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An inherent goal of building websites and apps is to get people to use them. By providing a positive user experience that enables users to succeed with their own goals, you can build trust between yourself and the user.
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Sometimes it's possible to guide people
toward a certain action or decision.
0:00
And that can be done through the spoken
word, text on
0:05
a website, social media posts,
advertising, or even calls to action.
0:09
Pushing people, guiding them, compelling
them, whatever you
0:14
want to call it you're talking about
influence.
0:17
So to better understand how influence
works let's
0:20
consider Dr. Robert Cialdini's six
Principles of Influence.
0:23
These principles help explain the
motivation
0:28
behind the actions that many people take.
0:31
[SOUND] Reciprocity.
0:33
People are more likely to do something in
return, if you give them something first.
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Offering free samples, downloads or
assistance can
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often compel people to do the same,
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or offer a different sort of return at
that time or in the future.
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Committment and consistency.
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People are more likely to follow through
on an action, or activity, if
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they agreed to it previously,they will do
what they said they will do [SOUND].
0:59
Social proof.
1:04
People are more likely to do something, if
they see others doing it as well.
1:06
They want to be part of the group, or
perhaps it's
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safer to do something that others are
doing rather than be different.
1:13
Authority.
1:17
People are more likely to do something
when asked or suggested by
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someone with a certain authority, stature,
or even an important sounding title.
1:22
If they believe someone is an expert, they
will follow what they say.
1:27
Liking.
1:32
People are more likely to do something if
they like the person asking them to do it.
1:34
Friendly, likable sales people, generally,
have a better chance
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of getting people to buy the products that
they're promoting.
1:42
And scarcity.
1:46
People are more likely to act if they
perceive
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they have limited time to gain a perceived
benefit.
1:50
Products available for a limited time or
sales that last only
1:54
for 24 hours can compel many people, to
make a purchase.
1:58
With all of these principles and action,
many people
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can be influenced into doing things they
perhaps didn't intend,
2:05
but as a designer, marketer, or business
owner, it
2:08
should not be fear you're trying to
instill in them.
2:12
It's trust.
2:15
An inherent goal of building websites and
apps is to get people to use them.
2:17
And by providing positive user experience
that enables users to succeed
2:22
with their goals, you can build trust
between yourself and the user.
2:26
People that trust companies are willing to
buy from them, to recommend them
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to others, and to give them a second
chance, If something goes wrong.
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You believe in them, and there's a sense
of safety and stability.
2:39
Establishing trust that lasts is done by
consistently
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providing value and serving the needs of
your users.
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But, in order to reach your own goals, the
principles of influence can be used.
2:51
So, if you're trying to get people to
purchase
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a product on your website, reciprocity can
work well.
2:58
Offer a free trial, and earn their trust
before they
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make a purchase, or offer free shipping
for new shoppers.
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Give something to get something in return.
3:11
Committment, and consistency, can be an
important
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aspect of how people behave, and react,
online.
3:17
Many companies or individuals that you
follow sometimes seem to
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be posting things simply to get likes, or
up votes.
3:24
But social interaction should not be
measured by some score board.
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It should be honest and consistent with
who you are, and what you believe in.
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As an individual online or representative
of the company you work for, you
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should act consistently and show
commitment to
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the values and ideals you believe in.
3:44
But simply giving yourself the title of
CEO
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of your own company doesn't make you an
authority.
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If you wanna be seen as an authority on
web design, for example,.
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Act like one.
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Create great designs.
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Show them on your site.
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Get testimonials from satisfied customers,
and publish your thoughts and
4:00
insights about the subject on a blog or
social media.
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Provide helpful, valuable information and
content and you'll discover people
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will follow you and trust what you have to
say.
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But by all means be likeable, being
friendly and
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conversational is a good thing to practice
because you never
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know when your next Twitter follower or
Facebook friend,
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might actually be your next client,
employer, or business partner.
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But don't be nice out of fear because you
don't wanna offend someone.
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Do it because it's the right thing to do.
4:36
Acting like a troll or adopting a
disagreeable persona, will make
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you less likely to be followed, engaged
with, or recommended by others.
4:42
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