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Persuasive content & design for social media, content marketing and UX - 2014 03 - @timfidgeon

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Information about Persuasive content & design for social media, content marketing and UX -...
Marketing

Published on March 6, 2014

Author: timfidgeon

Source: slideshare.net

Description

Principles that can make your content, design and campaigns more persuasive
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Persuasive content & design We’re all very easily influenced Prepare to be shocked, depressed, inspired… timfidgeon@hotmail.com @timfidgeon

We’re easily influenced… Men… Woman lying face-down on a beach…how many men approach? • Control = 10% • Lower back butterfly tattoo = 24% (over +100%) http://www.spring.org.uk/2013/06/a-womans-tattoo-doubles-the-chance-of-a-manapproaching.php timfidgeon@hotmail.com @timfidgeon

We’re easily influenced… Women… Man asks women for their phone number…how many say ‘yes’? • Control = 14% • Same man with guitar case = 30% (over +100%) http://www.spring.org.uk/2013/05/the-incredible-datingpower-of-a-guitar-case.php timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Reciprocity Give away the incentive, then ask for something… Personal details File download File download Personal details Conversion rate = 80% Conversion rate = 70% Completion accuracy = 40% Completion accuracy = 90% Gamberini, L. et al (2007) Embedded persuasive strategies to obtain visitors’ data: comparing reward and reciprocity in an amateur, knowledge-based website. Berlin/ Heidelberg, Springer. timfidgeon@hotmail.com @timfidgeon

Special treatment Waiter’s tip: impact of free sweets (perperson) • No sweet = control • 1 sweet = +3% tips • 2 sweets = +14% • 1 sweet…then an ‘unofficial’ 2nd sweet = + 23% ‘Unofficial’ sweet was unexpected & perceived as ‘just for them’ Strohmetz, D. B. B. Rind, R. Fisher and M. Lynn (2002), ‘Sweetening the till: the use of candy to increase restaurant tipping’, Journal of Applied Social Psychology, 32: 300-309 timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Foot-in-the-door Get a 10-minute ‘no strings’ appointment • Less commitment involved than a purchase Start with a small order… • “when a person has signed an order…even though the profit is so small it hardly compensates for the time and effort of making the call, [he or she] is no longer a prospect – [he or she] is a customer” Green, F. (1965), ‘The “foot-in-the-door” technique’, American Salesman, 10: 14-16. timfidgeon@hotmail.com @timfidgeon

Foot-in-the-door What can we do to get you involved…? timfidgeon@hotmail.com @timfidgeon

Commitment & consistency You are asked to complete a survey… …if I say the results = ‘you are more likely to vote than average’… • …will this impact your behaviour? timfidgeon@hotmail.com @timfidgeon

Labelling Potential voters = 15% more likely to vote if… • 1 week earlier (in a market research study), they were randomly told they = ‘more likely than average to vote’ Assign a value to someone & make a request based on it… Tybout, A. M. and R. F. Yalch (1980), ‘The effect of experience: a matter of saliance?’, Journal of Consumer Research, 6: 406-13 timfidgeon@hotmail.com @timfidgeon

Labelling This is for you… http://ninetoninekids.wordpress.com/tag/websites/ timfidgeon@hotmail.com @timfidgeon

Head-start 2 loyalty cards… • 8 empty slots = 19% redeemed • 2 stamped, 8 empty = 34% redeemed – Average time-to-redeem = quicker Purchases increase in frequency as people get nearer goal Emphasise how much of task = already completed (by you, or them) Nunes, J. C. and X. Dreze (2006), ‘The endowed progress effect: how artificial advancement increases effort’, Journal of Consumer Research, 32: 504-12. timfidgeon@hotmail.com @timfidgeon

Dealing with consistency Help people change their mind Especially important for older people, who have stronger desire for consistency Framing statement • “Your previous decision was correct, given the circumstances…” Persuasion statement • “…but circumstances have changed” – Emphasise your product/service’s consistency with their pre-existing values/action Brown, S. L., T. Asher and R. B. Cialdini (2005), ‘Evidence of a positive relationship between age and preference for consistency’, Journal of Research in Personality, 39: 517-33. timfidgeon@hotmail.com @timfidgeon

Dealing with consistency timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Social proof 1 person is staring up at a tall building… …what % of passers-by will look up at the building? timfidgeon@hotmail.com @timfidgeon

Social proof People staring up at a tall building…. • 1 researcher, 20% of pedestrians join in/look up. • 5 researchers, 80% of pedestrians join in/look up Milgram et al (1969) http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&uid=1970-00589001 timfidgeon@hotmail.com @timfidgeon

