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, they’ll do something nicefor you — return the favor, tit for

tat…you get the idea.

PRINCIPLES OF 1 INFLUENCE

Reciprocity - How do you apply it?

Regardless of yourbusiness, there’s 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?

Who is your customer

UNDERSTAND

Their desires and self image

TARGET

For some action

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.

△ 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 500attendees. △ Your sale is limited to the first 200 purchasers.

PRINCIPLES OF 6 INFLUENCE

Cialdini’s principles can and should affect everyarea of our digital marketing experience– From

landing page design, to branding, to socialinteraction.