As promised, here's the #TLE2014 Cheat sheet** for my talk on 6 Ways to Use Persuasion to Convert!

Want a PDF version - Download here.

Cialdini's 6 Principles of Persuasion

In 1984 Robert Cialdini wrote the book Influence. In the book he listed off six persuasion principles.

In the next few sections you will learn a bit more about each of the 6 persuasion techniques along with

examples, and additional resources for even more fun stuff!

Reciprocity

Definition: This is the idea that when someone gives you something, you feel obligated to return the

favor.

Examples:

1) Moving your friends

2) Free Trials

Read more: What Goes Around Comes Around: Reciprocity on the web

Consistency & Commitment

The consistency & commitment principle, according to Cialdini asserts that people are more likely to

honor a commitment if it matches their self image.

Examples:

1) Udemy

If you choose a Boss they will send you regular check-ins answering two questions:

• What have you accomplished?

• What do you aim to accomplish and by when?

2) Goodreads

Read More: How Udemy & Goodreads ruin my self image

Social Proof

Definition: We are wired to do things because others do them.

Examples:

1) Buffalo Jump

wikipedia: http://en.wikipedia.org/wiki/Buffalo_jump

2) Highway Traffic

3) Informercials

4) Shopify’s examples page:

Read more: Social Proof: If all your friends jumped off a bridge…

Liking

Definition: We buy from people we like!

Examples:

1) Avon

2) Ellen & CoverGirl

3) Shopify

Read more: Why that Pink Dinosaur was a Genius: Using Likeability to Persuade

Authority

Definition: Credible people persuade us. They can be credible because of celebrity, wealth, knowledge,

rank etc.

Examples:

Read more: Respect my Authoritay! How Authority Helps you Convert

Scarcity

Definition: A persuasion technique used to build a sense of urgency (ie: limited time offer, expiry

date, etc.)

Examples:

Read More: Playing Hard to Get - Scarcity & Persuasion

So what was the point?!

The only way we're going to learn how to be persuasive is to admit that we're being persuaded ALL the

time!

Beyond that, taking note of what persuades us and testing those same principles will give you some

amazing ideas on new items to test.

Some additional reads:

1. ConversionXL's Post on how to use Cialdini's 6 principles

2. ANYTHING by the Web Psychologist

** Want to know why I created this Cheat Sheet? Taking notes doesn't work!

So what do you think?

1) When was the last time you were persuaded?

2) Which principle was working in the background?

3) How you can you use it help you convert better?

4) What test will you start as a result?