Influence and Persuasion

we all sell…•we all want something from others•we attempt to get it by influencing and persuading others

where to start…Presenter

MessageAudience

6 universal principals of persuasion…

Dr. Robert Cialdini, PH.D.Professor of Psychology and MarketingArizona State University

http://www.youtube.com/watch?v=cFdCzN7RYbw

6 universal principles of persuasion…

Reciprocity- be the first to give, something unexpected and personalized

Scarcity- talk about what the audience stands to lose

Authority- show that you are an expert on the topic

Consistency- get early, public commitment

Liking- look for similarities

Consensus- point to what others are already doing

audience…how humans make decisions

Subconscious/Emotional

2 Systems of Thinking:

Conscious/Rational

• logic and data help us understand, but do not motivate-Analysis Paralysis, So what, who cares?

• emotion plays over 70% in our decision making

effective message…6 success factors

Dan and Chip Heath

effective message…6 success factors

• unexpected• emotional• story

• simple• concrete• credible

why stories….

vs.

http://www.youtube.com/watch?v=tZ79uzw9Z64

our brain on stories…

We feel what otherfeel via “mirror neurons”

We are wired to mimic others via“mirror neurons”

By visualizing ourselvesdoing something we canimprove our performance.

Stories feel real…and they are real to our brains!

how to use stories…examples

To inspire a behavior or action

To communicate your values or expertise

To sell products/pitch ideashttp://www.youtube.com/watch?v=ANhmS6QLd5Q

to put it all together…Presenter

MessageAudience

the End…