• http://ndib.nerdsdoitbetter.com/abm/ Adam Lundquist

    Hi Tim,
    That is truly a great article :-) i see how some of these principles directly line up with Cialdini’s – but others I hadn’t really heard of. For example the hurt and rescue. Here is my question to you – do you find that some of these principles “stack” better together than others. For example would a landing page be better off making users feel indebted and anchoring or making them feel indebted and using a decoy. I know you have to test- but I am wondering from your experience if you have seen any that work better together?
    Again – this was a great article.

  • http://www.webmaxformance.com/ Igor Mateski

    I got attracted by the title, then I scanned the subtitles and only then I decided to read through the article. I loved it. Most of the principles are no secret but it’s nice to see them once more in a succinct form. As I was reading I though it’s a very well written article and wanted to say Congrats to the author. Seeing it’s Tim Ash, I got a “Duh” moment: Of course it’s a well written and useful article. Tim Ash wrote it. Thanks Tim!
    The Anchoring principle is very useful for selling services. B2B negotiations flow better with anchoring. It has helped me seal deals where a single-option offer would be a deal-breaker.
    From another book I’ve gone through, I think it was Priceless, the author said that the anchoring and price variants can differ up to 60% from the anchor to the optimal offer. I’ve tried out different differences between the optimal and most expensive option and I only closed one deal at the most expensive rate…but the client didn’t pay all the money, so I in fact ended up getting the optimal fee anyways. On the other hand, just about everybody takes the optimal offer.

  • Tim Ash


    No – unfortunately there are no silver bullets. One thing you might want to explore is whether combining these strategies is best for your audience, or weather a single one will be more impactful.

  • Tim Ash

    Yep – putting expensive items at the top of the menu is an absolute requirement. Also, when we discuss preliminary B2B project price ranges we always give the top end first (since most projects are significantly lower, it makes them seem more reasonable when the scoped out fixed price is actually quoted.For example we say that “typically this project would range from $150,000 to $50,000 dollars” (vs. “typically this project would range from $50,000 to $150,000 dollars”…

  • http://WiredPen.com/ kegill

    Hi, Tim —

    That “buy now” urgency business (point 1) is over-used on many websites. Amazon deals seem honest, in large part because they are clear (“today” or “the next 30 minutes”) and relate specifically to an item. Too often I visit an ecommerce site with something like “10% off everything until midnight” or some such teaser. It’s usually bull hockey. Come back tomorrow – perhaps after cleaning browser history – and you’ll see it again.

    RE point 4 > “Instead of requiring users to fill out a form in order to download a whitepaper or e-book, maybe you could test giving them a portion of the content for free.” The marketing department will be more likely to get real contact information using a freemium-like model.

    And although these insights from neuroscience are fascinating — using them consciously to push products feels manipulative an like it’s toeing the ethical borderline.

  • http://promored.ru/ Kristina

    Thanks for that great article, Tim!
    All the listed principles seem so easy but many sites just miss them. One more principle I would add is social proof, it nevel fails. Social shares and comments can be used as an example: the more people share/comment on something, the more value is added to it.

  • http://www.yourauthenticweb.com/ Corey Alexander

    Great article and a nice collection of important principles. I will definitely share this with our team.