Persuasion Note Cards: preview

52 ways to persuadefrom the sciences of behavioural economics

and social psychology

THE PERSUASION NOTE CARDS

FREE gift

“Grapho-Persuasion”

the book

A visual aid that reminds you the tricks and techniques that influence human behaviour

Be more creative when brainstorming ideasBe more persuasive in your business and social circles

For Designers, Engineers, Marketers, Speakers, Salespeople, Womanisers...

It all began 9 years ago, during my first creative project.

As a young and inexperienced engineer, and then later as a marketer, I was often in the library. When working on new products or marketing projects,I constantly looked for information on design ethnography and, how tounderstand and influence human behaviour. For quick and easy reference,I noted the techniques on cards.Then I’ve realised that having ideas is good, but you must still be able to sell them. In business and engineering schools, my lecturers had taught me how to think, but not how to talk. “I am a creative person, not a salesperson”, is acommon excuse in the creative community. That’s why so many great projects, strategies and causes are lost. Good ideas, bad presenters.

Learning how to pitch in front of clients and my superiors was costly. Afterseveral mistakes, and with the development of the Grapho-Persuasion method, I began also noting sales techniques on cards.

The Persuasion Note Cards is a collection of the best persuasion techniques and principles, used for centuries by the greatest marketers, salesmen, productdesigners, politicians and womanisers. The 52-card deck is fun, easy to use and easy to carry.

Each card illustrates a “weapon of mass persuasion”, drawn from the sciences of behavioural economics and social psychology, with real-life examples. When brainstorming with your team and clients during a project, or when preparing yourself for a meeting, keep these cards visible at all times. They will remind you how persuasion works, and how to integrate elements of it in your work.

From business and personal experiences, I guarantee you that you will find the 52-card deck useful. If you don’t, offer it to someone who will benefit from it, or contact me at www.grapho-persuasion.com for a 100% refund. No quibble.

Victor Semo,Creator of the Persuasion Note Cards

www.grapho-persuasion.com

12 Months 100% Money Back Guarantee -

Buy Persuasion Note Cards@


Created by Victor Semo:twitter/victorsemo

victors [at] glocalpen [dot] com

Persuasion Note Cards - Previewfront and back

Persuasion

The Basics

The Fundamentals (cornerstone)

The Rules

The Laws

The Techniques

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Basic 1: Persuasion is a battle of perception, not who is truthfully right.Basic 2: Persuasion is a two step process. First,soften the person’s resistance, then break it.Basic 3: Be versatile, improvise. Your persuasion approach depends on the context and your target’s character.Basic 4: Never take anyone for granted. Nurture your relationships from the cradle to the grave, or they’ll shop somewhere else. Basic 5: Get your timing right. When people are mentally exhausted, or already busy doing something, they are less likely to resist you. Basic 6: Persuasion is seduction. Whatever the product, service or idea you sell, you sell yourself first. You are a brand. Basic 7: Always appear confident. Look into their eyes when speaking, avoid reading notes.Basic 8: Posture. Those who don’t look hungry get fed. Never look desperate.Basic 9: You cannot please everyone. Don’t take rejections personally.Basic 10: Never lie. People will find out eventually, and the Internet never forgets. Better filter the truth, like a spin doctor.

The Basics

(mosquito)

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We are social creatures and creatures of emotion. The people around us are affected by our moods. When you smile and laugh, people “catch” your happy mood. When you’re angry, they mirror your attitude or avoid you.The spread of influence and emotional contagionfollows a ‘Three Degrees of Influence Rule’ which states that everything we do, feel or believe has an impact within three degrees of our social network(up to our friends’ friends’ friends). For example, when you are in a bad mood, you affect your spouse, your parents’ spouse and the best friend of your parents’ spouse.

• In a team, self-awareness of mood is important, starting with the team leader.• When people focus on what they do best, they arehappier and perform better.• To foster creativity, always put creative people in a positive mood and an environment with “good vibes.”

The Fundamentals Emotional contagion

Your emotional expressions are contagious, affecting everyone around you and many

others.

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The Fundamentals Primacy effect & self-fulfilling prophecy

Perception breeds expectations, and expectations tend to create the

predicted outcomes.

Example:• You can alter the taste of food solely by the way you present it. A cheap wine will be perceived as tasting better if it is served in a crystal glass than a plastic cup.

Perception outlasts reality. When the packaging looks good, people expect the product to be good..

If someone does not like you at the time of your first encounter, you will have a hard time convincing him or her later to buy from you.

1. Locate a target: find a gap in the market, identify

a niche.

1. Locate a target: find one in a bar, club, garden, library,

supermarket, etc.

