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Yes!%2050%20Scientifically%20Proven%20Ways%20to%20Be%20Persuasive

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Title: Yes!%2050%20Scientifically%20Proven%20Ways%20to%20Be%20Persuasive

1
Yes! 50 Scientifically Proven Ways to Be
Persuasive

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

2
Six Universal Principles of Social Influence

Reciprocation
We feel obligated to return favors performed for
us.
Authority
We look to experts to show us the way.
Commitment/Consistency
We want to act consistently with our commitments
and values.

Scarcity
The less available the resource, the more we want
it.
Liking
The more we like people , the more we want to say
yes to them.
And we like and trust people like us
similarity.
Social Proof
We look to what others do to guide our behavior.

4
Social Proof

When people are uncertain about a course of
action, they tend to look outside themselves and
to other people around them to guide their
decisions and 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 and wanted the product.
Testimonials from satisfied customers are
powerful social proof.

5
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 didnt vote focused target audience on
prevalence of problem and validated not voting,
rather than the undesirability. Negative affects
of drug use doesnt work, showing wellness does.

6
Positives

Reward good behavior, dont punish bad behavior,
it just represses it, doesnt change it.
Rewarding good behavior is the only way to change
it.
Appreciation and recognition are infinitely more
powerful than criticism.

7
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.
Dont give people too many choices it confuses
them.

8
People Dont 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.

9
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.

10
Fear Often Paralyzes

Fear-arousing communications 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.

11
Do Favors For People

We too often ask, Who can help me?
Instead ask, Whom can I help? and 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 benefitted from favors, attention, and
listening.

12
Personalize Requests

When you ask people at work to do something, like
filling out a survey, instead of sending out a
mass email, personalize your request with an
individualized PostIt note.

13
Giving Gifts

Gifts are appreciated much more if they have
three qualities
Significant
Unexpected
Personalized

14
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.

15
Foot-in-the-Door 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 small Safe Driving sign in
your yard?
Yes
Come back next week and ask them to put up a
bigger sign.
Commitment and consistency will work in your
favor again.

16
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.

17
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 theres good in
you.
Darth Vader saves Luke from the Emperor.

18
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? and wait for a
yes.
Waiting for yes seals the commitment.

19
Write Down Commitments

Writing down your goals and commitments
strengthen them.
For you and others, too.
People make judgments about themselves based on
observations of their own behavior, and they
infer more about themselves based on their
actions than on their notations.

20
Behavior Changes Attitudes

Ask someone who doesnt like you or opposes you
to do you a favor, and 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.

21
Even a Little Helps

Even a dollar will help works.
Simply pointing out that even a small amount
would be acceptable and worthwhile to you is
likely to be an effective strategy.
People who can afford a major contribution think
a small amount wont help the cause.
Even a dollar will help worked for Obamas
campaign.

22
Start Low or High?

If there are going to be lots of bidders, start
low and 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.

23
Groups Make Better Decisions

If youre the brightest person in the room,
youre in trouble because you dont ask for
advice.
Groups of people collaborate and work hard to
come up with a better solution than one person.
Diversity works.

24
Devils Advocates Arent Convincing

A true, authentic dissenter is much more
effective than someone selected to act as a
devils advocate.
When making a decision, find an authentic,
committed dissenter.
It avoids groupthink.

25
When Training, Focus on Errors

When training, use case studies of mistakes and
errors so people can learn what not to do.
They dont learn as well from what goes right.

26
Turn and Weakness Into a Strength

Be candid about weaknesses, it demonstrates
honesty and objectivity.
The two-sided argument is very persuasive.
Reveal the bad, the negatives, and the weaknesses
first.
Then talk about the good, the positives, and the
strengths.
Your credibility soars.

27
Take Blame

Dont play the blame game.
Take responsibility for mistakes and problems.
Internal locus of control
Dont blame outside factors such as economy,
luck, competitors.
Not credible.

28
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)
Beliefs
Hometowns
Alma maters
Pointing out similarities can be the first step
in resolving potentially ugly conflicts with
coworkers and neighbors.

29
Mirroring

Waiters found they got much larger tips when they
repeat customers orders back to them exactly as
verbalized.
Mirroring creates feeling of liking and
strengthens bonds of trust between two people.
Creates openness.

30
Smile Authentically

People can tell the difference between authentic
and 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 and well like them more
and smile more authentically.

31
Exclusive Information

Because of the scarcity principle, people will
pay more for a product/service they perceive to
be scarce.
Theyll pay even more if the information about
the scarcity came from an exclusive and truthful
source not generally available to the rest of the
public.
If you pass on information that is uniquely known
by your but fail to point out the exclusivity of
the information, you could be losing an
opportunity.

32
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,
youre more persuasive if you frame it in terms
of what you could lose if you dont act.
We also get 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.

33
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.

34
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.

35
KISS

Keep it simple, stupid.
No jargon or big words
Were leveraging our assets and 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.
Were consultants.

36
Rhyme and Climb

Research suggests that when marketers have
mottos, slogans, trademarks, or jingles that
rhyme their likability and truthfulness
perception increases.
Caution and measure will increase your
treasure.
Not, Caution and measure will win you riches.

37
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.

38
A Box of Crayons

Red, blue, and yellow dull, not memorable.
Millennium orange, Kermit green cool,
memorable.
Unexpected names and ambiguous names cause
consumers to think and, thus, are more desirable,
likable, and memorable.

39
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.

40
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 and they will act as if they are
being watched by themselves.
A mirror in a stock room reduced theft by 50
percent.

41
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.
Dont send that email when youre angry or
emotional. Sleep on it.

42
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
and calm, and remain skeptical.

43
Give Em Coffee

Caffeine keeps people awake and makes them more
alert.
Make your sales pitch (if its good and well
reasoned) or presentation when people are most
alert.
In the morning after coffee, for example.

44
Face-to-Face Best

Face-to-face is by far the most effective
communication.
Voice inflection, gestures, and non-verbal
communication can be very effective.
If you cant meet face-to-face, use a video
conference or video chat.
Get to know someone via Facebook picture and
profile.
Emails do not convey emotion and can be easily
misunderstood.

45
Know the Culture

Individualistic cultures (US, UK, Western Europe)
Its about me.
Collectivistic cultures (Asia, South America,
Africa, Eastern Europe)
Its about we.
In individualistic cultures, ads and messages
that appeal to individuals make me better,
prettier, richer work.
In collectivistic cultures, ads and messages that
appeal to the family, group, tribe make us
better, richer work.