Motivation of Persuasion: Effective Persuasion Techniques and Methods
In today's world, persuasion skills are one of the most important qualities in achieving success. It is very difficult for us to get what we want from people without understanding the secrets of persuasion, whether in private or business life. For this purpose, we have prepared the "Motivation of Persuasion" section, which includes important principles and techniques related to the art of persuasion. With the 33 principles and techniques in this chapter, you'll have the basics to better understand and persuade people.
1. Law of contrast:
Everything has its opposite. For example, if we put both our hands in one cold and the other hot water, and then put them both in a bowl of warm water, we will notice that both our hands perceive a different temperature. This is the physical reflection of the law of opposition. The law of contrast works especially well in making prices look more attractive. If you want to show the price low, you will first start with a high-priced product and move towards the product you are going to sell. Thus, the price of the product is cheaper to the buyer and its attractiveness increases.
2. Clichés work:
Expensive is good; people with glasses inspire confidence, etc. These are widely accepted stereotypes. It is an information that should be taken into account that people act according to the known and accepted stereotypes while making sense of the situations around them and that they can cope with the message bombardment from the environment in this way.
Öğretmek bir gereklilik, memnun etmek sevimlilik ve ikna etmek bir zaferdir. Cicero
3. The desire to reciprocate:
We feel an inner desire, a sense of indebtedness, to return a favor done to us. Even if this favor is done to us against our will, it can have the same effect on us. This feeling has been taught to us as a social courtesy since childhood. This sense of indebtedness also creates a sense of emotional discomfort in us, and when we find a way to relieve it, we are relieved, we feel freed from a burden.
4. Mutual compromise rule:
The rule is that when you expect the other person to fulfill a request, first ask for something that is bigger than what you want and is difficult to accept. (But be careful that this is not unreasonably large). He will most likely not accept it. So when you offer what you really want, he will at least have a desire to get it. Thus, both of you will have made a mutual concession, but you will get what you want.
5. Law of consistency:
People need to appear and be consistent with their words, beliefs, thoughts and actions. This is because socially, consistency is a valued and desired trait. This feature also provides quick decision making and saving mental energy for human beings who are under the bombardment of complex information. According to the law of consistency, “Once a person explains something in writing (and to some extent verbally), he takes a stand on any problem or opinion and continues to defend his belief, even if it is false or when confronted with evidence to the contrary. .
Bin kişiyi, onların önyargılarına hitap ederek bir kişiyi mantıkla ikna edebileceğinizden daha hızlı şekilde etkileyebilirsiniz. Robert A. Heinlein
6. “Foot in the Door” technique:
According to the findings of a series of studies conducted by Freedman and Fraser in the 1960s, if you manage to get a small request accepted at first, you can increase your chances of getting bigger requests accepted later on. In this technique, again, extensions of the law of consistency are seen. People tend to maintain their behavior consistent with what they do and say. For example, a person who has donated blood even once before is more likely to donate blood when requested later than people who have never donated.
7. The principle of “Social Evidence”:
When we are uncertain, unsure of ourselves, and indecisive, we consider what others believe to be true and accept them as true. According to this principle, if many people are doing something, it is the right thing to do. The more people who find an idea right, the more accurate the idea becomes. Moreover, if we believe that this group is similar to us and came from the same conditions as us, this information comes to us more accurately.
8. Difficults are valuable:
People who face many difficulties and obstacles to achieve something find what they have more valuable than people who face fewer obstacles while getting the same thing. This rule applies to anything intangible (love, respect) or tangible (house, car). The value of a thing increases with the difficulties undertaken and endured.
İkna edici olmak için inanılır olmalıyız; inanılır olmak için güvenilir olmalıyız; güvenilir olmak için dürüst olmalıyız. Edward R. Murrow
9. The principle of association:
When we are in a positive mood, we take the attitude of evaluating the person, event or idea better than it is. This is true when you are in a negative mood. It is based on this principle that advertisers try to transfer the same emotions to the product by establishing a connection between the products they promote and a celebrity we like. We may be angry with a friend who has given us bad news, or we may like more and more quickly a person we learn to be a fan of our favorite team.
