The Persuasion Slide Revealed What You Need To Know To Utilize it as a Marketing Strategy

Revealed: The Persuasion Slide How to Use in Your Business Marketing Strategy

 

 

The 4 factors you need to know that will help guide your prospects to buy from you

 

So, what exactly is a persuasion slide?

As Ramona Sukhraj explains in her post the persuasion slide is just a simple way of  looking at the process for an effective marketing funnel.

Just imagine a slide on a playground.

The effectiveness of this depends heavily on your ability to understand people’s needs while shopping and persuading them.

Read more about The Persuasion Slide Here 

Maybe at first they’re a little scared; reluctant to make a move, but the more you persuade them and offer reassurance, the more comfortable they will feel moving down the slide until they reach the bottom and make a purchase.

To understand this a little better, there are 4 factors at play that you must understand and control.

Read more about The Persuasion Slide Here 

1. Gravity

  • Gravity is the primary force that sends a person down a playground slide; their motivation, their “why.”
  • Rather than trying to create a demand, you need to research who you’re targeting to discover their existing gravity so you can position your offer to fit their wants and needs.
  • If gravity isn’t moving in the right direction, the slide won’t work.

2. Nudge

  • As your prospect sits at the top of the slide, they are on a small flat surface.
  • They aren’t going to move unless they move their momentum forward or someone pushes them from behind.
  • A nudge catches their attention and sparks interest.
  • It’s anything that starts the motivation process in your prospect’s mind and forces them into action.
  • The nudge could be a CTA, a marketing email, a promotional sign in a retail store, or a social media post.

3. Angle

  • The steeper the slope of that angle is, the easier (and faster) a person can slide down.
  • The angle is determined by the strength of the motivation you provide (the overall value).
  • If the value you provide isn’t strong enough, the prospect will start to slide and then stop.
  • There are two types of motivation that will determine the angle:
  • Conscious – features, benefits, value proposition, price, etc. These are the things that appeal to the rational decision-making part of your prospect’s brain.
  • Non-conscious – the things that appeal to your prospect’s emotions –reciprocity, authority, status, etc.
  • A truly effective Persuasion Slide uses both conscious and non-conscious motivators to create a steep angle.

4. Friction

  • Have you ever seen a kid get stuck halfway down a slide because the angle wasn’t very steep or the slide wasn’t slippery enough?
  • The reason they stopped was because there was too much friction.
  • In the Persuasion Slide model, friction represents a difficulty, frustration, or challenge, some real and some perceived.
  • These are often called barriers and they can include anything that causes confusion or imply work or obligation like forms with too many questions, poor user interface, long payment processes, unclear product descriptions, etc.
  • Whether the source of friction is real or imagined, the end result is the same.
  • You want to eliminate friction at all costs.

How to build your own persuasion slide

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Here is a step-by-step model for building a Persuasion Slide:

  1. Identify your prospect’s wants and needs, then align your offer with gravity.
  2. Nudge your prospect by sending an email, displaying a call-to-action or doing something else to catch their attention and get them moving down the Persuasion Slide.
  3. Create a steeper slide with conscious motivators – features and benefits, sales and discounts, free gifts, etc., are just a few commonly used approaches.
  4. Add non-conscious motivators to make the slide even steeper – emotional appeals, risk aversion, social proof, etc.
  5. Audit the entire process and eliminate friction everywhere you can find it – use shorter forms, simple checkout processes, clear descriptions, intuitive design, etc. Look for ways to minimize the amount of brainpower and effort it takes to make a purchase.

 

Click Here to learn more about this method  

 

In conclusion, you must remember that the more you refine each step in this process, the more cost-effective your marketing funnel (Persuasion Slide) becomes.

 

 

If you enjoyed this post and would like to pursue how to persuade your prospects by using the method described in Ramona’s post , please click here to learn more…..thank you 🙂

 

Sharing IS Caring!

 

To Your Success,
Joan Harrington

36 Replies to “The Persuasion Slide Revealed What You Need To Know To Utilize it as a Marketing Strategy”

  1. I will be saving this because it is darn good. This is such a difficult topic and I personally struggle. However, the angle of the slide is such a valuable point that I have never considered. Thank you.

  2. Great post, Joan. I just recently set up a survey on my website so I could see what people thought of my site. It really has helped determine what I need to do with my site and what can be left alone for now. Thanks for sharing.

  3. What as great way to describe the process of persuading people to buy what you’re selling. I love the vision of the slide and the considerations of the angle and friction.

  4. This makes so much sense. I need to think about how to apply it to my products. You see something you think is very pretty. Whats next? How do I create your need for it other than thru words & images. We think we do this yet, just using you as an example, have not become a customer. So what is missing?

    1. Why thank you Roz! That is something you need to figure out with your own products 🙂 Testimonials are always good from those that have bought…social proof is important to what a buyer sees and how they ultimately make up their mind to make that purchase 🙂

  5. Hi Joan,
    This is something new, You have compared it with persuasion slide. I like you post.
    thanks for sharing.
    Have a good day.

  6. This is a wonderful analogy, Joan and one we all can identify with! This is interesting for me as someone who supports people optimize their health, and even when people express their “why” or their health goal, it seems challenging to get them to push themselves down the slide and get in action. I’d love to hear your thoughts as I know you have a health why. 🙂

    1. Thank you Beverley 🙂 Just a matter of giving them what they want as they proceed down that slide…..depending on which “angle” you use (out of the 2 motivators)

        1. Hey Donna 🙂
          Yes, I find that too, but as you say you have learn how to be more persuasive without having to be pushy and it is possible 🙂 Thanks for your feedback, much appreciated my friend!

  7. I am working on my conscious motivators. I felt like I was selling, but now that I am trying to stress what the client gets out of it, it doesn’t feel so bad. Loved your graphic.

  8. Even though the process to get customers to buy is rather straight forward, there always seems to be a hang-up somewhere. This is a great visual both in description and as an image for marketers. The idea that I take away is to not only make it easier for your customer to go down the slide, but that they want to return again and again because it’s fun.

  9. Never heard it referred to as the “Persuasion Slide.” Your post sure clarifies why it is an appropriate way of putting it. I like the way you simplified the process. This has been an area that I know I am weak in some of the steps. Bookmarking this. Thanks Joan

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