This Book, basically explains some examples of how persuade people can be easier following certain directions in order to provoke reactions in people. Although the examples may be limited to the tests they did, It is a great example of how we can lead the action by saying things in a very specific way of say it.
The authors cite 50 examples of different ways of being persuasive, I will list 5 that I believed are the most representative and after that I’ll explain my own insights:
1. – What can make people believe everything they read?
A study made by Daniel Gilbert reveals that people that is tired will accept as a fact any affirmation that comes from a speaker, although eventually it may discover it is a false statement; fatigue will make people say yes. In addition, fatigue is not the only factor but distraction also may help to persuade someone. When people has lost its attention in part what is being said as a whole idea, they only take what they hear and accept everything as whole right idea.
2. – How the simplicity of a name make it appear more valuable
The importance of determine a name that suits all whole concept is the key and the difference between what may be a great development and a successful one. This means, not only the content but the name can help very much in positioning the product or service or anything else just from the name.
Something remarkable about the persuasive speech is the importance on the form before the content, although it shouldn’t substitute one to the other, the right complement between “looking good hearing good”, to “sounds logical, sounds reasonable” will result on: “it is good but… no, or It is not that good but… yes” Names, logos, advertising campaigns, promotional products or events definitely can make the difference between a deal and a project.
3.-How can you package your message to ensure it keeps going and going?
When there is a concept on construction, or an argument is being said, it is important to focus on the main affirmations that build the argument itself. This means, you need to state clearly the basis of a brand, a project or any other argument.
Once a message succeeds and people start to listen to it, it is hard to add additional information, so before something is said, it is important to be sure it can grow by itself.
4. – What can a box of crayons teach us about persuasion?
Another tool that helps in the process of persuasion is ambiguity. Sometimes some degree of ambiguity allows for the listeners to questions themselves what is that they don’t understand, or the new “term” that has been add to a common term.
An example is the name of the colors in the crayons box; instead of just “blue” they call it “blue electric storm”. Sometimes adding something superficial but in deed powerful, catchy, or interesting will catch the audience attention. Sometimes mysterious factors may provide the element needed for getting what we demand.
5. – Do favors behave like bread or like wine?
Making what I called “actions networking” is creating value by helping others. The value of an action made for someone else as a favor, will conduct a social obligation for the other person. Although there is nothing written, people tend to feel compromise when someone is clearly doing something for them.
So the importance of taking an extra minute to bring somebody a cup of coffee, lend them some money, invite them for dinner, may result in something similar to karma bank, that eventually will pay in the right time at the right moment. Do not underestimate the power of helping other not only because of the favor will come in the future but because of the genuine feeling of doing something for someone else.
Persuasion doesn’t need to do with Reason, Logic or Ethics. Paradoxically it doesn’t mean you have to use persuasion for evil purposes, but understand the operational system behind persuasion. Sometimes the right thing to do won’t be perceived as the best action taken.
Persuasion is the action of convince somebody to do something will bring positive consequences for the one that takes the action and whom requested the action. That is why choose the right words, the right speech, even the right gestures will be the difference between get the best from a situation or lose a great deal.
It is the art of reading situations, analyze small details and contrast personalities through past experiences. People that develops the ability of listen, and watching these tiny elements of human interaction, definitely will lead in persuasive individuals.