10. Halo effect:
A positive characteristic of a person positively affects our view of him. Among the reasons why we are affected by any person; physical attractiveness, similar physical characteristics or similar background, knowing someone likes us, someone being familiar to us, having similar goals, etc. countable. These features affect our attitudes and behaviors towards the other person in a positive or negative way.
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11. Authority figure:
People tend to follow directions from figures they accept as authority. Especially if that person is (or is perceived as) an expert and competent in their field, we are more likely to take what he or she says into consideration. From birth, we learn to accept authority figures. Certain titles, clothes and ornaments that represent the authority figure are effective in creating the impression of authority figure in people.
12. The scarcity principle:
Propositions related to the scarcity-scarcity principle are as follows (Cialdini, 2005):
- If our freedom to have something is restricted, we desire it more because it becomes scarce.
- If this thing is at the level of knowledge, we show a tendency to find that information correct, as well as increase our desire for the information that is blocked from accessing it.
- We want the same thing more when it is scarce, and more when there is competition.
- In the context of freedom, taking them back after knowing them for a while causes rebellion.
13. The desire not to lose:
14. Endings are remembered:
It has been determined that people's memories reflect the last remembered thing, not the overall experience. People generally remember how an event ended, and they remember it by reflecting on the overall process in retrospect.
15. Imagine that experience:
16. Give empirical evidence:
17. Limit the options:
18. Move:
If your goal isn't moving and your persuasion isn't going in the direction you want, move your body. Stand up and walk around the room. It is a proven fact that this mobilization will also activate emotions. Do this for the person next to you. If you physically activate your target, you can also change your target's mood. The change in its physical position also causes the internal states to change. When our body is in a fixed position, our minds can similarly freeze. Numerous studies have shown that the best way to get a person out of a thought state is to move their body.
Tüm cephanenizde sahip olduğunuz en önemli ikna aracı, dürüstlüktür. Zig Ziglar
19. Admit your mistakes:
It has been known since the first philosophers that admitting your weaknesses to the other party is very helpful in getting someone to think like you. Admitting your mistakes and flaws will make you more reliable. Being reliable also makes it easier for you to convince the other person.
20. Give a new piece of information:
When you help a person learn new knowledge, you make it easier for him to make a new decision (i.e., to stick with you). In this way, you will make your target comfortable by thinking that he made his decisions in the past in the light of the information of that period. Now that they have new information, they can change their decisions in the light of this information.
21. Use the Grafting Technique:
Use the “vaccination technique” to entice your future customer and reduce customer regret. This situation is similar to the flu virus that puts people to bed. We can see other brains that your targets will come into contact with as an infectious virus. Your task is to "vaccinate" your target so that they become immune to these mind viruses so that they do not sway from their decisions that are in your best interest. In fact, other people's actions and reactions can even reinforce your target's initial decision if you master this tactic. Since you expect to encounter resistance, you can share this expectation with your target. For example, you might say something like: “We both know this was the right decision; because we have reviewed everything. Alright; But what would you say to people who will ask you what you are doing and try to change your mind? (this question is very useful. First of all, it shows that you are on the same side with your goal. When you say, “We both know”, you reflect a common understanding. “Because we have reviewed everything.” The effect of this phrase comes from the word “because” we use. , we end with a question asking him to defend his decision. This is the preparation stage for what may happen next. When your target answers this question, he will be inoculated against outside forces even when you are not by his side.
22. Making decisions creates stress:
It's a proven fact that the closer we get to our goal or goal (eg, the wedding day), the more likely we are to regret it. The moment we humans feel we have lost our "freedom of choice," we feel fear and tension. Even if it's such a trivial matter as choosing what to eat at the restaurant, this tension can paralyze as the moment of decision draws near. This regret leads the person to self-sabotage and engage in destructive behaviors. The fact that people are warm to the idea of having pension insurance next year; however, this is why they forgo pension insurance if they have to pay the premiums today.
23. Emotions and feelings:
Many studies have proven that to persuade a person you need to appeal to their emotions. No matter how logical and logical what you are saying, if you can't reach your emotions, it will be hard to impress. We try to rationalize most of our decisions, whether they are right or not, by taking them emotionally and then trying to make them make sense.
