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50 Ways to Be Persuasive
Benjamin Ramos
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Six Universal Principles of SocialInuence
Reciprocation We feel obligate to return favors performe
for us!
"ut#ority We loo$ to experts to s#o% us t#e %ay!
&ommitment'&onsistency We %ant to act consistently %it# our
commitments an values!
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Scarcity (#e less available t#e resource) t#e more %e
%ant it!
*i$ing (#e more %e li$e people ) t#e more %e %ant to
say yes to t#em! "n %e li$e an trust people li$e us + similarity.
Social Proof We loo$ to %#at ot#ers o to guie our
be#avior!
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Social Proof
W#en people are uncertain about a course ofaction) t#ey ten to loo$ outsie t#emselvesan to ot#er people aroun t#em to guiet#eir ecisions an actions! " %riter &olleen S,ot c#ange t#e line at t#e en
of an infomercial from) -.perators are staningby/ to -If operators are busy) please call again!/ Sales s$yroc$ete because operators %aiting meant no
one %ante t#e prouct! Busy operators meant ot#ers
%ere calling an %ante t#e prouct! (estimonials from satise customers are
po%erful social proof!
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Social Proof'Similarity
Social proof is po%erful) but even morepo%erful %#en t#e proof or enorsementcomes from people li$e us + our tribe) ourfamily) our colleagues!
Positive social proof is muc# more e1ectivet#an negative social proof! 2003 election) -3 years ago) 22 million single
%omen in4t vote/ focuse target auience onprevalence of problem an valiate not voting)rat#er t#an t#e unesirability! egative a1ectsof rug use oesn4t %or$) s#o%ing %ellnessoes!
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Positives
Re%ar goo be#avior) on4t punis# babe#avior) it just represses it) oesn4tc#ange it!
Re%aring goo be#avior is t#e only %ay toc#ange it!
"ppreciation an recognition are innitelymore po%erful t#an criticism!
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People 8on4t 9alue :ree Stu1
Instea of o1ering a -free soft%areprogram)/ o1er a -;
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=ig#) 6ile) *o%
If you o1er a #ig#>price) premium prouctfor ;
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:ear .ften Paraly,es
:ear>arousing communications usuallystimulates an auience to ta$e action toreuce t#e t#reat!
=o%ever) %#en t#e fear>proucingmessage escribes anger but t#eauience is not tol of a clear, specifc,eective means o reducing the
danger) t#ey may eal %it# fear by-bloc$ing out/ t#e message or denyingitapplies to t#em!
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8o :avors :or People
We too often as$) -W#o can #elp meA/ Instea as$) -W#om can I #elpA/ an o
t#em a favor!
Sets up an obligation for reciprocity! 6anagement is about getting results
t#roug# ot#er people) so set up a %eb of
inebte colleagues %#o #ave benettefrom favors) attention) an listening!
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Personali,e Reuests
W#en you as$ people at %or$ to osomet#ing) li$e lling out a survey) insteaof sening out a mass email)personalize
your request with an individualizedPostIt note!
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Civing Cifts
Cifts are appreciate muc# more if t#ey#ave t#ree ualitiesD Signicant
Unexpecte Personali,e
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o Strings "ttac#e
(o increase t#e sense of obligation toreciprocate) act rst %it# no stringsattac#e!
:or example) you give a onation to a c#arityor a caniate at a party you are giving)announce it) but inicate t#at t#ere is noexpecte ui pro uo!
.t#ers4 onations %ill increase!
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:oot>in>t#e>8oor (ec#niue
Cet agreement %it# a principle! -8o you believe in safe rivingA/
6a$e a small reuest Ecommitment an
consistency %ill %or$ in your favorF! -Will you put up a small Safe 8riving sign in
your yarA/ -Ges/
&ome bac$ next %ee$ an as$ t#em to putup a bigger sign! &ommitment an consistency %ill %or$ in your
favor again!
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8oor>in>t#e>:ace (ec#niue
Cet agreement %it# a principle! -8o you believe in safe rivingA/
6a$e a small reuest Ecommitment an
consistency %ill %or$ in your favorF! -Will you put up a #uge Safe 8riving sign in
your yarA/ -o/
-Will your put up a meium>si,e Safe 8rivingsign in yarA/ -Ges/ &ommitment an consistency %or$ in your favor!
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*abeling
"ssign a trait) attitue) belief) or ot#erlabel to a person) t#en ma$e a reuest oft#at person consistent %it# t#at label!
