Masterclass: How to build high converting landing pages.

Influence Principle #1: Reciprocity

The reciprocity principle is simply that people tend to return a favor.A popular example of the “reciprocity” principle isthe discount.When you see a tag with $100 crossed off and replaced with a $50, you feel like the store is “giving” you $50. If they’re willing to make a concession on price for you, you feel more obligated than before to buy the thing.A popular tourist scam that relies on thereciprocityprinciple is the “gift” scam.

This scam takes MANY forms and is seen all over the world, but it essentially revolves around someone approaching you and giving you beads, a friendship bracelet(sometimes they make the bracelet right on your arm), a ring they “found”, a pin…
Essentially the person “gives” you a “gift”, and then they promptly (or after some chit-chat) demand money from you.Because the [whatever gift] is now in your possession (you might even have to take it off), you now feel the need toreciprocatewith payment…This reciprocity principle will bevery prominentin the case studies we’re about to look at.

Influence Principle #2: Commitment & Consistency

This influence principle seems a little abstract from the name, but all it means is that people like to take actions that reflect how they see themselves.

As an entrepreneur, I’m sure you’ve seen many website popups that say something along the line of “No thanks, I prefer not to make money” when you want to close it.

These kinds of popups rely on the fact that business owners think of themselves as people who want to make money. It’s inconsistent with how you view yourself to say “Nah, I don’t want to make money thanks”, that’s what makes it feel hard to turn down.

Influence Principle #3: Social Proof

You’re probably already familiar with the social proof principle of Influence. It’s going to be a BIG point in the 4 case studies we’re going to look at after this.

The reason why we can sometimes be susceptible to social proof, is because it’s a very useful survival strategy!

If you’re a nomad exploring a new area, and you’re running low on supplies. Maybe you’re malnourished. If you see some healthy-weight people walking away from an area, aren’t you going to check it out?Of course you will!

When you need something, but you don’t know how to get it, an easy shortcut is to look for other people who have [the thing you want] and do what they do.

Influence Principle #4: Authority

Slightly related to the social proof principle is the authority influence principle. Again, this principle is going to be a BIG player in the 4 landing page case studies below.
You’re probably familiar with authority being used to influence you like this: