No matter what kind of videos you create, the bottom line is essentially to get people to take action — download your stuff, buy your product, subscribe to your YouTube channel, like your video, etc.
And for that to happen, you need to develop some techniques to persuade your viewers.
This video is the first of a series where I talk about persuasion techniques, specifically as they relate to videos. Inside this introductory bit, I briefly share the importance of persuasion in videos. I also scratch the surface of this whole series by going through the six powerful persuasion triggers and how you can use them in your videos.
This is very powerful information and I am certain you will be ahead of your game when you use them on your videos.
Below, please leave your comment or any specific input or questions. I’d be glad to talk about them in the next videos in this series.
Transcript Of Today’s Video
Hi there, Gideon Shalwick here! Inside today’s video, I want to talk about Video Persuasion Techniques. There’s really clever stuff you can do to get more out of your videos.
What do I mean by more? I mean getting action from your audience. Getting your audience, people who watch your videos, to take some sort of action — whether it’s liking your video, or leaving a comment, or sending it to their friends, or whatever it is. Some clever psychological tricks you can use to help you get more out of your videos in that way.
Let’s look at some of these things.
Today’s video is really just an introduction to a series of videos that I want to do on persuasion, specifically as it relates to videos. If you do any kind of video, whether it’s promotional type of videos, whether it’s just video blogging, or building your audience, or any kind of video online, you want to pay attention to today’s video and the videos coming up inside this series.
All that I just wanted to talk about is why persuasion is a MUST for your YouTube videos. Second, I want to talk about the six persuasion triggers and what to watch out for. And then finally, let’s talk about how to use persuasion triggers in your videos.
So that’s what’s inside this video. This is by means of an introduction to this whole area of persuasion when it comes to videos. So let’s get into it.
Why persuasion? Why do you want to persuade in your videos?
Ultimately, you want your audience to take action. If you’re a YouTuber, you want to get more subscribers, right? I mean, if you’re creating more videos on YouTube, you want to get more subscribers.
If you’ve got sales videos, for example, you want to get more sales. And for that you need your audience (whoever is watching your video) to take some kind of action. For that, you need to be persuasive. It doesn’t matter what kind of videos you are creating, you need to be persuasive in some kind of way.
Now, I’m not saying you have to be like a sleazy salesman kind of person. But there are some clever things you could do to be more persuasive inside your videos to get people to take action.
You need to get people to take action in a beneficial way though. This is very very important because this information is very powerful that you really be careful how you use this.
First of all, the benefit is going to be to YOU as the video creator. Secondly, you’ve got to think about what is the benefit to YOUR AUDIENCE. That this persuasion stuff is going to be beneficial to your audience. And this third one, it has got to be FOR THE GREATER GOOD of humanity, so to speak, or of the YouTube community.
Keep those three things in mind as you think about this persuasion techniques.
Let’s move on to the six persuasion triggers. I got reminded of this by telling to my friend Derek Halpern from the States, from www.SocialTriggers.com. Please go and check out his site. I’ll list it below this video in the description area. Perhaps, I’ll have it on the screen up here as well, maybe there.
You got to check out his site. Really awesome stuff if you’re interested in psychology and how to help you with your blogging. The best I’ve seen on that topic. Go and check it out.
This is information that’s borrowed from Dr. Robert Cialdini who wrote a book on persuasion and influence. Brilliant book! I’ll link to it below this video as well so that you could get a copy. It’s my number one business book. Out of all the business books I’ve read, this is my number one business book.
He talks about six persuasion triggers. Here they are. I’m going to go through them. He calls them weapons or “triggers”. And here they are.
The weapon of Reciprocity. This is when you give something away for free, for example. When you give something to someone and they don’t pay for it, they’re unexpected. They feel that they want to do something back for you. This is sort of built into our cycle. When someone gives you something, you want to do something back for them. That’s what that one is about.
Next one is Liking. This ties it back to people who like to do business with other people they like or trust, right? When you’re doing business with someone, if you can get them to like you, they’re be much more likely to do business with you. That’s what that one is about, pretty much.
In the same way, if people like watching your videos, they’re going to be more likely to take action when you ask them to.
The next one is really really quite clever. And it takes a while to get your head around it but it’s called Commitment and Consistency.
When you can get someone to commit to something, they are likely to be much more consistent with the commitment that they made. For example, say I were to buy a BMW car. I would want to probably stay consistent with that commitment that I’ve made. ‘Cause when I buy a BMW in general, not always, I want to show that I’ve made it, you know. And if I want to show that I’ve made it, I’ve got to be consistent with that image. So maybe, I’ll buy a suit as well, new shoes or maybe a new house. Just to stay consistent with that original commitment.
I’m just scratching the surface here. I just want to go through this.
Social Proof is humongous! Social proof is all about — us as human beings, we look to our friend and our peers to see how they act to help us decide how we should act. Very very powerful stuff.
