Persuasion Tactics Simplified

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Interested in using simple tactics to persuade others?

If you were a product development manager who was interested in raising the sales of your product, what would you do? Would you give the consumer more choices to choose from?

Logically, the more choices given to a customer, the better the expected sales. However, do you know that offering people more might make them want it less?

According to research conducted by behavioral scientist Sheena Lyengar, employees of a given company were asked to select mutual funds for a voluntary retirement plan.

The results show that the more mutual funds choices that the employees were given, the lower was the participation rate. When only two funds were offered, the level of participation was about 75%. However, when fifty nine funds were offered, the level of participation dropped down to about 60%.

This counter-intuitive result stems from the fact that when people are offered too many choices, this frustrates the decision making process, resulting in a reduced interest in the product.

This phenomenon transcends itself in supermarkets as well. According to an experiement conducted at a local supermarket, when the number of flavors of jams was reduced from twenty-four to six, the percentage of people who actually made a purchase increased from 3 percent to 30 percent.

This simple persuasion strategy appears in advertisement as well.

In a study conducted by Michaela Wanke, students were asked to compare an ad for BMW that states:

"BMW or Mercedes? There are many reasons to choose a BMW. Can you name 10?"

against a slightly modified ad

"BMW or Mercedes? There are many reasons to choose a BMW. Can you name ONE?"

Afterward, the students were asked to give their opinions about BMW and Mercedes. Surprisingly, the first advertisement that asked for 10 reasons resulted in generally lower evaluations of BMW and higher evaluations of Mercedes compared to the modified ad.

So, what is the reason for this result?

It is speculated that when the students were asked to come up with only a single reason for the BMW, they had an easier task as compared to the more difficult task of naming ten reasons. Hence, rather than using the number of reasons to evaluate the car brands, the participants instead based their judgment on the ease or difficulty of the assigned task to make their selection.

This result reinforces the main idea of this post, which is often times, the most effective persuasion tactic or strategy is the more simpler one. People inherently like easy solutions in life. Simplify your persuasive arguments by leaving out all the unnecessary clutter and just present the clear facts and simple alternatives.

The Persuasion Power of Social Proof

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In my previous post, "The Art of Persuasion", we have gained an understanding of the importance of persuasion.

In this post, we look at harnessing the power of social proof in increasing the effectiveness of your persuasion.

Firstly, what is "Social Proof"? Wikipedia states that social proof is is a psychological phenomenon that occurs in ambiguous social situations when people are unable to determine the appropriate mode of behavior.

It means that in many common situations such as shopping at a supermarket, driving in a traffic jam or browsing at a public library, people will pick up social cues on the appropriate response based on the actions of others.

This phenomenon assumes that surrounding people possess more knowledge about the situation, and will deem the behavior of others as appropriate or better informed.

Social influence in general can lead to conformity of large groups of individuals in either correct or mistaken choices, a phenomenon sometimes referred to as herd behavior.

Many different examples of social proof exist. For example:

Certain nightclubs and bars employ social proof in an effective manner in order to increase the popularity of their venues.

By deliberately reducing the rate of entry, this artificially causes the line to be longer, thus customers might perceive this long line as a positive signal of the place's desirability. This might be the case while in fact the venue might be mediocre and nowhere near its full capacity.

Similarly, television shows and theaters use social proof to increase the effectiveness of their offerings.

Television shows increase the perceived "funniness" of a show by merely playing canned laughter at key "funny" moments.

Theaters similarly sometimes use audience members, specially planted within the audience who are instructed to give ovations at pre-arranged times. Such ovations might be perceived by non-expert audience members as signals of the performance's quality.

Now that we have established the existence and validity of social proof, how can we use social proof to improve the persuasiveness of our arguments? To learn how the large organizations use this, let us look at a few examples.

When you pass by a nearby McDonalds, you might notice a sign stating "Billions and billions served" The local KFC advertisement at my area states that "Millions of taste buds can't be wrong". These advertisements use the power of social proof to persuade others to take a desired course of action.

There is little doubt that other people's behavior is a powerful source of social influence. Do take advance of the persuasive power of the herd. It costs very little to apply, and all it takes is to change a few words in your advertisement, speech or argument.

The Art of Persuasion

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In the art of persuasion, there is a small and simple word that everybody craves.

The word is "yes".

Just because that yes is simple and understandable, that does not mean that we should be fooled into believing that anybody can obtain it easily from another person.

In Robert Cialdini's book Influence: Science and Practice, he talks about the six universal principles of social influence. Let us take a look at what these six principles are.

1) Reciprocation - The feeling of obligation to return favours performed for us.

2) Authority - Looking towards the guidance of experts to show us the way.

3) Commitment/Consistency - The feeling that each individual has of acting consistently with their own commitments and values.

4) Scarcity - The less available a resource, the more people will want it.

5) Liking - The more we like a person, the more we want to say yes to them.

6) Social Proof - Looking to the behaviour of others to guide ones behaviour.

These six principles act as the foundation for the majority of successful social influence strategies. Aside from these six factors, there are also many other persuasion techniques that are based on psychological factors.

Everyone persuades for a living. There is no way around it. Whether if you are a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind.

Donald Trump said it best, "Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life."

In upcoming posts, we will be looking at some tips and strategies that each and everyone of us can utilise in our everyday lives to influence and persuade.

The Persuasion Power of Social Proof