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How to influence and persuade

HOW TO INFLUENCE & PERSUADE you totally blew my mind! the science bit. What influences us to say yes? Researchers have been studying this question for over 60 years and there can be no doubt that there is a science to how we are persuaded. Here are the 6 universal factors that guide our decision making. RECIPROCITY V the obligation to give back what you have received from others In a study, the giving of a mint increased a waiter's tip by 3%. Two mints equal an increase in 14% in the tip left. But for you nice people. But, if the waiter leaves one mint, walks away but turns and says 'but for you nice people, here's another'. Tips increase by 23%. This DA Final O thought: increase was influenced not by what was given, but how it was given. The key to using the principle of reciprocation is to be the first to give and be sure that it is perscnalised and unexpected. SCARCITY V People want more of those things there are less of. walt for mel Ineed a aft! When British Airways announced that they would no longer be running the twice-daily route from London to New York concord flight because it had become uneconomical, sales the very next day took off. 8 Flnal thought: Note that nothing had changed, it had simply become scarce and as a result people wanted it more! I's not enough io simply tell people about the benefts they'l gain you'l also need 1o point out what is unique and what they stand to lose. Physiotherapists for example are able to persuade most of their patients to comply with programmes if they display their medical diplomas on the wall of their offices. CERTFICATE AUTHORITY V People will follow the lead of credible and knowledgeable experts. CERTIEICATE lsot at all my wonderpul certipicatea FInal At a letting agency, the staff arranged for the receptionist to first mention their colleagues' credentials before putting them through.'Let me put you through to Jessica, she has over 15 years experience in property management'. This approach led to a 20% rise in appointments and a 15% increase in signed contracts. Not bad! P thought: It's important to signal to others what makes you a credible. knowledgeable authority betore you make your attempt at influencing them. Once, in a street, few people were willing to display an unsightly board in their front garden to support a drive safely campaign. But in a similar street, 4 times as many homeowners were willing to display the board. CONSISTENCY V Activated by looking for and asking for small initial commitments that can be made, O Final thought: Why? Because ten days ago they had agreed to place a small postcard in the window of their home to support the campaign. That small card was the initial commitment that led to a 400% increase. When seeking ko influence using the consistency principle, the influencer kooks for voluntary, active and public commitments and gets those in writing. 1really really love chipol LIKING V People prefer to say yes to those they like. But what causes a person to like another? No-Way! I do too/ FInal O thought: In a series of studies carried out at two business schools, a group of MBA students were told to adopt the Time is Money idea in a meeting and get straight down to business. In this group, 55% were able to come to an agreement with the person. To harness this powerful principle of liking look for areas of simikarity that you share with others and genuine compliments you can give before you start busines The second group were told, before you begin negotiations, exchange some personal information, identify a similarity you share in common and then begin negotiations. In this group 90% were able to reach successful and agreeable outcomes. Hotels often place small cards in hotel bathrooms to persuade guests to reuse towels. Most do this by informing the guest of the benefits the reuse can have on the environment. This strategy leads to around 30% compliance. CONSENSUS V People will look to the actions of others to determine their own. 75% do so as wel, Final thought: Science is telling us that rather than relying on our own ability to persuade others, we can point to what others are alreacy doing, especially many similar others. What happens if we took a lesson from the principle of consensus and included infor- mation on the cards that said 75% of our guests reuse their towels, so please do so as well' Changing a few words on a sign to honestly point out what previous guests have done is the single most effective message, leading to 33% increase in towel reuse. there we have it... 6 scientifically validated principles of persuasion that provide for small, practical and often costless changes that can lead to big differences in your ability to influence and persuade others in an entirely ethical way. What are you waiting for? Sources:, & 'Influence: The Psychology of Persuasion' by Dr. Robert Cialdini

How to influence and persuade

shared by JessicaDraws on Jul 30
What influences us to say yes? Researchers have been studying this question for over 60 years and there can be no doubt that there is a science to how we are persuaded. Here are the 6 universal factor...




Jessica Draws


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