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The Hidden Science of Persuasion


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In Marketing and Sales there is nothing more important than knowing how to persuading people to go from “sorry, not interested” to “I want that now!”

Find out some of the hidden science behind the art of persuasion and the answer to the question: can you persuade an acrophobe to walk across a tightrope?

Published in: Marketing
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The Hidden Science of Persuasion

  1. 1. Emotional Marketing Brought to you by
  2. 2. Wally sells Tightropes. Or at least he hopes to.
  3. 3. He has to sell them to an audience suffering from acute acrophobia.
  4. 4. Translated into marketing speak that means people suffering from severe Attention Overload Shock. A stampeding crowd, decidedly reluctant to looking over the edge of possibilities for fear of wasting even a moment of their precious time and goldfish level attention span.
  5. 5. After saying “excuse me” more times than we cared to count …
  6. 6. … Donald dropped in to help the desperately failing Wally.
  7. 7. In Marketing and Sales there is nothing more important than knowing how to persuade people to go from saying “sorry, not interested” to “I want that right now!”
  8. 8. So Donald said: “Wally, there are three things you need to do to start the process of persuasion.
  9. 9. 1. You have to attract attention.
  10. 10. You’re not going to persuade anyone of anything if they don’t know you exist.
  11. 11. - Use EMOTION, EMOTION, EMOTION - Evoke an emotional response such as shock, surprise, curiosity or awe. - Repeat, repeat, repeat. - Make good use of visuals, motion, sound, colour and layout. - Be different and unusual.
  12. 12. 2. You have to hold that attention.
  13. 13. You can’t persuade someone of anything if they don’t stop to listen and pay attention to your message.
  14. 14. -Use EMOTION - Start by evoking an emotional response such as a sense of anticipation and curiosity. Make good use of storytelling techniques: start with a bang, introduce strong characters, create drama, control the pacing, focus on the human element, and use visuals. - Above all make it entertaining and keep it short. In short, tell a riveting story
  15. 15. 3. You have to make your message easy to recall.
  16. 16. If they forget you, you might as well not exist.
  17. 17. - Use EMOTION, EMOTION, EMOTION. - After you’ve grabbed someone’s attention, it might be days, weeks, even months before they are ready to take action. - The more emotional impact you create with grabbing and holding attention the longer they are going to remember you.
  18. 18. So Wally was ready, the crowds built up and he cried: “who wants to buy a tightrope!”
  19. 19. Three seconds later there was not a soul in sight.
  20. 20. Wally wasn’t targeting the right emotional touch points. Donald sighed in exasperation. “We’re going on a trip”, he said.
  21. 21. “There is only one thing people want,” said Donald dramatically, “and that is to survive calamity.” “Wha!?” cried Wally in disbelief.
  22. 22. “Yup.” said Donald. “People will only be persuaded to act if it’s going to help them survive calamity.”
  23. 23. “There are five things that help people survive” he continued: 1. They want access to others that will help them avoid or deal with threats.
  24. 24. Others know things you don’t know, the see things you don’t see and they can help you do things you can’t do on your own.
  25. 25. 2. They want access to material stuff that will help them avoid or deal with threats.
  26. 26. Material goods can shield you from threats as well as getting you away from them or fighting them, or you can use or trade them for other things you might need.
  27. 27. 3. They want access to useful knowledge and insights that will help them avoid or deal with threats.
  28. 28. what you do know can benefit you. We need reliable access to useful knowledge so we can anticipate potential threats and opportunities. And then we need to wisdom to understand the threat or opportunity and how to effectively
  29. 29. 4. They want access to anything that will improve their own abilities to avoid or deal with threats.
  30. 30. Opportunities mean nothing and all the threats are more dangerous if we do not have the ability to do something about them.
  31. 31. 5. But the biggest motivator of them all is the fear of losing access to those four opportunities.
  32. 32. “That’s it.” said Donald after they returned. “You don’t sell tightropes; you sell opportunities to deal with threats.”
  33. 33. Wally sat down and thought about all this. The ONLY things a person can be persuaded about are those that contribute to avoiding threats: - Other people - Material stuff - Knowledge - Self-enabling skills - The fear of losing the above
  34. 34. Other people: Build your support base: others, impressed by your courage, will want to connect with you and you will slot into a vibrant community.
  35. 35. Knowledge: You will learn a lot about fear, self-control, motivation and a host of other useful things.
  36. 36. Self enabling skills: You will build the self- confidence that you can achieve absolutely anything, which will turbo-boost your career, your business and your relationships.
  37. 37. If you don’t buy this tightrope kit you will miss out on the opportunity to profoundly shape your self-belief and miss out on everything you could have achieved.
  38. 38. So here’s what you do: - Find out what threats your product or service addresses - Identify the emotions experienced when confronting or avoiding these threats - Figure out how to share this with people as a captivating story - Focus on EMOTIONAL TRIGGERS (Pain, Impact, Vision)
  39. 39. - Be different - Package everything into a super cool storytelling format, preferably video that will give you visuals, motion, sound, music, pace ... - Keep it short - Kaboom!
  40. 40. Wally sold out! Wally sells the type of self belief that can deal with ANYTHING! By approaching your marketing message from the perspective of threat avoidance you get a more effective story.
  41. 41. WAKSTER Persuasive Communication Through Animation.