2. Attract: exhibit your unique selling points by

demonstrating you are an expert. (publish reports, articles, books, adverts,

etc.)

2. Attract: exhibit your unique selling points by demonstrating you are

different from other men (your grooming, attitude,

intelligence, etc.)

3. Build/reinforce credibil-ity and hook: participate in all major seminars and conferences in your field; make yourself known and

desirable. The more people seek you out, the more attractive you become.

3. Bait and hook: look for a minimum of three signs that she is interested in you. For example, she blushes when you look at her; she mirrors

your body language, etc.

4. Build/reinforce selective friendship: be selective in the type of

clients you work with. It increases your value.

4. Play selective: now that you know she is interested, draw back and play hard to

get. Make her chase you.

5. Close the deal/sell more: discuss only the

client’s needs, never about your products or services. Show how your solutions

are their solutions.

5. Isolate: take her to a place a bit more private, create emotional and physical

connections.6. Close: arouse sexual desires by being more

sensual and sexual in your body language. Kiss.

The Fundamentals Persuasion is seduction

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There is no difference between selling like sales professionals do, and seducing

like womanisers do. It is the same process.

A Woman falls in love through her ears. A Man falls in love through his eyes.

(Woodrow Wyatt)

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The Rules Make them feel important

Create trust and comfort by focusing on them. Always.

People crave attention and they are not interested in what you think or like. The topic of conversation you have with anyone should always be centred on them and what their interests are.

• Use ‘you’ instead of ‘I’ as much as possible during the conversation.• Direct any conversation to a subject related to them or what you know interests them, and then shut up. Just be quiet and listen. Do not interrupt yourinterlocutors when they are talking about something they like. Time will fly.• If you disagree with what they are saying, never tell them point blank, “you are wrong”, because you will bruise their ego (unless it is part of your persuasion strategy).

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People buy benefits, not features or advantages.

The Rules Stand in their shoes

Understand their needs by asking questions, but remember that actions speak louder than words. Watch what they do, and you will have a better understanding of what they really need or want.

A rule in market research is that people don’t know what they really like until they see, touch, try and feel it.

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The Laws Reciprocity

Examples:

• Offer freebies.• During a negotiation, be the first to make a concession. The other party will feel the need to reciprocate.• Bait: sweeten your offer with somethingunexpected at the last minute, or offer a free drink while the person is considering your offer.Surprised by the “free gift”, the person is more likely to look at your offer with a morepositive emotion, if he or she accepts your “gift.”

People feel indebted when they receive a favour or something for free,

especially if it is unexpected.

Photo by Lee Jordan, 2007, leejordan.org.uk Creative Com

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ribution-Share Alike 2.0

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When people see others embracing a belief or a product, especially those they strongly identify with, there is

a far greater likelihood that they will conform to avoid being left out of the group. It is especially true when they are uncertain of the right course of

action to follow.

The Laws Social proof

Show that people are already embracing your offer, therefore there is no risk to join the bandwagon. Examples:• Show testimonials and reviews received.• Assert the high demand: “best-selling item”; “most popular show”; “long queue outside the venue”; “already 1 million download!”

Persuasion

The Basics

The Fundamentals (cornerstone)

The Rules

The Laws

The Techniques

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The Techniques Play with their ego

Examples:• Compliment them on their look, achievements, skills, etc. • Inspire them with a vision that appeals to their values, ideals or aspiration: “You have a future in this company. Listen…”• Give them the role of expert by praising their expertise: “Don, you are an expert and know when something is good. Judge by yourself this…”• Challenge them: “Don’t tell me you can’t do this, even Bob can!”

Caress their self-esteem and you will arouse their emotions.

Vanity of vanities; all is vanity. (Ecclesiastes1:2)

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The TechniquesThe foot in the door

Examples:• Lure by appealing to greed (give free samples, hold a context with free giveaways, etc.), then trap them. When they are testing your samples, or are waiting for the results of the context, do something to retain their attention. Use the momentum to do your sales pitch. • Ask them to help you do the shopping list. Then, invite them to come with you. Back home, you could even get some help cooking.

People tend to agree to a large request if they have already agreed

to a smaller one.

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People get emotionally attached to things they have, and give them more value than they may actually

be worth.

The Techniques Ownership effect

To give up what we already possess is painful. Hence, always try to put your product in the person’s hands. Examples:• “Try for free”. • “Buy now, pay later”.• “free shipping both ways”.• “full refund or exchange if you’re not satisfied”. • “free 30 day trial”.

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An image is worth a thousand words, and a touch is priceless

any day.

The TechniquesInfluence online, persuade offline

Face to-face communication has a greater positive effect on your relationships than interacting on the phone or online only. Therefore, go offline as much as you can. Meet people and do physical activities together to build emotional bonds.

