Illustrated Guide To influence by Kawaski By Ehtesham Malik and Steven Johnson
1. Reciprocation • Do something kind for someone and they will repay you. • For example: - Give discounts for tweets and shares.
2. Commitment & Consistency • In order to get someone to commit, you must be consistent. • For example: • Ask users to answer online questions and market to them based on the answers.
3. Social Proof • When people around you are all doing the same thing, you want to do it, too. • Becomes more powerful when the numbers increase. • For example: -Facebook -Twitter -Instagram
4. Liking • People do business with people they know • Leveraging liking in web marketing • Start a blog, twitter account or email list • Seth Godin (http://sethgodin.typepad.com/)
Seth Blog • Choose your customers first • The moment of highest leverage • Never enough
5. Authority • Mindless Deference • "rectal earache” • Authority only influences when the target believes in the power • famous Milgram study (http://www.cnr.berkeley.edu/ucce50/ag-labor/7article /article35.htm) • Experts in your field can make for great testimonials and endorsements
Milgram’s Experiment on Obedience to Authority • Why is it so many people obey when they feel pressured? • http://youtu.be/yr5cjyokVUs
6. Scarcity • The feeling of being in competition for scarce resources has powerful motivating properties • Offer a special version of your product for a limited time in limited quantities