Persuasion

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How to persuade a client to buy a great idea

How to persuade a client to buy a great idea

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  • 1. PERSUASION
  • 2. How to persuade your client to buy great ideas
  • 3. What I’ll cOver1. RiSk AvERsion2. Being LikeD3. RelaAtionSHip - trUsted adVIsoR oR expErt4. Your CLIent’s style - Visual, auDible, tactilE5. SurpriSe6. Not SO surprising7. ConteXT8. The pReaMble9. The MAChINE
  • 4. WHY IS IT OFTENEASIER TO SELL ABAD IDEA?RISK AVERSION
  • 5. BEING LIKEDPEOPLE BUY STUFF FROM PEOPLE THEY LIKE. YOU’LL BE LIKED EVEN MORE IF YOUR CLIENT BELIEVES YOU LIKE HER
  • 6. SUBJECT MATTER EXPERT? TRUSTED ADVISOR?
  • 7. YoUr ClieNT’s StYle MaTters
  • 8. VISUAL 75%DO YOU HAVE PICTURES IN YOUR PRESENTATION?
  • 9. AUDIBLE. 20% WHO IS READING THE SCRIPTS?
  • 10. TACTILE5%WHERE ARE YOU SITTING?
  • 11. SURPRISE. NO ONE IS LISTENING TO YOU.THEY JUST WANT TO SEE WHAT’S ON THE BOARD. TURN THE DAMN BOARD OVER
  • 12. NOT SO SURPRISING.NO ONE WANTS TO FEEL STUPID.IF THE CLIENT DIDN’TSEE IT COMING THERE’SNO WAY SHE’LL THINKCONSUMERS WILL
  • 13. WITHOUT A CHOICE THE CLIENT IS LEFT FEELING UNCERTAIN HE GOT THE BEST IDEA CHOICE = CONTEXTHE NEEDS TO KNOW IT’S BETTER THAN SOMETHING ELSE... USUALLY TWO SOMETHING ELSES’
  • 14. THE PREAMBLE. DON’T DO IT
  • 15. MARKETING OBJECTIVEAUDIENCECHALLENGE } YOU }IDEANUTSHELL CREATIVEEXECUTION
  • 16. REFERENCE1. Risk aversion. Predictably Irrational - Dan Ariely2. Being Liked. The Brand Persuasion Wheel. Six principles to enhance the persuasiveness of your brand - Ulli Appelbaum3. Relationship - trusted advisor or subject matter expert. The Trusted Advisor - David Maister4. Your client’s style - visual, audible, tactile. Flemings VAK/VARK model5. Surprise. Selling Creativity. The MAChINE. All Sorts - Wayne Lotherington6. Not so surprising7. Context. Predictably Irrational - Dan Ariely8. The preamble.9. The MAChINE. Selling Creativity. The MAChINE. All Sorts - Wayne Lotherington