com

102. “How do you get people
to feel like they belong?”

103. “You love on them.” wishforwater.com

104. The Law of
Authenticity
The most valuable gift you have to
offer is yourself.