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6 Methods of Influencing Others By Pam Cheing, Marketing Manager at Ezypay/iconnect360 (and How to Say No) 2015

Persuasion: 6 Ways to Influence People (and how to say no)

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Page 1: Persuasion: 6 Ways to Influence People (and how to say no)

6 Methods of Influencing Others

By Pam Cheing, Marketing Manager at Ezypay/iconnect360

(and How to Say No)

2015

Page 2: Persuasion: 6 Ways to Influence People (and how to say no)

A summary from the book “The Psychology of Persuasion” by Robert B. Cialdini

Page 3: Persuasion: 6 Ways to Influence People (and how to say no)

About the author and the book

Psychologist, author, speakerOver 2 million copies26 languagesNew York Times Best SellerThe Times Book of the Year

Page 4: Persuasion: 6 Ways to Influence People (and how to say no)

Weapons of Influence

We all have Fixed Action Patterns

Learn to trigger these action patterns to your advantage

Page 5: Persuasion: 6 Ways to Influence People (and how to say no)

Example: The discount coupon with no discount

Page 6: Persuasion: 6 Ways to Influence People (and how to say no)

Contrast principle

Showing an inexpensive product before an expensive product

Page 7: Persuasion: 6 Ways to Influence People (and how to say no)

Real estate agents show rundown units before upgrading

vs

Page 8: Persuasion: 6 Ways to Influence People (and how to say no)

The 6 Rules of Influence

• Reciprocation• Commitment and consistency• Social proof• Liking• Authority• Scarcity

Page 9: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 1: Reciprocation

Page 10: Persuasion: 6 Ways to Influence People (and how to say no)

Hare Krishna members and flowers

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Page 12: Persuasion: 6 Ways to Influence People (and how to say no)

Free samples

Page 13: Persuasion: 6 Ways to Influence People (and how to say no)

The story of the German soldier

Page 14: Persuasion: 6 Ways to Influence People (and how to say no)

Because taking without giving is not the social norm.

People expect you to repay debt, even uninvited debt.

Why do we tend to reciprocate?

Page 15: Persuasion: 6 Ways to Influence People (and how to say no)

Like a man who buys a girl a drink

Page 16: Persuasion: 6 Ways to Influence People (and how to say no)

Make one offer first.

After it’s turned down, make a second offer.

People are less likely to turn down the second offer when they feel that they’ve made a concession.

How to use Rule of Reciprocity

Page 17: Persuasion: 6 Ways to Influence People (and how to say no)

1/3 received a hand-written sticky note requesting completion, 1/3 received a blank sticky note1/3 without a sticky note.

Marketing Example

Results:- Hand-written note: 69% response rate- Blank sticky note: 43% response rate- No sticky note: 34% response rate

Page 18: Persuasion: 6 Ways to Influence People (and how to say no)

Gifts do not have to be expensive or substantial for reciprocation to work.

Sharing information and doing favours can also work.

Page 19: Persuasion: 6 Ways to Influence People (and how to say no)

How do you say no to reciprocity?

Page 20: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 2: Commitment and Consistency

Page 21: Persuasion: 6 Ways to Influence People (and how to say no)

Sales reps always starting with, “How are you?”

Page 22: Persuasion: 6 Ways to Influence People (and how to say no)

Objective: Get more guests to reuse their towels.

Marketing Example

#1: Reuse for the environment#2: Reuse and the hotel will make a donation!#3: Hotel has given a donation, “will you please join us?” #4: State that most guests reuse their towels at least once during their stay.

Page 23: Persuasion: 6 Ways to Influence People (and how to say no)

Objective: Get more guests to reuse their towels.

Marketing Example

#1: Reuse for the environment#2: Reuse and the hotel will make a donation!#3: Hotel has given a donation, “will you please join us?” #4: State that most guests reuse their towels at least once during their stay.

38%

36%

46%

48%

Page 24: Persuasion: 6 Ways to Influence People (and how to say no)

Get the prospect to commit to something simple and easy (like a Call-To-Action form)

Page 25: Persuasion: 6 Ways to Influence People (and how to say no)

Get the prospect to commit to something simple and easy (like a Call-To-Action form)

Then get them to do even more stuff

Page 26: Persuasion: 6 Ways to Influence People (and how to say no)

Get the prospect to commit to something simple and easy (like a Call-To-Action form)

Then get them to do even more stuff

The prospect must view it as doing it for their own purpose.

Page 27: Persuasion: 6 Ways to Influence People (and how to say no)

Get testimonials from people similar to your target audience

Shows similar people also enjoyed your service/product

Product testimonials and movie reviews leverage on the rule of Commitment and Consistency.

