How To Influence People Online and Make Them Take Action

by MarsDorian · 54 comments

image credit: Hryck

Hello my fellow Creative Crusaders !

Today, I want to introduce my first post series EVER:

(Creative Propaganda)

Wooohooo !

It’s a 6 level series which is based on Robert B. Cialdini’s: Influence – The Psychology of Persuasion , applied to the online world.

You will learn how to influence people online and make them take action.

Those tactics are ultra-powerful, please don’t be evil. Make sure you offer a valuable product or service that will change people’s lives for the better.

Ok ?

Cool. Let us start with level 1:

Reciprocity – scratch my back…

Reciprocity is a tongue-breaker (well, at least for me).

According to Wikipedia, it stands for:

..in-kind positive or negative responses of individuals towards the actions of others

It’s a terrible explanation, and that’s why I give you mine:

You do something for someone and they will return the favor by doing the same thing for you.

We still carry this behavior from our cave times, and it hasn’t changed a bit.

Scratch my back and I scratch yours.

The funny thing: I don’t have to know or even like you in order to return the favor. Only the act itself matters.

People not only want to repay the favor, but they also want to do it as fast as possible. Owing somebody something is an awkward feeling – you want to get rid of it. The fastest way is by repaying the person in one way or another. Humans want to be (emotionally) debt-free.

Can you feel the power ?

Reciprocity in the online world

Reciprocity is a massively used tactic in the digital realm. Many internet marketers use it, but only few master it.

Let me show you 2 reci-mavericks :

Yaro Starak:

This guy is a master of reciprocity. His blog is packed with valuable posts and interviews. His free ebooks contain more killer-content than those you find (and pay for) elsewhere.

He’s such a go-giver, and that’s why people love to pay for his highly-priced membership program.

Seth Godin

The world’s most favorite marketing-guru publishes one terrific idea a day. He has released countless ebooks, all free of charge. He gives and gives and gives.

People notice that, appreciate it, and pay for his books in return. Let me rectify that: they LOVE to pay for his books.

I paid full price for his latest 5, even though I had the possibility to get them much, much cheaper. I had to pay full price, because I wanted to give back.

Now I believe that Seth doesn’t care about the service in return: He gives it all away because he can, and he wants to. Intended or not, the principle is still the same, and it’s working like white magic.

Lessons

If you do people a favor, they want to return it, in one way or another
They will return the favor even if they DON’T like you (only the action matters)
If you give high quality stuff away for free, people will crave your pricy stuff even more
If your give-away-stuff-for-free method is TOO obvious and NEEDY, you will deter people. The reciprocity rule will lose its power.

The Light Side

Give your best “art” away for free, and help people out. Become a valuable giver, and don’t expect anything in return. If your efforts are perceived as genuine, people will love to “pay” you back. Karma time, baby !

The Dark Side

Screw the altruistic crap. You have invaded the online world to make money – looots of money. Use this tactic to make people buy your stuff:

Give 90% of your high quality stuff for free, and charge PREMIUM for the other 10%. Use a similar ratio for your newsletter: Send 3 – 4 valuable messages, and make the 5th one a product/service offer. The higher the quality of your free stuff, the higher the readiness to buy.

Wrap up

There you have it. Reciprocity is a powerful weapon of influence. Use it naturally, because you love to give, or use deliberately, because you love to get.

No matter which path you choose, the journey will be a rewarding one.

Please RETWEET and share the message !

Tagged as: Branding, Influence, marketing, online business, online presence, personal brand

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Joe

A great post! Possibly your best thus far!
Thanks for the advice.
Can't wait for the other parts of the series.

http://www.marsdorian.com/ Mars Dorian

thanx Joe,

the other posts will be even better !

http://PhantasmagoricRadio.wordpress.com Tim

My only issue is trying to ingest and apply these techniques naturally. I'm aware of what I'm doing and trying to mold/market/accomplish, and there's nothing that makes me feel less natural than that.

http://www.marsdorian.com/ Mars Dorian

mmm, sounds like a dilemma. Maybe you should put your focus only the giving part, without worrying about being calculating or not. As long as you are helping out in one way or another, the reason for doing it shouldn't bother you.

