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Readers also enjoyed. Self Help. About Kevin Hogan. Kevin Hogan. Kevin Hogan is the author of 22 books. He has become the go-to resource for analyzing key White House figures. Hogan has taught Persuasion and Influence at the University of St. Thomas Management Center and is a frequent media guest. Articles by and about him have appeared in Success!

He was recently featured in a half dozen magazines including wProst in Poland. Kevin is a dynamic, well-known international public speaker, consultant and corporate trainer. His keynotes, seminars and workshops help companies sell, market and communicate more effectively. His cutting edge research into the mind and keen understanding of consumer behavior create a unique distillation of information never before released to the public. Each customized program he leads is fit specifically to the needs of the group or organization.

Kevin will give your people new and easy to implement ideas to achieve excellence. Books by Kevin Hogan. Trivia About The Psychology of No trivia or quizzes yet. Welcome back.

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The Persuasion Tools Model

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Jump to a Topic:. The first principle is all to do with our fundamental need and obligation to repay or return favors, so essentially perform certain actions for people who gave us a certain service first. In short, we basically feel obligated to treat others the way they treat us, which is a good thing, right? Someone does you a favor, and then you actually owe them a favor. In that context, I guess, people are more likely to say yes to those who have helped them in the past. Now, how do you actually use this online? Here are two ways you can do that.

Basically, you can offer free webinars, resources, ebooks, articles, and workshops, and many other things to help people out.

They are brilliant. They have such amazing free content that people are far more likely to enroll into their paid courses later. I want people to feel the value, to get value from me before I ask them or offer to take it to the next level and try our paid content, our paid courses and stuff like that. Other options for using the principle of reciprocity include offering a free trial of your product, giving pre-customers, prospects different vouchers or coupons for their first purchase, creating free tools for your visitors.

For example, HubSpot, I think, has a free keyword tool. You first would use that tool. You want to recognize the challenges your visitors and your customers are facing and offer assistance. In marketing, like in life, remember to give first and provide people with meaningful, valuable solutions that they can use.

Conclusion

All these really contribute to people feeling the need to reciprocate and create a meaningful connection with your brand. Number two is consistency, commitment. This principle is based on the fact that people like to be consistent with the things they have previously said or done. We want to be ourselves and to be seen as consistent.

Cialdini once said that his behavior tells him about himself. People want to feel good about their decisions, and they want to feel consistent, so when they make a decision they try to follow through because it basically helps with their self-image and their social image. The goal is to essentially get prospects to voluntarily and publicly commit to certain actions with you. Yes, ideally get those commitments in writing.

For example, when inviting people to a webinar, provide them with an easy way to add it to their calendar. You can see this with Kissmetrics. In their email, when someone kind of signs up to one of their webinars, one of the first things they do is offer a way to add the webinar to your calendar.

That is them making them essentially take the first step in commitment and wanting them to follow through.

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Win more business with these 4 powerful persuasion techniques

Another cool way which is cool looking at is HeForShe, so getting people to essentially publicly commit to things and take certain actions is another great way to get people to follow through. Getting people to even commit in comments, and sharing, and all these different little ways is a great way to get people to take a next step with you because they want to feel consistent, because they want to feel that. They want to commit to things. Now, you can also get people to take small steps at first. I mentioned this before. Essentially, you get people to agree to something simple. Now enter your details.

Next, we have social proof. You see two restaurants one after the other. One has a very long queue of people standing outside waiting to be seated, and the other one is completely empty.


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Now, assuming you have all the time in the world, which one would you choose? Let me know in the comments, by the way. Would you choose the one that has a queue of people standing outside to be seated or the empty restaurant that has no one in it? What would be your move?

Strategies and motives for resistance to persuasion: an integrative framework

It tells you, oh, okay a lot of people really like this place and favor it over the other one. However, the reason you use social proof is to actually address specific problems that people have. I see Sophia has already pasted the link to our blog post.

That is amazing. I think this is by Slack. It really is a very cool way to use social proof. What you can see here is a few things. It really is very specific to pains and challenges that people are facing on the day to day. Another cool way to leverage social proof, by the way, is to talk about numbers. It really can be used in so many brilliant ways. As I said, Sophia has already posted that article in there. If you really want to nail social proof, I suggest you go into that and you spend some time reading and learning how you can create really awesome social proof on your website, landing pages, and emails.

Principle number four is authority. Now, this principle is all about our tendency to believe and feel more comfortable with authoritative figures. When I talk about this, the example that I give that I always imagine is this. Now, while the light is still red, a kid in front of you on roller blades starts crossing. Do you cross too? Of course not. Good for you, [Neha ]. Anyone who looks more authoritative. Research actually shows that most people would cross, so when you see someone that looks to you like an authoritative figure, you would actually cross after them, so not Neha and many other people here who are very responsible.

Yeah, that makes sense. We trust with people with authority more easily. I want to show you how you can use authority in your website to increase conversion. Here is an example of GenXtreme, a great … We were just talking about Germany, so this is a German website that sells clothing for work men and work women, all sorts of different things. What I mean by that is people wearing the uniforms, like soldiers, doctors, policemen, celebrities. The use of images of people who have an authority to them is great.