persuasion 21 principles in 15 minutes
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Principles of PersuasionLauren Martin
@lorielueSiteMotif.com
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Two major hurdles standing in between your users and your product or service:
1.Can they get to it (usability)
2.Are they motivated to get to it (persuasion)
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Hook, Line & Sinker Persuasion
Get their attention
Pull them into the site
Convert into a customer
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21 principles in 15 minutes
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THE HOOK
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The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 7: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/7.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 8: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/8.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 9: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/9.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 10: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/10.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 11: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/11.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 12: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/12.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 13: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/13.jpg)
The Hook
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
![Page 14: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/14.jpg)
THE LINE
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The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
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The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
![Page 17: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/17.jpg)
The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
![Page 18: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/18.jpg)
The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
![Page 19: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/19.jpg)
The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
![Page 20: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/20.jpg)
The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
![Page 21: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/21.jpg)
The Line
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
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THE SINKER
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The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
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The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
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The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
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The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
![Page 27: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/27.jpg)
The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
![Page 28: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/28.jpg)
The Sinker
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
![Page 29: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/29.jpg)
Hook Line Sinker
ScarcityUrgencyFramingFamiliarityLikingFunExplorationSocial Proof
AuthorityChoicesSimplicityReciprocityCross SellUp SellRecommendations
CommitmentChallenges GoalsRecognitionFeedbackSocial Networks
![Page 30: Persuasion 21 Principles in 15 minutes](https://reader033.vdocuments.us/reader033/viewer/2022050816/54c2361f4a7959ee158b4576/html5/thumbnails/30.jpg)
21 principles of persuasion in 15 minutes
Lauren Martin
@lorielueSiteMotif.com