If you've seen our previous video on persuasion, emotion and trust, we call it PET,

如果你已經看過我們針對說服、情緒、信任的影片，我們簡稱三者為 PET

you know that there's a long list of methods we can use

你知道我們有很多可以使用的方法

to motivate customers and increase their conversion.

來驅動顧客並提升網頁上的轉換率

So it's natural to think that more persuasion methods is good.

所以，我們很自然會覺得越多說服方法越好

Lots of persuasion methods will result in lots of conversion.

大量的說服方法，對於網頁顧客轉換會有很好的成效

But it's not true.

但這是錯的

Using lots of methods results in persuasion clutter.

太多的說服方法只會造成論點雜亂的反效果

Kaptein and Duplinsky in 2011 researched using more methods and found that adding social proof,

2011 年時，Kaptein 和 Duplinsky 的實驗同時使用相對弱的社會認同方法

a weak method in that case, to advice from an authority figure resulted

以及權威人物說服方法

in less persuasion than the authority figure alone.

並發現其成效相較於單獨使用權威人物說服方法要來得差

So the mastery of persuasion requires a more sophisticated approach.

所以要掌握說服，需要一個更複雜的方法

Step one, we need to understand the emotional battle that goes inside our customer's heads.

第一步，我們必須了解顧客腦中情緒的拉扯

We use in-depth Gestalt interview methods

我們使用格式塔深度訪談

to understand the customer's drives, blocks, beliefs and feelings.

以了解顧客的驅動來源、阻礙、信念及感受

Step two, we collect the insights from a bunch of customers so you have a good picture

第二步，我們蒐集一群顧客的洞見以更明確的認識

of the things that usually matter and you have a sense of the big, strong issues.

那些真正重要的事，並讓你對於該議題有一個全面及強烈的概念

And you understand things like that getting vaccinated is driven by fear of getting sick,

你了解到接種疫苗是由對於生病的恐懼所推動

which is very much driven by fear of embarrassment

也可以說是對於陷入窘境的恐懼

and guilt in getting other people sick.

以及害其他人生病的罪惡感所驅動

Step three, we pick the emotional things that are most likely to work.

第三步，我們挑選最可能成功的情緒行銷溝通來下手

It's no surprise they're often related to fear, food or sex and protecting our kids.

不意外的，這些溝通通常與恐懼、美食、性或兒童保護有關

Our lower brains are tuned to survival and passing on your DNA,

我們的腦幹負責掌管生存以及 DNA 傳承的機制

which is how we survive bazillions of generations to get here now.

讓我們得以歷經數都數不清的世代傳承而存續至今

So maybe we can focus on fear of being sick

因此我們或可以針對人們對於生病的恐懼

and how awful you would feel if you got your kids sick.

以及人們對於使得孩子生病的罪惡感

This drive or block, it becomes the theme.

這個驅動或阻礙就成了主軸

Step four, now comes the tricky part, we have to make a frame

第四步，進到最棘手的部分，我們要創造一個框架

and a meme that will support the theme.

以及一個可以支持主題的梗

It's a central point of the whole persuasion effort.

這是整個說服過程中最核心的部分

And it can be the central point of your application campaign, or even a company,

它也可以是你應用程式的活動甚或是公司概念的核心

like the FedEx message: “When it absolutely, positively has to be there overnight.”

像是 FedEx 的「使命必達」

Or for a vaccination, maybe: “Flu, not the best holiday gift.”

或也許疫苗的「流感，不是最好的佳節禮物」

Step five is about taking that message and selecting specific methods

第五步則是關於訊息的傳遞與具體的傳遞方法

of influence that it will support it.

以支持、推廣這個訊息

So if we're using "Flu, not the best holiday gift", you might select testimonials with people

所以當我們使用「流感，不是最好的佳節禮物」時，可能就會選擇使用與目標客群相同的人證

like the target customers telling their stories about how they lost holidays.

講述關於他們如何失去假期的故事

Or you might use scarcity, making people feel that the supply might run out

或你可以使用稀少性，讓人們認為商品即將售罄

and they can only protect their family if they move quickly.

而他們只能趕快採取行動來保護自己的家人

And finally in step six, we want to look at the flow of the customers moving

最後，在第六步中，我們希望追蹤

through your digital interaction.

數位互動中的人流

In fact, the entire interaction.

事實上，整個互動過程中

Your customers, they, they sort of march through your website or sometimes march

你的顧客，他們基本上就是路過你的網站

through several sites as, as they reach a point of certainty and become ready to buy.

或是有時候路過好幾個網站，最後才慢慢形成購買意願及購買準備

We have to have a strategy that pulls people through that interaction.

我們必須有將人們拉向互動的策略

A home page needs to capture attention and draw the customer in.

網站的首頁要能吸引顧客的注意力及點擊

You might use optimal level of dissonance,

你或許會使用消費者失調的最佳水平

using curiosity to get people off the home page and into the site.

利用好奇心指引顧客從首頁跳入站內頁面

Then, get the customer engaged.

接著，讓顧客參與其中

You can engage by making fun interactions, perhaps using the methods

你可以使用有趣的互動來讓顧客參與，或許透過

of game designers to make things fun.

遊戲設計來讓事情變得有趣

It's called gamification.

稱為「遊戲化」

Or perhaps making the content exciting, which usually means fear, food or sex.

或也許可以使得內容更令人興奮，通常為恐懼、美食或性等情緒

Then, getting to that magic point of certainty when the actual sale happens.

接著，就來到銷售活動真正實現的神奇時刻

We must always remember that this is an emotional event.

我們必須永遠記得這是一個情緒化的事件

When people have brain damage to their orbital frontal cortex, they can't make decisions

當人們眼眶額葉皮質受損時，就無法下決定

because the orbital frontal lobes connect the emotional part of the brain to the logical part.

因為眼眶額葉負責連接大腦的情感區以及邏輯區

So this is the point where we use emotional triggers to close the sale,

而這就是我們利用情感觸發以提升銷售的原因

not just any triggers, but ones that align with the theme and frame and meme.

並不是什麼觸發都可以，而是與主題、框架及梗相互應合的觸發

[ Silence ]

〔無聲〕

If you'd like to download and print a copy of this drawing or download a white paper on PET research,

如果你想下載列印這個示意圖，或是下載 PET 研究白皮書

please go to humanfactors.com/persuasion.asp.

請前往 humanfactors.com/persuasion.asp