Social proof www.amazon.co.uk timfidgeon@hotmail.com @timfidgeon

Social proof Expedia.co.uk timfidgeon@hotmail.com @timfidgeon

Social proof Pre-existing categories can give easier overview & support browsing http://kiddicarereviews.kiddicare.com/review/125569 timfidgeon@hotmail.com @timfidgeon

Social proof Pre-existing categories can give easier overview & support browsing http://kiddicarereviews.kiddicare.com/review/125569 timfidgeon@hotmail.com @timfidgeon

Social proof timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Authority Researcher illegally crosses road dressed as… Workman Businessman 3.5x people follow the business man http://www.actionablebooks.com/summaries/influence-the-psychology-of-persuasion/ timfidgeon@hotmail.com @timfidgeon

Authority TV reporter… With uniform, badge, and baton Outside a bank, places a sign on cash machine: “Out of order – give deposits to guard on duty” • Centre of sign has a large, gold badge. Customer gave cash, cheques, Social Security numbers, credit cards, account numbers, PIN codes… 10/10 customers handed over their deposits. Only 1 showed any hesitation. In 2 hours, reporter gained access to over $10,000 in deposits and account balances. timfidgeon@hotmail.com @timfidgeon

Authority Emphasise your… • Credentials • Reviews • Testimonials timfidgeon@hotmail.com @timfidgeon

Self-promotion dilemma Participants read identical author profiles, written by… • Author vs. Author’s agent ‘Likeability’ ratings = higher with ‘agent-written’ profile • Attribution error: we under-appreciate external influences on others’ behaviour (example: money) Take every opportunity to praise your colleagues to customers! Pfeffer, J., C. T. Fong, R. B. Cialdini and R. R. Portnot (2006), ‘Overcoming the self-promotion dilemma: interpersonal attraction and extra help as a consequence of who sings one’s praises’, Personality and Social Psychology Bulletin, 32, 1362-74 timfidgeon@hotmail.com @timfidgeon

Self-promotion dilemma timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Shared characteristics We’re more influenced by people like us • Values, age, gender… Survey response rates… • Control = 30% • Survey sent by someone with a similar name to recipient = 50% – Robert Greer/Bob Gregar; Cynthia Johnston/Cindy Johanson Emphasise similarities between salesperson (and sales materials) & potential customer • Case studies, examples… Garner, R. (2005), ‘Post-It Note persuasion: a sticky influence’, Journal of Consumer Psychology, 15: 230-37. timfidgeon@hotmail.com @timfidgeon

Personalising your message Survey response rates • Cover letter = 36% • Handwritten message on cover letter = 48% • Handwritten sticky note = 75% – Data quality = also higher • Response rate increased even further when message = accompanied with ‘Thank You’ & researcher’s initials. Personal requests get better response Garner, R. (2005), ‘Post-It Note persuasion: a sticky influence”, Journal of Consumer Psychology, 15: 230-37 timfidgeon@hotmail.com @timfidgeon

Personalising your message Handwriting effect timfidgeon@hotmail.com @timfidgeon

Power of a smile Customer service = rated higher when employees offer genuine smiles • Video: actors with ‘real’ vs. ‘fake’ smiles Encourage genuine smiles • Video: use good actors, or real (smiley) staff Grandey, A. A., G. M. Fisk, A. S. Mattila, K. J. Jansen and L. A. Sideman (2005), ‘Is “service with a smile” enough? Authenticity of posiitve displays during service encounters’, Organisational Behaviour and Human Decision Processes, 96, 38-55. timfidgeon@hotmail.com @timfidgeon

Personalising your message Creating a loveable personality timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

Scarcity Panic buying is real… Can we make our offering… • Rare/unique • Time-limited • Exclusive timfidgeon@hotmail.com @timfidgeon

Scarcity http://frankharris.co.uk/ timfidgeon@hotmail.com @timfidgeon

Scarcity Scarcity (real or perceived) can motivate customers… • Limited stock. • Deadlines (next day delivery, time-limited offers...) www.ebuyer.com timfidgeon@hotmail.com www.bulkpowders.co.uk @timfidgeon

Scarcity Expedia.co.uk timfidgeon@hotmail.com @timfidgeon

Designing for persuasion Principles Reciprocity - we return favours Commitment & Consistency - with our beliefs & goals Social proof - we base decisions on others’ actions Authority – we respect authority figures Liking – we’re more easily persuaded by someone we like Scarcity – we want things more if they are scarce timfidgeon@hotmail.com @timfidgeon

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