Chapter 82. The Persuasion Formula
Forcing users to do things is usually a bad idea. People don’t like being forced. Instead, we must convince them to take action, and the process of “convincing” tends to follow a simple eight-step formula.
Persuasion is complex. My book, The Composite Persuasion, is 270 pages specifically about making things persuasive, and it is only a “Crash Course”!
The Persuasion Formula
After comparing 40 different types of persuaders, I found that all of their methods share 8 common attributes, listed below.
Before the Interaction
Without trust, everything else is irrelevant. Ideally you should build your credibility for real; however, the main thing is to communicate with others in a high-value way. In UX, this applies to everything from trustworthy branding, to transparency about your prices, to testimonies from customers. Don’t say you’re valuable; show that value to your users.
- Know your audience
In UX, that means you do your user research so you know who you are persuading and what they care about.
During the Interaction
- Open and disarm
You have to engage the user’s interest immediately and then proceed to remove any obvious objections they might have. In UX, this can be a great headline or an eye-catching image above the fold. If price is a concern, for example, that should be part of the first information the user can see. Don’t assume they will continue far enough to learn about it later.
- Create rapport
(Say rah-por) is the feeling of getting along ...