Embed Size (px)
Citation preview
It’s Not About UsCommunicating the Benefits of Membership
using WIIFM Principles
Creating a change in a person’sfeelings, thoughts & behaviors
Persuasion
• Head• Heart • Hands
H3
We do what we think will make us feel good
WII-FM
Feeling Good
The essential rule
when trying to convert someone is: DON’T
- at least, not at first - just listen
Dennis RossThe Missing Peace
Empathy
What do you need to know about the other person?
Empathy
• Character• Competence • Caring• Confidence
1. Credibility
I’d like to give more time and money, but . . .
84% said they doubted their donation would be put to good use.
USA Today Survey
1. Credibility
If people anywhere are to willingly follow someone . . .
They want to assure themselves that the person is worthy of their trust.
Kouzes & Posner
1. Credibility
In a time of universal deceit, telling the truth is a revolutionary act.
George Orwell
1. Credibility
Motivation is getting people to do something out of mutual advantage.
Manipulation is getting people to do what you want them to do
primarily for your advantage.
Fred Smith
1. Credibility
• Everybody is doing it• Bandwagon
• Line experiment
• Pink ribbons• Livestrong bracelets
2. Comparison
• Relationships – Home-based sales parties• Likability – Joe Gerard• Attractiveness – Celebrity endorsements• Similarity – Me too
3. Community
• Foot in the door• Start small• Test drive• Free trial offer
• Fence• Marriage proposal
4. Commitment
5. Control
• Reactance• Don’t tell me what to do
• Inoculation – Great nurses
• Relevant• Choose your audience• You can’t persuade everyone
6. Connection
Susan G. Komen
• Simple• Concrete
• Curse of knowledge
7. Clarity
• Vivid – Paint a picture• Detailed – Be specific• Unexpected – Miller Time• Story – Giving and statistics
8. Color
• Reciprocity
• Go first• Seek first to understand . . .• It’s not about you
9. Christmas Cards
In order to have influence, you must first be influenced.
Stephen Covey
9. Christmas Cards
You can have everything you want in life if you only help enough other people
to get what they want.
Zig Ziglar
9. Christmas Cards
• Influence Cialdini
• Made to Stick Heath
• Blink / Tipping Point Gladwell
• How to win friends . . . Carnegie
Resources
