Download - 6 Principles of Influence - Robert Cialdini
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PRINCIPLESCIALDINI'S
6OF INFLUENCETHE PSYCHOLOGY OF PERSUATION
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PRINCIPLES OF 1 INFLUENCE
HOW DOES IT WORK?
RECIPROCITY
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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.
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PRINCIPLES OF 1 INFLUENCE
Reciprocity - How do you apply it?
Regardless of yourbusiness, there’s probablysomething you can give
away. e.g. free samples
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PRINCIPLES OF 2 INFLUENCE
COMMITMENT&
CONSISTENCYHOW DOES IT WORK?
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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?
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Who is your customer
UNDERSTAND
Their desires and self image
TARGET
For some action
ASK
COMMITMENT & CONSISTENCY - howto apply it?
PRINCIPLES OF 2 INFLUENCE
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PRINCIPLES OF 2 INFLUENCE
commitment and consistencye.g. Dove's Social Campaign
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PRINCIPLES OF 3 INFLUENCE
How does it work?
Social
Proof
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Social Proof - How does itwork?
People will buy, see, do what otherpeople buy, see, and do.
PRINCIPLES OF 3 INFLUENCE
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PRINCIPLES OF 3 INFLUENCE
CREATE CONTENT THATGETS COMMENTED ON. USE
TESTIMONIALS. SHOWFACEBOOK LIKES ANDTWITTER FOLLOWERS.
63% LIKES1500
Social-proof - How Do You Apply It?
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PRINCIPLES OF 4 INFLUENCE
AUTHORITY
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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?
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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?
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LIKING
PRINCIPLES OF 5 INFLUENCE
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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.
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PRINCIPLES OF 5 INFLUENCELIKING - HOW DO YOU APPLY IT?
Usepeople pictures.
Usea normal humanvoice in yourwriting.
Createa positive andactive socialpresence.
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Scarcityhow does it work?
PRINCIPLES OF 6 INFLUENCE
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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
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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
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Cialdini’s principles can and should affect everyarea of our digital marketing experience– From
landing page design, to branding, to socialinteraction.