March 9th, 2010 / No Comments » / by admin
There are people who cannot trust the others. They like doing everything themselves. They will not let others to help them or touch their properties because they are afraid to get cheated. They don’t want to suffer from any loss and they want to stay rich. But this behavior will not give them any profit because they may miscalculate their own wealth and it means they will be the ones who cause the loss to happen.
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December 30th, 2009 / No Comments » / by admin
Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The ‘‘Primacy Effect’’ refers to the impact of points made at the beginning of a presentation, and the ‘‘Recency Effect’’ refers to the impact of information presented at the end of a presentation. These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience’s overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your strongest points at those times.
5. Offer Choices
There is a strange psychological phenomenon in regard to drawing conclusions. If someone tells us exactly what to do, our tendency is to reject that dictated choice when we feel it is our only option. The solution is to offer your prospects a few options so that they can make the choice for themselves. People feel the need to have freedom and make their own choices. If forced to choose something against their will, they experience psychological resistance and feel a need to restore their freedom.
We all need options. Recently, I saw a young moose get surrounded by people who wanted a picture of it. Feeling trapped, this moose charged at the people in an attempt to escape. This type of scenario can also present itself in your persuasive efforts. If you don’t offer options to your audience, they could attempt to charge and escape.
The strategy is that you have control over your prospects’ options. As a Master Persuader, you only give them options that will satisfy your situation. We have all done this with children: Do you want to finish your dinner or go to bed early? In sales, they call this strategy the alternative close. For example, have you heard the line, ‘‘Do you want regular or deluxe?’’ Or what about, ‘‘Do you want it in blue or green?’’ or ‘‘Do you want to meet Monday afternoon or Tuesday evening?’’ The person has options, but both options meet the persuader’s goals.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 27th, 2009 / No Comments » / by admin
Four score and seven years ago our fathers brought forth on this continent a new nation, conceived in liberty and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation or any nation so conceived and so dedicated can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field as a final resting-place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense, we cannot dedicate, we cannot consecrate, we cannot hallow this ground. The brave men, living and dead who struggled here have consecrated it far above our poor power to add or detract. The world will little note nor long remember what we say here, but it can never forget what they did here. It is for us the living rather to be dedicated here to the unfinished work, which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us—that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion—that we here highly resolve that these dead shall not have died in vain, that this nation under God shall have a new birth of freedom, and that government of the people, by the people, for the people shall not perish from the earth.
How about Winston Churchill’s ‘‘blood, sweat, and tears’’ speech? He read it in less than two and a half minutes. Even Nelson Mandela’s famous speech signaling the end of apartheid—a speech he gave after twenty-seven years of imprisonment—lasted only five minutes.
Make sure your speech is articulate and intelligent, but be careful not to use esoteric language. Use simple terms and jargon that are familiar to your audience. Complexity will not impress them; rather it will muddle your message. Make your points simple, clear, and direct. Avoid facts, figures, examples, questions, or anything else that—if used ineffectively—might complicate your message.
Conversely, if you are trying to dissuade, use all the complexity you want. If a person feels confused, perplexed, bewildered, etc., well, as they say, a confused mind says, ‘‘No!’’
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 24th, 2009 / No Comments » / by admin
We see general themes in commercials and advertisements. A theme is easily remembered and easily retained. Attorney Gerry Spence uses themes during his court cases. For example, when a small ice cream manufacturer sued McDonald’s for breach of oral contract, Spence centered his whole argument and position around the theme, ‘‘Let’s put honor back into the handshake.’’ The jury was won over and Spence’s client was awarded $52 million. In another case, Spence’s client was suing an insurance company for quadriplegic fraud. This time, Spence’s theme was: ‘‘Human need versus corporate greed.’’ The insurance company ended up having to shell out $33.5 million plus the interest on $10 million.
Having a theme will give your presentation flow, order, and presence in the minds of your audience members. Themes provide an easy way for people to remember the heart of your message. If you have strong and well-organized themes, you can be sure your audience will understand and remember your message more clearly and more strongly.
