By Alan Graner
You can’t force people to buy your products or services. You have to persuade them. Here are a few techniques to help you achieve that.
Six common techniques for persuading people are:
- Liking—it’s easier to persuade people if they like you.
- Social proof—imply that people are moving in the direction you want
- Consistency—keep your word
- Scarcity—people want what they can’t have
- Authority—people are strongly influenced by experts
- Reciprocity—give something to get something
How to Influence People
Psychology research reveals how to tip the balance for persuasion in your favor.
- Light swearing at the start or end of a persuasive speech shows passion and gives people an emotional reason to agree with you.
- Repeating your opinion is seen by others as representing the whole group.
- When people say no, ask why not and try to deal with their objection(s).
- Two-sided arguments are more persuasive than one-sided ones and build credibility.
- Know whether people are thinkers or feelers and target your message accordingly.
- Talking faster with people who oppose your ideas gives them less time to consider counter arguments.
- Reputation is one of easiest methods of persuasion.
Persuasion Techniques: The Psychology of Influence
Some steps you can use to create the perfect persuasive message include:
- Make your message relevant to the audience.
- Create a message aimed at three universal goals: affiliation, accuracy and positive self-concept.
- Make the audience like you.
- Match message and medium. If it’s difficult to understand, write it. If it’s easy, use video.
- Don’t forewarn people you’re going to try to persuade them. It gives them time to form counter arguments.
- Repeat statements to give the illusion of truth.
- Lose their attention and you lose the power to persuade.
- Minimize distraction.
- Disguise the fact you’re trying to persuade them.
- Make your audience confident about change.
- Avoid targeting strong beliefs.
20 Simple Steps to the Perfect Persuasive Message
Stories are powerful tools for persuading people because they’re easy to understand. Highly persuasive stories need to be engaging. The key is transporting others into your story. Once in, they’re less likely to notice things that don’t match everyday experience.
Why Stories Sell: Transportation Leads to Persuasion
What persuasion techniques have worked for you?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.