| How can I influence without authority? What are the techniques of effective persuasion? What are the basic instincts that I can leverage to promote my ideas? How can I improve my blogging so that it’d glue my readers to the screen? |  by Nastassia A. Davis |
I am subscribed to Clayton Makepeace blog. I seriously like it. It’s writing style resonates with me a lot so I learn a lot. I also get answers to my questions. Three weird and wonderful little quirks of human nature that can make you richer than Midas in 2009 … , this post discusses human nature that can help me with persuasion.
Just what I need!
It is about “Substance over abstraction”, “Monkey see, monkey do”, and “No absolutes”.
Substance Over Abstraction
Daniel Lewis, the author of the post, writes:
If you want to convince somebody of something, make them experience the reality of that something in their imagination first. Backing it up with raw facts and figures is important, but secondary.
This is so true. When I work with my customers I first picture a scenario in their minds. “Imagine Sarah navigates to this page and clicks a button. Imagine if Sarah could…”. I tell my story. I am trying hard to make it sticky. When I am successful with my story I can go off to the technical stuff which is accepted almost blindly.
Monkey See, Monkey Do
Daniel writes:
Human beings are natural born imitators. Our ability to emulate others is one of our greatest strengths.
In his book Secrets of Consulting: A Guide to Giving and Getting Advice Successfully, Gerald M. Weinberg shares that best marketing is satisfied customers. When I finish a consulting gig I usually ask for permission to share the success with other customers. I usually get such a permission. When I am discussing a new gig with another customer I usually mention “We did it at Customer X and they were super happy. I encourage you to call them and make it clear”. It usually sells well. Everyone wants to be happy (at least like Customer X).
No Absolutes
Daniel writes:
The human mind operates in relative terms. Without comparison and contrast, there is no meaning.
I agree with it a lot. But let me get some more external help. Here is an excellent example of good marketing of “no absolutes”:
Condoms should be marketed in 3 sizes, jumbo, colossal, and super colossal, so that men do not have to go in and ask for the small - Barbara Seaman
Self Test
- What convinces you most - data sheets or imaginary mental pictures?
- If I show you how to be successful would you follow me, would you plagiarize?
- What’s the heaviest - 1 kilogram of feather or 1 kilogram of iron? …..LOL!
7 comments ↓
I really like the first-hand experience. If there’s no shared experience, it’s tough given most decisions are more emotional than data-driven. It sets up for empathic listening too.
Drucker made some very similar points about first-hand experience and how people need to *feel* it, not just hear about it.
I once attended marketing session.
They said that best ads are those that connect to people feelings, those that connect emotionally.
I think that is why marketing is tough [easy?].
Try searching “site:blogs.msdn.com Win the heart, the mind follows”
I think it is really that simple. It works, win the heart first. Can you win the heart just by numbers?
Good points.
People find it very reassuring to know that others are using the product or subscribing to the service. It makes them feel safe - especially if it is an area where they don’t have much knowledge.
Juliet
Yes, I practice this pattern every day with my customers and it works.
[...] Basic Instincts And Marketing [...]
Leave a Comment