Yes - 50 scientifically proven ways to be persuasive
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Transcript of Yes - 50 scientifically proven ways to be persuasive
Let this man (Robert
B. Cialdini) persuade
YOU!
A ”book review-presentation chimera”by Jussi Laakkonen
jussilaakkonen.wordpress.com
Psychologist
Scholar, Ph.D.
Researcher for 30 years
Visiting professor, Stanford
Chairman, Influence at Work
Renowned presenter
Influence: Science & Practice
> Influence: Science & Practice
Yeah,
over one
MILLION
copies sold!
> Influence: Science & Practice
Yeah,
over one
MILLION
copies sold!
Not bad for a book that
explains the Jonestown
massacre and department
store bargain frenzies!
> Influence: Science & Practice
Yeah,
over one
MILLION
copies sold!
Social proof!
one of theprinciples
> Influence: Science & Practice
> Influence: The psychology of persuasion
> Influence: Science & Practice
> Influence: The psychology of persuasion
> Yes! 50 scientifically proven ways to be
persuasive
So good that I spent 5 hours
making this presentation to
share the goodness.
50 rigoriously tested methods
Immediate real world application
50 rigoriously tested methods
Immediate real world application
Did you know that 50 peop
le
hearted this presentation on
Slideshare! Would you like to
read on?
50 rigoriously tested methods
Immediate real world application
Did you know that 50 peop
le
hearted this presentation on
Slideshare! Would you like to
read on?
I wish8-)
Fasten your seatbelt.
Here we go.
Oh and I’m going to
cover only 15 ways
to leave something to b
e
read from the book.
Please call again if the lines are busy.
Social proof >> inconvenience
Everybody’s buying, hurry up
and don’t miss out!
If people like me do it...
Social proof on steroids
when it comes from
> People like yourself
> People you relate to
We produce 50% more litter today...WRONG!
Social proof works also for
negative actions.
Marginalize the negative actions
”Only 2% of people litter”
You are better than average!
Social proof from statistics
attracts us towards the middle.
Reward high performers to avoid
them drifting back to the middle.
Was that vanilla cherry diet cola+vitamins?
Too many options leads to
decision paralysis.
... and besides line extensions dilute the
brand and lead lower overall sales
(Positioning, Al Ries & Jack Trout)
Free isn’t valuable
If you bundle or offer gifts,
highlight the real value.
Free software included! vs.
Software worth $500 included!
High-end boosts mid-range sales
High-end = reference point
Expensive high-end ->
mid-range becomes a fair deal
Fear by itself paralyzes
Offer a solution, actions to take.
Without actions pointing out risks
only instills fear and denial.
How can I help you?
Reciprocity is a strong norm.
... and the world would be a better place
if we all asked how we can help other
people, instead asking how they can help us.
John, thanks for filling this form!
Personal is persuasive.
Hand writing + Post-It Notes FTW!
Writing the note also commits
the writer himself to his words!
... more proof why Scrum’s post-it note
boards & daily stand up meetings work.
Wow, they really go an extra mile!
Significant, unexpected,
personalized gifts go a long way.
Attention, extra mints after meal,
repeating my order word for word
-> a bigger tip for the waiter
We’ve already done it on your behalf
You are free to participate or not.
Reciprocity back in action.
Favors go out of fashion
As time passes the value of a
favour diminishes.
Gentle refreshing restores value.
WE’ll mark you down as a yes and
let the others know you are coming.
We want to remain consistent.
Especially if others know.
Even more if we gave reasons why.
Here’s your card, and we’d like to
give you two free stamps on it.
Motivated to collect all +
Personalized gift
No strings attached
A loyalty card with 2/10 marked
beats a card with 0/8 hands down.
Great examplesGreat examples
Great examplesGreat examples
Really usefulReally useful
Great examplesGreat examples
Really usefulReally useful
Easy readEasy read
Great examplesGreat examples
Really usefulReally useful
Easy readEasy readAlive & wittyAlive & witty
Great examplesGreat examples
Really usefulReally useful
Easy readEasy readAlive & wittyAlive & witty
True to the titleTrue to the title
GGRREEAATT