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Words Make a Difference in Persuasion

What’s in a word?  In the field of persuasion there are many things that continue to amaze me.  For instance, the subtly of the language we use and the enormous impact it can have on the behaviour of others, is one.  From Dr Cialdini’s research we know small things make a big difference and words do make a difference.

For example, if someone was wanting to cut into a line of people waiting to use a photocopier they will be much more successful if they use the word “because” during their request such as,

Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?

A beggar is more likely to increase the money given to them by adding,

of course it is up to you.

Charities are able to increase the donations given by adding

even a penny will do.

There are many examples I could continue to cite but this week I want to discuss one word that has been used incorrectly and it demonstrates a misunderstanding of the research.  Recently I read an article that referenced Dr Cialdini’s work and at the outset the author referred to “likability”.  Under this banner they outlined the Principle of Liking before proceeding to the other principles.

The issue for me is, “liking” and “likability” are not the same thing and in my opinion “likability” is not what Dr Cialdini had discovered or reported on.  The difference while subtle is enormous.

Likability means “readily or easily liked”.  It means that you are able to be liked.  In my opinion this is very passive and relies on the first rule of sales “to make the customer like you” which we know is impossible – you cannot make someone like you!

The Principle of Liking creates the environment and executes the tools to show someone else that you are like them and in fact you like them.

This is an important but subtle difference.  You cannot make someone like you, but you can show them that you like them.

For me:

Liking is active, whereas Likability is passive.
Liking relies on the persuader to make the first move.  Likability encourages them to sit back and wait.
Liking is about drawing the similarities, shared goals, and praiseworthy activities to the surface – likability is letting someone else do it for you.

It is a subtle but important distinction in my eyes because you may be likable but this does not mean you are executing the Principle of Liking in order to build, repair or maintain relationships.

What do you think…

I welcome your comments about whether words make a difference because your comments are important and even if you are low on time, even a couple of words will do.  But of course it is totally up to you!

 

 

The post Words Make a Difference in Persuasion appeared first on Social Influence Consulting Group.

Are You Human Spam

Are You Equivalent to Human Spam?

Human Spam We have all received spam in our inbox.  The messages are usually irrelevant most likely unsolicited, and generally for the purposes of advertising, phishing, or spreading malware.  Our reaction to spam is commonly not positive.  The main reason is because spam commands our attention with no return on the investment.  The message demands we do something, generally a preventative act to ensure we don’t get bothered again, i.e. we need move the message to the junk folder, flag it as spam or delete it.  This all takes time and it detracts from our day not adds value to it.

The question for you this week is,

‘Are your persuasive appeals becoming akin to Human Spam’?

When you send an email, make a call or speak up in a meeting do people zone out?  Do they become disinterested?  The reason this is important is because you do not want to be seen as Human Spam.  While it is obvious, for our purposes Human Spam is someone who makes irrelevant requests or takes up the time of others with no net return on the invested time.

We can generally group this into the following categories:

Not the Decision Maker:  This can happen when you target the wrong person with your request.  If the Decision Maker has a high level of power but no interest in what you proposing you are consuming their time.  You become an unsolicited distraction and one they would prefer to avoid in the future because they label you Human Spam.

Not prepared:  Perhaps worse that targeting the wrong person is getting time with the right person and wasting it.  Being unprepared, winging it, and generally presenting a poorly formed message will see you being labelled as Human Spam.  You command attention but for no real return on effort.  This can see the Decision Maker become annoyed and perhaps even resentful because of your approach.

Not focused:  Being focused is critical when conveying a message.  It needs to be clear and concise with an obvious call to action at the end.  If your messages are confusing, longwinded and generally confusing – yep you guessed it – Human Spam.

Not adding value:  If you are not adding value, but are simply regurgitating the same old information, spinning it in the same old way, or perhaps using a new spin but on the same old information; you are not adding value for the persuadee and hence become labelled as Human Spam.

Malingerer:  The person who seemingly has nothing better to do but take up the time of others.  They are a social parasite, not unlike a leech, gorging themselves on the time and energy of their victim, for their own benefit and self-gratification.

All of the above lead to disinterest and in persuasion, disinterest is death.  If your persuadee is disinterested they will not be open to your ideas, they will not be interested in taking on the hard yards and putting in the effort required to get behind you and your request.  Instead they will see you as taking up valuable space in their day and label you and/or your idea as Spam.

The problem is, once labelled as Spam, it is a very tough road back.  Many Decision Makers are time poor and they do not appreciate people taking it unnecessarily.  Therefore if you are a Human Spammer they will avoid you in meetings, conversations and perhaps more generally in everyday interactions.

Implication for you

Before sending that email or making that phone call, before putting your hand up in a meeting or adding your opinion, ask yourself

“Is what I am about to say going to add value?” 

If you feel that what you about to say will perhaps take up the other person’s time with no net benefit to them or your relationship with them – don’t say it!

I first heard of Human Spam from branding specialist Sally Hogshead and she said

“Every time you communicate, you are either adding value, or taking up space”

I loved it.

What do you want be known for?  Do you want to be the person who adds value or the one who takes up time unnecessarily?

Ultimately your intention is not the test here.  The perception of the persuadee is what matters.  If they see you or what you say as not adding value, you are just taking up space.

Self-edit.

Stop talking.

Do more research.

Come back when you can inform, inspire and help them to improve their situation.

Attention is a finite resource.  Don’t ask for it unless you can do something with it!

 

 

 

The post Are You Human Spam appeared first on Social Influence Consulting Group.

Contrast – Protect Our Coral Sea

In previous posts I have highlighted the sophisticated use of persuasion in advertising – sophisticated because it seems so simple.  In a current television ad being run by Protect Our Coral Sea they use a giant humphead wrasse named Barry as their spokes-fish.

Watch the advertisement and look for the use of Contrast and Liking.

The reference to the Amazon and the Serengeti take world-renowned environmental flagships and connects them to “our” Coral Sea thereby answering the Contrast Phenomenon question “Compared to what?”

Barry says that as Australian’s only we can protect it (nice bit of Liking).  There is a drop in by another fish saying ‘hello Barry‘ – pointing toward Consensus, more than just Barry and I involved; before delivering the call to action of contacting the Prime Minister.

When you go the website you have the video, a list of other reef supports (Consensus), keep scrolling down and you find all of the major world environmental foundations and societies (Authority) and on the right there is a sign-up box asking you to act now:

Protect our reef

 

 

 

 

 

 

 

 

This then takes you to a page that asks you send a letter to your local member.  Based on the Commitment you have made to click on the ‘Send Letter’ button on the first page – you are most likely to send the email – nailing Consistency.

They have even gone to the effort of typing out an example letter for you to send to your local member – what a gift (Reciprocity).

In the body of the example email they highlight all that will be lost if the Federal Government suspends protection of the Coral Sea (the loss of many marine hotspots, endangered species, marine businesses, the overall health of our oceans, and Australia’s reputation as a world leader in marine conservation).  And there my friend is Scarcity!

In a 27 second advertisement and two webpages Protect Our Coral Sea have nailed all of Cialdini’s principles in record time.

Not that it matters, but I sent the letter to my local member.  Great campaign!

 

Let me know what you think.

 

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