"Yes! Persuasion is more specific. You can deepen your understanding with reading.
When people are uncertain about a certain behavior, they often pay attention to others' practices to guide their own behavior. This "other person" may be someone around you, someone who has made choices in the past, an authoritative expert, a strange third party and so on.
Although people always deny that other people's actions will affect them, this influence is subtle and difficult to detect. Contrast: "The operator is waiting for your call, please dial the hotline immediately" VS "The operator is on the phone, please dial later"; "Protect the environment, please reuse towels" vs "85% of tenants reuse towels at least once". Recall the judgment that "the annual sales exceeds 65.438 billion cups, and the cups can connect the earth for one week", "Shopping APP for 300 million people", "The longer the queue, the better", and e-commerce shopping "90% of users who bought this product also bought some other products".
Following others' behavior also needs to be combined with specific environment, situation or current conditions. If you are in the library, you will consciously whisper and make noise in the bar.
People are more susceptible to group views. For example, if a leader wants to persuade employees to use the new system, he must find someone who has used the old system for a long time to convince those who are unwilling to change, and explain why he never wants to use it and what benefits it has.
People will unconsciously follow the behavior of most people, including bad behavior.
The slogan "Carrying a piece of wood fossil with you means that 14 tons of wood fossil is stolen every year, and the historic sites in front of us are being destroyed" will make everyone feel that as many as 14 tons are taken away every year, so it should be no problem to bring one with you. If it is changed to "protect the original appearance of the petrochemical forest, please don't take away the wood fossils" and a sign is added, everyone will clearly know that this kind of behavior is not allowed.
The behavior level formed by most people will form a "magnetic median", and those who deviate from the median will move closer to the middle. No matter whether the original behavior is good or bad, people will change their behavior and be in line with the "regular crowd"
If people's original behavior is more beneficial to society, how to prevent this routine phenomenon from having a negative impact on their behavior after learning that their behavior is biased (not very good)? We can add an attitude that represents social recognition and affirm their positive behavior, which not only shows that such behavior is beneficial to society, but also strengthens personal positive behavior by enhancing personal pride. Such as praise, smiling face, green environmental protection logo, etc.
When influencing others' decisions, we should not only provide choices, but also pay attention to the number of choices. Too many choices may bring negative effects and even discourage consumers.
Every time 10 fund options are added in the pension plan, the participation rate will drop by 2%. There are so many dishes on the menu that users will not know how to choose. Adding the words "must be ordered, signed and sold" can reduce the selection cost of users and urge them to make a decision as soon as possible. When making donations, if you say to donate some money, many people will hesitate to donate how much money, but they will not donate in the end. If we just say 10 yuan or 50 yuan, the donation rate will be higher.
It is also a good thing for the company to streamline its product line and concentrate on making more competitive products. For example, the P&G Head & Shoulders series has been reduced from 26 models to 15 models, and Jobs cut his business lines and concentrated on making mobile phones and computers. The mobile phone only has the home button.
Sometimes, if you want to persuade others and influence others, adding an "inaction" option can better complete the task.
Including an "ellipsis" option can greatly enhance people's intention to choose actions. This option constantly reminds participants that their choice is a good choice. When nutrition experts add the option of "inaction" in the consultation process, customers will feel that they should be more strict with themselves in healthy eating.
Sometimes, the giveaway of products may make consumers turn to buy products from other companies.
On the one hand, consumers feel that businesses will not give away valuable things for nothing (they will soon expire, and clear their inventory). On the other hand, the value of gifts is often underestimated, and "free" masks the value of gifts themselves. Try changing "free access to security software" to "free access to security software with a value of 150". If the school establishes a free extracurricular activity club for students, telling parents about the cost of joining a private extracurricular activity club outside the school can arouse their enthusiasm for joining the club.
When consumers are faced with a series of choices of similar products, they tend to "compromise choice" and choose products between the highest price and the lowest price.
When new bread makers with higher quality and price were introduced, the sales of old bread makers increased. Shampoo shops generally have 3-4 kinds of perm prices, and users generally choose middle-priced products. Bars usually put the most expensive products on the front page, so when you see the price behind, you will feel no problem and accept it. When an intermediary shows a house, it usually looks poor first, so it is easier to be satisfied when you see the house behind.
People are usually impressed by the first time and the first time. People are usually forgetful and remember recent events more deeply.
Variety shows, later performances are easier to get high marks. Unless the first one performs well and is obviously better than the people behind him, this will cause the people behind him to feel worse than the first one and set himself as a comparative benchmark.
