Yes! 50 Scientifically Proven Ways to Be Persuasive

Noah Goldstein’s, Steve Martin’s (not the comedian) and Robert Cialdini’s

Yes! 50 Scientifically Proven Ways to Be Persuasive is a pop psych book, where a bunch

of research in psychology is distilled into one readable volume.

50 scientifically proven ways constitute 50 chapter of the book, longest of which takes 7

pages. The authors take the position that persuasion is a science, not an art, hence with

the right approach anybody can become the master in the skill of persuasion. So, what are

the 50 ways?

1. Inconvenience the audience by creating an impression of product scarcity. It’s

the famous change from “Call now, the operators are standing by” to “If the line

is busy, call again”, that greatly improved the call volume by creating the

impression that everybody else is trying to buy the same product.

2. Introduce herd effect in highly personalized form. The hotel sign in the bathroom

informed the guests that many prior guests chose to be environmentally friendly

by recycling their towels. However, when the message mentioned that majority of

the guests who stayed in this specific room chose to be more environmentally

conscious and reused their towels, towel recycling jumped 33%, even though the

message was largely the same.

3. Ads quoting negative behavior en masse reinforces negative behavior. Petrified

Forest National Park A/B tested two versions of a sign imploring people not to

steal pieces of petrified forest from the park. One mentioned large amounts of

petrified forest taken away on an annual basis, the other one simply asked the

visitors not to remove petrified wood. The first one actually tripled the theft ratio

as it showed stealing petrified wood as something commonplace. Same effect was

observed after airing an ad that implored women to vote, but mentioned that 22

million single women did not vote last year. That kind of information actually

portrays not voting as more socially acceptable.

4. Avoiding magnetic middle. A California survey measured energy usage of a

neighborhood on a week-by-week basis. When the average electricity

consumption for the neighborhood was calculated, researchers sent thank-you

cards to those using the energy conservatively, and a nice reminder to perhaps

conserve to those who used electricity liberally. Net effect? Why the liberals tried

to cut down on unnecessary energy usage, the conservatives, finding out they’re

way below average, suddenly became way more liberal with their energy usage,

which actually increased the amount of energy used by the neighborhood.

Proposed solution that worked? Sending a smiley face card to conservatives with

a request to keep doing what they were doing, instead of pointing out they were at

the right end of the bell curve.

5. Too many options necessitate selection, and hence frustration, when brain

decides it’s unnecessary work. The example here is given by a company that

manages retirement funds for other companies, and hence has access to retirement

information of 800,000 employees. When employees were offered a choice of 2

funds, roughly 75% signed up for a retirement program. When the number of

funds was increased to 59%, even though qualitatively this was a better deal for

employees, only 60% decided to sign up. When Head & Shoulders brand killed

off 11 flavors of the shampoo, leaving only 15 on the market, the sales rose 10%.

6. Giving away the product makes it less desirable. Researchers gave one group of

people a picture of a pearl bracelet and asked to evaluate its desirability. Another

group of people was given the same task, but prior to that was shown an ad, where

the same bracelet was given away for free, if you bought a bottle of expensive

liqueur. Second group considered the bracelet much less desirable, since mentally

a lot of potential buyers (35% of them to be exact) shuffled the bracelet onto

“trinkets they give away for free” shelf in their brain.

7. A more expensive product makes the old version look like a value buy. An

example here is a Williams-Sonoma bread maker. After an introduction of a

newer, better, and pricier version, the sales of the old unit actually increased, as

couples viewed the new item as “top of the line”, but old product was all of a

sudden reasonably-priced, even though a bunch of features were missing.

8. If a call to action is motivated by fear, people will block it, unless call to action

has specific steps. A group of people received a pamphlet describing the dangers

of tetanus infection. It didn’t describe much else. The second group of people got

a description of tetanus infection, plus a set of instructions on how to get

vaccinated. The second group exhibited much higher sign-up rate for tetanus

vaccination than the first one, where many participants tried to block out the high-

fear message urging that something as rare as tetanus would never happen to

them.

9. A small gift makes people want to reciprocate. People who received a small no-

strings-attached gift from a stranger were twice as likely to buy raffle tickets from

him than those who were just pitched on raffle tickets.

10. Hand-written Post-It note improves response rate on inter-office letters.

Researchers distributed three sets of questionnaires around the office. First set

included a hand-written Post-It note requesting completion of the survey. Second

set got the same survey, with the request to return it hand-written on Page 1. Third

group got the same survey with their name mentioned (in type) on page 1 of the

survey. Response rates? 75%, 48%, 36%. People appreciated personalized

approach, and somehow a Post-It note even highlighted the extra work that

someone did before sending out the survey.

