The Science of Persuasion

Published: 1984!!Born: April 27, 1945.!PhD in Psychology from Columbia University and PhD in Marketing from Arizona State University

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

ReciprocityPeople are obliged to give back to others the form of behaviour, gift or offer that they have received first

The effect of how we offer something to begin with has a disproportionate effect on what is returned.

Reciprocity

Be the first to give and make sure what is given is both personal and unexpected.

What this means for us:

• Offering clients examples of work!• Additional material that isn't requested or commissioned !

!Its not just what is given but how it is given that disproportionally affects the

experience

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

ScarcityPeople want more of the things they can have less of

Framing something as scarce injects a sense of novelty in the product.

2002: The Last Time Tour 2004: Together in Concert

Scarcity

Benefits may not always be enough. We have to demonstrate what is both unique about our proposition and what they stand to lose if they don’t consider our proposal.

What this means for us:

• What do we offer that no one else offers?!• Why do we offer what we do? !

!What we provide is a scarce and valuable resource and we should be

demonstrating that as much as possible.

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

Authority

People will follow the lead of credible, knowledgeable experts

It’s a bit problematic to proclaim yourself as an authority on something even if you are, but there is no alarm bell for people when it comes to who they hear it from.

Authority

We are an authority on what we talk about and we need to demonstrate that to clients

What this means for us:

• Recommend each other on an aspect of the work they might touch!• Mention the qualifications and achievements of our staff!

!It doesn't have to be a cheesy sales pitch, an off handed recommendation

can be all it takes.!!!

Helping our clients understand that we are an authority helps comfort them and it costs us nothing.

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

Consistency

People like to be consistent with things they have previously said or done

Being consistent will help us persuade our clients to see that we are reliable and that we have everyones best interest in mind.

Consistency

Where possible, look for smaller commitments that are voluntary, active, if possible, public and get those commitments in writing.

Consistency

Encouraging our clients to make small initial commitments will make it easier to up sell and cross sell further along in the life of the client

What this means for us:

• Working through a timeline document with the client of what they should expect and when, have both parties sign it!

• Offer commitments of our own in writing that they can take away !!

A written timeline that both parties have a copy of will guarantee mutually understood expectations on deliverables and create a point of leverage for

punctuality on all following work. !!

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

LikingPeople are more likely to say yes to those that they like

Being likeable shouldn’t take any work, both because we are likeable and because thats part of how we choose our clients. !!But as with anything preparation will always help

Joe Girard!!Sold 13001 Cars over 15 years at a Chevrolet Dealership between 1963 and 1978.

2 cars every day or 70 cars a month when the industry standard was 7.

Liking

Being a little proactive about why we like our clients will help them to see what they like about us

What this means for us:

• We already work with clients that have a similar spirit or ideology to us which we should remind them of.!

• Take a few minutes to realise what you like about a client, whether it’s the brand or the person you deal with. It shouldn't be forced but if you give it a little thought it will come out naturally in how you deal with them. !

!Being liked is not the goal. !

Our goals should be to find things we have in common with our clients, understand what we like about them and work towards a common goal.

Who wouldn’t like working with someone like that?

RECIPROCITY

SCARCITY

AUTHORITY

CONSISTENCY CONSENSUS

6 SHORTCUTS

LIKING

Consensus

People will look to the actions and behaviours of others to determine their own

As well as relying on our own ability to persuade people we can point to what others are doing to help as, especially similar others.

Consensus

Demonstrating the actions, reservations and results of other similar clients will help lower their sense of risk and make them feel included.

What this means for us:

• “Successful businesses are implementing this strategy and we encourage you to as well” !

• “Our clients have taken these measures and they have achieved success by doing so”!

• “We have had clients who felt the same way as you do now but they persevered…!

!We can draw attention to any group of consensus, as long as its true and

we are honest with them, consensus can give someone just enough courage to move forward when they wouldn't otherwise

http://www.youtube.com/watch?v=cFdCzN7RYbw

The YouTube clip sums up everything far more succinctly than I have if you have any questions or would like to just measure the interest and clarity difference between them.

Science of Persuasion

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