The second person will compare with the first person and feel that he is almost the first. People who come third will feel lucky and almost miss the top three.
No matter who the ranking is related to, people always like to have a list with familiar ranking figures. The top 92 list is not as good as the previous 100. Say "one of the top three" if you rank second, and say "the top twenty" if you rank 16.
Only when high fear information is accompanied by specific action plans can it promote users' actions and reduce danger and fear.
If we only describe the dangerous situation and stimulate users' fears, but don't tell them the specific ways to deal with them, then the information audience may "block" the information and avoid problems to deal with the fears. If you only talk about the dangers of diabetes, don't tell me how to deal with it. Only report the problems existing in the company or project, and do not propose solutions.
If you accept others' help, you will try to repay them. Debt will transcend personal likes and dislikes.
Replace "Who can help me" with "Who can I help". Offer help first, and the other party will find opportunities to repay this favor. If you send a small gift first, and then ask to answer a questionnaire or try out the product.
Mutual benefit is a social adhesive, which urges people to form and maintain a certain cooperative relationship. The more humanized the request, the higher the probability of getting a response.
For example, the "pro" of Taobao, the "master, I'm on my way" of three squirrels, the handwritten thank-you letter, and the "courier brother has worked hard" printed on the courier box.
Give users extra surprises.
A candy is better than a separate bill (the waiter thanks and the customer is more likely to return the tip); Two sweets are better than one (the more you get, the stronger the feeling of rewarding each other); Accidental sugar delivery is better than regular sugar delivery.
In negotiation, if one party makes concessions first and then asks the other party to give him some benefits, then he can often put himself in a favorable position.
Giving price concessions first, and then asking the other party to praise or recommend friends to buy, can promote the transaction more than direct discount.
Motivation can effectively promote action. Reward the child with an ice cream, and his enthusiasm for cleaning the room will be improved. Rewarding a dog with food can cultivate it to learn new skills.
When we want to influence others' behavior, "Who can I help" is more effective than "Who can help me". If guests can reuse towels, the hotel will donate some energy-saving funds to environmental organizations. But in the name of the tenant. For example, in the WeChat activity, users are encouraged to take the 1w step every day, and after enough, they can donate a certain amount. For example, ANT FOREST encourages energy conservation and environmental protection, and a real tree can accumulate extra points. (The last two examples don't seem particularly appropriate. )
Enterprises participate in social responsibility activities, enhance corporate image, enhance employee motivation, and win customers' trust, goodwill and loyalty.
An organization's good deeds will affect others' evaluation of product quality. When the products or services of enterprises are the same, the products of socially responsible enterprises often get better evaluation.
For example, 0.2% of Taobao shop transactions will be donated to public welfare funds, and everyone will subconsciously feel that he has more credibility and is more inclined to buy things at his home. Variety shows play games in groups, and those with high scores will donate in the name of the group. People will think that this program is not so boring and will do something meaningful.
The psychological perception of giving and receiving favors will change over time. People who accept favors have higher perceived value at the moment they accept favors, and the longer they take, the lower their perceived value. The benefactor, on the other hand, the longer the time, the higher the perceived value.
The best way is to ask for something in return as soon as possible after paying goodwill. You did the consumer a small favor, and you can't expect him to remember it 10 years later.
If you want users to promise a troublesome thing, you can start with a simple thing.
The promotion of all products should start with the minimum order quantity. When a user buys a product, regardless of its size, he is no longer a potential consumer, but a real customer. If the minimum order is difficult to reach, you can start with a free trial and spend 5 minutes learning about the product details.
A journey of a thousand miles begins with a single step. If you want to achieve a big goal, such as fitness, you can start by walking for 30 minutes every day instead of asking yourself how much exercise you want to achieve at the beginning.
Give a person a certain trait, attitude, belief or other label, and then ask this person for requirements that match the label.
Teachers, coaches, parents and companies can all use the label method for "psychological suggestion". For example, airlines often say "thank you for choosing to fly", which will remind users to choose this one among many airlines and strengthen their confidence and awareness. For example, teachers often say that so-and-so children are particularly obedient and polite, and like to help others, and then put forward tasks or requirements.
People are more motivated to fulfill their promises to themselves.
For example, in a restaurant, when customers call to order food, they don't say "Please call to explain when you need to cancel the order", but say "If you want to cancel the order, can you call to explain?" Everyone will say "yes" and make a commitment. They will feel the need to keep the appointment and call to explain the situation when they can't keep it.
Set goals and write them down. No matter what this goal is, the most important thing is to set a goal, so that we can work hard. Write it down, it has magical power.
