You, Because, Free, Instantly, and New. You might consider these 10 theories the building blocks of the persuasive techniques explained below. We all know how important food, water, shelter, and warmth are to survival. The Hierarchy of Needs pyramid, proposed by psychologist Abraham Maslow in the s, shows the advancing scale of how our needs lay out on the path to fulfillment, creativity, and the pursuit of what we love most.
The version of the pyramid you see below shared by the Doorway Project shows the five different layers of needs. The three steps in between the physiological needs and the fulfillment needs are where marketing most directly applies. Christine Comaford, an author and expert on the subject of persuasion, has found safety, belonging, and esteem to have incredible value for our everyday work and our creative lives:.
Without these three essential keys a person cannot perform, innovate, be emotionally engaged, agree, or move forward … The more we have of these three keys the greater the success of the company, the relationship, the family, the team, the individual. Her experience has helped her hone three phrases that are key for influence and persuasion and for creating this sense of safety, belonging, and mattering that we all need.
When you talk about influencing people, our ears perk up at Buffer. The advice from Christine Comaford above has that familiar ring of Carnegie to it. Default to happiness and positivity.
Persuasion: Dark Psychology - Secret Techniques To Influence Anyone Using Manipulation: Dark Psychology - How to Analyze People and Influence Them to. UPDATE: All lessons now come with full English subtitles! How do you get someone to give you a ride to the airport? How can you get more people to buy your.
Be welcoming to others. We aim to include as many Carnegie principles as we can in the way that we communicate in emails, in comments, and of course on social media. The full article contains 10 tips. Here are two of my favorites:. Too often we forget this and treat online audiences as easily manipulated rubes.
In other words, talk about benefits instead of features. Here is a screengrab from the landing page of Keen. Here are a few specific examples that Zeltin cites that deal directly with how you speak to others:. Michael Hyatt nails these elements of persuasive speech in his communication with email subscribers. Here is an email that includes both a big thank you and some praise. The idea comes from Roger Dooley of the blog Neuromarketing who uses the variables of a person on a slide to show how different factors affect the outcome of influence.
Additional motivation that you provide the angle of the slide can serve to enhance the gravity.
If a customer has low internal motivation, it will take a steeper angle to get him or her down the slide. Friction , seen here as the difficulty real and perceived in converting, causes the slide to slow down to varying degrees. The nudge could be most anything persuasive, for example a couple of psychological theories that we outlined above. Amplification could mean that the customer is further cementing his values and attitudes as he propels down the slide. Social proof could be a stronger push down the slide, resulting in a faster conversion.
In the book, Cialdini outlines six principles of persuasion, most of which will likely sound a bit familiar based on our previous discussion on psychology. The principles of liking, authority, and social proof all deal with relationships with others: We are persuaded by those we like, by those whom we deem to be authority figures, and by the general population.
Here are a few unique applications of these, as told by Cialdini and Parrish:.
One way people exploit this is to find ways to make themselves like you. Do you like golf? Do you like football? Liking is similar enough to consistency that it bears pointing out the difference here. Something as simple as informing your audience of your credentials before you speak, for example, increases the odds you will persuade the audience.
Noah Kagan does this for the each guest post he publishes at OK Dork. He writes a quick intro on how he made the connection with the guest writer and all the amazing credentials the guest writer has. People will more likely say yes when they see other people doing it too. Social poof is not all bad.
Basecamp has a great example of social proof on their website, showing the wide variety of respected clients that use the product—and doing so in a fun, approachable way. Personally, consistency is the one I find myself most susceptible to, and I identify a lot with how Parrish describes the effect: As for scarcity, Visual Website Optimizer wrote an extensive post on all the different ways you can use scarcity to increase e-commerce sales.
Have you noticed that Amazon tells people there are only a certain number of products left?
Bushra Azhar, a persuasion strategist and founder of The Persuasion Revolution, wrote down several of her techniques that she has used to great effect in creating persuasive copy. Instead of standard names for their pricing tiers, TeuxDeux went with a disruption technique with the copy and then reframed the pitch with the pricing info below.
Azhar points out that a step beyond storytelling is making sure that you are telling the right story. She references the book Made to Stick, which talks about the three stickiest and most memorable story plots. A story of the underdog, rags to riches or sheer willpower triumphing over adversity.
To put it simply, they found that people tend to look for cognitive balance, trying to always keep their thoughts and feelings organized in a similar way. To get the free app, enter your mobile phone number. Here is an email that includes both a big thank you and some praise. One of the most positive ways to influence others is to show them that you really understand how they feel, that you have real empathy for them. You will be surprised about how these are used in everyday life.
The ad featured three subscription levels: Even though none of the participants were aware of what had happened, the business-related objects may have elicited competitiveness. Psychologist Robert Cialdini says one way to influence people is to invoke the reciprocity norm. Basically, you help someone with something they need so they feel obliged to return the favor.
Copy your partner's body language to make them like you. We tend to like conversation partners that mimic our postures, mannerisms, and facial expressions. How you communicate your ideas can be just as important as the substance of your argument. Researchers say that DTR works because it disrupts routine thought processes.
While trying to figure out how many dollars pennies comes out to, people are distracted, and so they just accept the idea that the price is a deal. An alert mind may express some doubt when approached with a request.
When people feel like they're being watched, they tend to behave ethically.