The Psychology of Persuasion
One of the largest values of reading this book is that you will (hopefully) be fully aware of any of these techniques being applied to yourself.
- If you ask someone to do you a favour, your will be more successful if you provide a reason. People simply like to have reasons for what they do.
- In the right situation, with the right customers, “Expensive = good”
- Perceptual Contrast: contrast products or prices with another to show it in a good light – show the expensive option first.
- The Reciprocation Principal: Free samples and other means create psychological debts, and people feel a need to repay them. There are also reciprocal concessions – If you won’t buy the big product, will you buy the medium one?
- People have a need and a desire to remain consistent. Once a stand is taken, we have a deep need to be consistent with that stand.
- Important for online purchases, you can often obtain a large purchase by first obtaining a small one. This changes a “prospect” to a “customer”. At a deeper level, subtle requests change someone’s self image, and they want to comply with that. This is also especially powerful when people write their goal or commitment down.
- People are influenced by the actions of others – testimonials are very powerful. When uncertain, people will look to the actions of others.
- We are more likely to take the opinion of, or comply with those who are “like” us. Mirror and match. Co-operation is also powerful.
- Bringing bad news can cause the recipient to dislike you, even if you are not the generator of the bad news. Positive connections help more than logical ones.
- Authority also has powerful pull on people, and can be proxied by clothing or title. People underestimate their deference to authority. “Expert Opinion” also helps.
- Scarcity or unavailability can also motivate prospects and increase the perceived value of what you are selling.. The “Limited time offer” is a variant of this. People hate to lose freedom.