When a person takes the initiative to make a promise, he often thinks that his personality, hobbies, ideals and so on make him make this decision. So as to work hard for this decision and commitment and fulfill the agreement. If users are allowed to fill in the reservation information themselves, the missed detection rate will decrease 18%.
If you want people to fulfill their promises, especially after a period of time, you should ask them to tell you their specific plans, such as the time, place and method of fulfilling their promises. In order to let the other party have the "willingness to execute."
Encourage employees to focus on the overall situation rather than the current task. Or put forward multiple goals and highlight more difficult problems to weaken the difficulty of the current task.
People generally hope that their behavior is consistent with their attitude, behavior and values. For example, a person who stresses hygiene will generally keep the environment of himself and his family clean and tidy, and will pay attention to the hygiene habits of his family.
Under normal circumstances, if a person buys high-end furniture, then TA will also buy high-end home appliances, home users and so on. A person's pictures and sentences in the circle of friends will also show some consistency.
If you want to win someone who hates you, you can try to ask him for help in addition to groveling and indulging in interests. If he helps you, in order to maintain the consistency of behavior, he is more likely to reduce his dislike of you and gradually improve.
People always have a strong motivation to adjust their attitude to keep consistent with their own behavior. There is a convention in marketing: first change the user's behavior, then change the user's mind.
People who have helped you are more willing to help you than those who have helped you.
It is rare to be rejected because of taking the initiative to chat up people, provided that in the first few minutes of contact, the dialogue content is mainly based on mutual understanding.
In traditional communication occasions, such as large-scale conferences, sales exhibitions, etc. If employees are afraid of being rejected, they will wait for potential customers to cooperate actively, and the loss will be great.
If you want to get help from others, tell them that he can do something to help, which will effectively enhance their willingness to help.
For example, when donating money, if you just say to donate some money to people in need, the other person will give up because he doesn't know how much to donate, for fear that if you donate less, it will appear unloving. However, if you add the phrase "a penny can help a lot" or "donate to these people 10 yuan", the donation rate will be much higher.
It can also be used in the workplace, such as "one hour can help me a lot", "I wish I could make an appointment in advance", "You only give me 10 minutes" and so on.
When the starting price of goods is high, potential buyers will think that the value of goods is higher. However, a low starting price is more likely to lead to a higher transaction price.
The low starting price means that there are many people participating in the auction. More clicks will make potential competitors feel a sense of urgency. Those who participate in the auction from a low price have invested time and energy, and will be more persistent/inclined to buy things.
When observing other people's behavior, people often do not fully consider the influence of situational factors on behavior. Paying a third party to publicly affirm your ability is still very convincing.
For example, the ordering and recommendation of books, the evaluation of third-party authoritative organizations, famous national trademarks, letters of recommendation from tutors, brand endorsements and so on. It is better to praise others than to praise yourself. Just like Brother Hui said, first of all, you have to do it yourself, and second, some people say you can do it. The point is that you can do it.
Two heads are better than one. No matter how strong the ability is, the effect of working independently is not as good as teamwork. Good at listening.
When you think you are invincible and only you can make the wisest decision, then you are likely to fall into the greatest danger.
If leaders can't learn from team members, and it is difficult for team members to put forward their own opinions, it will form a vicious circle, leading to mistakes in the decision-making process and a big mistake.
Leaders often don't realize the influence of their position and knowledge in the eyes of others, such as the blind obedience of the crew to the captain (captain syndrome) and the unquestionable operation of the nurse to the doctor.
Theoretical reasons for team decision-making mistakes--team myth. Refers to a decision-making style, that is, team members pay more attention to the harmony and unity of opinions, and will not take the initiative to make criticism and suggestions or disagree.
If a team wants to convince customers and get affirmation, then carefully listening to the voices of opposition among team members can often increase the probability of ultimate success.
The existence of dissidents in the team can stimulate more innovation and careful thinking.
"The Devil's Advocate" and dissidents can prevent the team from going to the extreme of "like-minded" and improve the team's problem-solving ability. The best decision of a leader is to create and maintain a good working environment, so that all colleagues and subordinates can be outspoken when facing mainstream views.
Paying attention to failure cases is more effective than training success cases.
Enterprise training, teachers and coaches, parents can explain failure cases, point out mistakes, discuss how to avoid mistakes, and what measures should be taken to avoid mistakes.
Pointing out a weakness of the product will make people feel that the advertisement of this enterprise is honest and credible, which will give the company an advantage and be more convincing when promoting the advantages of the product.
