Originally from Aartjan van Erkel blog post De 6 geheimen van verleiding
In recent days I devoured the book Influence of persuasion, Professor Robert Cialdini. He presents it 6 scientifically proven seduction techniques from social psychology. The book gave me a few ideas that websites can increase their conversion. Plus, I give examples of Dutch sites that already use the techniques.
If you read this, you are by 4 methods of Cialdini’s tempted to read. I’ve used them because in my intro …
Cialdini calls itself the "weapons of influence": psychological "buttons" which can be printed for an automatic response.
The 6 secrets of Cialdini are:
- Reciprocity
- Commitment & Consistency
- Social attachment
- Sympathy
- Authority
- Scarcity
1. Reciprocity
Give away something free and the recipient feels obligated to give back to. That is the principle of reciprocity. People who are in debt will always redeem their debt. That is so because. This social obligation is inherent in humans. Give a gift, and your client is trapped in an invisible safety net.
Freebies work often increasing conversion. Because sooner or later the prospect repay the favor. The easiest way to do that is by an order.Simple gifts are enough. Do you have a website, think more of a free:
- Newsletter
- E-book
- Quickscan
- DVD with movie product
- Love Call
- Tip or secret (eg this article
Entrepreneurs make extensive use of the temptations of power presents, and thus of reciprocity. Gifts, Christmas gifts and giveaways are a complete industry.