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Persuasion Note Cards: preview

Persuasion Note Cards: preview



Preview of the Persuasion Note Cards. Drawn from the sciences of behavioural economics and social psychology, the 52-card deck is a collection of the best persuasion techniques and principles, used ...

Preview of the Persuasion Note Cards. Drawn from the sciences of behavioural economics and social psychology, the 52-card deck is a collection of the best persuasion techniques and principles, used for centuries by the greatest marketers, salesmen, product designers, politicians and womanisers. www.grapho-persuasion.com



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    Persuasion Note Cards: preview Persuasion Note Cards: preview Document Transcript

    • For Designers, Engineers, Marketers, “G FR o-P boo rap thSpeakers, Salespeople, Womanisers... EE ers k h e gift uas ion ” THE PERSUASION NOTE CARDS A visual aid that reminds you the tricks and techniques that influence human behaviour 52 ways to persuade from the sciences of behavioural economics and social psychology Be more creative when brainstorming ideas Be more persuasive in your business and social circles
    • It all began 9 years ago, during my first creative project.As a young and inexperienced engineer, and then later as a marketer, I wasoften in the library. When working on new products or marketing projects,I constantly looked for information on design ethnography and, how tounderstand and influence human behaviour. For quick and easy reference,I noted the techniques on cards.Then I’ve realised that having ideas is good, but you must still be able to sellthem. In business and engineering schools, my lecturers had taught me howto think, but not how to talk. “I am a creative person, not a salesperson”, is acommon excuse in the creative community. That’s why so many great projects,strategies and causes are lost. Good ideas, bad presenters.Learning how to pitch in front of clients and my superiors was costly. Afterseveral mistakes, and with the development of the Grapho-Persuasion method,I began also noting sales techniques on cards.The Persuasion Note Cards is a collection of the best persuasion techniquesand principles, used for centuries by the greatest marketers, salesmen, productdesigners, politicians and womanisers. The 52-card deck is fun, easy to use andeasy to carry.Each card illustrates a “weapon of mass persuasion”, drawn from the sciencesof behavioural economics and social psychology, with real-life examples. Whenbrainstorming with your team and clients during a project, or when preparingyourself for a meeting, keep these cards visible at all times. They will remindyou how persuasion works, and how to integrate elements of it in your work.From business and personal experiences, I guarantee you that you will find the52-card deck useful. If you don’t, offer it to someone who will benefit from it,or contact me at www.grapho-persuasion.com for a 100% refund. No quibble.Victor Semo,Creator of the Persuasion Note Cards www.grapho-persuasion.com
    • Persuasion Note Cards - Preview front and back 12 Months 100% Money Back Guarantee - Buy Persuasion Note Cards @ www.grapho-persuasion.com Created by Victor Semo: twitter/victorsemovictors [at] glocalpen [dot] com
    • The Techniques The Laws The RulesThe Fundamentals (cornerstone) www.grapho-persuasion.com The Basics Persuasion
    • The BasicsBasic 1: Persuasion is a battle of perception, notwho is truthfully right.Basic 2: Persuasion is a two step process. First,soften the person’s resistance, then break it.Basic 3: Be versatile, improvise. Your persuasionapproach depends on the context and your target’scharacter.Basic 4: Never take anyone for granted. Nurtureyour relationships from the cradle to the grave, orthey’ll shop somewhere else.Basic 5: Get your timing right. When people arementally exhausted, or already busy doing something,they are less likely to resist you.Basic 6: Persuasion is seduction. Whatever theproduct, service or idea you sell, you sell yourselffirst. You are a brand.Basic 7: Always appear confident. Look into theireyes when speaking, avoid reading notes.Basic 8: Posture. Those who don’t look hungry getfed. Never look desperate.Basic 9: You cannot please everyone. Don’t takerejections personally.Basic 10: Never lie. People will find out eventually,and the Internet never forgets. Better filter the truth,like a spin doctor.