Like a beetle, it is very small. Avis "We ranked second, but we worked harder". Jiaduobao "Sorry, we only sell herbal tea and don't go to court". In the interview, first mention some shortcomings or areas that need improvement, and then introduce personal advantages. Negotiation skills, if you have a weakness, bring it up first, don't wait for your opponent to be exposed.
We only need to expose our shortcomings to convince others that we are not wrong.
Make good use of "two sides" information. For example, this restaurant is a little small, but warm and comfortable. This product is 20% more expensive than the competitor's, but the quality is better. Considering the service life and maintenance cost, the difference of 20% can be completely offset. In addition, the product is more convenient, compact and occupies less land.
When an enterprise blames the failure on internal factors rather than external factors, it will not only help to restore the public image of the enterprise, but also help to increase its operating income.
For example, airlines stranded a large number of passengers because of the weather, because of the weather or because they didn't inform them in advance, which situation would be easier for passengers to tolerate and understand? For example, is the health problem in Haidilao just an individual phenomenon, or is it to admit mistakes, rectify and accept supervision? In addition to expressing attitude, it can better explain the business philosophy of the enterprise.
The prodigal son never changes his gold. People may have a higher friendly attitude towards correcting mistakes than people who do it directly.
When the unit determines that the main cause of the accident is technical failure rather than human error, it is unlikely that consumers and other outsiders will let it take full responsibility.
If you need to announce an accident or delay, and these problems are indeed caused by technical failures, then you should inform the affected people as much as possible. If the plane is late, it's because of the weather. In order to ensure flight safety, the take-off has to be postponed.
However, we need to pay attention to the negative effects. For example, many government agencies or institutions now say that temporary workers did it whenever there is a problem, which can easily arouse people's resentment.
Social psychologists have found that people often take a positive attitude towards things that are subtly related to them, such as names, places of origin, schools, birthdays, etc.
If salespeople can show the similarities between themselves and potential customers, then the latter may be more likely to accept what they are selling. The two are contradictory. If we can find some similarities or common experiences, it is more likely to solve the conflict. If you want something from someone, you might as well find the similarities between yourself and the other person first, and you might as well say it first.
Many marketers also take advantage of this and build some scenes to make users feel the same way, thus promoting sales.
People like people similar to themselves. Being consistent with other people's behavior can make people feel good.
The waiter repeated what the guest ordered, which made the guest feel good about it, so he got more tips. Working in sales or customer service, repeating the customer's language can help you build a better relationship. For example, the guest is very angry, and the customer service repeats "Yes, sir, I know you are very angry now, and I also think XXX's behavior/manner is inappropriate".
It is often said that imitation is the highest state of flattery, and this strategy tells us that imitation is also one of the basic skills of persuasion.
Salespeople of luxury brands are sometimes arrogant. They can keep their distance from consumers, but they can increase the attractiveness of products and promote sales.
Why do some people like products that keep people away? The "exclusion" of retail industry is also a kind of "social exclusion". If the other party thinks you are rustic and not up to standard, the more you want to buy and wear the products they sell. For example, in school, some children are excluded because they are not cool enough, so they will be more eager to be cool or make friends with people who are particularly cool.
But if your product positioning is people-friendly and affordable, then you can't take an arrogant and indifferent way.
Reach out and not hit the smiling face. Don't open a shop without a smiling face. A sincere smile can play a great role in the service industry.
In interpersonal communication, many people like to find fault with others. If you can take the initiative to discover the qualities you like in others, then you are more likely to like this person and the other person will like you more.
Rare and unique items are more valuable to people. The rarer the supply quantity, the more limited the supply time, and the more people want it.
Wrong stamps, out-of-print sneakers, exclusive interviews, final performances, and so on.
People are more sensitive to what may be lost than what may be gained.
Hate loss, loss can attract people's attention and behavior. Compare "seize the opportunity and get a 20% discount on new products" with "don't miss the opportunity and get a 20% discount on new products", "spend 50 cents more every day without energy-saving renovation" and "save 50 cents every day with energy-saving renovation".
Potential losses are more influential than potential gains.
The word "because" has magical power. The story of the copier. Adding "because" before jumping the queue will greatly improve the probability of success.
Another example is to remind the user that it is his choice. For example, the airline will say, "Thank you for choosing flight * *, and flight * * will serve you wholeheartedly". If your customers haven't used your products for a long time, you can send them a questionnaire and ask them to describe why they use your products (which may also be counterproductive).
Jobs "won't make users think." The longer the thinking process and the more steps, the greater the possibility of loss.
