Contents
Of your course.
module 1
Introduction in Persuasion and Motivation in a Digital World
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Introduction to Digital Persuasion and Motivation
We will take this first lesson to come to grips with the concept of persuasion science and how it can motivate action. We'll discuss the difference between persuasion and motivation, and consider the importance of adding emotion. Considering the fine line between persuasion and manipulation we also take a look at ethics and discuss ways to differentiate between bad and good persuasion to ensure the sustainability of a brand through persuasion science.Frameworks for Persuasion
In this lesson, we'll look at four behavioural models and frameworks, that help us understand how people think and make decisions. These frameworks also help us understand the elements that influence a person’s ability to make a decision in our favour, which is an essential step in the art of persuasion.Know your Audience
Pathos helps us effectively position our persuasive message to meet the needs of a particular audience. In this lesson, we discuss the importance of identifying our target audience, and how personality traits will influence a person's receptiveness to your message.Life stages, Life events and Culture
This lesson considers how life stages, life events and cultural dimensions influence our values and behaviour toward products and offerings. We'll consider examples of how we can adjust our message and method of delivery to target a specific audience and how to personalise our persuasive motivation.Needs and Motives
Persuasion is more effective when it speaks directly to the needs and motives of your audience. As a final building block for our first pillar of persuasion, pathos, in this lesson, we consider Maslow's revised hierarchy of human needs as well as related motives that promote action.Building Credibility
Ethos is the second pillar of Aristotle's rhetoric of persuasion and emphasises the importance of being a credible source or a person worthy of being listened to. In this lesson, we discuss the concept of credibility, how to build credibility and how it can be used to enhance your online reputation and thereby the impact of your persuasive message.Persuade with Logic
In this lesson, we discuss Logos as the third pillar of persuasion and dive into the importance of adding logic to our persuasion attempts to reach a broader audience. We consider various techniques to emphasise the logic and importance behind your request including significance, urgency, worth, entitlement and risk mitigation. To incorporate emotion we discuss strategies such as fear-arousing messages, sexual messaging, free gifts and framing to avoid loss, to optimise the message for greater impact.Message Understandability and Attention
In a world where people are constantly bombarded with information, it's necessary to create messages that are not only memorable but also capable of influencing people's behaviour. This can be done by applying clever techniques including brevity, simplicity, effort to process and cognitive load, clarity and focus, concrete illustrations, the use of metaphor, visualisation of use and product orientation as well as sensory marketing.
module 2
Intermediate in Persuasion and Motivation in a Digital World
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Message Sequencing
In this second module, we will delve into the techniques and tactics that make messages more persuasive and memorable. In this first lesson, we discuss the importance of message sequencing, showing the right content at optimal times to maximise influential power. We will explore the five principles related to the sequencing of your message, including priming, setting expectations, core message placement, serial position effect, and the peak-end rule. We will also discuss how setting expectations in a responsible way is essential for persuasive efficiency and ethics, as well as the cautionary steps that must be taken when setting expectations.Timing
In the world of marketing, timing is everything. Whether it's the timing of the day, the stage of the sales funnel, or the moment a user becomes aware of their need, getting your message out at the right time can make all the difference. But it's not just about timing - repetition, surprise, and positive reinforcement all play a role in successful persuasion. In this lesson, we'll explore how these principles work and how to apply them to your marketing strategy.Presenting Choices
Do you ever find yourself overwhelmed with too many choices? In today's world, where we are constantly bombarded with information and options, it's not uncommon to experience decision paralysis. When it comes to presenting choices, the number of options presented is crucial. Too many choices can be burdensome to process, leading to decision fatigue, while too few can be limiting and unappealing. In this lesson, we'll explore the concept of choice range and how it impacts user experience. We'll delve into Hick's Law and Miller's Law, which shed light on the optimal number of choices to present, and how to arrange them effectively. We'll also discuss the use of anchoring as a powerful persuasion technique.Simplify Decision-making
Are you aware that people can form an impression of you in just one-tenth of a second? In this lesson, we discuss several techniques that simplify decision-making, including the halo effect, similarity, the mere exposure effect, and priming. We also consider the impact that stress and exhaustion have on a person’s ability to facilitate decision-making and consider techniques to simplify this process to enable quick-decision making.Social Mechanisms or Persuasion
According to recent statistics, 59% of the world’s population uses social media, with the average daily usage being 2 hours and 31 minutes. Social media provides an excellent stage to persuade and create awareness, specifically with social mechanisms of persuasion. In this lesson, we discuss some effective techniques such as reciprocity in your marketing and sales efforts to leverage the persuasive power of social mechanismsMotivation Techniques
Applying motivation techniques ensures content is not only memorable but it is also actioned. In this lesson we look at methods such as gamification, and related techniques to motivate users to take action and stay engaged with your offering. We also evaluate storytelling as a persuasion technique to further increase the ability of your users to relate and connect with your content.Encourage Repeat Purchases
Once-off persuasion is not sustainable for online businesses, the aim is to keep persuading customers to remain loyal. There is no better tool to package persuasion techniques into a holistic program to keep persuading customers on an ongoing basis than a loyalty scheme. In this lesson we explore the loyalty programs as the ultimate digital and omnichannel persuasion tool.Reward Program Success Factors
Loyalty program members spend on average 18-20% more than non-members. Loyalty program members are also more likely to recommend the company to others and less likely to switch to a competitor. In this lesson we discuss 16 factors crucial to the sustainability and overall success of the program.
