Getting People to Like You: The Science of Persuasion www.andrewjrosenthal.com Andrew J. Rosenthal [email_address] twitter...
Who wants to be liked? 1
Being liked is good for business 2
Being fascinating can lead to trouble… 3 “ fascination” comes from the Latin  fascinare , to bewitch
The mechanism of  liking 4
Three approaches:  How to Get People to Like You 5
Seven triggers of fascination <ul><li>Lust </li></ul><ul><li>Mystique </li></ul><ul><ul><li>Spark curiosity </li></ul></ul...
People like Zappos.com 7 <ul><li>Trust </li></ul><ul><ul><li>Become familiar </li></ul></ul><ul><ul><li>Repeat and retell ...
8 <ul><li>Become genuinely interested in other people </li></ul><ul><li>Smile </li></ul><ul><li>Remember that a person’s n...
9
10 KIPP Schools Teach students to be liked by adults S it Up L isten A sk Questions N od T rack Speaker with eyes
Three Steps to Becoming More Fascinating 11 xxxxx Lust xx xxx Mystique xxxx xx Alarm xxxxx xxxxx Prestige x xxxxxx Power x...
12 Step 2 : Develop a plan <ul><li>Find your fascination badges, then refine and expand </li></ul><ul><ul><li>Purpose </li...
13
<ul><li>Liking </li></ul><ul><li>Social Proof </li></ul><ul><li>Consistency </li></ul><ul><li>Authority </li></ul>14
<ul><li>Reciprocity </li></ul>15
<ul><li>Scarcity </li></ul>16
17
19
19
Want more information? <ul><li>Slides and links at andrewjrosenthal.com </li></ul><ul><li>email me: andrew@andrewjrosentha...
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How to Get People to Like You: The Science of Persuasion (IgnitePhilly 5)

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Andrew Rosenthal of Philadelphia talks at Ignite Philly 5, March 2, 2010 on the topic of "How to Get People to Like You: The Science of Persuasion." Reviews theories of fascination, liking, and influence/persuasion.

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  • Logo shot Happier intro Andrew intro 20 slides, 15 seconds each
  • Studies – paying to be liked
  • strippers Politicians Marketing Investment pitches salespeople
  • Being liked too much can be bad -stalkers -salem witch trials -definition of fascination
  • What does it mean to be liked? -pheremones -advertising (attention (vlume) versus persusasion – children screaming/reptition beautiy
  • 7 Triggers of fascination (slid 1)
  • 7 triggers of liking – slide 2
  • Zappos as example – w/triggers
  • How to get people to like you - dale carnegie slide 1
  • Dale carngie slide 2
  • Dale carnegie slide 3 / example of KIPP
  • Fascinate – slide 1 Step 1: Evaluate Do you create advocates? Do you incite conversation?
  • Better to be exceptional in one or two areas than pretty good in all. Example: if Prestige is your badge, then carefully release new info. Random information may cloud message or fail to meet expectations.
  • Example: Club Med: core beliefs and culture vice to prestige, lust (massages, luxury)
  • Cialdini – slide 2
  • Cialdini – slide 3
  • End slide
  • How to Get People to Like You: The Science of Persuasion (IgnitePhilly 5)

    1. 1. Getting People to Like You: The Science of Persuasion www.andrewjrosenthal.com Andrew J. Rosenthal [email_address] twitter: @andrewrosenthal 20 slides : 5 minutes
    2. 2. Who wants to be liked? 1
    3. 3. Being liked is good for business 2
    4. 4. Being fascinating can lead to trouble… 3 “ fascination” comes from the Latin fascinare , to bewitch
    5. 5. The mechanism of liking 4
    6. 6. Three approaches: How to Get People to Like You 5
    7. 7. Seven triggers of fascination <ul><li>Lust </li></ul><ul><li>Mystique </li></ul><ul><ul><li>Spark curiosity </li></ul></ul><ul><ul><li>Withhold information </li></ul></ul><ul><ul><li>Build mythology </li></ul></ul><ul><ul><li>Limit access </li></ul></ul><ul><li>Alarm </li></ul><ul><li>Vice </li></ul><ul><li>Trust </li></ul><ul><li>Prestige </li></ul><ul><ul><li>Develop emblems </li></ul></ul><ul><ul><li>Set a new standard </li></ul></ul><ul><ul><li>Limit availability </li></ul></ul><ul><ul><li>Earn it </li></ul></ul><ul><li>Power </li></ul>6
    8. 8. People like Zappos.com 7 <ul><li>Trust </li></ul><ul><ul><li>Become familiar </li></ul></ul><ul><ul><li>Repeat and retell </li></ul></ul><ul><ul><li>Be authentic </li></ul></ul><ul><ul><li>Accelerate trust </li></ul></ul><ul><li>Badges </li></ul><ul><ul><li>Core beliefs </li></ul></ul><ul><ul><li>Culture </li></ul></ul>
    9. 9. 8 <ul><li>Become genuinely interested in other people </li></ul><ul><li>Smile </li></ul><ul><li>Remember that a person’s name is to that person the sweetest and most important sound in any language </li></ul>
    10. 10. 9
    11. 11. 10 KIPP Schools Teach students to be liked by adults S it Up L isten A sk Questions N od T rack Speaker with eyes
    12. 12. Three Steps to Becoming More Fascinating 11 xxxxx Lust xx xxx Mystique xxxx xx Alarm xxxxx xxxxx Prestige x xxxxxx Power xx x Vice xxxxxx xxxxxx Trust xx Lust Mystique Alarm Prestige Power Vice Trust
    13. 13. 12 Step 2 : Develop a plan <ul><li>Find your fascination badges, then refine and expand </li></ul><ul><ul><li>Purpose </li></ul></ul><ul><ul><li>Core beliefs </li></ul></ul><ul><ul><li>Heritage </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Culture </li></ul></ul>Step 3 : Execute on the plan
    14. 14. 13
    15. 15. <ul><li>Liking </li></ul><ul><li>Social Proof </li></ul><ul><li>Consistency </li></ul><ul><li>Authority </li></ul>14
    16. 16. <ul><li>Reciprocity </li></ul>15
    17. 17. <ul><li>Scarcity </li></ul>16
    18. 18. 17
    19. 19. 19
    20. 20. 19
    21. 21. Want more information? <ul><li>Slides and links at andrewjrosenthal.com </li></ul><ul><li>email me: andrew@andrewjrosenthal.com </li></ul><ul><li>Check out: </li></ul><ul><ul><li>Robert Cialdini: Influence: Science and Practice </li></ul></ul><ul><ul><li>Sally Hogshead: Fascinate </li></ul></ul><ul><ul><li>Dale Carnegie: How to Win Friends and Influence People </li></ul></ul>20

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