The title says it all. Six key principles of persuasion.
- People feel the obligation to give when they receive.
- Be first to give, works best when what you give is personalised and unexpected.
- E.g. waiter gives you a mint (a little gift) when they bring you your bill. Better yet, give one mint, walk away, stop, turn around and say ‘here’s an extra mint, just for you nice people.’
- People want more of those things they can have less of.
- Don’t just tell people the benefits, tell them what is unique about your proposition and what they stand to LOSE if they fail to consider your proposal.
- E.g. limited edition products.
- People will follow the lead of credible, knowledgeable experts.
- It’s important to signal to others what makes you a credible, knowledgeable authority. Referrals work well, get people to recommend you as an expert (effective even if they stand to benefit from your success and/or are associated with you).
- E.g. real estate agent says ‘ let me redirect you to Kevin who has 10 years experience selling properties.’
- People like to be consistent.
- Look for small initial commitments, that can lead to an increase in bigger but consistent change. Look for voluntary, active and pubic commitments and commitments in writing.
- E.g. people who agreed to put a small postcard on their window labelled ‘drive safe’ is 4x more likely to erect a billboard with the same message.
- People prefer to say yes to those they like.
- Who are like us? People who are similar to us, people who pay us compliments and those who cooperate with us towards mutual goals.
- E.g. people who exchange personal information and identify some things in common are much more likely to reach a negotiated outcome.
- People will look to actions and behaviours of others, especially when they are uncertain.
- Rather than relying on our own ability to persuade others, we can point to what many others are already doing, especially many similar others.
- E.g. hotel towels, instead of ‘you are saving the planet by reusing your towel’, say ‘75% of our guests who have stayed in this room have re-used their towel.’