This book YES! was a surprisingly great book. From a scientific perspective, it gives us methods that we are persuaded by. The way socially we manage our own ways of influence is extremely interesting.  The book covers many factors of persuasion, all relating to six universal factors of influence:

  1. Reciprocation (obligation)
  2. Authority (look for experts to show us the way)
  3. Commitment/Consistency (consistent in our values)
  4. Scarcity (the less the resource, the more we want it)
  5. Liking (we buy from the people we like)
  6. Social Proof (everybody else is doing it)

Below are the factors of persuasion the book covers:

  • Social proof: “IF operators are busy, please call back.” Shows that many people are calling, so be like others…
  • Just like them: Find circumstance comparable to audience. Other client testimonials, quotes from co-workers, etc.
  • Don’t publicize the wrong behavior. Don’t inadvertently focus the audience on the wrong action. Highlight that the wrong action is in the minority. “Bad: Many past visitors removed petrified wood in the park…”
  • Simplicity: Don’t make the decision process confusing. E.g. Restaurants with simple menus have an easy decision to make. Other place have a complicated menu and this is frustrating. Limit choices to be easier for customer
  • Create value with “free” products. Bad – Receive a free stereo. Good – Receive a $300 stereo at no additional cost.
  • Rule of three: People don’t want cheap. They don’t want expensive. They want to pick the option in the middle. It’s comforting.
  • Scare tactics work as long as there’s clear, straightforward steps to avoid situation.
  • Reciprocity is a powerful tool.
  • AN ounce of personalized extra effort is worth a pound of persuasion. Writing a sticky note to say “Thank You” goes a long way.
  • But, remember:
    the recipient of a favor places more value on the favor than does the favor-doer at first. But, as time passes, the value of the favor decreases in the recipients eyes, and increases in the favor-doer eyes.
    “if the situation was ever reversed, I’m sure you would do the same for me.”
  • Economic transaction vs. No strings attached. If you do this (e.g. clean room), you’ll get this (ice cream). That’s not as influential as a “No Strings Attached”. E.g. Let’s go to ice cream later. And can you clean your room before we go? (More persuasive)
  • Start with a small request. Then ask for larger request. If you start with small, you’ll increase chances for the larger request.
  • Labeling: Luke Skywalker says to Darth: I know there’s till good in you. There’s good in you; I can sense it. .. Above average citizens vote, and since you’re an above average citizen..
  • Asking is more persuasive: “ Will you please call if you have to cancel?”
  • Writing things down is more memorable and more persuasive. E.g. Goals
  • Stubborn: Best way to ride a horse is in the direction that horse is going. Then slowly and deliberately steer it where you’d like to go.
  • Ask people who don’t like you to do a favor, to hopefully turn the tide.
  • Ebay: Lowering bids can work well. More bids come in and this builds social proof, which creates more desire, and a higher bid.
  • Have other people talk about credentials. If you have to explain it, they won’t believe it.
  • No matter what, listen to everyone and then decide. People want to be heard.
  • A “devil’s advocate” is never effective. Difference of opinion is much more effective because it sounds like it’s more genuine.
  • Training with errors. More effective, and better learning.
  • If you discuss and display weakness, people trust you. You show you are honest. It’s okay to show drawbacks to your argument. Weakness builds trust. Make sure drawbacks are relative.
  • In the event of failure, blame yourself. If you blame yourself, then people think you can fix it. If you blame something else, (e.g. weather), this doesn’t do good and it may not be fixable.
  • Similarities are influential. We are most likely to relate to others with these characteristics. Same name, same background, etc.
  • Name game. People like things that sound like their name. Dennis/Crentist are dentists. Roofers have names that start with “R”. So use alliteration and rhyming to persuade.
  • Repeat customers wish. This shows that you understand. Mirroring is good if it’s genuine
  • Authentic smiles go A LONG way
  • Limited quantities will always drive sales. What’s the circumstance? “Don’t miss out… today only…etc.
  • “because” helps strength any argument. And people may not even hear your reason; they just know that you have one.
  • Imagine… have customers imagining they’re using the product. And be simple and direct.
  • Simple name, easy-to-read font, and simple/non-complex word usage.
  • Rhyming messages works. “It’s off to bed for sleepy head “ is persuasive
  • Getting a head start. If you give a person a head-start on your incentive program, they’ll be more apt to sticking with it. If you have a punch card, punch two cards for them to move ahead quickly at the beginning.
  • Mirrors influence us to act in socially conscience ways.
  • Have a clear head in negotiating. Sad negotiators don’t do this well.
  • Sleep – tired people are more susceptible to influence than normal people.
  • Impersonal, electronic communications may be hurting teamwork. For negotiation, best way is through the phone. More people are happy and this builds rapport.
  • Be personable in your email communications