Tools of Persuasion: Which
Of These Persuasion
Techniques Best Suits You?
Michael Lee
http://www.20daypersuasion.com/

Over the years, salespeople have given
themselves a bad reputation for being
pushy and persistent when the
customer least wants it.

No matter what tools of persuasion they
have under their sleeve, people try their
best to resist them. The image of an
annoying door-to-door salesperson is
constant on their mind.

But when you think about it, we’re all
salespeople. We sell products, ideas
and beliefs to other people as well as to
ourselves. We also use the different
tools of persuasion to put our message
across. Some of us are better at it than
others though.

Below are some tools of persuasion you
might have encountered in the past.

Tools of Persuasion # 1: Glittering
Generality

Glittering generality is the art of using
vague but sparkly words to make other
people think your product is special.

Words like “all new!” or “new and
improved!” are often employed to
arouse the interest of the customer. I
see these words a lot when I go to the
grocery store. Shampoos, detergent
powders and lotions are always using
this particular persuasion technique.

But what is so new and so improved
about these products? Are they really so
vastly different from the old ones?
That’s the thing about glittering
generality.

Just seeing the words “new and
improved” compels us to buy a certain
product! Everyone wants to have the
latest reincarnation of a product.

Tools of Persuasion # 2: Bandwagon

Have you ever heard of the phrase
“joining the bandwagon?” If you know
what that means, then you must have a
pretty good idea of what the
bandwagon technique is all about.

It’s basically telling your customers that
hundreds of others have already joined
the club and that you should, too!

Look at the McDonald’s campaign that
says millions served. Since everybody
else loves their burgers and fries, you
know that you definitely will as well.

There’s something so fun about the
bandwagon technique that I find it to
be one of the most effective persuasion
techniques out there.

Tools of Persuasion # 3: Name Calling

Name calling is one way of comparing
your product with another. Among all
the methods of persuasion, this one is
more negative as it requires you to say
less than wonderful things about your
product’s competition.

I wouldn’t recommend this technique
unless you can back it up with reliable
proof and you’re not intentionally
damaging another’s reputation.
Nonetheless, I’m just making you
aware.

I remembered an incident when I was
still in college. There was some sort of
catfight between two women on who a
popular tennis captain should go out
with.

The fight went on for days with name
calling left and right. Girl A was
spreading “notorious” news about Girl
B, and Girl B didn’t realize it until it
was too late.

From what I’ve heard, there was some
truth to what Girl A said, and that
helped the tennis captain make a
decision.

There are different tools of persuasion for
different people. Now that you have
view this presentation, do you have any
idea which one best suits you?

Presentation By:
Michael Lee
Persuasion Expert and Author
http://www.20daypersuasion.com/