Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

The Persuasion Slide: 4 Factors for Guiding Your Prospects to a Purchase

The Persuasion Slide: 4 Factors for Guiding Your Prospects to a Purchase Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

August 16th, 2016 min read

When shopping for solutions, people’s minds are usually racing.

In inbound marketing, we often refer to this thought process and any related behaviors as the consumer “purchase decision.”

As marketers, our aim should be to guide our prospects through this process towards the “destination” of making a purchase. The effectiveness of this, however, depends heavily on our ability to understand people’s needs while shopping and persuading them.

While often referred to as an “art,” persuasion has been studied extensively in science and there are many proven techniques we can use to achieve our goals.

In The Persuasion Slide - A New Way to Market to Your Customer's Conscious Needs and Unconscious Mind: Use Psychology and Behavior Research to Influence and Persuade, Roger Dooley, marketing speaker and author Brainfluence and the popular blog, Neuromarketing, offers a simple way of looking at the persuasion process as essentially a framework for an effective marketing funnel.

How to Guide People Down The Persuasion Slide

To get an idea of what the Persuasion Slide is, imagine a slide on a playground (or a luxurious water slide considering this with your prospect sitting at the top.

Maybe at first they’re a little scared; reluctant to make a move, but the more you persuade them and offer reassurance, the more comfortable they will feel moving down the slide until they reach the bottom and make a purchase.

In order to accomplish this, there are four factors at play that you must understand and control.

1. Gravity

Gravity is the primary force that sends a person down a playground slide; their motivation, their “why.”

In this model, gravity represents the prospect’s needs, wants, and desires. In this case, gravity is provided by them. Your goal is to figure out how to use their gravity to push them down the Persuasion Slide.

Rather than trying to create a demand, you need to research who you’re targeting to discover their existing gravity so you can position your offer to fit their wants and needs. If gravity isn’t moving in the right direction, the slide won’t work. (Think of it like Product/Market fit.

This is why copy such as “Fill Out This Form” isn’t effective on a lead generating landing page.

Where’s the motivation? Why should your wish be their command? To get people to take action, you need to give them gravity if it doesn’t exist.

To go back to our form, you can say something “Get a Free Demo” or “Get My eBook.” Copy like this more tempting and gives people a compelling reason to follow through with what you’re asking.

2. Nudge

As your prospect sits at the top of the slide, they are on a small flat surface.

They aren’t going to move unless they move their momentum forward or someone pushes them from behind. This is the nudge in the Persuasion Slide.

A nudge catches their attention and sparks interest. It’s anything that starts the motivation process in your prospect’s mind and forces them into action. The nudge could be a CTA, a marketing email, a promotional sign in a retail store, or a social media post. In inbound marketing, your nudge is ideally a remarkable offer or lead magnet.

3. Angle

Going back to the playground slide analogy, imagine the angle at which the slide is positioned.

The steeper the slope of that angle is, the easier (and faster) a person can slide down.

In the Persuasion Slide model, the angle is determined by the strength of the motivation you provide (the overall value). If the value you provide isn’t strong enough, the prospect will start to slide and then stop.

Dooley categorizes this into two types of motivation: Conscious and Non-conscious.

(Yes, it kills me that this isn’t grammatically correct.)

Conscious motivators are what we as marketers focus on – features, benefits, value proposition, price, etc. These are the things that appeal to the rational decision-making part of your prospect’s brain.

While these factors contribute very little to persuasion, they help your customer justify their emotional purchase, which is especially important in B2B marketing.

Non-conscious motivators are the things that appeal to your prospect’s emotions – reciprocity, authority, status, etc.

According to Dooley, other factors, such as our brain’s aversion to loss and avoidance of things that require deep analysis, also fit into the non-conscious motivator area.

A truly effective Persuasion Slide uses both conscious and non-conscious motivators to create a steep angle.

4. Friction

Have you ever seen a kid get stuck halfway down a slide because the angle wasn’t very steep or the slide wasn’t slippery enough? The reason they stopped was because there was too much friction.

In the Persuasion Slide model, friction represents a difficulty, frustration, or challenge, some real and some perceived.

We often call these barriers and they can include anything that causes confusion or imply work or obligation like forms with too many questions, poor user interface, long payment processes, unclear product descriptions, etc.

Whether the source of friction is real or imagined, the end result is the same. You want to eliminate friction at all costs.

Building Your Persuasion Slide

Click "keep reading" below to unlock a simple 5 step process of how to build a Persuasion Slide with your inbound marketing. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE