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Persuasion Labs - The Basics

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joanna_wiebe

The document discusses the concept of "persuasion architecture", which involves applying principles of persuasion to website layouts and messaging to influence users. It outlines seven key principles of persuasion: reciprocity, authority, commitment/consistency, scarcity, liking, compromise, and social proof. Research examples are provided that demonstrate how these principles can increase user engagement, such as giving away free samples to encourage purchases or highlighting popular towel reuse rates to influence participation. The principles are intended to be applied ethically to maximize the persuasive power of online content and design.

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PERSUASION ARCHITECTURE 7 Principles of Persuasion to Apply to Your Online Marketing Messaging/Copy A Persuasion Labs™ Presentation
[object Object],[object Object]
[object Object],[object Object],[object Object]
Good Web Messaging to Date ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],THE IDEA: Make content usable to make it easier for users to read our messages Still GREAT
Newfangled Messaging Adds ,[object Object],[object Object],[object Object],[object Object],[object Object],AWESOME, too
[object Object],[object Object]
[object Object],[object Object]
7 Principles of Persuasion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Based on extensive research by behavioral psychologists, social psychologists and decision researchers, including: Robert B. Cialdini, PhD Noah J. Goldstein, PhD Steve J. Martin Neil Martin, PhD
RECIPROCITY When someone does you a favor (does something nice for you), you feel obligated to return the favor.
AUTHORITY We look to experts for guidance as we make our decisions.
COMMITMENT/CONSISTENCY We make commitments and have values. And we want to act consistently with both of those.
SCARCITY You can’t have it… so you want it.
LIKING The more we like people, the more we want to say yes to them.
COMPROMISE When given multiple options, we assess our needs vs. wants and choose in the middle.
SOCIAL PROOF We look to what others do to guide our own decisions and behavior.
[object Object]
Give a Coke. Get a sale. ,[object Object],[object Object],[object Object],Reciprocity
Expensive helps persuade. ,[object Object],TAKEAWAY: People make “compromise choices”. So putting an expensive product next to the one you actually want to sell can help increase sales. (Conversely: Good luck selling expensive if it’s next to cheap!) 119.95 199.95 Compromise
Well, if everyone’s doing it… ,[object Object],TAKEAWAY: Even though people say they’ll act based on one message, they may actually act based on social ‘pressure’. Social Proof
[object Object]
The power of habit ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
NEXT Apply these 7 principles (and additional learnings) ethically to your messaging & layouts to maximize persuasion opportunity. (Watch for a PPT on that on SlideShare.net soon.)
LANCE JONES, Senior Web Consultant JOANNA WIEBE, Senior Copy Consultant Call us in North America at 778-430-1811

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Persuasion Labs - The Basics

  • 1. PERSUASION ARCHITECTURE 7 Principles of Persuasion to Apply to Your Online Marketing Messaging/Copy A Persuasion Labs™ Presentation
  • 2.
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  • 9. RECIPROCITY When someone does you a favor (does something nice for you), you feel obligated to return the favor.
  • 10. AUTHORITY We look to experts for guidance as we make our decisions.
  • 11. COMMITMENT/CONSISTENCY We make commitments and have values. And we want to act consistently with both of those.
  • 12. SCARCITY You can’t have it… so you want it.
  • 13. LIKING The more we like people, the more we want to say yes to them.
  • 14. COMPROMISE When given multiple options, we assess our needs vs. wants and choose in the middle.
  • 15. SOCIAL PROOF We look to what others do to guide our own decisions and behavior.
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  • 23. NEXT Apply these 7 principles (and additional learnings) ethically to your messaging & layouts to maximize persuasion opportunity. (Watch for a PPT on that on SlideShare.net soon.)
  • 24. LANCE JONES, Senior Web Consultant JOANNA WIEBE, Senior Copy Consultant Call us in North America at 778-430-1811