Here’s an experiment. Next time you’re on the city, grab a few friends of yours. Go to the city. Go stand in the middle of a mall and just point upwards. If you’re outside, point to the sky; or when you’re inside, just point upwards towards something and get everybody to look up as if there’s something there.
Within no time, you’ll get a group of people looking up and going, “What the heck is going on?”
This is just one of the mechanisms of social proof. ‘Cause everybody is saying, “Hey, what’s going on? Everybody’s looking up, we better look up as well.” Of course, there’s nothing to look at.
But you can use that to your advantage. For example, if you can say that a hundred thousand other people have watched my video, so you should too. Or they liked my video, so you should to. You’re invoking that law of social proof; very important.
Authority is another really really important one. Some people misuse this big time, especially in the medical profession or the pharmaceutical profession. In advertising, they often use doctors or even someone wearing a doctor’s jacket to create a sense of authority. You’ve got to watch out for that.
But you can also use it in a good way, of course. If you have someone authoritative, use it as a seal of approval. That will make you come across more believable, right? All of this, once again, is for the good of yourself, your audience, and for the greater good of humanity. Just keep that in mind.
The last one is Scarcity. People act when there’s a deadline. Critical stuff — people act when there is a deadline. If I were to tell you that I have a really amazing product that you can go and download right now but you only have the next 24 hours to do it. You’re going to much more likely to go and check it out than if I would just say, “Hey, it’ll always be here and you can download it whenever.” That’s what Scarcity does.
So, there are the six weapons. Here’s the caution — use them with extreme care!
I didn’t go through them in much detail. I just wanted to really touch on them because I don’t want to make this video too long. It’s just an introductory video. I’ll tell you a bit more about that in a second. But just peg this in your mind — you’ve got to use these things with extreme care ’cause they really are like weapons. Like weapons of mass destruction.
These are really like weapons where you can yield tremendous influence. The person who recommended this book once told me that you could use this sort of stuff to become like Billy Graham, or someone who does really good like Gandhi or whoever you think might be a good person in the world.
But you can also use this very same principles and forces to become someone like Hitler! This is how powerful this stuff is. I’m not suggesting you go and become like Hitler or anything like that. The point I’m making is that this stuff is really really powerful. You’ve got to use them with care.
They can also backfire. If you use them in a way that is insincere and only for your own self-aggrandizement, then there’s likely the chance it will backfire. Just keep that in your mind.
I’ll go through this later and I’ll explain to you in detail how this works.
I’ve touched on this a little bit about how to use persuasion triggers in videos specifically.
The bottom line is that you want to get people to take some kind of action. Specifically, if you’re on YouTube, there are things like this.
You want people to watch more of your videos, right? So you can use these six persuasion triggers to get people to watch more of your videos.
For example, you can invoke the social proof thing where you can say, “Hey, look how many people have already watched my other videos. Why don’t you go and share this to all of your friends as well, and be part of the cool group.” That will invoke or sort of trigger to get people to take action and do that for you.
You can use it for getting more subscribers. For example, you could use authority. If you’ve got the top YouTuber in the world, maybe Ray William Johnson or someone like that, that gives you the thumbs up. You can mention that in your video — Ray William Johnson approves this message, or something like that. Or if you’re Ray William Johnson, then you could just say that yourself.
Same thing, you can use it for getting more likes and comments, or for whatever you like people to do on YouTube.
Once you start thinking about this stuff, it becomes really really powerful. And I really recommend you read that book. Check out Derek’s amazing blog. He goes into a ton more detail.
Robert Cialdini’s book only touches on those six areas, but there’s a ton more stuff you could do with persuasion, especially when it comes to video and blogging.
I really recommend you check out these resources. Once again, the links will be below in the description area of this video. If it’s Amazon link, or whatever, they are affiliate links. Assume any link on my sites are affiliate links, by the way.
There’s more coming up. There is much more. I really really want to go into a lot more detail with each of these triggers. I really didn’t do them justice at all. So what I want to do is inside my upcoming video, I just want to look at each one of these six triggers and go into each one in detail.
I’ll have one video per trigger and go into detail exactly what it is and how you can use it in your videos and how you can benefit from them. How you can use them ion the right way. It’s absolutely critical that you use it in the right way.
Now it’s your turn. I’m going to invoke the law of reciprocity here. I’ve done my best here to create a really valuable video for you. I’ll be creating a tone more videos for you on this topic.
What I’d like you to do because I’ve given you this cool stuff, is to go and leave your comment below this video. I’d love to hear from you. Specifically, if you have any valuable comment to add, but also if you have questions because I’d like to use your input for creating the next six videos in this series.
It’s going to be quite interactive. I really want to get your thoughts on this. So please go ahead and leave your questions and comments below this video. I’d love to hear from you. Yeah, I’ll use those input for creating those videos in this series.
That’s it from me. Thank you very much for watching. Remember to go and leave your comment and your question below this video. I look forward to seeing you inside the rest of this video series.
Thanks for watching. I’ll talk to you soon. Bye!