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
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.
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.
- 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.
- 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.
- 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.
- 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
Here is a step-by-step model for building a Persuasion Slide:
- Identify your prospect’s wants and needs, then align your offer with gravity.
- 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.
- Create a steeper slide with conscious motivators – features and benefits, sales and discounts, free gifts, etc., are just a few commonly used approaches.
- Add non-conscious motivators to make the slide even steeper – emotional appeals, risk aversion, social proof, etc.
- 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.
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.
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To Your Success,