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matthewneedham

Great post Mars, I think these are some great tips to blog by. I also think that a series post is a great idea. I've been doing one now for a few weeks and it gets really good traffic. Especially as I don't have the post go out on the same day each week.

http://www.marsdorian.com/ Mars Dorian

Thanx Matthew,

I want to try – heck, I have never done it before. Let's see how the feedback is !

http://www.shawnchristenson.com Shawn Christenson

Great post Mars. Reciprocity goes a LONG way. It's what JV's are built on.

http://www.marsdorian.com/ Mars Dorian

mmmm, si si senor Christenson. I call it Karma. It has that spiritual touch which I luv. It's a great way to live by.

http://twitter.com/BaileyIng Bailey Ing

Spot on post Mars,

Infact, this is a subject that has been on my mind for the past week too. I think some people like to call this the law of attraction, or some like to call it Karma. Whatever your take on it, no matter if its in a business sense or just in life, giving is always good right?

Mars, I love your creativity and like the Dale Carnegie spin you have on the title. Genius!

Catch up soon

Bailey

http://www.marsdorian.com/ Mars Dorian

Hey Bailey,

I call it Karma too. Giving is good, and fun. People appreciate honest interest, and inspires and makes the world a better place ;)

alexwhalley

Wow Mars! That was really well put and one of the better posts I have read from you. I am REALLY looking forward to this series now and I love the way you translated some of these points.

http://www.marsdorian.com/ Mars Dorian

Alex, thanx a bunch,

the series will hopefully super-kick-ass – I'm pouring my entire creativity and knowledge into it. Wait till you get the next part;)

http://www.venturemixx.com/ Tony Ruiz

Love Cialdini's work! He actually thought at my university and I took a course based off his books. Very valuable stuff indeed. Looking forward to the series Mars.

http://www.marsdorian.com/ Mars Dorian

Thanx Tony, his book is AWE-some. So much lessons for the digital world as well ;)

http://www.ribitsolutions.co.uk Ribit Solutions

Interesting post. It's sometimes difficult to apply though, particularly when you spend so much time creating and working on stuff. It can be hard to just give it away…

http://www.marsdorian.com/ Mars Dorian

I know what you mean, but if your passion is really burning inside, you will never run out with stuff. You will always produce more and more. Don't forget: People can never get enough !

http://bloggingfor.info Thu Nguyen

I was thinking about this lately Mars but you've got a great start in a series here which I want to come back and check out. You've got two great examples whom I'm happy to see you name. I've been following Yaro for the last 4 months and the guy's got to get some book rolling out. But he doesn't sell out, he just gives and gives. That's power. That's why I keep reading his stuff and that's why I'm sold.

Great post here Mars. It's been a long time. How's it going?

http://www.marsdorian.com/ Mars Dorian

Hey Thu,

yep, first time of my very own series. It's going to be…well, you decide ;)

Yaro is a grrreat example – he's adding his good image to a somewhat shady industry.

Things are getting adventurous. I'm in the middle of some kick-ass momentum, and I want to increase it with creative value ;)

http://bloggingfor.info Thu Nguyen

Can't wait for the rest. You're right in that the online biz is cluttered with a lot of bad practices but I'm beginning to see creatives like yourself and many more coming to the surface. It's going to be a fun ride for the next couple years as this shift. Keep up the glamour and rockin!

http://experimentsinpassiveincome.com Moon Hussain

Mars, absolutely right you are. I won’t scratch your back, eh, but I’ll give you some reasonable help, haha. I believe in karma or rather, ‘what goes around, comes around’ (good or bad).

http://www.marsdorian.com/ Mars Dorian

Moon,

my back is soft and very scratch-friendly ;)

srinirao

Mars,

I've been carefully observing everything you are doing over the last few months since you appeared on the radar. I have no doubts that you will be tremendously successful.

