Here's a direct link to the class outline for this class. Your feedback is welcome!
https://docs.google.com/document/d/1AIAqeh6m71zOPPiptyisLeu7YZJ66ZOAaaAfbtOIiow/edit?usp=sharing
Fellow teachers: If you leave your name in the comments below (with your feedback) I promise I will give you feedback on your class. Seriously, take me up on it!

The best strategies to increasing sales are not only free, but you can start making them work for you today. Learn the Principles of Persuasion and how you can use them right now to grow your small business. Taught by the award-winning retail marketing veteran DW Ferrell, this class will introduce you to the unseen world of influence with very practical tools to help you sell more, bring in new customers, build loyalty, and gain ★★★★★ reviews.

Class Overview:

Introduction
The Principles of Persuasion is a science-based set of strategies that will help you grow your business. The principles are Liking, Reciprocity, Consensus, Authority, Consistency, Scarcity and Unity. The principles are based on the work of Dr. Robert Cialdini, author of the books "Influence" and "Pre-Suasion". DW will also introduce a guiding principle of persuasion derived through his work as a marketing strategist: Authenticity.

The Principle of Social Proof
Did you know that 90% percent of consumers read online reviews BEFORE visiting a business? In a Yelp and Google world it can seem overwhelming to manage what people are saying about your business, but if you understand why they look in the first place you can put the power of consensus to work for you.

The Principle of Liking
Are you more likely to say yes to someone you like than someone you don't like? The principle of Liking operates in the same way by building on things you and your business have in common with your customers. It's easier than you may think to find things in common.

The Principle of Authority
Experts agree, people respect experts. Kidding aside, people tend to respect the advice experts, advice from their friends, and even online reviews from people they don't even know. Think of how you inquire about a mechanic for your car, what movie to see, or a great place for a dinner date? Such referrals may seem like something you can't control until you learn how to direct them to your business.

The Principle of Consistency
People like to follow through on things they start, so how can you help them take a (small) first step? Let's say you want to sell a product that has 4 color options. If you ask the customer which color they would choose most people will tell you their preference. It didn't cost them anything to imagine which color they would like if they owned it, but now they are on the path to owning it.

The Principle of Scarcity
There are only 3 spots open for this class, hurry and claim your spot! Not true, but seriously, scarcity marketing is based on the idea that people want more of things that are running in short supply or difficult to get. It has more perceived value, and that illusion can make the price tag seem cheaper by the minute. So act now, and tempt your customers with the fear of missing out!

Bonus Principle: Authenticity
Exclusive to this class is an introduction to a meta-principle of persuasion that has been there all along, Authenticity. Each of the principles can be used for good, or for evil when persuasion becomes manipulation. Authenticity is the defining difference, by finding natural opportunities to employ the principles, rather than manufacturing scarcity, insincere liking, or fake authority.

The Principle of Reciprocity
As Yoda once said, "To get, first give." OK ok, he didn't say that. But the idea of reciprocity is to offer something of value, even small free things like a compliment, and your customer will feel obliged to offer something in return. Like a purchase, repeat business, or leave a larger tip.

The Principle of Unity
In my practice I say "Community is Opportunity" to highlight how important relationships are for every independent business. The principle of unity is about grafting your employees and customers in like they're kin, and if you equip them with your brand's message they can become powerful brand ambassadors. Unity is also a cornerstone of social enterprises such as Tom's Shoes, LA Kitchen, Homeboy Industries, and the numerous small businesses springing up that put community first.

Final Thoughts & An Acronym: U RASCALS
No matter what type of business you have the many examples in this class will definitively explain the Principles of Persuasion which can dramatically influence customers toward a booming business. That said, with power comes responsibility! These principles are often used by unscrupulous marketers, with manufactured tactics. However, employing the right principle at the right time will feel helpful and motivating to your customers. Using these strategies wisely is imperative, and I will share one simple idea that will guide you in using them profitably to build loyalty with your customers.

I've created an acronym to help you remember the principles, "U RASCALS"! Each is associated with a character from the vintage TV show the Little Rascals.

U Unity • The shared identity that both the influencer and influencee are part of.

R Reciprocity • Be the first to give, and others will feel obligated to return the favor.
A Authenticity • Trust and honest value are the currency of loyalty.
S Scarcity • We attach more value to things that are scarce.
C Consistency • We prefer to complete things we start and stay consistent with previous actions.
A Authority • We respect the advice experts or other authorities.
L Liking • People or things that we naturally like, or that are like us.
S Social Proof • We make quick decisions based on the behavior of others.

This is the first in a series of classes for small business growth, and I would like your feedback on which classes to offer next. Here are the topics I'm considering:

Incentives: How to align what customers want with what you offer
Loyalty: How to increase profitability by motivating repeat customers
Cross-marketing: How your business can become a magnet for referred customers
Marketing automation: Gain tech tips that will make your life easier and business busier
An Introduction to the Affinity Matrix: A strategic marketing tool for achieving network-effects
An introduction to the Incentive Matrix: How to align your business goals with your customer's motivation

Reminder for fellow teachers: Leave your name in the comments below (with your feedback) I promise I will give you feedback on your class. Thanks for reviewing!
~DW Ferrell

Update #1: I have my intro video script written, and I'm planning to film it tomorrow.

Update #2: I've reorganized the principles to create an easy to remember acronym: U RASCALS! I am also including vintage photos of the Little Rascals to associate with each principle as a mnemonic device.

Update #3: Updated the cover image to a daytime storefront scene (thank you Lucy Lambriex for the advice!) Also added an extra link to the class outline, just in case it's hard to view the embedded outline.

Update #4: Added video intro and test lessons.

Here is the lesson for Principles 1 & 2: Social Proof & Liking.

DW Ferrell

My sleeves are rolled up, time to work!

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