Online Influence

Bas Wouters's book applying Robert Cialdini's six principles of influence specifically to digital marketing and websites — welcome messages, exit-intent pop-ups, review-wording, landing-page authority signals, and commitment-escalation flows. Source for Episode 207's second half, on applying Cialdini's principles online.

Referenced again in Episode 216 as Bas Wouters's award-winning book, though that episode's content on unity is drawn mainly from Cialdini's own Influence.

Source for a third episode's worth of tips (Episode 240), including the foot-in-the-door job-application case, the Hobson's-choice-inspired "+1" rule, and several loss-aversion and reason-giving examples.

Source for the Fogg Behavior Model and "Stopping Power" framework (Episode 243), including the Instagram/Bourbon origin story and the curiosity, exceptional-benefit, simple-question, and unfinished-journey prompt principles.

Discussed in

• Episode 207 — 207-is-the-godfather-of-influence-still-relevant
• Episode 216 — 216-i-changed-one-sentence-and-got-20-more-views (referenced)
• Episode 240 — 240-learn-7-scientifically-backed-marketing-tips-in-27-minutes
• Episode 243 — 243-instagram-failed-until-it-made-this-simple-change

Related

• Bas Wouters
• Robert Cialdini
• Unity (Cialdini's Seventh Principle)
• Fogg Behavior Model (Motivation-Ability-Prompt)
• Stopping Power (Four-Principle Prompt Framework)