3. Brevity and Simplicity
Keep your message short and simple. Boring an audience to tears has never yet worked as an effective persuasive technique. If the message is short and simple, it will most likely be clearer and therefore easier to remember. Consider the profundity of Abraham Lincoln’s historical Gettysburg Address. The whole speech, from start to finish, was only 269 words. He presented it in less than three minutes
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 21st, 2009 / No Comments » / by admin
Once the call to action has taken place, your audience needs to remember, retain, and respond to your message. They have to keep doing what you want them to do. Have your points been memorable, easy to understand, and simple to follow? Remember, your message will boil down not to what you say and do, but to what the other person remembers. The following critical items must be included in your persuasive presentation.
1. Repetition
The use of repetition is very effective. We have heard that repetition is the mother of all learning; it is also the mother of effective persuasion. Repetition creates familiarity toward your ideas, and that leads to a positive association. When something gets repeated, it gets stuck in your memory. It improves your comprehension. You need to repeat your message several times so your audience understands precisely what you are talking about and comprehends exactly what you want them to do. You can repeat the message several times without saying the same thing over and over again.
My motto is: When you repeat, repackage how you say it. Each time you express your point, use new evidence and new words, so you don’t sound like a broken record. When you use repetition too much, it might result in diminishing returns. You know how you feel about someone telling you a joke or a story you’ve already heard or about that commercial you’ve seen one too many times. If you’ve heard it a million times before, you tune out and quit listening. Keep your repetitions about each point to approximately three references, and definitely no more than five
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December 18th, 2009 / No Comments » / by admin
Countless hours of research indicate that color does matter. Notice how fast food restaurants, schools, and professional sports teams all choose certain colors that ‘‘represent’’ them. You already know that colors can suggest a mood or attitude, but did you also know that color accounts for 60 percent of the acceptance or rejection of an object or a person?[10] These impressions don’t change overnight. We all have automatic color triggers and hidden associations about various colors. Color impacts our thinking, our actions, and our reactions. Armed with this knowledge, we must take into account the association of colors in our persuasion and marketing efforts.
Color is a great persuasive device. Since we don’t perceive what is happening, we don’t develop a resistance to persuasive color techniques. This process happens at a completely subconscious level. Color is critical in marketing, in advertising, and in product packaging. Colors are not just for appearance—they have significance. The favorite food colors are red, yellow, orange, and brown.[11] These colors trigger automatic responses in our nervous system and stimulate our appetite. Fast food restaurants decorate with shades of red, yellow, and orange. These hues are known as ‘‘arousal colors’’ because they stimulate the appetite and encourage you to eat faster. Compare these bright colors to the calming colors found in fine restaurants. These restaurants tend to use greens and blues in their design schemes, colors which encourage you to stay and linger.
Colors can also be used to attract our attention. The shades that grab our attention are reds and oranges. The challenge is that each color has multiple meanings; one person might draw one meaning while another person might conclude an entirely different meaning. Red can be exciting to one group and mean ‘‘unprofitable’’ to another. To others it could signal ‘‘stop’’ or ‘‘danger.’’ Red can denote boldness, aggressiveness, and extroversion, but it also represents anger, danger, sin, and blood. Yellow is known as a fast color and is the first color to register in the brain. Yellow causes you to be alert and watchful. The results of such research explain why new fire trucks and fire hydrants are being painted yellow.
An interesting study on the use of color occurred at the U.S. Naval Correctional Center in Seattle, Washington. The entire holding cell was painted pink, except for the floor. Many inmates at this stage of confinement were hostile and violent. The cell was painted pink to see whether the color would have a calming effect on the prisoners. Each person was only held ten to fifteen minutes a day in these pink cells. After 156 days of constant use, there were no incidents of erratic behavior in the inmates.[12]
What about the color of the pills you take? Research has shown that the color of medicine can change the perception or association of the pill. When scientists studied the drugs people took and the associations they formed of them based on their colors, they found that most people felt white pills were weak while black ones were strong. In another study, researchers gave blue and pink placebos to medical students, who were told the pills were either stimulants or sedatives. The students taking the pink pills felt more energy while the students taking the blue pills felt drowsy.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 17th, 2009 / No Comments » / by admin
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December 15th, 2009 / No Comments » / by admin
The call to action is the most important part of your presentation. This is where your audience understands exactly what you want them to do. It’s where you define yourself as a persuader instead of a presenter. This conclusion should not come as a shock to your audience. Throughout your presentation, you should have gently led them to the same conclusion that you are now giving them. You should have already prompted them to want to do what you are about to tell them to do.
