6 Principles of Influence - Robert Cialdini

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Text of 6 Principles of Influence - Robert Cialdini

  • PRINCIPLESCIALDINI'S 6OF INFLUENCETHE PSYCHOLOGY OF PERSUATION

  • PRINCIPLES OF 1 INFLUENCE

    HOW DOES IT WORK?

    RECIPROCITY

  • PRINCIPLES OF 1 INFLUENCE

    Reciprocity - How does it work?

    If you do something nice forsomeone, theyll do something nicefor you return the favor, tit for

    tatyou get the idea.

  • PRINCIPLES OF 1 INFLUENCE

    Reciprocity - How do you apply it?

    Regardless of yourbusiness, theres probablysomething you can give

    away. e.g. free samples

  • PRINCIPLES OF 2 INFLUENCE

    COMMITMENT&

    CONSISTENCYHOW DOES IT WORK?

  • COMMITMENT &CONSISTENCY

    When people are presented with anidea or appeal that fits their self-image,

    they are very likely to convert.

    People who make commitmentstend to follow through with those

    commitments.

    PRINCIPLES OF 2 INFLUENCE

    How does it work?

  • Whoisyourcustomer

    UNDERSTANDTheirdesiresandselfimage

    TARGETForsomeaction

    ASK

    COMMITMENT & CONSISTENCY - howto apply it?

    PRINCIPLES OF 2 INFLUENCE

  • PRINCIPLES OF 2 INFLUENCE

    commitment and consistencye.g. Dove's Social Campaign

  • PRINCIPLES OF 3 INFLUENCE

    How does it work?

    Social

    Proof

  • Social Proof - How does itwork?

    People will buy, see, do what otherpeople buy, see, and do.

    PRINCIPLES OF 3 INFLUENCE

  • PRINCIPLES OF 3 INFLUENCE

    CREATE CONTENT THATGETS COMMENTED ON. USE

    TESTIMONIALS. SHOWFACEBOOK LIKES ANDTWITTER FOLLOWERS.

    63% LIKES1500

    Social-proof - How Do You Apply It?

  • PRINCIPLES OF 4 INFLUENCE

    AUTHORITY

  • Authority figures wield enormousinfluence: People will respect and listen

    to authority figures who have animportant message, an effective style,and a platform from which to speak.

    "INFLUENCE BY AUTHORITY IS ANINCREDIBLE SOURCE OF POWER."

    PRINCIPLES OF 4 INFLUENCE

    Authority - How Does It Work?

  • IT IS POSSIBLE TO GAIN AUTHORITY THROUGH

    CONTENT MARKETINGWITH MORE CONTENT YOU WILL BEGIN TO GROWYOUR PLATFORM, ASSERT YOUR EXPERTISE, AND

    GAIN THE RESPECT OF OTHERS WITHIN THAT NICHE.

    PRINCIPLES OF 4 INFLUENCE

    Authority - How do you apply it?

  • LIKING

    PRINCIPLES OF 5 INFLUENCE

  • WHY?

    LIKING - HOW DOES IT WORK?

    Because you have establishedrelationships with them.

    PRINCIPLES OF 5 INFLUENCE

    The people most likely to buy from you arepeople that like you.

  • PRINCIPLES OF 5 INFLUENCELIKING - HOW DO YOU APPLY IT?

    Usepeople pictures.

    Usea normal humanvoice in yourwriting.

    Createa positive andactive socialpresence.

  • Scarcityhow does it work?

    PRINCIPLES OF 6 INFLUENCE

  • If people think thatsomething is going torun out, they will rush tobuy it.

    (scarcity doesn't need to be a reality. peoplesimply need to think that something is scarcein order to be compelled into action.)

    scarcity - how does it work?

    PRINCIPLES OF 6 INFLUENCE

  • SCARCITY - HOW DO YOU APPLY IT?

    1. Put a timeline on it.

    TellusersthatsignupisclosingonFriday.Ifitsasale,putanexpirationdateonit.

    2. Put a number on it.

    Declarethatyourwebinarwillbecappedat500attendees.Yoursaleislimitedtothefirst200purchasers.

    PRINCIPLES OF 6 INFLUENCE

  • Cialdinis principles can and should affect everyarea of our digital marketing experience From

    landing page design, to branding, to socialinteraction.