Post on 02-Dec-2014
description
Yes!
Yes! 50 Scientifically Proven Ways to Be
Persuasive
Robert B. Cialdini with Noah J. Goldstein and Steve J. Martin
Précis
social proof understand audiencepersonal messages praise good behaviour keep few choices put value on free people choose the middle clear specific reciprocity is normal personal touchsignificance-unexpected-personalised for gift offer help for reciprocity label a request feel obliged to return favour verbalise commitment praise decisions doing favours increases reciprocity smaller favours increase participation start low in auctions be introduced as expertteam outcomes better dissenters add value
train by mistakes argue against self interest +ve & -ve attributes need to connect take blame mirroring rhyming & matching because real smiles scarcity unique loss more powerful than gain
powerful images avoid complexity compare reframe mid programme use ambiguity increased excitement memory aid brand mirrors cut theft be aware of others emotions decision making best when alert email easily misunderstood influence changes with culture
Six Universal Principles of Social Influence
ReciprocationWe feel obligated to return favors performed for us.AuthorityWe look to experts to show us the way.Commitment/ConsistencyWe want to act consistently with our commitments & values
ScarcityThe less available the resource, the more we want itLikingThe more we like people the more we want to say yes to them& we like & trust people like us – similaritySocial ProofWe look to what others do to guide our behavior
Six Universal Principles of Social Influence
Social Proof
When people are uncertain about a course of action, they tend to look outside themselves to other people around them to guide their decisions & actions
Ad writer Colleen Szot changed the line at the end of an infomercial from, “Operators are standing by” to “If operators are busy, please call again.”
Sales skyrocketed because operators waiting meant no one wanted the product. Busy operators meant others were calling & wanted the product
Testimonials from satisfied customers are powerful social proof
Social Proof/Similarity
Social proof is powerful, but even more powerful when the proof or endorsement comes from people like us – our tribe, our family, our colleagues
Positive social proof is much more effective than negative social proof
2004 election, “4 years ago, 22 million single women didn’t vote” focused target audience on prevalence of problem & validated not voting, rather than the undesirability
Negative affects of drug use doesn’t work, showing wellness does
Positives
Reward good behavior, don’t punish bad behavior, it just represses it, doesn’t change it.
Rewarding good behavior is the only way to change it.
Appreciation & recognition are infinitely more powerful than criticism.
Too Many Choices Confuse
The more choices offered in a retirement plan, the less often people enrolled than when fewer were offered
Participation dropped 2% for every ten options offered
Participation rates zoomed when only two options were offered
Don’t give people too many choices – it confuses them
People Don’t Value Free Stuff
Instead of offering a “free software program,” offer a “$100 software program at no cost to you.”
Put a value on your gifts or bonuses or free stuff
High, Middle, Low
If you offer a high-priced, premium product for £1,000, your medium priced £350 product seems like a bargain
Even if you were selling it before at £250, but without a comparison it might have seemed high
Always give a comparison to something higher to reinforce the value of your offer
Fear Often Paralyses
Fear arousing communication usually stimulates an audience to take action to reduce the threat
However when the fear-producing message describes danger but the audience is not told of a
clear, specific, effective means of reducing the danger,
they may deal with fear by “blocking out” the message or denying it applies to them
Do Favors For People
We too often ask, “Who can help me?”
Instead ask, “Whom can I help?” & do them a favor
Sets up an obligation for reciprocity
Management is about getting results through other people, so set up a web of indebted colleagues who have benefited from favors, attention & listening
Personalise Requests
When you ask people at work to do something,
like filling out a survey,
instead of sending out a mass email,
personalise your request with an individualised PostIt note or similar
Giving Gifts
Gifts are appreciated much more if they've 3 qualities
Significant
Unexpected
Personalised
No Strings Attached
To increase the sense of obligation to reciprocate, act first with no strings attached
For example, you give a donation to a charity or a candidate at a party you are giving, announce it, but indicate that there is no expected quid pro quo
Others’ donations will increase
Foot in the Door Technique
Get agreement with a principle“Do you believe in safe driving?”
Make a small request (commitment & consistency will work in your favor)“Will you put up a small Safe Driving sign?” “Yes”
Come back next week & ask to put up a bigger sign
Commitment & consistency work in your favour again
Door in the Face Technique
Get agreement with a principle
“Do you believe in safe driving?”Make a small request (commitment and consistency will work in your favor)
“Will you put up a huge Safe Driving sign in your yard?” “No”
“Will your put up a medium-sized Safe Driving sign in yard?” “Yes”Commitment and consistency work in your favor
Labeling
Assign a trait, attitude, belief, or other label to a person, then make a request of that person consistent with that label
Luke to Darth Vader, “I know there’s good in you.”
Darth Vader saves Luke from the Emperor
Ask For Commitment
Instead of asking, “Please call if you have to cancel your reservation,” ask,
“Will you please call if you have to cancel?” & wait for a “yes.”
Waiting for “yes” seals the commitment
Write Down Commitments
Writing down your goals & commitments strengthen them
For you & others, too
People make judgments about themselves based on observations of their own behavior & they infer more about themselves based on their actions than on their notations
Behavior Changes Attitudes
Ask someone who doesn’t like you or opposes you to do you a favor & if they do it, they will like you better
People are motivated to change their attitudes in ways that are consistent with their behavior
They avoid cognitive dissonance
Even a Little Helps
“Even a pound will help” works
Simply pointing out that even a small amount would be acceptable & worthwhile to you is likely to be an effective strategy
People who can afford a major contribution think a small amount won’t help the cause
“Even a dollar will help” worked for Obama’s campaign
Start Low or High?