*u$e to 8art# 9aer) -I $no% t#ere4s goo inyou!/
8art# 9aer saves *u$e from t#e @mperor!
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"s$ :or &ommitment
Instea of as$ing) -Please call if you #aveto cancel your reservation)/ as$) -Will youplease call if you #ave to cancelA/ an
%ait for a -yes!/ Waiting for -yes/ seals t#e commitment!
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Write 8o%n &ommitments
Writing o%n your goals an commitmentsstrengt#en t#em! :or you an ot#ers) too!
People ma$e jugments about t#emselves base onobservations of t#eir o%n be#avior) an t#ey infermore about t#emselves base on t#eir actions t#anon t#eir notations!
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Be#avior anges "ttitues
"s$ someone %#o oesn4t li$e you oropposes you to o you a favor) an if t#eyo it) t#ey %ill li$e you better!
People are motivate to c#ange t#eir attituesin %ays t#at are consistent %it# t#eir be#avior! (#ey avoi cognitive issonance!
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@ven a *ittle =elps
-@ven a ollar %ill #elp/ %or$s! Simply pointing out t#at even a small
amount %oul be acceptable an
%ort#%#ile to you is li$ely to be ane1ective strategy! People %#o can a1or a major contribution
t#in$ a small amount %on4t #elp t#e cause!
-@ven a ollar %ill #elp/ %or$e for .bama4scampaign!
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Start *o% or =ig#A
If t#ere are going to be lots of biers)start lo% an social proof %ill result in t#ebis going up!
If t#ere are going to be only t%o biers)start #ig# to anc#or a perception of #ig#value!
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Croups 6a$e Better 8ecisions
If you4re t#e brig#test person in t#e room)you4re in trouble because you on4t as$ foravice!
Croups of people collaborate an %or$#ar to come up %it# a better solutiont#an one person!
8iversity %or$s!
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8evil4s "vocates "ren4t &onvincing
" true) aut#entic issenter is muc# moree1ective t#an someone selecte to act asa evil4s avocate!
W#en ma$ing a ecision) n anaut#entic) committe issenter! It avois groupt#in$!
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W#en (raining) :ocus on @rrors
W#en training) use case stuies ofmista$es an errors so people can learn%#at not to o!
(#ey on4t learn as %ell from %#at goes rig#t!
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(urn an Wea$ness Into a Strengt#
Be cani about %ea$nesses) itemonstrates #onesty an objectivity! (#e t%o>sie argument is very persuasive!
Reveal t#e ba) t#e negatives) an t#e%ea$nesses rst!
(#en tal$ about t#e goo) t#e positives) ant#e strengt#s!
Gour creibility soars!
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(a$e Blame
8on4t4 play t#e blame game! (a$e responsibility for mista$es an
problems!
Internal locus of control 8on4t blame outsie factors suc# as
economy) luc$) competitors! ot creible!
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:in Similarities
Potential clients Etargets of persuasionF aremore receptive to sales pitc#es from t#ose%#o t#ey s#are similarities suc# asD
ames Erst an lastF Beliefs
=ometo%ns
"lma maters
Pointing out similarities can be t#e rststep in resolving potentially ugly conicts%it# co%or$ers an neig#bors!
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6irroring
Waiters foun t#ey got muc# larger tips%#en t#ey repeat customers4 orers bac$to t#em exactly as verbali,e!
6irroring creates feeling of li$ing anstrengt#ens bons of trust bet%een t%opeople!
&reates openness!
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Smile "ut#entically
People can tell t#e i1erence bet%eenaut#entic an inaut#entic smiles!
In orer to be aut#entic) n somet#ing to
li$e about a person so you can beaut#entic! We spen too muc# time ning fault %it#
people! *oo$ for positives an %e4ll li$e t#em
more + an smile more aut#entically!
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@xclusive Information
Because of t#e scarcity principle) people%ill pay more for a prouct'service t#eyperceive to be scarce!
(#ey4ll pay even more if t#e information aboutt#e scarcity came from an exclusive antruthfulsource not generally available to t#erest of t#e public! If you pass on information t#at is uniuely $no%n by
your but fail to point out t#e exclusivity of t#einformation) you coul be losing an opportunity!
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*oss "version
People are more t#an t%ice as motivate toavoi a loss as t#ey are to acuire gains!