In terms of reciprocity, we live in such a different time than we have in the past, yet this age old rule still applies in the online world. I'm a graduate of Yaro Starak's Blog Mastermind program and a big fan of his work. It's been tremendously influential in everything I've done. Of course Seth Godin seems to have this really mastered and modeling ourselves on what he does is really essential to our success. Good stuff. I think we're going to need to have you on BlogcastFM soon.

http://www.marsdorian.com/ Mars Dorian

thanks Srini,

yeah – Yaro and Seth are two online mavericks – I luv their stuff. They both represent the best kind of marketer.

And wait a bit with the interview – I'm reaching massive momentum right now. Give me two or three more months, and I'll blow up !

http://www.financiallydigital.com Nunzio Bruno

Nice break out of Reciprocity! I'm finding it truer and truer everyday. That's even why I spend as much time leaving productive and heartfelt comments as I do actual blogging. I try to put my best stuff up daily and make sure that I leave the best quality feed back I can so that *hopefully* others will come across it and do the same. When the time comes to actually launch my ebook people will already associate the quality of my brand with what they can expect.

http://www.marsdorian.com/ Mars Dorian

Hey Nunzio, that's the way to do it.
Give as much quality as you can, and see what happens. Spending valuable time on interaction is a grrreat and genuine way to spread one's influence. I do believe in Karma, and it will return your actions – in one way or another.

http://cashwithatrueconscience.com/rbblog Ryan

Hi Mars,

Whatever you want you must first give.

Want more readers for your blog? Take the time to write thoughtful and useful comments.

Want more money? Help people to make money.

Want to influence people? Attract them. Don't lasso them! Attract people by becoming a constant provider. Give, give, give.

Your influence is a product of your willingness to give whatever value you can freely, without ANY strings attached. When you've given enough, give some more. Keep giving and you gain the reputation as a giver. Your influence grows because you reap what you sow.

This is why guys like Seth Godin and Chris Brogan are wealthy. They gave unconditionally for quite a while. When the universe was ready to yield to them, was it ever ready to yield ;)

Thanks for sharing your keen insight Mars.

Ryan

http://www.marsdorian.com/ Mars Dorian

Hey Ryan,

Right on ! Quality giving is ridiculous fun also ! Guys like Seth gave us so much, it's actually a pleasure to give something back to them !
And if you really tap into your deeper creativity, you will never run of stuff to give – you can always create more and more and more.

mirkogosch

Chapeau Sr.Dorian,

With your first ever series of related posts you are starting off with a great book of fabulous insights as your blueprint. “Influence” is a mandatory read for anyone who is interested in how we humans tick, why we buy stuff and from whom we will buy it. This book sits on my shelf and is completely dog-eared. It is a great read and a superb idea to spread out the goodies of this book in a blog post serie. When I had finished the book I thought…this is something I need to spread and I thought about doing a blog series about it :-)
Now I am looking forward to read your next posts on this matter and I can continue to work on my 1001 other little projects.

BTW: All, and mean ALL of the top internet marketers are using and teaching this principle of reciprocity in their courses and marketing efforts. It is something that is incredibly easy and beneficial for all sides to use in the information marketing scene. And it works time and time again. As a matter of fact as you will remember from the book itself it is an age old principle that “works” everywhere in the world.

Great post, keep on rocking.