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Nonconformity both appeals and repulses, but it gets people talking.

The Techniques Go viral

Examples:• A way to start a conversation, or capture attention, is to talk about, or do something, that involves one or all of the buzz buttons:1. The Taboo. 2. The Unusual. 3. The Outrageous. 4. The Hilarious. 5. The Remarkable. 6. The Secret.• To increase open rate of emails and blog articles, use in the subject line: a. Lists: “7 Step Guide to Lose Weight”.b. ‘How to’ approach: “How to Win Friends and Influence People”.c. Controversial/Negative slant: “How to Lose Friends and Alienate People”.d. What everyone is talking about: “Facebook for Dummies”.e. Sex connotation: “Why Social Media is a One-Night Stand”.

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The Techniques Reframe

Examples:• Spin doctors don’t say “global warming” but “climate change”, it sounds less negative.• Advertising: “Avis is only No. 2 in rent-a-cars. So why go with us? We try harder.”• Beef packaging: the label shows “80% lean”, not “20% fat.”• Problem definition: When a Toyota manager asked employees to brainstorm “ways to increase their productivity”, no one made a suggestion. When he rephrased his request as “ways to make their jobs easier”, he received more suggestions than he could handle.

Shape how something is seen and understood by presenting it from a

different angle.

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The TechniquesAnchor by playing the Instant Replay

Example: • Ask the prospect how he or she decided to buy a product similar to yours. As the person replays the experience in his or her head, the memory of itcreates good feelings because the item was certainly purchased when that person was in a good mood.Whilst the person is talking, ask for the criteria that led to the decision, and rank them by order of importance. Now, when you sell your product, focus on the benefits that are close to the important criteria. Since the prospect is now emotionally aroused by the good feelings, he or she is more receptive to your pitch.

“How did you decide to ...?”By making people remember

a past decision they made, you arouse their emotions as they will

‘rosy retrospect’ the event.

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1. Challenge analysis and definitions - Opponent: • didn’t interpret the problem correctly • is misleading because of vagueness in definitions • didn’t cover all the areas • is using different criteria for analysis • overlooked great dangers contained in his or her proposal.2. Deny the evidences - Opponent:• has not made a study • has not been trained in research • is prejudiced • is exaggerating • is inconsistent • statistical unit has not been defined • statistical units are not comparable.3. Minimise:• opponent used worst, atypical, extreme examples rather than average ones • “so what” tactic – evil exists, but quantitatively the harm or damage is not so great.4. Demonstrate the opposite:• other studies produced different results.5. Explore fallacies in reasoning:• fallacies in analogy, inductive, and/or deductive reasoning.6. Expose special types of fallacies:• argue in circle, using unproved propositions one against another • reframe by assuming a more general truth than the point at issue • appeal to prejudice • use opponent’s evidence to support your case • actions lead to two results, both bad • appeal to the ignorance of the opponent • show that the whole argument, or the evidence, is absurd • discard several options by proving their disadvantages in order to accept the last one.

The Techniques Refuting like orators

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Use ‘you’ instead of ‘I’ as much as possible.

The TechniquesMaking a hypnotic speech

The technique used for centuries by politicians, religious and military leaders, remains effective:

Stage 1 - Get their attention: start your presentation by presenting positive facts that everyone agrees with. Stage 2 - Create unease: confuse your audience by inserting negative facts that no one can refute. It creates discomfort. Stage 3 – Offer solutions: Give indirect suggestions that make the audience hesitate between different options. Then, offer your solutions – backed by statistics – to fix the negative facts.Stage 4 - Ask for the sale: conclude with a direct request.

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Who sets the agenda, controls what is said and not said.

The Techniques Time Constraints

Few people read an agenda before going to ameeting. Fewer read the minutes. Almost no one challenges what was said and agreed.• Out-of-committee: Management by committee is rare. A Chair will avoid debates that may not end in his or her favour. Hence, always try to persuade the Chair in advance.• Deadline: Fill the agenda with routine, spend time on trivial matters. Keep the important one as the last item on the agenda. Then, use the time deadline to silence opponents, and force acceptance of your point.• Neutralise - break the rules: At the risk to upset the Chair, neutralise the agenda, and those who intimidate or dominate. At the start of the meeting, distribute on a single sheet of paper your views, presented in few bullet points. Now on top of other documents, your points will be read by all, including those who have not had time to read the working papers of the meeting.

12 Months 100% Money Back Guarantee -

Buy Persuasion Note Cards@


Created by Victor Semo:twitter/victorsemo

victors [at] glocalpen [dot] com

Persuasion Note Cards - Previewfront and back

Date post:	18-Oct-2014
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Persuasion Note Cards: preview

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