Which of the following calls to action following a TV commercial is more persuasive? Operators are waiting to take your call now OR If the phone lines are busy, please keep trying. Which request to reuse hotel towels gets the greatest response? Help save the environment by reusing your towels OR Join other guests that already reuse their towels. The answers to these and other persuasive scenarios can be found in a fascinating new book that explores the science behind getting people to say Yes.
Most of us are only too aware that, whatever roles we have in today’s fast-moving world, much of our success lies in getting others to say Yes to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process.
Yes! 50 scientifically proven ways to be persuasive
Why would people choose a Mercedes after giving reasons why they prefer a BMW?
Each mini-chapter contains a mystery that is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works. You may even discover why yellow post-it-notes pinned to a letter of offer are so powerful.
Presented in simple, easy-to-use language, the book cites some great experiments to prove what the authors are saying. It really makes you stop and think about the way you present things and what you say.
Why are so many dentists called Dennis?
The book is supported by a web site that includes podcasts, an interactive DVD, book extract, information on the authors, and a quiz on How Persuasive Are You?
Hint to answering the original questions:
When people are uncertain about a course of action, they tend to look outside themselves and to other people for clues to the correct action. It is called the principle of Social Proof. Other people’s behaviour are a powerful source of social proof. That is why testimonials are so successful.
One Comment
The principle of Social Proof? I guess that’s another name for the Bandwagon Effect.
Yes, I can see how that works, but I’m sure that with people who consider themselves tolerably intelligent and capable of independent thought, it can easily backfire. Your towel example is a case in point:
“Which request to reuse hotel towels gets the greatest response? Help save the environment by reusing your towels OR Join other guests that already reuse their towels.”
I would likely be more easily persuaded by the first argument.
Although I believe that interdependence is often more valuable to a society than independence, I am personally put off by the thought of joining other guests in reusing towels.
As a matter of fact, I am surprised that argument would work with the majority of people.