11. How restaurant mints are a personalized affair. Let’s a say a restaurant provides

mints for its customers on the way out. If the amount of tips per week is the

baseline for that restaurant, let’s make the waiters include a mint as they give the

check to the customer. The tips go up by 3.3%. However, when the waiters offer

the mints themselves, prior to signing the check, the tipping amount went up by

14.1%. In yet another experiment, the waiter would present the patrons with 1

mint per guest, then give them the check, then turning around to leave, then, as if

remembering something sudden, turning around and giving them yet another mint

per guest. Result? 23% increase in tips, as this signaled high amount of

personalization.

12. Attaching no strings increases response to the message. Using the same hotel as

the one mentioned in Chapter 2, researchers tried out two different versions of the

sign. First one: if you reuse the towels, a donation will be made to a nonprofit

environmental organization. Second version: the donation has already been made,

since the hotel trusted you’d reuse the towels anyways. Recipients of the second

message reused their towels 45% more than the recipients of the first one.

13. As time goes by, the value of a favor increases in the eyes of the favor-giver,

and decreases in the eyes of the favor-receiver. Researchers asked a group of

people in the random office environment to exchange favors and then rate the

value of the given/received favor in their eyes. A few weeks later the same

employees were reminded of the favor, and asked to evaluate the favor again.

Favor-givers consistently assigned higher value to a given favor, while as the time

passed by, favor-receivers tended to assign lower value to the received favor.

14. Asking for small favors changes self-perception, introducing ways for big

favors. Researchers asked a group of homeowners to place a large “Drive

Carefully” sign on their front lawn. Only 17% agreed. In a second group of

homeowners, 76% of people were ok with road traffic people maintaining the sign

on their beautiful lawns. What was the difference between two groups? A few

weeks earlier group B was asked to display a small non-intrusive window sign

asking drivers to slow down. This mental foot-in-the-door technique made

homeowners from the group B view themselves as socially responsible and

safety-aware, hence a request for a larger favor few weeks later didn’t startle

them.

15. Labeling people into a social group tends to increase their participation ratio.

A group of people was interviewed regarding their voting patterns. Half of them

were told that based on their response criteria, they were very likely to vote, since

they were deemed to be more politically active. Later on the election day that

specific half did indeed turn up a participation rate that was 15% higher than

participation of the control group.

16. Asking people to substantiate their decision will lead to higher commitment

rate on that decision. Researchers called a group of people asking them how

likely they were to vote in an upcoming election. Those who responded positively

were either asked nothing, or asked why they felt they would vote. Any reason

would suffice, but when the election day came, the turnout for the control group

(who all responded “Yes” to the question of whether they were going to vote) was

61.5%. Turnout for the group that actually gave a reason (any reason)? 86.7%. A

restaurant stopped telling customers “Please call to cancel your reservation” and

started asking “Will you call and let us know if you need to cancel?” Net result?

Number of reservation no-shows dropped from 30% to 10%.

17. Writing things down improves commitment. Group A was asked to volunteer on

AIDS awareness program at local schools, and was asked to commit verbally.

Group B was asked for the same kind of volunteer project, but was given a simple

form to fill in. 17% of volunteers from Group A actually showed up to their

assigned local school. From Group B 49% of volunteers showed up.

18. The fact that circumstances changed allows people to change their viewpoints

without being viewed as inconsistent. People are generally not thrilled to change

their viewpoints on something, as they fear they will display lack of consistency

and be called a flip-flopper. Convincing people that their old decision (to stick

with the old product) was completely 100% correct under old circumstances

allows them to be more responsive to the messages that imply a new product/idea

is better because the circumstances radically changed since then.

19. Sometimes asking people for help makes them more open. Group A was given

some bogus research that included a sum of prize money. After the experiment,

the researcher approached them and asked whether it wouldn’t be inconvenient if

they had to give the money back, since the researcher was using his own money.

Group B was not approached with such request after their portion of bogus

experiment was done, and was allowed to keep the money. After this both groups

were asked to rate their impression of the researcher. Even though it was the first

group who didn’t get to keep any money, all of them consistently rated the

researcher higher on likability scale.

20. Asking for little goes a long way. Researchers went door-to-door asking for

American Cancer Society donations. Group A just asked for a donation, group B

ended their spiel with “even a penny would help”. Results? 28.6% response rate

for Group A vs. 50% response for Group B.

21. Lower starting prices attract higher bids. This is a reference to a study of eBay

items where people consistently bid items with a lower starting price higher. The

explanation seems to focus on the fact that people invest more time into updating

bids for a lower-priced item to let it go.

22. How to impress a potential customer with credentials without being labeled as

a show-off? Public speakers have someone else introduce them, a real estate

company made a slight improvements to their phone service by directing people

to “Jane, who has 10 years of experience with houses in upper price range”, and

physicians display their diplomas on the walls.