Some people hate this part of persuasion because they are asking their prospects to do something. This should really be the best part—the action is the only reason you are giving the presentation in the first place; your audience is going to understand that. If you become tense and uneasy, so will your prospect. The whole presentation should be structured to make the call to action smooth and seamless. In fact, the prospects should not even see or feel your call to action coming.
You should prepare your audience for this conclusion before you even start on the rest of the presentation. Your entire presentation should be built around the call to action. I mean, write out the call to action word for word beforehand. From the outset of your message, you must be eager to get to this point. Be positive and enthusiastic. In your preparation, make sure your conclusion is explicit and that the audience is not left on their own to make sense of and understand your message. You need to tell them what to believe; you draw the conclusion for them. Make the call to action easy for them to follow and simple for them to do. There should be no doubt in your prospects’ minds about exactly what you want them to do.
There is a story of an old man who goes to a dentist because he has a tooth that is killing him. He has been putting it off for months and finally he has to get the tooth taken care of. Once there, the dentist agrees that the tooth needs to come out. The man asks the dentist how much it will cost. The dentist replies that it will be about $250. The old man yelps and yells, ‘‘$250 to pull out a tooth?!!’’ Then he asks how long the procedure will take. He is told it will take about five minutes. ‘‘$250 for five minutes of work? That is highway robbery!’’ the old man protests. ‘‘How can you live with yourself charging people that kind of money?’’ The dentist smiles and says, ‘‘If it’s the time you are worried about, I can take as long as you want.’’
When planning and preparing your call to action, remember that the process does not have to be long and painful. Be short, brief, and to the point.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 12th, 2009 / No Comments » / by admin
persuasive message is not true persuasion if your audience does not know exactly what they need to do. Be specific and precise. In order to complete the solution to their problem, they must take action. This is the climax, the peak of your logic and emotion. The prescribed actions must be feasible. Make your call to action as easy as possible.
Using this type of structure facilitates people’s acceptance of your message and clarifies what you want them to do. We all have a logical side to our mind, which results in our need for order and arrangement. If we don’t sense some sort of structure, we tend to become confused and create our own organizational flow—thus creating our own solution. If you can’t be clear, concise, and orderly, your prospect will find someone else who is.
In order to create a good structure for your argument and to reach your audience, it may be helpful to consider the following set of questions.
Ask yourself these questions in regard to yourself and your message:
What do I want to accomplish?
What will make my message clear to my audience?
What will increase my credibility and trust?
What Laws of Persuasion am I going to use?
What do I want my prospects to do?
Ask yourself these questions in regard to your audience:
Who is listening to my message? (Audience demographics)
What is their initial mindset? (What are they thinking and feeling now?)
When will the call to action work? (What do you want them to do and when do you want them to do it?)
Why should they care? (What is in it for them?)
In what areas of their lives does this affect them? (Health, money, relationships, etc.)
How will they benefit? (What will they gain?)
These questions should help you create effective arguments in each of the key areas: interest, problem, evidence, solution, and action. The remainder of this chapter will present a variety of techniques that will be helpful in structuring your arguments.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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December 9th, 2009 / No Comments » / by admin
You have to generate an interest about your chosen topic. Your audience needs a reason to listen: Why should they care? What’s in it for them? How can you help them? A message that starts with a really good reason to listen will grab the attention of the audience, enabling you to continue with the message. Without this attention, there is no hope of getting your message across.
2. State the Problem
You must clearly define the problem you are trying to solve. The best pattern for a persuasive speech is to find a problem and relate how it affects the audience. In this way, you show them a problem they have and why it is of concern to them. Why is this a problem to your audience? How does this problem affect them?
3. Offer Evidence
This is the support you give to your argument. Evidence validates your claims and offers proof that your argument is right. It allows your audience to rely on other sources besides you. Evidence can include examples, statistics, stories, testimonies, analogies, and any other supporting material used to enhance the integrity and congruency of your message.
4. Present a Solution
You have gained your audience’s interest and provided evidence in support of your message; now you must solve their problem. You present the argument you want them to believe and satisfy the need you have identified or created. You have created dissonance and now you are providing the solution. How can your product meet their needs and wants and help them achieve their goals?
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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