Influence and Trust4:48 with Dan Gorgone
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.
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. 0:33 Offering free samples, downloads or assistance can 0:41 often compel people to do the same, 0:44 or offer a different sort of return at that time or in the future. 0:47 Committment and consistency. 0:52 People are more likely to follow through on an action, or activity, if 0:54 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 1:11 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 1:18 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 1:39 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 1:48 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 2:02 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 2:31 to others, and to give them a second chance, If something goes wrong. 2:35 You believe in them, and there's a sense of safety and stability. 2:39 Establishing trust that lasts is done by consistently 2:44 providing value and serving the needs of your users. 2:47 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 2:56 a product on your website, reciprocity can work well. 2:58 Offer a free trial, and earn their trust before they 3:03 make a purchase, or offer free shipping for new shoppers. 3:06 Give something to get something in return. 3:11 Committment, and consistency, can be an important 3:15 aspect of how people behave, and react, online. 3:17 Many companies or individuals that you follow sometimes seem to 3:21 be posting things simply to get likes, or up votes. 3:24 But social interaction should not be measured by some score board. 3:28 It should be honest and consistent with who you are, and what you believe in. 3:32 As an individual online or representative of the company you work for, you 3:37 should act consistently and show commitment to 3:41 the values and ideals you believe in. 3:44 But simply giving yourself the title of CEO 3:47 of your own company doesn't make you an authority. 3:49 If you wanna be seen as an authority on web design, for example,. 3:52 Act like one. 3:56 Create great designs. 3:58 Show them on your site. 3:59 Get testimonials from satisfied customers, and publish your thoughts and 4:00 insights about the subject on a blog or social media. 4:05 Provide helpful, valuable information and content and you'll discover people 4:09 will follow you and trust what you have to say. 4:14 But by all means be likeable, being friendly and 4:17 conversational is a good thing to practice because you never 4:21 know when your next Twitter follower or Facebook friend, 4:24 might actually be your next client, employer, or business partner. 4:27 But don't be nice out of fear because you don't wanna offend someone. 4:32 Do it because it's the right thing to do. 4:36 Acting like a troll or adopting a disagreeable persona, will make 4:39 you less likely to be followed, engaged with, or recommended by others. 4:42
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