Richard Sedley, cScape CEU
Persuasion windows: key moments
when we're open for persuasion:
- when you're in a good mood
- when your world view no longer makes sense
- when you can take action immediately
- when you feel indebted because of a favour
- immediately after you have made a mistake
- immediately after you have denied a request
Storytelling: even though you know it's a lie, it'll affect you. Provide your customers with social objects they can pass on. Elements of a good story (Steve Jobs
knows this as well):
- passion
- hero
- antagonist
- awareness
- transformation
Social proof: we live in the most inforation-richt society human has ever lived in. We don't have the time to find out what is really valuable. If someone else suggests us something's valuable, we'll kindly think so too. We rely on other peoples suggestions.
Error correction: a problem solved quickly/well, is often better then perfection from the start (case of UK telecom provider deliberately creating short downtimes and immediately fixing them).
Reciprocity: form => whitepaper versus whitepaper => form instead. When people feel they owe you something, you'll have better results.
Relativity: humans need to compare value to something else. Help them to compare and make decisions (don't trick them!).
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