    • www.grapho-persuasion.com(mosquito)
    • The Fundamentals Emotional contagion Your emotional expressions are contagious, affecting everyone around you and many others.We are social creatures and creatures of emotion. Thepeople around us are affected by our moods. Whenyou smile and laugh, people “catch” your happy mood.When you’re angry, they mirror your attitude or avoidyou.The spread of influence and emotional contagionfollows a ‘Three Degrees of Influence Rule’ whichstates that everything we do, feel or believe has animpact within three degrees of our social network(up to our friends’ friends’ friends).For example, when you are in a bad mood, you affectyour spouse, your parents’ spouse and the best friendof your parents’ spouse.• In a team, self-awareness of mood is important,starting with the team leader.• When people focus on what they do best, they arehappier and perform better.• To foster creativity, always put creative people in apositive mood and an environment with “good vibes.”
    • www.grapho-persuasion.com
    • The Fundamentals Primacy effect & self-fulfilling prophecy Perception breeds expectations, and expectations tend to create the predicted outcomes.Perception outlasts reality. When the packaging looksgood, people expect the product to be good..Example:• You can alter the taste of food solely by the way youpresent it. A cheap wine will be perceived as tastingbetter if it is served in a crystal glass than a plasticcup. If someone does not like you at the time of your first encounter, you will have a hard time convincing him or her later to buy from you.
    • 1. Locate a target: find a 1. Locate a target: find onegap in the market, identify in a bar, club, garden, library, a niche. supermarket, etc. 2. Attract: exhibit your 2. Attract: exhibit your unique selling points by unique selling points bydemonstrating you are an demonstrating you areexpert. (publish reports, different from other men articles, books, adverts, (your grooming, attitude, etc.) intelligence, etc.)3. Build/reinforce credibil- 3. Bait and hook: look for a ity and hook: participate minimum of three signs that in all major seminars and she is interested in you. For conferences in your field; example, she blushes whenmake yourself known and you look at her; she mirrorsdesirable. The more people your body language, etc. seek you out, the more attractive you become. 4. Build/reinforce 4. Play selective: now that selective friendship: be you know she is interested, selective in the type of draw back and play hard to clients you work with. It get. Make her chase you. increases your value. 5. Close the deal/sell 5. Isolate: take her to a place more: discuss only the a bit more private, createclient’s needs, never about emotional and physicalyour products or services. connections.Show how your solutions 6. Close: arouse sexual are their solutions. desires by being more sensual and sexual in your body language. Kiss.
    • The Fundamentals Persuasion is seduction There is no difference between selling like sales professionals do, and seducinglike womanisers do. It is the same process. A Woman falls in love through her ears. A Man falls in love through his eyes. (Woodrow Wyatt) www.grapho-persuasion.com
    • www.grapho-persuasion.com
    • The Rules Make them feel important Create trust and comfort by focusing on them. Always.People crave attention and they are not interested inwhat you think or like. The topic of conversation youhave with anyone should always be centred on themand what their interests are.• Use ‘you’ instead of ‘I’ as much as possible duringthe conversation.• Direct any conversation to a subject related to themor what you know interests them, and then shut up.Just be quiet and listen. Do not interrupt yourinterlocutors when they are talking about somethingthey like. Time will fly.• If you disagree with what they are saying, never tellthem point blank, “you are wrong”, because you willbruise their ego (unless it is part of your persuasionstrategy).
    • www.grapho-persuasion.com
    • The Rules Stand in their shoes People buy benefits, not features or advantages.A rule in market research is that people don’t knowwhat they really like until they see, touch, try andfeel it.Understand their needs by asking questions, butremember that actions speak louder than words.Watch what they do, and you will have a betterunderstanding of what they really need or want.
