A short presentation about the 6 principles of persuasion by Robert Cialdini and a little bit about the future of persuasion (persuasion profiling & behavioral targeting).

1. Persuasion
6 ways to persuade people
&
the future of persuasion

2. But what is Persuasion?
“an attempt to change beliefs, attitudes, intentions,
motivations, or behaviors
(with using coercion or deception)”

3. The 6 principles of Persuasion
By Robert B. Cialdini
✓ Reciprocity
✓ Commitment and Consistency
✓ Social Proof
✓ Authority
✓ Liking
✓ Scarcity

4. Reciprocity
• People tend to return the favor
✓Free eBooks, tutorials, etc.
✓Add real value

5. Commitment & Consistency
• People commit to what they think is right
• They will honor that commitment
✓Raise the price at the last minute
✓Commit famous people to your brand.

6. Social Proof
• People will do things that they see other people are doing
✓Same kind of people
✓Uncertainty & Inexperience

7. Authority
• People will tend to obey authority figures
✓Trust Logo’s
✓White coat

8. Liking
• People are easily persuaded by other people that they like
✓Attractiveness, Similarity, Compliments
✓Get likeable people to promote you

9. Scarcity
• Perceived scarcity will generate demand
✓Time
✓Amount / Stock
✓Access

10. So, what’s next?
Behavioral Targeting
&
Persuasion Profiling

11. The Lift
http://johnnyholland.org/2012/01/persuasion-profiling-attending-
to-individual-differences-in-responses-to-persuasion-principles/

12. The Persuasion API
• Dynamic websites
• Personalized sales pitch
• Based upon persuasion en persona
✓Increased revenues