8/10/2019 Psychology of Persuasion Framework

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A framework for improving

collateral

Six principles of the psychology of persuasion

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Powerful, sales-driving principles

Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation asymmetric

give/get. Perceived benefit vs. cost

sticking to guns to avoid further thinking

and action on a subject confirmation

bias. Also a key obstacle

observing decisions of others and

tendency to go with the crowd

preference to say yes to people who:

we like, are similar, compliment and

cooperate, are attractive

people follow authority figures and

experts they perceive to be moreknowledgeable

items and information are more

attractive when scarce or perceived to

be scarce.

` ``

8/10/2019 Psychology of Persuasion Framework

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Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation

sticking to guns to avoid further

thinking and action on a subject

Confirmation bias. Also our

primary challenge

observing decisions of others and

tendency to go with the crowd

preference to say yes to people who:

we like, are similar, compliment and

cooperate, are attractive

people follow authority figures and

experts they perceive to be moreknowledgeable

items and information are more

attractive when scarce or perceived to

be scarce.

` ``

Powerful, sales-driving principles

8/10/2019 Psychology of Persuasion Framework

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Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation

sticking to guns to avoid further

thinking and action on a subject

observing decisions of others and

tendency to go with the crowd

Herd mentality. Testimonials &

reference customers

preference to say yes to people who:

we like, are similar, compliment and

cooperate, are attractive

people follow authority figures and

experts they perceive to be moreknowledgeable

items and information are more

attractive when scarce or perceived to

be scarce.

` ``

Powerful, sales-driving principles

8/10/2019 Psychology of Persuasion Framework

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Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation

sticking to guns to avoid further

thinking and action on a subject

observing decisions of others and

tendency to go with the crowd

preference to say yes to people who:we like, are similar, compliment and

cooperate, are attractive empathy,

reflexivity, partner vs. vendor,

packaging

people follow authority figures and

experts they perceive to be moreknowledgeable

items and information are more

attractive when scarce or perceived to

be scarce.

```

Powerful, sales-driving principles

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Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation

sticking to guns to avoid further

thinking and action on a subject

observing decisions of others and

tendency to go with the crowd

preference to say yes to people who:we like, are similar, compliment and

cooperate, are attractive

people follow authority figures and

experts they perceive to be more

knowledgeable credibility &

capability

items and information are more

attractive when scarce or perceived to

be scarce.

`

``

Powerful, sales-driving principles

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Reciprocity

Commitment &

Consistency

Social Validation

Liking

Authority

Scarcity

sense of obligation

sticking to guns to avoid further

thinking and action on a subject

observing decisions of others and

tendency to go with the crowd

preference to say yes to people who:

we like, are similar, compliment and

cooperate, are attractive

people follow authority figures and

experts they perceive to be more

knowledgeable

items and information are more

attractive when scarce or perceived to

be scarce. shelf life, only source,

found alpha

`

``

Powerful, sales-driving principles

8/10/2019 Psychology of Persuasion Framework

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Thank You Very MuchFor your Valuable Time