24. Get a “yes”:
Sometimes people build strong walls in front of them because they know that once they stumble, they will lose the war. It is said that the easiest people you can sell something to are those who have “No Sellers or Marketers Entered” on their door. This is because these people know that if a seller reaches out to them, they will get whatever they are selling. For example, you ask someone to write the numbers one to one hundred on a piece of paper, and if you know which number he guessed, he will accept your request. He will probably accept this offer because your chances of knowing the truth are very slim. If he still doesn't agree, then you realize that he is extremely headstrong about his stance. This is the perfect test to find out how open-minded a person is. Moreover, it paves the way for you to fully accept the idea.
25. Law of expectation:
The placebo effect in psychology is an example of the law of expectation. According to this, it is seen that the patient feels better when drugs that do not contain any substance, but are not known to the patient, are given to the patients. Besides, in accordance with the law of expectation, we act in the same direction as we see ourselves. If you can change a person's thoughts about themselves, you can change their behavior. People have an unconscious desire to act in harmony with their self-image.
26. Beware of egos:
Research shows that people are more likely to be helpful if their friends' success does not pose a threat to their self-esteem. Make sure you don't pose a threat to the person you're asking for help or think you're in competition with them. Eliminate any element of competition between you. Instead of helping me get what I want, you and I should have feelings for someone else.
İnsanları ikna etmenin en iyi yollarından biri onları dinlemektir. Dean Rusk
27. When the reasons are based on fear:
How do you explain your actions without appearing to be defending them? The last thing you want to do is be perceived as defending them. The best way to explain your actions is to attribute them to fear. Whether it's personal or business, ultimately what you're dealing with is human too. And everyone understands fear. It is primitive and naive (eg I lied because I was afraid you would hate me if you found out the truth). Remember, the goal is to restore a sense of balance. Because linking your reasons to fear reduces your own ego perception. As a result, fear is the response to your feelings of inability to deal with the issue.
28. Speak:
By forcing a person to think about their feelings, you are actually subconsciously forcing them to support you, open up, and share with you. To practice this, one must focus on how the person feels about the situation, not the situation itself. This will increase her willingness to talk about the subject and express her concerns and feelings. In fact, he will feel the need to talk to someone about any stressful event that is going on in his life.
"One of the best ways to persuade people is to listen to them." Dean Rusk
29. Change its environment:
If you want to draw someone to your side about a subject and change their mind, remove them from the environment. Get him out of his safe place and take him to a place where you're in control if possible. This is especially good if it's an environment where he can only rely on you and isolate himself from others.
30. We like our likes:
People find people who are similar in type, clothing, background and personality traits close to them. These people subconsciously create a sense of security in us. Therefore, having similar characteristics with the people we want to persuade will make it easier to persuade.
31. Insist but don't exaggerate:
People want to see how determined you are and how long you can withstand rejection. If you are confident in yourself and your idea, convey your message over and over again. The most important feature of successful sellers is that they can repeat their sales attempts more than 7 times. Try it a different way each time. But also know where to stop.
32. The law of friends:
We are more likely to fulfill the wishes of people we know. We tend to respond and act more positively for them. Therefore, you are more likely to persuade someone who knows you better.
33. Law of harmony:
The most important characteristic of people is that they tend to adapt to their environment. This is also an extension of the fear of being ostracized and being alone. Therefore, many people choose to buy products that are approved by the group, including their acquaintances, to adopt common ideas and to engage in similar behaviors.
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References:
Cialdini RB (2001), The Psychology of Persuasion, (Trans. Fevzi Yalım), MediaCat Publishing House, Revised 6th Edition, Istanbul.
Hogan, K. (2006), How Do You Get Anyone to Say Yes in 8 Minutes? (Trans. Taner Gezer), Yakamoz Publishing, Istanbul.
Hogan, K. (2007), Secret Persuasion Tactics, (Trans. Taner Gezer), Yakamoz Publishing, Istanbul.
Lieberman, DJ (2007), Make Everyone Do What You Want, (Trans. Merve Duygun), Boutique Publishing, Istanbul.
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