Page 28: Persuasion: 6 Ways to Influence People (and how to say no)

How do you say no to C&C?

Page 29: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 3: The social proof

Page 30: Persuasion: 6 Ways to Influence People (and how to say no)

Laughing track on old TV shows

Page 31: Persuasion: 6 Ways to Influence People (and how to say no)

Tip jars

Page 32: Persuasion: 6 Ways to Influence People (and how to say no)

1987 - Anthony Greenwald interviewed voters on the day before election day

Marketing Example

“Will you be voting tomorrow?”

“Why not?”

Page 33: Persuasion: 6 Ways to Influence People (and how to say no)

1987 - Anthony Greenwald interviewed voters on the day before election day

Marketing Example

100% people interviewed said that they would vote.

Page 34: Persuasion: 6 Ways to Influence People (and how to say no)

61.5% of voters not interviewed did not vote.

Marketing Example

86.7% who were interviewed the day before voted.

Page 35: Persuasion: 6 Ways to Influence People (and how to say no)

How to use the rule of social proofing?

People want to be consistent and true to their word. Get people to respond by changing your sentences:

“Please call if you have to cancel.”

“Will you please call if you have to cancel?”

Same message, different response

Page 36: Persuasion: 6 Ways to Influence People (and how to say no)

How do you say no to social proofing?

Check your sources!

Page 37: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 4: Liking

Page 38: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 4: Liking

1.Physical attractiveness2.Similarity3.Compliments4.Contact and cooperation5.Conditioning and association

We like other people based on:

Page 39: Persuasion: 6 Ways to Influence People (and how to say no)

2005, Randy Garner sent out a marketing survey to participants with similar names.

Answer rate: 56%

Compared to 30% from participants with different names.

Marketing Example

Page 40: Persuasion: 6 Ways to Influence People (and how to say no)

How to use the rule of liking?

Know the audience’s challenges and preferences.

Get them to like you!

Page 41: Persuasion: 6 Ways to Influence People (and how to say no)

How do you say no to liking?

Keep your feelings separate when making business decisions.

Page 42: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 5: Authority

Page 43: Persuasion: 6 Ways to Influence People (and how to say no)

The White Lab Coat Effect1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.

Page 44: Persuasion: 6 Ways to Influence People (and how to say no)

The White Lab Coat Effect1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.

Everytime someone answered incorrectly, you increased their voltage by 15V

Page 45: Persuasion: 6 Ways to Influence People (and how to say no)

The White Lab Coat Effect1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.

“NO! STOP! IT HURTS! HELP ME!”

Page 46: Persuasion: 6 Ways to Influence People (and how to say no)

The White Lab Coat Effect1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.

Incredibly, 2 out of 3 testers would ignore the cries and continue increasing the voltage as instructed by

the white lab coats.

Page 47: Persuasion: 6 Ways to Influence People (and how to say no)

When people are uncertain, they look outside themselves for information to guide their

decisions.

Page 48: Persuasion: 6 Ways to Influence People (and how to say no)

Rule 6: Scarcity

Page 49: Persuasion: 6 Ways to Influence People (and how to say no)

Parental interference in a romantic relationship.

Page 50: Persuasion: 6 Ways to Influence People (and how to say no)

We value banned information as more valuable.

Page 51: Persuasion: 6 Ways to Influence People (and how to say no)

Marketing Example

1985, Coca Cola decided to change their recipe and called it “New Coke”.

During blind taste testing, people preferred the New Coke flavour over the old flavour.

Page 52: Persuasion: 6 Ways to Influence People (and how to say no)
Page 53: Persuasion: 6 Ways to Influence People (and how to say no)

New Coke: “The Marketing Fiasco of the Decade.”

Page 54: Persuasion: 6 Ways to Influence People (and how to say no)

Because people couldn’t have the old Coke anymore, it became the favourite.

Page 55: Persuasion: 6 Ways to Influence People (and how to say no)

This is why copywriters use sentences like:

“Don’t miss this chance…” “Here’s what you’ll miss out on…”

Page 56: Persuasion: 6 Ways to Influence People (and how to say no)

How do you say no to scarcity?

Page 57: Persuasion: 6 Ways to Influence People (and how to say no)

Review: The 6 Rules of Influence

• Reciprocation• Commitment and consistency• Social proof• Liking• Authority• Scarcity

Page 58: Persuasion: 6 Ways to Influence People (and how to say no)

My Personal Opinion

Being able to influence others is important.

But

You cannot win at life if you’re persuasive and selfish.

Page 59: Persuasion: 6 Ways to Influence People (and how to say no)

For more info, read the book!

(Available at the Marketing Team’s library)