23. The danger of being the smartest person in the room. The expert card frequently

trumps any other card in the room. The example here is that the scientists who

discovered the double-helix of the DNA were never prime DNA experts, which

made them “hungrier” for new discoveries, and made them question established

rules.

24. Devil’s advocate example works with large organizations. Leaders who

consistently seek out dissenting opinions earn more respect, and generally have

better agreement with people in the room than those who rule by lying the law

and persecuting dissenters.

25. Negative examples are memorized better than positive examples. When one

group of firefighters went through the list of real-life mistakes other firefighters

have made, and another group just went through the list of positive things to do,

the first group demonstrated better judgment when faced with real-life tests. Our

brain seems to discount the best practices, but single out bad examples of

someone else making a mistake.

26. Admitting negatives up-front might lead to better communication. When

Progressive says that they will compare your rate against their competitors’, and

when original VW Bug was introduced in the US, both companies pursued a

strategy of highlighting the negative stuff only to open conversation about the true

values their product has to offer.

27. Spinning negative facts as positive allows customers to make a mental link

towards the positive. Among the viewers who viewed an ad advertising

restaurant’s cozy atmosphere, an ad advertising the restaurant and lack of parking

spaces, and an ad mentioning both, the third group made a connection between

cozy atmosphere and bad parking situation. The restaurant was so cozy, the

customers reasoned, that they didn’t even have enough parking spots, which made

them even cozier in the eyes of a customer.

28. Admitting you’re wrong makes people trust you more. Company A published

an investors relations report, contributing slump in sales to overall economic

climate. Company B said slump of sales was relevant to a few bad decisions by

top management. Net result? Investors viewed company B more positively. You’d

think that they’d be viewed as a bunch of screw-ups, but admission of a mistake

made investors more confident the situation was under control, while company A

investors got the uneasy feeling of the ship floating in the waters with captain

losing control.

29. Similarities raise the response rate. A person named Cindy Johnson received a

survey request by mail from someone named Cynthia Johannson. Someone

named John Smith received a survey from Gregory Jordan. The name similarity in

the first case (note that it’s just phonetic similarity, none of the names are the

same) brought up the response rate to 56% vs. regular 30%.

30. People like the sound of their name, and that defines their vocation. There are

three times as many dentists named Dennis as any other names. Number of

Florences living in Florida is disproportionately high, same goes for Louises

living in Louisiana.

31. Verbalization helps interaction. Waiters who repeat customers’ order to them

make 70% more in tips than waiters who just say “Okay”. Our mind

subconsciously appreciates the effort taken to ensure the things are perfectly right.

32. Just smiling makes for a poorer customer service. Group A was exposed to a

hotel clerk smiling, while peppering the customer with questions regarding their

preferences and ways to improve their hotel stay. Group B had just a smiling clerk

performing her duties. Group B was more likely to rate the smile as fake.

33. People pay more for the stuff that’s about to disappear. Oldsmobile sales rose

after GM announced the end of life for the line. Australian beef purchases rose

after customers learned this year’s supply would be severely diminished because

of the weather conditions. Concorde sales took off right after British Airways

announced the hyper-speed flights would be shut down.

34. When people feel something is about to go away, they will stick to perception

of the product being better than the new one. In majority of blind tests

customers chose New Coke over Classic Coke. Yet when New Coke was

introduced, massive protests were staged. When the same drink was packaged

into Classic Coke and New Coke bottles, customers still claimed they preferred

the Classic Coke and could taste the difference, even though labeling was the only

thing that differed two drinks.

35. “Because” makes any explanation rational. In a line to Kinko’s copy machine a

researcher asked to jump the line by presenting a reason “Can I jump the line,

because I am in a rush?” 94% of people complied. Good reason, right? Okay, let’s

change the reason. “Can I jump the line since I need to make copies?” Excuse

me? That’s why everybody is in the line to begin with. Yet 93% of people

complied. A request without “because” in it generated 24% compliance.

36. Asking people to choose reasons themselves might backfire. Two groups were

given an ad by BMW. Group A saw an ad saying “So many reasons to buy a

BMW. Can you name 10?” Group B saw an ad saying “So many reasons to buy a

BMW. Can you name 1?” After the ad both groups were asked to evaluate their

likelihood of buying a BMW. Similar to what’s described in Chapter 5, people

who had to name 10 reasons actually named Mercedes-Benz, a competitive brand,

as their probably choice, while Group B named BMW as their likely next vehicle,

compared to Mercedes-Benz.

37. People like stocks with more pronounceable names. Research of stock tickers

between 1999 and 2004 looked at the relationship between the phonetic fluency of

the stock and its rise through IPO, then 12 months later, then throughout its

lifetime. The result? Stocks with more pronounceable names produced higher

returns, even though nobody yells out the tickers on the exchange floor anymore.

