online persuasion - david christopher

Online Persuasion

David ChristopherSenior Inbound Marketing Manager, OPUBCO

@davidmchris

Persuasive MarketingReach

SpeakCompel


Cheesy

Crass

Spammy

Dishonest


Speak


Speak

Cozy

Unique

Cute

Available

Trusted

Popular


Speak

Compel

Perceptual Contrast

One:

Doubled Average

SaleValue

Commitment & Consistency

Two:

7.5 Visits, before a conversion

Incremental Commitments

Built Link

Earned Media

I already:

• Read their blog• Follow them on Twitter• Get their emails

I am someone who would go to Confluence

Strengthen Commitment

• Make it Publicly

Strengthen Commitment

• Proportional to effort

Social Proof

Three:

“Where all think alike, no one thinks very much.”

- Walter Lippman

Works Best:

• In Uncertainty

Works Best:

• From people like us

Scarcity

Four:

Works Best:

• With competition

Authority

Five:

2012 Election:Raised $1.1bnOnline $690m

500 A/B tests+49% donation page conversion rate+19% just by changing 1 picture

Email drove 90% of online fundraising

Being Likeable

Six:

Reciprocity

Seven:

The Law of Value

Your true worth is determined by how much more you give in value than you take in payment.

58% of students

Would take a 15% pay cut

To work for an organization

with values like my own

Netimpact.org

Ryan Groves - http://bit.ly/1cssQNzRyan Groves - bit.ly/1cssQNz

wishforwater.com

“How do you get people to feel like they belong?”

“You love on them.”wishforwater.com

The Law of Authenticity

The most valuable gift you have to offer is yourself.

Marketing