4. 6 universal principals of persuasion…
Dr. Robert Cialdini, PH.D.
Professor of Psychology and Marketing
Arizona State University
http://www.youtube.com/watch?v=cFdCzN7RYbw
5. 6 universal principles of persuasion…
Reciprocity- be the first to give, something unexpected and personalized
Scarcity- talk about what the audience stands to lose
Authority- show that you are an expert on the topic
Consistency- get early, public commitment
Liking- look for similarities
Consensus- point to what others are already doing
6. audience…how humans make decisions
Subconscious/Emotional
2 Systems of Thinking:
Conscious/Rational
• logic and data help us understand,
but do not motivate-Analysis Paralysis,
So what, who cares?
• emotion plays over 70% in our
decision making
10. our brain on stories…
We feel what other
feel via “mirror neurons”
We are wired to
mimic others via
“mirror neurons”
By visualizing ourselves
doing something we can
improve our performance.
Stories feel real…and they are real to our brains!
11. how to use stories…examples
To inspire a behavior or action
To communicate your values
or expertise
To sell products/pitch ideas
http://www.youtube.com/watch?v=ANhmS6QLd5Q
12. to put it all together…
Presenter
MessageAudience
Personal story: summer camppoint: both are trying to sell something….transition: we all sell
Think about the last time you had to sell something, like pitch an idea to your boss for example…where did you start?3 main areas to considerHave to make sure that presenter knows the audience and constructs the message accordinglyAre there any universal principles for the presenter to keep in mind?
so why is while we make decisions based on emotions, when we attempt to persuade, we focus so heavily on logic and data?and how do we turn around and incorporate this knowledge into our message?
effective message will appeal to both, our rational and emotional sideLet’s examine what appeals to each side: simple-don’t overcomplicate things, you will lose peopleconcrete-bring your message to life with examples, picture, analogies-abstract ideas are difficult to relate tocredible-help the audience believe what you say, data, statistics, your personal authorityunexpected-catch and sustain their attentionemotional-connect your message to something they care aboutstory-let’s dive a little deeper into why stories are so powerful when it comes to persuasion
effective message will appeal to both, our rational and emotional sideLet’s examine what appeals to each side: simple-don’t overcomplicate things, you will lose peopleconcrete-bring your message to life with examples, picture, analogies-abstract ideas are difficult to relate tocredible-help the audience believe what you say, data, statistics, your personal authorityunexpected-catch and sustain their attentionemotional-connect your message to something they care aboutstory-let’s dive a little deeper into why stories are so powerful when it comes to persuasion
so which message is more powerful? 7 under 6? or the Jared Story?
I have to make a confession. I am a big crier when it comes to books and movies, and a lot of other things. No matter, happy or sad. What about you guys, any criers here? Why?
Think about the last time you had to sell something, like pitch an idea to your boss for example…where did you start?3 main areas to considerHave to make sure that presenter knows the audience and constructs the message accordinglyAre there any universal principles for the presenter to keep in mind?