38. Rhyming makes the phrases more convincing. People were asked to evaluate the

practical value of parables “Caution and measure will win you treasure” and

“Caution and measure will win you riches”. In general proverb A was considered

to be more practical and insightful than proverb B.

39. Amount of information is context-dependent. A group of people was given an ad

for department store A, extolling in great detail the 6 departments that A had.

Another group was given a short blurb on store A, presenting mainly abstract

information. After that store B was presented to both groups with information on

3 departments given to both groups. The first group thought they preferred A,

since A volunteered more information and B seemed shadier in comparison. The

second group did exactly the opposite and preferred store B, which volunteered

detailed info on 3 departments, while A’s message was an abstract blurb.

40. Incentive programs need a good start. A car-wash place gave one group of

customers a free car wash after 8 washes, and everybody got their first stamp after

their visit. Group B got a free car wash after 10 car washes, with 3 stamps on the

card. Both groups needed to make 7 more trips to get a free wash. 19% of the

Group A returned, while 34% of the Group B did.

41. Abstract names allow the customers to come up with reasoning. Crayola found

out that naming colors Cornflower Yellow and Kermit Green worked better than

no adjectives attached to colors. The more abstract the connection, the better it

seemed to work, as people spent mental time working out the connection between

the abstraction and the product in their mind.

42. Ad campaigns that do not incorporate brands tend to not be remembered. A

good portion of people when asked which company was represented by a bunny

and the phrase “going, going, and going” named Duracell as the advertiser.

Duracell sales increased with the launch of Energizer Bunny campaign.

43. Mirrors make people more self-conscious. A group of trick-or-treating kids was

told to pick up one candy from the jar in the living room, while the adult was in a

different room on some pretense. Group A had a large mirror placed by the candy

jar, group B did not have the mirror. 8.9% of kids with the mirror in the room and

33.7% of the kids with no mirror treated themselves to extra candy. Another

group of people was brought in for what was advertised as gel research, and was

given a hand paper towel to wipe the gel off while heading for the exit. With the

mirror in the hallway, 24% of participants littered, dropping the towel on their

way out, with no mirror, 46% threw the paper towel on the floor without

bothering to find a trash can.

44. Negative emotions make people pay more. Group A was exposed to an emotional

movie about the death of someone close to the main character. Group B saw no

such movie. Both groups were asked then to name a fair price at which they’d buy

the object presented to them. Group A tended to give prices 30% above Group

B’s.

45. Tired people tend to be more receptive to arguments. No wonder those magic

bullet infomercials run so late at night. Both groups were presented to product

demo, and then asked to evaluate the possibility of buying it. Group A was tired

and a bit sleep-deprived, group B was in good physical condition. Group A was

much more prone to buy.

46. Caffeine increases the argumentativeness of a strong argument. Group A drank

regular orange juice, group B drank orange juice infused with caffeine. Both

groups were then presented with a statement on controversial issue. Except one

statement then made weak and hasty arguments, while second statement made a

strong case. Both groups equally dismissed the weak argument case. As far as

strongly argumentative case, group B was 30% more receptive. A faster-working

brain under the influence of caffeine seems to appreciate good arguments.

47. Face time still beats e-mail time. Group A was given time to get to know one

another in person, then resolve a conflict via e-mail. Group B got a similar task,

except no face-to-face communications. 6% of the Group As failed to come up at

a good resolution, while 29% of Group Bs arrived at impasse.

48. Individualism is perceived differently in many countries. In US and Western

Europe a chewing gum campaign that accentuated “you, only better” seemed to

get more success, than a similar campaign in Eastern Europe and Asia, with much

more collectivism built into the culture. In those countries, emphasizing that

chewing gum was much more tolerable for other people who can smell your

breath, was perceived better.

49. Notion of commitment among various cultures differ. A group of American

students was asked to complete a short marketing survey. A few weeks later they

got invited for a second survey, which was going to take twice as long. No pay for

either survey. The same experiment was conducted among Asian students. The

response rates among American students was 22%, response rate among Asian

students was 10%. Research suggests that while American students relied only on

their own experience, Asian students found out that few of their peers responded

to the first request to complete the survey, which triggered their negative

response.

50. Response to voice mail differs among Americans and Japanese. When faced

with a voicemail message, 50% of Americans, and 85% of Japanese hang up.

Respondents from Japanese test group pointed out the personal touch of the

conversation (intonation, pauses, volume) was important to them and impossible

to reproduce over voicemail.

Provided by Dr. Len Schwartz, President and CEO of: www.Pro2ProNetwork.com “Where Doctors and Professionals Go For Referrals” www.Monday-Morning-Marketing.com (52 Week, Double Your Business Guaranteed -Program) www.facebook.com/Dr.Len (Dr. Len fan page) http://www.linkedin.com/in/drlenschwartz (LinkedIn) 877-204-2739