50 scientifically ways to be persuasive, goldstein, cialdini

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50 Scientifically Ways to be Persuasive, Goldstein/Cialdini 1. When people are uncertain they look outside themselves and to other people to guide their decisions. “Join countless others in helping save the environment” Ask for testimonials from satisfied clients 2. Don’t begins with the testimonial you are most produ of, begin with the one that fits the circumstances that are most comparable to your audiences. 3. Using negative social proof might inavertadently focus the audience on the prevalence, rather than the undesirability, of that behavior. Shows that iss common which reinforces social proof, eventhough its negative. Don’t highlight how many other people have made bad decisions Focus on those who engage in the positive behavior 4. People who deviate from the average tend to change their behavior to be more in line with the mean, regardless if they were above or below average 5. Reduce options offered, tell them what they want. 6. Free gifts- people might wonder whats wrongs with the, - point out the cost/value of the gift 7. Higher end models allow the second highest product to appear favorable/look like a good compromise 8. Using fear – audience want to reduce the threat except if they are not told of clear, specific, effective means of reducing the threat. They will block your message by denying it applies to them 9. Help out others and make concessions first – reciprocity 10. People like personal touch on a request ie handwriting, feel the need to reciprocate 11. 3 major factors that make gifts more persuasive. Significance – doesn’t have to be costly, should be unexpected and persuasive 12. Offer help that is unconditional and no strings attached; don’t use incentives

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Page 1: 50 Scientifically Ways to Be Persuasive, Goldstein, Cialdini

50 Scientifically Ways to be Persuasive, Goldstein/Cialdini

1. When people are uncertain they look outside themselves and to other people to guide their decisions. “Join countless others in helping save the environment” Ask for testimonials from satisfied clients

2. Don’t begins with the testimonial you are most produ of, begin with the one that fits the circumstances that are most comparable to your audiences.

3. Using negative social proof might inavertadently focus the audience on the prevalence, rather than the undesirability, of that behavior. Shows that iss common which reinforces social proof, eventhough its negative.

Don’t highlight how many other people have made bad decisions

Focus on those who engage in the positive behavior

4. People who deviate from the average tend to change their behavior to be more in line with the mean, regardless if they were above or below average

5. Reduce options offered, tell them what they want.

6. Free gifts- people might wonder whats wrongs with the, - point out the cost/value of the gift

7. Higher end models allow the second highest product to appear favorable/look like a good compromise

8. Using fear – audience want to reduce the threat except if they are not told of clear, specific, effective means of reducing the threat. They will block your message by denying it applies to them

9. Help out others and make concessions first – reciprocity

10. People like personal touch on a request ie handwriting, feel the need to reciprocate

11. 3 major factors that make gifts more persuasive. Significance – doesn’t have to be costly, should be unexpected and persuasive

12. Offer help that is unconditional and no strings attached; don’t use incentives

13. If you do a favor, say “if the situation was ever reversed, Im sure that you would do the same for me.

14. Potential clients who are reluctant may be more inclined if they are asked to take a small step, such as a 10 minute appointment

15. Assign a label to a person, then make a request of that person that’s consistent with that label. Point out past examples where they have succeeded.

16. Instead of, please call if you have to cancel, switch to will you please call if you have to cancel.

17. Whatever goal you have, write it down. Active commitments have more staying power than passive commitments. Solicit written commitments.

Page 2: 50 Scientifically Ways to Be Persuasive, Goldstein, Cialdini

18. Focus your message on how purchasing and using the product is consistent with the audience’s pre-existing values, beliefs and practice. Don’t frame previous decisions as a mistake, say it’s correct at the time they made it, given the evidence, given the info they had at the time.

19. Ask a favor of your opponent – they will come to like you – cognitive dissonance for them to help you but not like you.

20. Asking for a little works: just an hour of your time. Even a brief phone call will help.

21. Start a bit low, more bids provide social proof and people become committed to winning the auction. Next line 22. Ring for someone else to introduce your credentials and expertise – will do wonders for your audience. Display your diplomas, credentials and awards.

23. Loan decision-makers can match the diversity of multiple person units – leaders should always seek input

24. Devils advocate: people will discount your view because they know you are playing a role.

25. Focus on what could have been done to avoid problems – how others have made errors in the past

.6. Mention a drawback of yourself creates the perception that you are honest and trustworthy. Mention only if it’s a minor weakness. Next likely seven. If you have to mention a price premium, follow the statement with a benefit related to cost and not any other attribute. For example or lower maintenance costs.

28. Don’t plan external factors: get the impression that you don’t have control over it. We need to show we have control over the situation.

29. Always bring similarities to surface before making any request or presentation.

30. Name a proposal or initiative after a person’s name or a related name

31. Mirror and body language and words – summarize what they said back to them

32. Smile authentically – think of people’s positive virtues and sign

33. People desire objects that are unique, available in limited quantities or available for a limited time. Point out different features first competitors

34. When people know what they can have, their desire for it shoots up. Instead of framing something as a savings of the implemented frame it as a loss if it’s not implemented.

35. Single word to strengthen persuasion, “because”. People assume good reasons follow because. Even when things seem clear, provide strong reasons for support. Next line 36. Don’t use number of reasons as indicators of support, use ease of recall and generating these reasons. They may find it hard to generate many reasons – not good for you.

37. People have greater affection for easy to pronounce names. Don’t use complex language – it’s less convincing.

38. Using rhyme is persuasive

Page 3: 50 Scientifically Ways to Be Persuasive, Goldstein, Cialdini

39. Characteristics of objects are not viewed in isolation, they are in comparison to others. Provide an example to set up a contrast, they go into your product. Reframe goals so they appear almost complete – people are motivated when they see the finish line. Point out that people have already taken steps toward their goal. Show them they have made progress.

41. Use less than straightforward names for certain aspects of products. Creates a sense of mystery and intrigue.

42. Marketing: assumes viewers will will connect their products with the branded elements while exposed to the ads, which is reasonable. What is not reasonable: assume viewers will recall a connection when ready to buy – very naïve. He to change display and packaging to match the central features of the media campaign.

43. Pictures and mirrors cause another set of eyes to affect people’s behavior.

44. Negotiating with someone emotional: you can get your way or hold off to appear more normal.

45. Tired people accept more statements at face value.

46. Café people are more receptive. Lively seven. Disclose something personal about yourself and learn something personal about them. Especially if they are online. Next I’m 48. Marketing should be tailored to culture individual or collective societies for example.

49. Social proof can outweigh personal commitments and collective countries.

50. Don’t ignore the relationships even if you are trying to be concise.