Online Persuasion
David ChristopherSenior Inbound Marketing Manager, OPUBCO
@davidmchris
Persuasive MarketingReach
SpeakCompel
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Cheesy
Crass
Spammy
Dishonest
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Persuasive MarketingReach
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Cozy
Unique
Cute
AvailableTrusted
Popular
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Compel
Perceptual Contrast
One:
Doubled Average
SaleValue
Commitment & Consistency
Two:
7.5 Visits, before a conversion
Incremental Commitments
Built Link
Earned Media
I already:
• Read their blog• Follow them on Twitter• Get their emails
I am someone who would go to Confluence
Strengthen Commitment
• Make it Publicly
Strengthen Commitment
• Proportional to effort
Social Proof
Three:
“Where all think alike, no one thinks very much.”- Walter Lippman
Works Best:
• In Uncertainty
Works Best:
• From people like us
Scarcity
Four:
Works Best:
• With competition
Authority
Five:
2012 Election:Raised $1.1bnOnline $690m
500 A/B tests+49% donation page conversion rate+19% just by changing 1 picture
Email drove 90% of online fundraising
Being Likeable
Six:
Reciprocity
Seven:
The Law of Value
Your true worth is determined by how much more you give in value than you take in payment.
58% of students
Would take a 15% pay cut
To work for an organization with
values like my own
Netimpact.org
Ryan Groves - http://bit.ly/1cssQNzRyan Groves - bit.ly/1cssQNz
wishforwater.com
“How do you get people to feel like they belong?”
“You love on them.” wishforwater.com
The Law of Authenticity
The most valuable gift you have to offer is yourself.