Mirko

http://www.marsdorian.com/ Mars Dorian

thanks a bunch, Mirko.
I luv this book almost more than my mother, seriously, it's that grrreat. And that's why the principles deserve to be applied to the digital world, where they are just as valid.

http://www.mikestenger.com Mike Stenger

We really do underestimate reciprocity. The way I've always seen it, the more value you give out, the more value you'll receive in return. In fact, just the other day someone mentioned me on their email list. They didn't have to, but wanted to.

http://www.marsdorian.com/ Mars Dorian

that's because you are the kind of guy that people want to mention. I can feel you authenticity throughout your videos, and it's only natural that people want to give back to you.

http://www.mikestenger.com Mike Stenger

Thanks Mars, glad to hear that :-)

ralphcarlson

Well, this is a topic I need to learn. I think that I at least understand reciprocity. I just need to do it better.

http://www.marsdorian.com/ Mars Dorian

DOn't wait, Ralph, start now. It's ridiculous fun.

http://ivancampuzano.com Ivan

Great post I love Roberts work…keep up the great work..just found your blog when Diggy featured us in his latest post :)

http://www.marsdorian.com/ Mars Dorian

thanx Ivan

http://gratitudeconnection.squarespace.com Claire – Gratitude Connection

There are two sides to reciprocity – if you do something for someone and they do something in return, that's a great moment. But, if you do something for someone and they don't do something in return (or what they do in return is just a token effort), well that's never forgotten! That's a great lesson to learn.

http://www.marsdorian.com/ Mars Dorian

Claire,

I get what you are saying. But I also believe that you should enjoy giving, even if you won't get anything in return. Don't you think it's fun ?

http://lynnfang.com Lynn

Awesome post! Thanks for the advice. I always learn a few insights from you. =]

http://www.marsdorian.com/ Mars Dorian

no worries in the stories,

I hope you can actually implement them with the spreading of your ecological Awareness, wildfire style ;)

http://lynnfang.com Lynn

Yea, that is what I'm tinkering with in my brain at the moment… How do I get my message to spread?

http://www.marsdorian.com/ Mars Dorian

mmm, judging from your blog, there are a few things you can do. If you use Skype, we could chat.

http://www.icebluebanana.com mark

Hey Mars,

I love the term “reci-mavericks” – that is great! I *have* to read something by Godin – I have been seeing his name everywhere lately.

Understand, I downloaded one of his free ebooks a few weeks ago, but keep forgetting about it.

Anyway, I think you are right – anything worth taking the time to create from nothing is usually more valuable than money. People can get money for boats and chairs and other junk. But art, at least in the context you are describing, really should be given away because art is an expression, not a product.

Thanks for the thoughts Mars!
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http://nathanhangen.com/blog Nathan Hangen

It's great in theory man, but I want to ask you…have you begun to experiment with it on your own?

Reason I say that is because I'm not so sure there's a specific formula…it depends on the product and the audience.

Right?

http://www.marsdorian.com/ Mars Dorian

Hey Nathan,

of course there's never a specific formula – everything is possible.
I have taken the examples from my experience with the famous internet marketers, and wrote about how it impacted me and others.

http://bluepop13.com Eric

Excellent point: Give and you will receive. Want more? Give more. Simple. And when you really think about it, you feel good to give knowing that you're doing something for someone else. You only feel good when you get because: 1. You got something in return and 2. They were nice enough to return the favor because of how kind you were with your gift.

I rambled on there a bit but you get my point, I hope lol.

Anyway, great stuff and I hope you look forward to giving more so we can return with comments! ;)
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http://www.sexycopy.org k0zm0zs0ul

Great post Mars…reciprocity is what makes the world go round. ;) And I love Cialdini! But it's true, don't use this stuff simply expecting gains.. in my opinion you get back way more when you give simply for the joy of giving, and don't necessarily expect something in return.
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http://castlesintheair.org Nina Yau

Wow, this is awesome. Very helpful first post in a series I'm looking forward to. You also have killer graphics. Fun! Keep up the great work, Mars!

http://www.marsdorian.com/ Mars Dorian

Hey Nina,
thanks for the compliment. This post is actually ass-old ( a few months ), so it''s already semi-complete (never finished it !).
The fun is going to increase during the next months. Stay tuned !