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Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how?
An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages them for the long haul.
Clout explains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. With this book, you'll:
Download Chapter 4 Rhetoric: The Art of Influence (includes Chapter 4 and Index)
Part I THE CROSSROADS
1 Same Road, Same (Lack of) Results
2 A Harder but Higher Road
Part II THE PRINCIPLES
3 Context: Where Clout Begins and Ends
4 Rhetoric: The Art of Influence
5 Psychology: The Science of Influence
Part III THE CLIMB
7 Persist through Roadblocks
8 Prepare to Evaluate
9 Evaluate with the Right Methods
11 Reach the Top—But Don’t Stop
Page 21, Brian Eisenberg (3rd para under "Attracting the Right People") Should be spelled Bryan
Page 24, Reference #6 URL should be http://www.pewinternet.org/Press-Releases/2009/The-Internets-Role-in-Campaign-2008.aspx
Page 32, Figure 3.3, incorrect figure (correct figure included with this errata file)
Page 72, Figure 4.25 should only show first/main screen, not the two pages together
Page 79, Reference #11 - Michelle Linn should be spelled Michele
Page 82, George Santana (first para under "What Psycology Really Is") Should be spelled Santayana
Page 125, Table 6.2 Issu.com should be Issuu.com
Page 144, Zerogravity.com (third para under "Small Business or Nonprofit") should be http://www.zerogravitydesign.com/
Page 176, Usabilitytesting.com (under "Types and Tools"), change to "Usertesting.com"
Page 183, COMSCORE (under Tools), correct branding is comScore