    • www.grapho-persuasion.com
    • The Laws Reciprocity People feel indebted when they receive a favour or something for free, especially if it is unexpected.Examples:• Offer freebies.• During a negotiation, be the first to make aconcession. The other party will feel the need toreciprocate.• Bait: sweeten your offer with somethingunexpected at the last minute, or offer a free drinkwhile the person is considering your offer.Surprised by the “free gift”, the person is morelikely to look at your offer with a morepositive emotion, if he or she accepts your “gift.”
    • Photo by Lee Jordan, 2007, leejordan.org.ukCreative Commons Attribution-Share Alike 2.0 www.grapho-persuasion.com
    • The Laws Social proof When people see others embracing a belief or a product, especially those they strongly identify with, there is a far greater likelihood that they will conform to avoid being left out of the group. It is especially true when they are uncertain of the right course of action to follow.Show that people are already embracing your offer,therefore there is no risk to join the bandwagon.Examples:• Show testimonials and reviews received.• Assert the high demand: “best-selling item”;“most popular show”; “long queue outside thevenue”; “already 1 million download!”
    • The Techniques The Laws The RulesThe Fundamentals (cornerstone) www.grapho-persuasion.com The Basics Persuasion
    • www.grapho-persuasion.com
    • The Techniques Play with their ego Caress their self-esteem and you will arouse their emotions. Vanity of vanities; all is vanity. (Ecclesiastes1:2)Examples:• Compliment them on their look, achievements,skills, etc.• Inspire them with a vision that appeals to theirvalues, ideals or aspiration: “You have a future in thiscompany. Listen…”• Give them the role of expert by praising theirexpertise: “Don, you are an expert and know whensomething is good. Judge by yourself this…”• Challenge them: “Don’t tell me you can’t do this,even Bob can!”
    • www.grapho-persuasion.com
    • The Techniques The foot in the door People tend to agree to a large request if they have already agreed to a smaller one.Examples:• Lure by appealing to greed (give free samples,hold a context with free giveaways, etc.), then trapthem. When they are testing your samples, or arewaiting for the results of the context, do somethingto retain their attention. Use the momentum to doyour sales pitch.• Ask them to help you do the shopping list. Then,invite them to come with you. Back home, youcould even get some help cooking.
    • www.grapho-persuasion.com
    • The Techniques Ownership effect People get emotionally attached to things they have, and give them more value than they may actually be worth.To give up what we already possess is painful. Hence,always try to put your product in the person’s hands.Examples:• “Try for free”.• “Buy now, pay later”.• “free shipping both ways”.• “full refund or exchange if you’re not satisfied”.• “free 30 day trial”.
    • www.grapho-persuasion.com
    • The Techniques Influence online, persuade offline An image is worth a thousand words, and a touch is priceless any day.Face to-face communication has a greater positiveeffect on your relationships than interacting onthe phone or online only. Therefore, go offline asmuch as you can. Meet people and do physicalactivities together to build emotional bonds.
    • Logo Wikileak www.grapho-persuasion.comCreative Commons Attribution-ShareAlike 3.0 license.
    • The Techniques Go viral Nonconformity both appeals and repulses, but it gets people talking.Examples:• A way to start a conversation, or capture attention,is to talk about, or do something, that involves oneor all of the buzz buttons: 1. The Taboo. 2. The Unusual. 3. The Outrageous.4. The Hilarious. 5. The Remarkable. 6. The Secret.• To increase open rate of emails and blog articles,use in the subject line:a. Lists: “7 Step Guide to Lose Weight”.b. ‘How to’ approach: “How to Win Friends andInfluence People”.c. Controversial/Negative slant: “How to LoseFriends and Alienate People”.d. What everyone is talking about: “Facebook forDummies”.e. Sex connotation: “Why Social Media is a One-NightStand”.
