Thirty years and three million copies after Influence, Robert Cialdini launches
Presuasion - a revolutionary approach to influence and persuade.
Hello, I'm Rodolfo Araújo and here on my channel you see tips to help you
make better decisions.
Influence has already been translated into thirty languages and along with other titles and articles
has made Robert Cialdini the most cinted author in the world regarding persuading people.
If you have never heard of him, or the Six Principles of Persuasion,
it is probably because you wasted too much time with mental triggers or other neuro-sham,
which has no scientific basis and which are, in the end, worsened versions of Cialdini's work.
Presuasion is a neologism that suggests actions to be taken
before attempting to persuade someone.
According to Cialdini, the context in which the request is made may have more impact
than the request itself.
And the book is based exactly on this: how to create more favorable contexts
before presenting the main message, to get the attention, the focus of the other person
and to make that person more receptive to our requests?
There are subtle elements that can completely change the result of a message.
A research showed, for example, that people would be willing to spend more money
money in a restaurant called Studio Ninety-Seven than in another called Studio Seventeen;
And that a supermarket sells more German wine when it plays German music in the background
- and more French wine if it plays French music.
Such elements - the right names and the right songs - open up windows of opportunities
to insert the message.
But these windows close as fast as they open,
so we need to pay close attention to the timing.
Because one of the most natural ways of attracting a person's attention is to direct
their focus.
When a new soda is offered for the customers of a supermarket to try,
about a third accept.
But if before you offer the drink you ask the person if she considers herself adventurous,
the acceptance more than doubles.
A huge improvement for such a small change, isn't it?
This is how presuasion works.
That is what happens, too, on the website that sells sofa.
When the background image shows a lot of clouds - which we associate with soft, smooth things
- people look for the most comfortable and expensive models.
But when the picture shows piles of coins and money,
people choose cheaper options.
Depending on the background image, the customer is more predisposed to seek
either comfort or economy.
Because when you direct your audience's focus to a particular topic,
that theme takes on disproportionate importance from the rest of the environment and it dominates
the decisions.
The focus seems to suggest a cause-and-effect relationship.
When we focus on something it is because it has some meaning.
In Cialdini's words: what is focal, is causal.
To enhance this focus, Cialdini suggests a two-step strategy:
The first is to attract the attention of people, and in this regard,
two of our strongest instincts are still valid: sex - but only when it has some relation to the message.
Sensual images sell jeans and perfumes, but do not serve for soap or soda
And fear, which is linked to the feeling of loss, from security risk,
and usually talking about what you have to lose is more shocking than what you have to gain.
Secondly, after attracting attention, you must draw attention to three good suggestions:
1. The ego: We love being the center of attention,
so everything that is related to our person matters more and will be remembered more.
The more the other person is in the spotlight, the more focused she will be.
2. The Unfinished: Do you know when a song keeps ringing in your head without stopping?
It's probably because you just listened to a piece of it.
Unfinished things usually leave a trail that we keep trying to imagine the continuation.
When study participants watched commercials in half,
they remembered more than those who watched everything.
3. The Mysterious: One of the strongest ingredients of a good storytelling is the mystery,
or the suggestion that something unexpected will happen.
But getting and keeping the attention of your audience
does not guarantee that you will get what you want.
You still need to turn that into action.
This is where associations come in
- more specifically metaphors and analogies - that interfere with the way decisions are made.
If you analyze violence as if it was a wild beast,
people will prefer solutions that hold the monster, like prisons.
But if you look at violence as a disease, then people will want to treat the causes.
Two completely different actions, related to the chosen metaphor.
And after you have already planned how to prepare the other person
for your message, through presuasion,
there comes the part of the persuasion itself - in which you can apply the Six Principles of Persuasion:
Reciprocity, Liking, Conformity, Authority, Consistency and Scarcity.
But that's for another video.
In Presuasion, Cialdini also presents us the seventh principle: Unity
that is, the traits we have in common with other people.
Our associations, our affinities, our shared identities.
People are more inclined to agree with whom they have something in common.
And this can come as much from people - people who were born or lived in the same city or neighborhood
or worked in the same company - as well as common ideas and even the teams that cheer for.
Cialdini gives two valuable tips in this area:
The more a person gets involved in a project, the better it tends to evaluate its outcome
- which in Psychology is often called the Ikea effect,
in reference to the Swedish furniture store in which the client mounts his own bookcase or closet.
Even if the thing is all crooked, the person loves, because it was she who did.
The other tip is about the opinions of others.
When you want an opinion, do not ask for an opinion, ask for advice.
When someone gives an opinion, it is in an introspective, self-focused state.
But when giving advice, one puts oneself in another's shoes and tends to be more engaged,
more committed.
In Presuasion Cialdini tries to correct what he thinks was an error in interpreting Influence,
released 30 years ago.
Many people complained that the book looked like a trap manual for unscrupulous salespeople.
But the intention was different, he said.
First, because the content of the book was basically a collection
of what unscrupulous salesmen were already doing - so they did not have much of a novelty.
Second, that the book was aimed exactly at the buyers,
so they learned to recognize the traps and defend themselves against them.
The great merit of Cialdini in the first book was to organize an existing knowledge
into a didactic format and, perhaps more importantly, to sustain this seemingly intuitive knowledge
with an enviable collection of studies and experiments,
transforming the Art of Persuasion into a Science as well.
This might have gotten out of control in Presuasion,
since more than forty percent of the book is dedicated to references and studies.
In any case, it shows the seriousness with which Persuasion is treated
and the amount of knowledge behind its principles.
It also explains why Robert Cialdini is the most cited social Psychologist in the world.
If you want more videos on this theme, check out this playlist that I put here on the side.
Or try one of these other videos that also mention interesting books
with great tips on communication and persuasion.
And if this is your first time here on my channel,
be sure to sign up so you can always come back and check out the news.
Because here you have new video every week.
For more infomation >> Громкое заявление ТОНИ ФЕРГЮСОНА!!! (22.02.2017) - Duration: 1:08. 
For more infomation >> Gibt es Hochsensibilität wirklich? - Duration: 8:46. 
For more infomation >> Ukrainian Fashion Week 2017 | Весна-лето | Maybelline NY - Duration: 3:26. 
For more infomation >> "HIDE N' SEEK" w/ EVERYONE! (Black Ops 3 Hide n' Seek) - Duration: 2:44:47. 
For more infomation >> The Oscars 2017: What the Oscars got wrong - Duration: 2:24. 
For more infomation >> League of Legends: Jinx Adc - cho'gath sp - bạch kim chơi gì kì | patch 7.3 - Duration: 44:59. 
For more infomation >> Не терять трафик. Способы повысить конверсию. Обзор goodlypro - Duration: 3:34. 
Không có nhận xét nào:
Đăng nhận xét