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Yes! Yes! 50 Scientifically Proven Ways to Be Persuasive Robert B. Cialdini with Noah J. Goldstein and Steve J. Martin

Yes! 50 Scientifically Proven Ways to Be Persuasive

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Robert Cialdini's famous book Yes! 50 Scientifically Proven Ways to Be Persuasive presented in précis format to help you easily remember the powerful techniques.Business Wealth Club St AlbansSales classes in St AlbansMarketing classes in St AlbansBusiness classes in St AlbansPlanning classes in St AlbansClubs in St AlbansAgencies in St Albans

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Page 1: Yes! 50 Scientifically Proven Ways to Be Persuasive

Yes!

Yes! 50 Scientifically Proven Ways to Be

Persuasive

Robert B. Cialdini with Noah J. Goldstein and Steve J. Martin

Page 2: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 3: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 4: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 5: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 6: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 7: Yes! 50 Scientifically Proven Ways to Be Persuasive

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.

Page 8: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 9: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 10: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 11: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 12: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 13: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 14: Yes! 50 Scientifically Proven Ways to Be Persuasive

Giving Gifts

Gifts are appreciated much more if they've 3 qualities

Significant

Unexpected

Personalised

Page 15: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 16: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 17: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 18: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 19: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 20: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 21: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 22: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 23: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 24: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 25: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 26: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 27: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 28: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 29: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 30: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 31: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 32: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 33: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 34: Yes! 50 Scientifically Proven Ways to Be Persuasive

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.”

Page 35: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 36: Yes! 50 Scientifically Proven Ways to Be Persuasive

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.”

Page 37: Yes! 50 Scientifically Proven Ways to Be Persuasive

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.”

Page 38: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 39: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 40: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 41: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 42: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 43: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 44: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 45: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 46: Yes! 50 Scientifically Proven Ways to Be Persuasive

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

Page 47: Yes! 50 Scientifically Proven Ways to Be Persuasive

Conclusion

Page 48: Yes! 50 Scientifically Proven Ways to Be Persuasive

Contact Alan French

To get in touch with Alan to discuss or understand this in more detail

Please call Alan +447805675740

or email [email protected]