After several evenings chatting to an internet marketing friend I realised that there's a massive crossover between what they do - eliciting responses - and experience design - encouraging and enabling people to use your product. No one seems to have tapped that vein so I set about researching it and how I could apply the principles of influence to my job as an experience and interface designer. I became very interested in the power of stories and anecdotes, and from there moved on to Maslow's hierarchy of needs, Manfred Max Neef's fundamental human needs, motivation, cognitive bias, attractiveness, delight, social proof, similarity, rapport, reciprocity, permission, fun, pattern matching, cues, memory and evolved mental limits. This talk is a collection of what I believe to be the most useful and over-looked principles relevant to designers.