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Chapter 1. Getting Users to Click > The Six Elements of Influence

The Six Elements of Influence

Influence is the umbrella term for persuasion. Influence is about changing a person’s thoughts, feelings, or behaviors. Persuasion is about influencing people in such a way that you gain their compliance without exerting force.

The Internet is a medium in which users truly are not forced to do anything (unless you count closing those annoying pop-up ads). In the real world, a salesperson might use persuasion techniques to get you to buy something, but in the online world, there is no person for users to feel accountable to. What you can do, however, is take the best elements of persuasion and apply them as web-design principles.


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