Instea of presenting somet#ing as a
saving) you4re more persuasive if you frameit in terms of %#at you coul lose if youon4t act! We also get sometimes get tric$e by not
%anting to lose t#e time spent in t#e buying ornegotiating process %#en face %it# a last>minute #ig# eman!
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Use -Because/
Using t#e single %or -because/ %#enassociate %it# a reuest can more t#anouble compliance!
(o brea$ in a line say) -I %ant to use t#e Heroxmac#ine becauseI #ave only t%o copies!/
"l%ays bac$ up your reuests or points%it# a strong rationale + a strong
-because!/
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Be @asy to Pronounce an Rea
People #ave a greater a1ection for %orst#at are easy to pronounce! &ompany names) stoc$ symbols) people!
Persuasiveness of a #an>%ritten messageis inuence by t#e uality of t#e #an%riting! .n an easy>to>rea font face!
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ISS
eep it simple) stupi! o jargon or big %orsD
-We4re leveraging our assets an establis#ing strategicalliances to create a robust $no%lege center + one %it# a
customer>rule business structure using mar$et>leaingtec#nologies to maximi,e our #uman systems!/
-We4re consultants!/
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R#yme an &limb
Researc# suggests t#at %#en mar$eters#ave mottos) slogans) traemar$s) or
jingles t#at r#yme t#eir li$ability an
trut#fulness perception increases! -&aution an measure %ill increase your
treasure!/
ot) -&aution an measure %ill %in you
ric#es!/
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Perceptual &ontrast
Baseball players s%ing a #eavy bat in t#eon>ec$ circle so t#eir regular bat %ill feellig#ter in comparison!
Prior experience colors perception! =ig#>en #ot tub costs ;
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" Box of &rayons
Re) blue) an yello% + ull) notmemorable!
6illennium orange) ermit green + cool)
memorable! Unexpecte names an ambiguous names
cause consumers to t#in$ an) t#us) are moreesirable) li$able) an memorable!
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Social orms 6ar$eting
People are generally motivate to be#avein line %it# perceive social norms!
W#en you sen a message) accompany it
%it# some evience of social norms)because people o not #ave accurateperceptions of social norms! -J5 percent of stuents #ave t#ree or fe%er
rin$s %#en t#ey party!/ Stuents t#oug#t t#e average %as muc# #ig#er!
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6irrors Reuce (#eft
People ten to act in %ays t#at reinforcet#e image t#ey %ant to #ave oft#emselves!
(#erefore) put a mirror on t#e %all sopeople can see t#emselves an t#ey %illact as if t#ey are being %atc#e K byt#emselves! " mirror in a stoc$ room reuce t#eft by 50
percent!
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@motions "1ect 8ecision 6a$ing
W#en people are in an emotional stateEespecially being saF) it a1ects t#eirecision ma$ing!
W#en in an emotional state people arepersuae to o t#ings t#ey %oul not o%#en in a neutral EunemotionalF state!
W#en in an emotional state Eanger) e!g!F
people o t#ings t#ey %oul not o if in aneutral state! 8on4t sen t#at email %#en you4re angry or
emotional! Sleep on it!
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&oncentrate an Be S$eptical
W#en people are tire or istracte) t#eyare more easy to persuae!
W#en you #ave to ma$e an important
ecision) concentrate) eliminateistractions) stay alert an calm) anremain s$eptical!
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Cive L@m &o1ee
&a1eine $eeps people a%a$e an ma$est#em more alert!
6a$e your sales pitc# Eif it4s goo an %ell
reasoneF or presentation %#en people aremost alert! In t#e morning after co1ee) for example!
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:ace>to>:ace Best
:ace>to>face is by far t#e most e1ectivecommunication! 9oice inection) gestures) an non>verbal
communication can be very e1ective! If you can4t meet face>to>face) use a vieo
conference or vieo c#at!
Cet to $no% someone via :aceboo$ + picture
an prole! @mails o not convey emotion an can be
easily misunerstoo!
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no% t#e &ulture
Iniviualistic cultures EUS) U) Western @uropeF It4s about me.
&ollectivistic cultures E"sia) Sout# "merica) "frica)@astern @uropeF It4s about we.
In iniviualistic cultures) as an messages t#atappeal to iniviuals + ma$e me better) prettier)ric#er + %or$!
In collectivistic cultures) as an messages t#atappeal to t#e family) group) tribe + ma$e usbetter) ric#er + %or$!
