My eyes … .. How do they manipulate us? How do they convince us to do something.
How do they convince us to say yes? How do they persuade or persuade us? persuade
or persuadèrci, as they say in Italian? So I’m in England. How do they persuade
us? I say it in English, so it’s even cooler. Seven classical principles. But why
always seven? Life is a seven for Americans. Seven principles. Summarized in 1984/1985
by Robert Cialdini. Seven concepts that have been abundantly used by communicators,
persuaders from around the world online, off-line. Let’s see them: first tactic is that of the so-called
“Reciprocity”. I do something for you and you do something for me. Example: go
in a restaurant and at the end they bring you coffee with a chocolaty free. And you say:
uhmm, you know the good one with the chocolate outside, all the cream in it, the ice cream.
The probability that you leave a tip is higher if at the end of the meal it is done
a gift, a cadeau. The more personalized it is, the more spontaneous it is, the more you say “wow, how cute”,
the more likely you are to leave a tip. Nothing. Number two: Scarcity. To convince you
I create a sense of scarcity. Classic online example: go to Groupon
and there is a beautiful writing that says: attention, only thirty seats available. I create this
sense of scarcity artifacts to convince you. Scarcity is generally linked to the urgency … azz
only twenty copies available … or, this offer is only available for 48 hours. Shortage
of time. Run run run or else steal it from me. Number three: social proof. People
they follow only what others do. There is a nice example that from Cialdini in the hotels,
when they put the label saying “look, reuse your towel because it’s good for the environment”,
and people do it, they do not, it depends. How bastard you are inside. But, if in the targhettina
you write to him: “75% of the people who have been in this room have reused
towels “, the percentage of people who reuse towels grows.
Or think of Expedia, or Booking, or when you buy a flight or a tourist package
online. You know that this evil writing comes out
that tells you that another 57 people are seeing exactly that offer that you are
seeing you? And I mix them. Social proof, because other people are doing exactly
that thing I would like to do, more scarcity and urgency because they think: Um, here I am
ciulano so better than I buy quickly. Number four: commitment and consistecy.
It means that it is easier for us to do something. If we have already said yes.
You remember that beautiful film with Kevin Spacey and Samuel Jackson “The Negotiator”.
One of the nice steps is when at the beginning Samuel Jackson explains how he should negotiate
to a young negotiator and one of the sentences he says is: “you must always try to have
on the other side someone who starts saying yes. To anything, but it begins to
say yes “. Because in this way we humans who
we are balls, let’s say, we have a tendency to follow what we had already committed to
before. Number five: authority. Oh well, this is obvious. If a policeman arrives at home
and he says “immediately come out of the house because it is important”, you take and exit. Understood, we are subject to authority,
official authority or expert authority. Above all if one says “he is a great man
expert”. It is the principle of reviews. If there are any reviews of others that say
that product, that person, that service, that something is cool and works, this is it
something that influences us, it seems. Number six: liking: it’s easier than we say
yes to someone we like. And how do you make sure you like it?
Making sincere, honest compliments: “you have wonderful hair Montemagno”. Really?
Thank you! Looking for similarities, similarity.
You know the vendors of cars that start talking and look for similarities:
“Mah … do you play instruments? Yes the piano “. “I play the piano too!”
“Do you play for some football team?” “Ah Juventus”! “I too Juventus,
but think a little! “Similarities, we are more easily influenced
from someone we like, regardless of, from what we do. And then recently
Cialdini came out with a seventh principle, that of identity. Still it is not
well understood because I think he is coming out with his new book. And now, only when you do it
I’ll say, click on the “share” link.
How do they convince us to say yes? How do they persuade or persuade us? persuade
or persuadèrci, as they say in Italian? So I’m in England. How do they persuade
us? I say it in English, so it’s even cooler. Seven classical principles. But why
always seven? Life is a seven for Americans. Seven principles. Summarized in 1984/1985
by Robert Cialdini. Seven concepts that have been abundantly used by communicators,
persuaders from around the world online, off-line. Let’s see them: first tactic is that of the so-called
“Reciprocity”. I do something for you and you do something for me. Example: go
in a restaurant and at the end they bring you coffee with a chocolaty free. And you say:
uhmm, you know the good one with the chocolate outside, all the cream in it, the ice cream.
The probability that you leave a tip is higher if at the end of the meal it is done
a gift, a cadeau. The more personalized it is, the more spontaneous it is, the more you say “wow, how cute”,
the more likely you are to leave a tip. Nothing. Number two: Scarcity. To convince you
I create a sense of scarcity. Classic online example: go to Groupon
and there is a beautiful writing that says: attention, only thirty seats available. I create this
sense of scarcity artifacts to convince you. Scarcity is generally linked to the urgency … azz
only twenty copies available … or, this offer is only available for 48 hours. Shortage
of time. Run run run or else steal it from me. Number three: social proof. People
they follow only what others do. There is a nice example that from Cialdini in the hotels,
when they put the label saying “look, reuse your towel because it’s good for the environment”,
and people do it, they do not, it depends. How bastard you are inside. But, if in the targhettina
you write to him: “75% of the people who have been in this room have reused
towels “, the percentage of people who reuse towels grows.
Or think of Expedia, or Booking, or when you buy a flight or a tourist package
online. You know that this evil writing comes out
that tells you that another 57 people are seeing exactly that offer that you are
seeing you? And I mix them. Social proof, because other people are doing exactly
that thing I would like to do, more scarcity and urgency because they think: Um, here I am
ciulano so better than I buy quickly. Number four: commitment and consistecy.
It means that it is easier for us to do something. If we have already said yes.
You remember that beautiful film with Kevin Spacey and Samuel Jackson “The Negotiator”.
One of the nice steps is when at the beginning Samuel Jackson explains how he should negotiate
to a young negotiator and one of the sentences he says is: “you must always try to have
on the other side someone who starts saying yes. To anything, but it begins to
say yes “. Because in this way we humans who
we are balls, let’s say, we have a tendency to follow what we had already committed to
before. Number five: authority. Oh well, this is obvious. If a policeman arrives at home
and he says “immediately come out of the house because it is important”, you take and exit. Understood, we are subject to authority,
official authority or expert authority. Above all if one says “he is a great man
expert”. It is the principle of reviews. If there are any reviews of others that say
that product, that person, that service, that something is cool and works, this is it
something that influences us, it seems. Number six: liking: it’s easier than we say
yes to someone we like. And how do you make sure you like it?
Making sincere, honest compliments: “you have wonderful hair Montemagno”. Really?
Thank you! Looking for similarities, similarity.
You know the vendors of cars that start talking and look for similarities:
“Mah … do you play instruments? Yes the piano “. “I play the piano too!”
“Do you play for some football team?” “Ah Juventus”! “I too Juventus,
but think a little! “Similarities, we are more easily influenced
from someone we like, regardless of, from what we do. And then recently
Cialdini came out with a seventh principle, that of identity. Still it is not
well understood because I think he is coming out with his new book. And now, only when you do it
I’ll say, click on the “share” link.
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