    • www.grapho-persuasion.com
    • The Techniques Reframe Shape how something is seen and understood by presenting it from a different angle.Examples:• Spin doctors don’t say “global warming” but“climate change”, it sounds less negative.• Advertising: “Avis is only No. 2 in rent-a-cars.So why go with us? We try harder.”• Beef packaging: the label shows “80% lean”, not“20% fat.”• Problem definition: When a Toyota managerasked employees to brainstorm “ways to increasetheir productivity”, no one made a suggestion.When he rephrased his request as “ways to maketheir jobs easier”, he received more suggestionsthan he could handle.
    • www.grapho-persuasion.com
    • The Techniques Anchor by playing the Instant Replay “How did you decide to ...?” By making people remember a past decision they made, you arouse their emotions as they will ‘rosy retrospect’ the event.Example:• Ask the prospect how he or she decided to buy aproduct similar to yours. As the person replays theexperience in his or her head, the memory of itcreates good feelings because the item was certainlypurchased when that person was in a good mood.Whilst the person is talking, ask for the criteriathat led to the decision, and rank them by orderof importance. Now, when you sell your product,focus on the benefits that are close to the importantcriteria. Since the prospect is now emotionallyaroused by the good feelings, he or she is morereceptive to your pitch.
    • www.grapho-persuasion.com
    • The Techniques Refuting like orators1. Challenge analysis and definitions - Opponent:• didn’t interpret the problem correctly • is misleading becauseof vagueness in definitions • didn’t cover all the areas • isusing different criteria for analysis • overlooked great dangerscontained in his or her proposal.2. Deny the evidences - Opponent:• has not made a study • has not been trained in research • isprejudiced • is exaggerating • is inconsistent • statistical unithas not been defined • statistical units are not comparable.3. Minimise:• opponent used worst, atypical, extreme examples rather thanaverage ones • “so what” tactic – evil exists, but quantitatively theharm or damage is not so great.4. Demonstrate the opposite:• other studies produced different results.5. Explore fallacies in reasoning:• fallacies in analogy, inductive, and/or deductive reasoning.6. Expose special types of fallacies:• argue in circle, using unproved propositions one againstanother • reframe by assuming a more general truth than thepoint at issue • appeal to prejudice • use opponent’s evidenceto support your case • actions lead to two results, both bad •appeal to the ignorance of the opponent • show that the wholeargument, or the evidence, is absurd • discard several options byproving their disadvantages in order to accept the last one.
    • www.grapho-persuasion.com
    • The Techniques Making a hypnotic speech Use ‘you’ instead of ‘I’ as much as possible.The technique used for centuries by politicians,religious and military leaders, remains effective:Stage 1 - Get their attention: start your presentationby presenting positive facts that everyone agreeswith.Stage 2 - Create unease: confuse your audience byinserting negative facts that no one can refute. Itcreates discomfort.Stage 3 – Offer solutions: Give indirect suggestionsthat make the audience hesitate between differentoptions. Then, offer your solutions – backed bystatistics – to fix the negative facts.Stage 4 - Ask for the sale: conclude with a directrequest.
    • www.grapho-persuasion.com
    • The Techniques Time Constraints Who sets the agenda, controls what is said and not said.Few people read an agenda before going to ameeting. Fewer read the minutes. Almost no onechallenges what was said and agreed.• Out-of-committee: Management by committee israre. A Chair will avoid debates that may not end inhis or her favour. Hence, always try to persuade theChair in advance.• Deadline: Fill the agenda with routine, spendtime on trivial matters. Keep the important oneas the last item on the agenda. Then, use the timedeadline to silence opponents, and force acceptanceof your point.• Neutralise - break the rules: At the risk to upsetthe Chair, neutralise the agenda, and those whointimidate or dominate. At the start of the meeting,distribute on a single sheet of paper your views,presented in few bullet points. Now on top ofother documents, your points will be read by all,including those who have not had time to read theworking papers of the meeting.
    • Persuasion Note Cards - Preview front and back 12 Months 100% Money Back Guarantee - Buy Persuasion Note Cards @ www.grapho-persuasion.com Created by Victor Semo: twitter/victorsemovictors [at] glocalpen [dot] com