from the book: 50 proven ways to be persuasive

Download From the book: 50 Proven Ways to Be Persuasive

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  • Whatwe

    have learned?

    More work for customers

    Look outside to other people in uncertainty

    Imagination: people crazily calling

    Social proof

  • Your heritage is vandalized everyday by theft losses of

    petrified wood of 14 tons a year, mostly, a small piece at a time.

  • Persuasion Can Backfire

    300 California households Their weekly energy use recorded

    End of each week Average of the neighborhood is hung on the front door of each one

    Houses that use more energy than average Reduced their usage by 5.7%

    More interesting

    Houses that use less energy than average Increased their consumption by 8.6%

    This is called magnetic middle effect Regardless of their socially desirable or undesirable ways

    Houses tend to stay in line with the norm

  • Avoiding the Magnetic Middle

    How to avoid the magnetic middle and tell already below usage average houses that they are ok?

    Along with the average, now they put also a or along with the neighborhood average.

    If they are using more than average, it is , else

    And the results

    Houses with still reduced their energy usage.

    Houses with stayed in the same level Didnt increase their usage

    To avoid the magnetic middle, we should convey approval for desirable actions.

  • Magnetic Middle Examples

    In a company, if we say: Average employee arrives late for work 5.3% of the time.

    The late-comers will try to adapt themselves.

    But the early-comers will also try to adapt themselves.

    We should praise early-comers to avoid this.

    In conclusion To prevent a good apple from getting spoiled by a bunch of bad

    ones, remember to show your appreciation for it.

  • Offering more will make them want less

    Company offered retirement programs to their 800.000 workers.

    For every 10 additional funds offered as an option

    Participation rate of the employees dropped by 2%

    Specific number: 2 funds

    Participation: 75%

    59 funds

    Participation: 60%

  • Offering more will make them want less 2

    Jam kiosk in a supermarket

    Customers are offered with 6 flavors

    30% bought jam

    24 flavors

    3% bought jam

    There may be exceptions Ice cream stores etc.

    Where people specifically go for a large number of variety.

  • Bonus to Onus

    What do you think of gifts given with purchasing a product? The gift is obsolete or out-of-style

    The gift is junk

    The gift is not valuable, otherwise they wouldnt give it for free

    A bonus gift is given with a featured liquor A pearl bracelet

    Two groups of people are asked to evaluate the pearl bracelets cost

    1) as a standalone product

    2) as the gift with the featured liquor

    People are willing to pay 35% less in second condition.

    If you sell a service independently, and give it for free along with another service

    Think again about its value in customers eyes

  • Bonus to Onus Examples

    Instead of saying Receive free break inspection

    Say Receive 200$ break inspection at no cost to you

    Instead of saying Send your children to this free after-school club

    Say This after-school club would cost you 2000$ if your children are in a

    private school.

  • Increasing Sales of an Old Product

    People compromise choices What they need at minimum vs. what they could spend at maximum

    If offered two products (A=$1000, B=1500$) Often go for the less-expensive one: A

    However, if a third one is offered, more expensive then these two (C=$2000)

    This time, they go for the second one: B

    Which is not the highest product any more

  • Increasing Sales of an Old Product -Example

    Williams-Sonoma sells bread-making machines

    There was a best selling one (Model A)

    They introduced a far-more-superior new product (Model B) Which has more functionality,

    And more expensive

    Model A sales nearly doubled.

  • Increasing Sales of an Old Product -Practical

    If you are going to an educational conference in a cruise ship And want to stay in a room with a window

    Dont just go to your supervisor and ask for a room with a window

    Go with a set of alternatives, where windowed room is the second best one

    A room without a window ($500)

    A room with a window ($800)

    A room with balcony ($1300)

    You will most likely get the room with the window among these choices

    The choice is usually Not the highest, but the one before.

  • Effect of Fear

    Students are given a pamphlet detailing a tetanus infection. With/without frightening details

    With/without specific plans of how to arrange to get a tetanus injection

    High fear motivated the students to get tetanus injection only if There is a specific plan attached to it.