If there are going to be lots of bidders, start low & social proof will result in the bids going up
If there are going to be only two bidders, start high to anchor a perception of high value
Groups Make Better Decisions
If you’re the brightest person in the room, you’re in trouble because you don’t ask for advice
Groups of people collaborate & work hard to come up with a better solution than one person
Diversity works
Devil’s Advocates Aren’t Convincing
A true, authentic dissenter is much more effective than someone selected to act as a devil’s advocate
When making a decision, find an authentic, committed dissenter
It avoids group think
When Training, Focus on Errors
When training, use case studies of mistakes & errors so people can learn what not to do
They don’t learn as well from what goes right
Turn a Weakness Into a Strength
Be candid about weaknesses, it demonstrates honesty & objectivity
The two-sided argument is very persuasive
Reveal the bad, the negatives & the weaknesses first
Then talk about the good, the positive & the strengths
Your credibility soars
Take Blame
Don’t’ play the blame game
Take responsibility for mistakes & problems
Internal focus of control
Don’t blame outside factors such as economy, luck, competitors
Not credible
Find Similarities
Potential clients (targets of persuasion) are more receptive to sales pitches from those who they share similarities such as:
Names (first and last)BeliefsHometownsSchool or university
Pointing out similarities can be the first step in resolving potentially ugly conflicts with coworkers & neighbours
Mirroring
Waiters found they got much larger tips when they repeat customers’ orders back to them exactly as verbalised
Mirroring creates feeling of liking & strengthens bonds of trust between two people
Creates openness
Smile Authentically
People can tell the difference between authentic & inauthentic smiles
In order to be authentic, find something to like about a person so you can be authentic
We spend too much time finding fault with people
Look for positives & we’ll like them more & smile more authentically
Exclusive Information
Because of the scarcity principle, people will pay more for a product/service they perceive to be scarce
They’ll pay even more if the information about the scarcity came from an exclusive & truthful source not generally available to the rest of the public
If you pass on information that is uniquely known by you but fail to point out the exclusivity of the information, you could be losing an opportunity
Loss Aversion
People are more than twice as motivated to avoid a loss as they are to acquire gains
Instead of presenting something as a saving, you’re more persuasive if you frame it in terms of what you could lose if you don’t act
We also sometimes get tricked by not wanting to lose the time spent in the buying or negotiating process when faced with a last-minute high demand
Use “Because”
Using the single word “because” when associated with a request can more than double compliance
To break in a line say, “I want to use the Xerox machine because I have only two copies.”
Always back up your requests or points with a strong rationale – a strong “because.”
Be Easy to Pronounce and Read
People have a greater affection for words that are easy to pronounce
Company names, stock symbols, people
Persuasiveness of a hand-written message is influenced by the quality of the hand writing
On an easy-to-read font face
KISS
Keep it simple, stupid
No jargon or big words:“We’re leveraging our assets & establishing strategic alliances to create a robust knowledge center – one with a customer-ruled business structure using market-leading technologies to maximize our human systems.”
“We’re consultants.”
Rhyme and Climb
Research suggests that when marketers have mottos, slogans, trademarks, or jingles that rhyme their likability & truthfulness perception increases
“Caution & measure will increase your treasure.”
Not, “Caution & measure will win you riches.”
Perceptual Contrast
Baseball players swing a heavy bat in the on-deck circle so their regular bat will feel lighter in comparison
Prior experience colors perception
High-end hot tub costs $15,000“Having it is like having an extra room in your house.”
Sales went up 500% because people compared $15,000 to the cost of a $50,000 bedroom addition
A Box of Crayons
Red, blue & yellow – dull, not memorable
Millennium orange, Kermit green – cool, memorable
Unexpected names & ambiguous names cause consumers to think & thus, are more desirable, likable, & memorable
Social Norms Marketing
People are generally motivated to behave in line with perceived social norms
When you send a message, accompany it with some evidence of social norms, because people do not have accurate perceptions of social norms
“65 percent of students have three or fewer drinks when they party.”
Students thought the average was much higher
Mirrors Reduce Theft
People tend to act in ways that reinforce the image they want to have of themselves
Therefore, put a mirror on the wall so people can see themselves & they will act as if they are being watched … by themselves
A mirror in a stock room reduced theft by 50 percent
Emotions Affect Decision Making
When people are in an emotional state (especially being sad), it affects their decision making
When in an emotional state people are persuaded to do things they would not do when in a neutral (unemotional) state
When in an emotional state (anger, e.g.) people do things they would not do if in a neutral state
Don’t send that email when you’re angry or emotional - Sleep on it
Concentrate and Be Skeptical
When people are tired or distracted, they are more easy to persuade
When you have to make an important decision, concentrate, eliminate distractions, stay alert & calm, & remain skeptical
Give ‘Em Coffee
Caffeine keeps people awake & makes them more alert
Make your sales pitch (if it’s good & well reasoned) or presentation when people are most alert
In the morning after coffee, for example
Face to Face Best
Face to face is by far the most effective communication
Voice inflection, gestures & non-verbal communication can be very effective
If you can’t meet face to face, use a video conference or video chat
Get to know someone via Facebook – picture & profile
Emails don't convey emotion so easily misunderstood
Know the Culture
Individual cultures (US, UK, Western Europe)It’s about me
Collectivist cultures (Asia, South America, Africa, Eastern Europe)It’s about we
In individual cultures, ads & messages that appeal to individuals – make me better, prettier, richer – work
In collectivist cultures, ads & messages that appeal to the family, group, tribe – make us better, richer – work
Conclusion
Contact Alan French
To get in touch with Alan to discuss or understand this in more detail
Please call Alan +447805675740
or email alan.french@thebusinesswealthclub.com