This book is an attempt to focus on persuasion as a science rather than an art. It relies on a significant body of research to compile this list.
1) Social Proof – People look outside themselves to justify their actions. You can persuade individuals by highlighting that a majority of people do ‘x’.
2) More individualized messages get greater results. The more similar the testimonial is to the audience, the more persuasive the message.
3) Social proof can backfire if you are showing that the wrong course of action is popular. This inadvertently focus the audience on the negative rather than the positive.
4) People who deviate from the average will move toward the average. This is true even if individuals were already acting in a socially desirable way.
5) For those acting in a socially desirable way, there needs to be praise or positive reinforcement of the good behavior.
6) Too many choices overwhelm people unless people are clear about their options.
7) When giving a free gift with an item, the value of the free item declines in the mind of the purchaser.
8) When multiple products are offered, the middle item is often selected as the compromise approach.
9) Clear, specific, effective steps to avoid threats is key to helping people avoid inaction due to fear.
10) Reciprocation is a social norm and can be used effectively to persuade.
11) Sticky notes with a handwritten note add a personal touch and encourage people to respond due to reciprocity. The more personalized the request, the more likely you’ll get a response.
12) Significance, unexpectedness, and personalization make giving a gift more meaningful and persuasive.
13) Reciprocation based messages are more effective than incentive based messages. When soliciting cooperation, help should be offered unconditionally with no strings attached.
14) There is a strong social obligation to return favors.
15) Assigning a label and then making a request using that label is an effective way to persuade – ex – ‘above average citizens are more likely to vote’
16) After people have publicly stated their intention to do something, they are motivated to act consistent with their commitment.
17) Active commitments are more likely to be followed through on.
18) Praise previous decisions as correct in light of the evidence that existed at the time.
19) Those asked to do a favor, however inconvenient, are viewed by the asker more favorably.
20) Asking for small favors increases participation (ex – ‘Even a penny will help’)
21) Lower starting prices lead to higher final prices in auctions.
22) Have someone else introduce your expertise rather than tooting your own horn.
23) Operating individually will be defeated by a collaborative group. Team input leads to better outcomes.
24) Allow yourself to be dissuaded. If everyone agrees, it’s fruitful to seek out a dissenting opinion. A real dissenter adds more value to the process than a devil’s advocate.
25) Training based on errors yields better results.
26) Arguing against your self interests makes you seem more trustworthy and honest in the eyes of others.
27) The positive and negative attributes need to be related to enhance positive feelings. (ex – small but intimate) The weakness is then associated with a strength.
28) When taking responsibility for mistakes, take blame based on internal factors immediately followed by an action plan.
29) We’re most likely to relate to others when we share similarities – even subtle ones.
30) People are attracted to professions with names like their own. People like products that match their own name.
31) Matching verbalizations and mirroring elicits a generous response. It leads to enhance trust.
32) Authenticity in smiling helps encourage others to have more positive experiences.
33) People show a greater desire when an item is scarce or unique.
34) People are more sensitive to possible loss than possible gain.
35) If you make a request, include the word ‘because’ and a strong rationale.
36) Concrete images are more persuasive.
37) Avoid overly complex language in messages.
38) Rhyming phrases are viewed as more accurate and pleasing.
39) Putting things in comparison to each other helps create perceptual context.
40) Reframing a program as started but not completed increases participation and being close to finishing a goal encourages people to hurry up and finish it.
41) Ambiguous titles can increase excitement.
42) Using a memory aid to reinforce a brand is very persuasive.
43) Looking at ourselves in the mirror makes us behave in socially desirable ways and more consistently with our values.
44) Emotions affect judgment and decision making capabilities.
45) We are more susceptible to persuasion when we are tired.
46) Caffeine makes you more persuasive because it makes the audience more alert.
47) Miscommunication is more likely in email due to lack of inflection and tone as part of the message.
48) Social influence differs by culture. In individualistic societies focus on the benefit to the self. In collectivistic societies, focus on the benefit to the group members.
49) Individualistic societies are motivated by prior commitment. Collectivistic societies are motivated by what peers do.
50) If dealing from someone from a collectivistic culture, remember that communication is viewed as part of building the relationship.
