Ten Ways You Can Be More Persuasive

You have a message. You want to be more persuasive.  Whether you are an employee, business owner, student, blogger, etc. you need to be heard. 

We're all marketers trying to impact a world that's drowning in information. 

How Can You Get Results?

Here are 10 ways to be more persuasive.  Each has proven effective in controlled experiments and many are from Yes!: 50 Scientifically Proven Ways to Be Persuasive

1. Social Proof – When the course of action is not clear, people look to others for guidance (even though they will deny that fact).  Put more simply, people tend to do what other people similar to them do.  This behavior is programmed into our genes and is well established.  Social proof is more influential when we are observing others we perceive to be similar to us.  So if you are trying to sell someone on something, be it an idea or a product, a powerful method is to show how others similar to them have already bought into it.

 2. Mirroring – People respect, like, and are most easily influenced by people who they perceive to be similar to themselves (see Social Proof above).  So one way to influence someone is to mirror them.  Mirror their speech and their actions.  If you verbalize back to someone something they have said and in the same words, you instantly become more influential.  The same thing applies to posture and actions.  If you want to influence Mike, then you need to act like Mike.  If he is leaning back in his chair, then you would be wise to do the same.

3. Offer Few Choices – People are paralyzed by choices. Given too many options, many simply fail to choose anything.  When you are offer alternative products, services, or ideas, be sure to limit the choices to only a few.  Two choices is often better than three.

4. Reciprocation – Do someone a favor and they are more likely to return it.  There's an interesting twist to this.  People who do you a favor once are more likely do do you another favor in the future.  Once someone has done you a favor, in their mind you become more important to them; you must be worthy of their time.  So get someone to do you a small favor, and they are more likely to listen to you or do you an even bigger favor in the future.  The best way to get them to do you a favor in the first place is to do one for them.

5. Baby Steps – We want to act consistent with our previous actions.  Moreover, once we buy into something or someone, we tend to become much more committed to it or them.  This is the foot-in-the-door technique.  No matter how small a step you can get someone to take in agreeing with your idea, product, or service, those small steps will lead to larger steps in the future.  This even works on yourself. Start small.  Get your target to say yes to anything first, and then they will be much more likely say yes to what your really after.

6. Labeling – Marketers use this one on you all the time: “You seem like a smart person and smart people buy X”.  Tell someone they are smart, sophisticated, thrifty, a risk-taker, etc. and ask them to take an action consistent with that label.  There is a powerful inner drive to stay consistent with what we have demonstrated in the past.  If someone labels us, we believe we have demonstrated that trait (especially if it is positive).

7. Ask the Right Question – Recently I was given a pitch for a new home (we're considering something smaller).  Through the entire sales pitch, the agent was asking me and questions about what would we do or what we would like to do.  This was leading to the final push on the actual sale.  Before asking someone to do something, get them to say they would do it or something consistent with it.  Get them to verbally express an inclination or desire to do something.  Then when asked to do something consistent with what they have previously expressed, they are much more likely to agree. (We didn't because we are just "window shopping" at this point).

8. Smile – Smiles are powerful influencers.  People like people who smile.  But your smile needs to be authentic.  Humans have a remarkable ability to detect false smiles (it’s in the eyes).  Find something in the other person that you can authentically appreciate and then smile about it.  In general, just practice looking on the bright side of things and being happy.  You will naturally be more influential because you smile more. That's easy, eh?

9. Keep it Simple – I've read studies that show the most persuasive writing is written at an 8th grade level of comprehension.  This is true even among people who were capable of comprehending much more complex language.  There is a convergence of data showing that simple is better.  Simple and easy to remember names and ideas are the best.  Resist the urge to show off your knowledge and sophistication and keep it simple.

10. Scarcity and Exclusivity – Make whatever you are offering, even ideas, unique and therefore scarce. People value what is scarce.  Think about a high-end BMW.  Part of what makes it so desirable is the fact that it is rare; the overwhelming majority of people cannot afford it.  At first glance scarcity might seem to be counter to the social proof phenomenon described above, but they actually go together.  When you buy the high-end BMW you are joining an exclusive club of sophisticated people who also value such quality and sophistication in an automobile.  They are people like you.  I'm a Mac owner and have been for years. We're (an ever-increasing) minority of computer owners but believe we are somewhat exclusive and unique.  So: offer something unique; then, package it in a way that also attracts people through the social proof of others.

If you really want to learn how to be more persuasive and influential, check out Yes!: 50 Scientifically Proven Ways to Be Persuasive.

photo courtesy of www.congresslink.org

Comments

[Roy Atkinson]

Steve - Really good post with some pointed advice (smiles are great but must be authentic, for example). Leaders need to be persuasive, and these tips are spot on. I especially like the tip about offering choices, but fewer, rather than more. If you ask your friend, "What do you want to do tonight?" you'll likely be answered with "uuuuhhhh." If you ask, "Would you rather go to the movies, or to the comedy club?" you will likely receive an answer fairly quickly.

Thanks for the tips!

[Chris Young]

What a helpful post Steve! Regardless of position or industry, the power of persuasion is important to everyone's success at work.

I have featured your post in my weekly Rainmaker 'Fab Five' blog picks of the week (found here: http://www.maximizepossibility.com/employee_retention/2010/06/the-rainmaker.html) to help them improve their persuasion skills.

Be well!

[mba]

Good work, i like your blog theme, and content ofcourse

[Steve Roesler]

Roy,

This is one of those areas of life where people are always looking for "how-to" information, especially in ways that are real (as you mention).

Thanks for weighing in. . .

[Steve Roesler]

Chris, an honor as always. Thank you for the inclusion.

[Jackie Cameron]

Really good stuff here!

I totally agree with the smile comment. When I teach speaking skills one of the first things I get the students to pay attention to are smiles. I ask them to think about how they feel when someone smiles at them and then remind them to smile when speaking to their "audience" to get them onside from the start!

And just the other day a young man knocked on my door. He was clearly going to try to sell me something and I never buy anything from a cold call but I was struck by how he started with "I am working for Mr ..., your neighbour and thought I should come by and say hello and tell you what we are doing" Wow! I still did not want what he was selling but I was impressed by his ability at using what you call "social proof".

[Steve Roesler]

Hi Jackie

Yes, who doesn't enjoy being greeted with a smile (unless, of course, you are addressing the Community of Caledonian Curmudgeons)?

As for your young friend's expertise in social proof: that is why we see testimonials on the back cover of books. It's the back cover that puts the buying decision over the top. The equivalent of that to a speaker is being introduced by including mentions of awards, well-known clients, and other types of associated "success."

Cheers!

[Chef-a-gogo.blogspot.com]

Hi Steve,
this post is refreshingly different.
I had it retweeted from Ken Burgin. Amongst hundreds of other tweets from heaps of contacts, this stood out, grabbed my attention, and taught me something useful.
You've been bookmarked! :-)I'll be back tomorrow to check out some more of your site.
Thanks for sharing.

[Steve Roesler]

Chef, glad it was useful; that's the idea. Hope it helps you cook up something really good:-)

[jesse oguntimehin]

i love this post and I have already shared it on my facebook page.

This article will help me to manage my already existing customers so I'll be enjoying more referalls.

I will also use social proof by telling them who and who is using my product already. Living them with afew choice will work as well. people don't like to sort through many stuffs, it is tim consuming and nerve racking.

Thank You sir.

[Steve Roesler]

Jesse, pleased to know this will be useful with your customers.