The psychology of persuasion: A content marketer's guide

Posted on: 14 September 2016

Welcome to a new video series on Ember Television called the One-Minute Content Marketer.

Each week, Robin will explore facts and findings to provide interesting, practical advice on content marketing and how to make it work.

To kick-off, Robin looks at the art of influencing. If you enjoy it, don't forget to check back each week to watch the next bite-size video.

For me, basing how we live and work, and the decisions we take, on the available evidence makes perfect sense. As we’ve seen, it certainly works in investing. But taking an evidence-based approach can also greatly enhance our chances of success in all sorts of other activities.

Another subject that fascinates me as a content producer and marketing consultant is persuasion. For example, how do you persuade people to visit your website and, once they’re on it, to stay there? Ultimately, how do you convert them into clients? How, as a financial adviser with an evidence-based based philosophy, do you persuade someone to invest in a way that, to the uninitiated, seems counter-intuitive?

In his book Influence: The Psychology of Persuasion, Robert Cialdini outlined six proven ways to influence and persuade people. In this new series of one-minute videos, I’m going to be looking at each in turn. I hope you’ll enjoy them — and learn from them too.