How to Argue

Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”

As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.

Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.

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Cialdini's 7th principle

If you’ve worked in marketing, sales, conversion optimization – any role that has to do with strategic communications/persuasion – you’re likely familiar with the work of Dr. Robert Cialdini and his principles of persuasion.

Since his last book, Influence, came out 30 some years ago, his work has done nothing but influence new generations of those of us in the strategic/persuasive communications space. Even if you haven’t read the book, you’ve probably heard of his 6 persuasion principles.

However, with Cialdini’s new book, Pre-Suasion, comes one new persuasion principle.

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Comparison Shopping

The grass is always greener on the other side of the fence, right?

That’s the mentality of comparison shoppers. If they look hard and long enough, they will find a better value. If they don’t look around, they’ll miss out on greener grasses.

Today, the term “comparison shopper” describes the majority of consumers, especially those online. If you’re running an eCommerce or SaaS company, you absolutely must be optimizing for comparison shoppers.

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You’re familiar with the phrase, “A creature of habit.” Yet, as we strive to disrupt industries, take out the competition and launch innovative new products, we forget the power of habit.

Think about what dish soap is sitting by your sink or under the counter. When is the last time you put serious thought into what dish soap to buy? What about your toothbrush? Toothpaste?

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Persuasion Techniques

You know that persuasion is a powerful weapon. Perhaps you’ve even read our 18 Cognitive Biases You Can Use for Conversion Optimization and realized that you are definitely not dealing with rational visitors. And anyone doing conversion optimization should know Cialdini’s 6 principles of persuasion.

However, there is so much more to persuasion than what can be boiled down to a handful of core principles. There are many other, lesser known persuasion techniques that you can use to increase your conversion rate.

If you’re not aware of them and how they impact your visitors, you’re leaving money on the table.

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