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The Illustrated Guide to Influence Strategy

Learn effective influence tactics like reciprocation, commitment, social proof, liking, authority, and scarcity. Discover how to leverage these strategies to achieve your goals in various areas.

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The Illustrated Guide to Influence Strategy

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  1. Illustrated Guide To influence by Kawaski By Ehtesham Malik and Steven Johnson

  2. 1. Reciprocation • Do something kind for someone and they will repay you. • For example: - Give discounts for tweets and shares.

  3. 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.

  4. 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

  5. 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/)

  6. Seth Blog • Choose your customers first • The moment of highest leverage • Never enough

  7. 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

  8. Milgram’s Experiment on Obedience to Authority • Why is it so many people obey when they feel pressured? • http://youtu.be/yr5cjyokVUs

  9. 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

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