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6 Principles of Influence - Robert Cialdini

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6 Principles of Influence - Robert Cialdini
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6 Principles of Influence - Robert Cialdini

  1. 1. PRINCIPLES CIALDINI'S 6OF INFLUENCE THE PSYCHOLOGY OF PERSUATION
  2. 2. PRINCIPLES OF 1 INFLUENCE HOW DOES IT WORK? RECIPROCITY
  3. 3. PRINCIPLES OF 1 INFLUENCE Reciprocity - How does it work? If you do something nice for someone, they’ll do something nice for you — return the favor, tit for tat…you get the idea.
  4. 4. PRINCIPLES OF 1 INFLUENCE Reciprocity - How do you apply it? Regardless of your business, there’s probably something you can give away. e.g. free samples
  5. 5. PRINCIPLES OF 2 INFLUENCE COMMITMENT & CONSISTENCY HOW DOES IT WORK?
  6. 6. COMMITMENT & CONSISTENCY When people are presented with an idea or appeal that fits their self-image, they are very likely to convert. People who make commitments tend to follow through with those commitments. PRINCIPLES OF 2 INFLUENCE How does it work?
  7. 7. Who is your customer UNDERSTAND Their desires and self  image TARGET For some action ASK COMMITMENT & CONSISTENCY - how to apply it? PRINCIPLES OF 2 INFLUENCE
  8. 8. PRINCIPLES OF 2 INFLUENCE commitment and consistency e.g. Dove's Social Campaign
  9. 9. PRINCIPLES OF 3 INFLUENCE How does it work? Social Proof
  10. 10. Social Proof - How does it work? People will buy, see, do what other people buy, see, and do. PRINCIPLES OF 3 INFLUENCE
  11. 11. PRINCIPLES OF 3 INFLUENCE CREATE CONTENT THAT GETS COMMENTED ON. USE TESTIMONIALS. SHOW FACEBOOK LIKES AND TWITTER FOLLOWERS. 63% LIKES 1500 Social-proof - How Do You Apply It?
  12. 12. PRINCIPLES OF 4 INFLUENCE AUTHORITY
  13. 13. Authority figures wield enormous influence: People will respect and listen to authority figures who have an important message, an effective style, and a platform from which to speak. "INFLUENCE BY AUTHORITY IS AN INCREDIBLE SOURCE OF POWER." PRINCIPLES OF 4 INFLUENCE Authority - How Does It Work?
  14. 14. IT IS POSSIBLE TO GAIN AUTHORITY THROUGH CONTENT MARKETING WITH MORE CONTENT YOU WILL BEGIN TO GROW YOUR PLATFORM, ASSERT YOUR EXPERTISE, AND GAIN THE RESPECT OF OTHERS WITHIN THAT NICHE. PRINCIPLES OF 4 INFLUENCE Authority - How do you apply it?
  15. 15. LIKING PRINCIPLES OF 5 INFLUENCE
  16. 16. WHY? LIKING - HOW DOES IT WORK? Because you have established relationships with them. PRINCIPLES OF 5 INFLUENCE The people most likely to buy from you are people that like you.
  17. 17. PRINCIPLES OF 5 INFLUENCELIKING - HOW DO YOU APPLY IT? Usepeople pictures. Use a normal human voice in your writing. Create a positive and active social presence.
  18. 18. Scarcityhow does it work? PRINCIPLES OF 6 INFLUENCE
  19. 19. If people think that something is going to run out, they will rush to buy it. (scarcity doesn't need to be a reality. people simply need to think that something is scarce in order to be compelled into action.) scarcity - how does it work? PRINCIPLES OF 6 INFLUENCE
  20. 20. SCARCITY - HOW DO YOU APPLY IT? 1. Put a timeline on it. △ Tell users that signup is closing on Friday. △ If it’s a sale, put an expiration date on it. 2. Put a number on it. △ Declare that your webinar will be capped at 500 attendees.  △ Your sale is limited to the first 200 purchasers. PRINCIPLES OF 6 INFLUENCE
  21. 21. Cialdini’s principles can and should affect every area of our digital marketing experience– From landing page design, to branding, to social interaction.

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