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

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

About the author and the book

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

Weapons of Influence

We all have Fixed Action Patterns

Learn to trigger these action patterns to your advantage

Example: The discount coupon with no discount

Contrast principle

Showing an inexpensive product before an expensive product

Real estate agents show rundown units before upgrading

vs

The 6 Rules of Influence

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

Rule 1: Reciprocation

Hare Krishna members and flowers

Free samples

The story of the German soldier

Because taking without giving is not the social norm.

People expect you to repay debt, even uninvited debt.

Why do we tend to reciprocate?

Like a man who buys a girl a drink

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

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

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

Sharing information and doing favours can also work.

How do you say no to reciprocity?

Rule 2: Commitment and Consistency

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

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.

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%

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

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

Then get them to do even more stuff

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.

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.

How do you say no to C&C?

Rule 3: The social proof

Laughing track on old TV shows

Tip jars

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

Marketing Example

“Will you be voting tomorrow?”

“Why not?”

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

Marketing Example

100% people interviewed said that they would vote.

61.5% of voters not interviewed did not vote.

Marketing Example

86.7% who were interviewed the day before voted.

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

How do you say no to social proofing?

Check your sources!

Rule 4: Liking

Rule 4: Liking

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

We like other people based on:

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

How to use the rule of liking?

Know the audience’s challenges and preferences.

Get them to like you!

How do you say no to liking?

Keep your feelings separate when making business decisions.

Rule 5: Authority

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

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

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

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

“NO! STOP! IT HURTS! HELP ME!”

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.

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

decisions.

Rule 6: Scarcity

Parental interference in a romantic relationship.

We value banned information as more valuable.

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.

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

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

This is why copywriters use sentences like:

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

How do you say no to scarcity?

Review: The 6 Rules of Influence

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

My Personal Opinion

Being able to influence others is important.

But

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

For more info, read the book!

(Available at the Marketing Team’s library)