    Just fear paralyzes students not to take any action

    Always present a solution along with a fear

  • The Renowned Post-it Note

    A survey sent out to people

    These are the options A) One with handwritten sticky note on the cover, requesting the

    completing of the survey

    B) One with similar handwritten message, but this time on cover page

    C) One only with the cover and survey alone

    The results (completion ratio): A: 75%

    B: 48%

    C: 36%

    Is it because these post-it notes are so attention-grabbing with their colors?

  • The Renowned Post-it Note contd

    A new survey

    With these options: A) One with a handwritten request on a Post-it note

    B) One with an empty Post-it note

    C) One with no Post-it note

    And the results: A: 69%

    B: 43%

    C: 34%

    So the Post-it itself is not the main factor.

    It is the personal touch and extra effort that does the trick.

    This is called reciprocity You did something special for me, I didnt forget it

  • Reciprocity

    The more personal your requests are, The more detailed, effortful, attentive replies you will get.

    If you are sending a survey out, Dont be too lazy and put your recipient name in the request.

    Even ask some personal questions to him first.

    Your response rates will be higher.

    An ounce of personalized extra effort Is worth a pound of persuasion.

  • Mints in a Basket

    Restaurants are giving mint or chocolate on a silver platter along with the bill

    How do you think this effects the tip they give?

    An experiment in a restaurant. 1) No candy with the bill

    2) A single piece of candy with the bill

    Modest increase in tips: 3.3%

    3) Add two piece of candies with the bill Increase tips 14.1%

    Reciprocity: The more we are given, the more we give.

  • Mints in a Basket contd

    Another option: Gave the customer one piece of candy

    And after slightly leaving the table, the server just turns back

    Reach into his pocket

    Place a second candy on the table

    The meaning: .oh, for you nice people, here is an extra candy each.

    The result: 23% increase in tips

  • Three Factors to Make Something More Persuasive

    1. Significance 1 candy is normal, but 2 candies are significant

    2. Personalized The handwritten post it notes are specific to each person

    3. Unexpected The last candy from the pocket wasnt something the customer

    expects

  • No Strings Attached

    Back to our towel reuse example

    Lets apply reciprocity principle to our environment giving example

    So instead of saying If you reuse towels, we will donate some amount to this fund

    We can say We had already donated some amount to this fund for you. By reusing towels, you be a part of this donation.

    Something is given first, with no strings attached.

    Then, we can ask the customer to cooperate in this effort by reusing towels.

    By just changing the strategy and our signs like this, Towel reuse increased 45%.

  • One Small Step to A Giant Leap

    Imagine: Someone from local Road Safety Committee

    Wants to put a large, unsightly sign to your lawn

    Stating DRIVE CAREFULLY

    Their workmen will do all the job.

    How would you react?

    17% agreed to that in a posh neighborhood.

    But at the end, we will see a 76% agreement after a couple tweaks.

  • One Small Step to A Giant Leap contd

    Two weeks before, residents are asked to Display a very small sign in their window

    Saying: BE A SAFE DRIVER

    Almost all residents agreed to that.

    Two weeks later, they were asked the same question with the same large billboard.

    Now 76% agreed to put the billboard.

    What happened?

  • Foot-in-the-door Technique

    After agreeing with the small request, They see themselves as a part of the cause now.

    They think they are concerned citizens about this safe driving issue.

    When we ask them about bigger billboards, They feel acting consistently with their previous behavior

    As concerned citizens.

    General idea is: Pave the way for full-line by starting small

  • Foot-in-the-door Technique Example

    In sales business, one person is a prospect if they have never bought anything yet.

    But when they buy a small stuff, they are now customers.

    If you are sending out surveys, You can start with a smaller survey first.

    Then they will do the bigger survey with pleasure.

  • Foot-in-the-door Technique Survey

    A survey in the house of someone. 5 or 6 man will arrive.

    In 2 hours, they will enumerate a