When you want the audience to come up with various reasons to support your position, you must consider how easy it is for them to achieve this goal. If the task is a little difficult, we should reduce the amount of tasks. Another way of thinking is to ask your target users to give a lot of reasons to support your competitors. The harder it is for them to come up with a lot of reasons, the easier it is for them to choose your product.
Information presentation, declarative sentences are more convincing than interrogative sentences, because the information conveyed is full of firm beliefs.
When consumers have a high level of "awakening", they are very concerned about and interested in products, and the propaganda language of declarative sentences is more convincing. When consumers' interest and willingness to change are weak, designing publicity information as questions can stimulate their interest more.
Clear information makes people feel practical. When a specific scene happens, you will naturally think of your product. For example, if you are afraid of getting angry and drinking Wang Laoji, you will pay with Alipay, and you will be hungry and sleepy with milk tea.
People tend to prefer words and names that are easy to pronounce, that is, words and names that are more fluent. People have a stronger positive feeling about words that are easy to recognize and pronounce.
There was an article saying that children whose names are easy to read will be called by teachers more often to answer questions and get more attention, so that their expression ability and study will be better. Ma Song also said that memorable names are very important, and there is a rule of "familiar+unfamiliar".
The simpler the expression, the clearer the meaning and the smoother the pronunciation, the more fully understood and convincing your message will be.
Rhymed sentence information is smoother, people's acceptance and understanding are higher, so it is easier to remember.
Pinduoduo, for example, spelled more and saved more. Little sunflower's mother's class begins. JD.COM ~ In JD.COM, and so on.
Word-of-mouth communication, a good advertising language, is conducive to memory and communication.
Your previous experience will affect how you feel about your next experience. The effect of contrast can be used to enhance influence.
There are many examples For example, when the intermediary shows you the house, it will show you a few bad ones first, so that the satisfaction will be improved later. For example, when financial institutions provide loans, they will say that the daily interest rate is 15000 yuan, and 10000 yuan is only 50 cents a day. For example, what does Luo Canyong spend a dollar on, an egg or an English class?
If enterprises can give consumers a little start-up advantage, then there is even no need to reduce the number of consumption. Consumers will stick to these incentives for a long time, and they will also get consumption incentives.
There are two kinds of bonus cards for users, one is 8 times delivery 1 free service, and the other is 10 stamped free access 1 car wash service, but it has been stamped twice. The second effect is even more significant. People will think that it has been twice and secretly encourage him to complete the remaining eight times. Instead of starting from 0 to 8.
When you let others see that "things are progressing and the goal is not far away", they are more likely to stick to it and complete the task.
Enterprises should not be afraid to use some unexpected names on some features of products. Unique names will attract users' attention and curiosity.
For example, Komi frog green, flying pig, you are talking about the company, the court banquet chicken, and so on.
People always like and even long for novelty and change. Or like the new and hate the old.
A new gift or product can only satisfy you for a while, but after a while you will forget it. Products can be changed through various combinations, tastes, packaging, etc. , extend the time for users to be happy. When completing an important goal, you can also disassemble the goal into some small goals to extend the user's attention cycle.
The more eye-catching the product logo, the stronger the Lenovo, the better.
Consumers' memories are full of all kinds of information, so it is hard to hope that consumers will immediately associate a particular commodity in a certain situation. Pictures, images, slogans and packaging are all effective ways.
For example, the old lady dancing in melatonin, the robot cat, the pink pig Peggy, the microphone+gesture of the Chinese good voice, the four circles of Audi, and so on.
Mirrors can reduce bad behavior.
Putting a mirror in the warehouse can reduce theft, and letting employees wear badges will make them behave better. Drinking coffee in public areas, giving money voluntarily, and sticking a pair of eyes that are more flowery than flowers next to them will give more money.
Determine your emotional state before making major decisions or key negotiations.
Experiments show that sad buyers will give higher prices, while sad sellers will give lower prices. If we want to influence others' decisions, we should also pay attention to others' emotions. But don't use this as a weapon.
People's judgment and decision-making power are often affected by mood fluctuations, no matter whether the mood is good or bad.
When affected by excitement, people's sensitivity to numbers decreases, and their attention shifts to the judgment of the existence of the event itself. For example, when we go to the store and see that the price of a certain toothpaste or food is much lower than usual or similar products, we may only notice the surprise price and ignore its weight specifications and other factors.
When people have a full rest, their attention will be more focused, their thinking will be clearer, and the communication will be more infectious. When we feel tired, we are more susceptible to deceptive information from others.
You can set up a "decision area" at work or at home, without distractions and noisy voices, so that you can concentrate on the task at hand.
Caffeine makes it easier for people to identify with you.
This means that if you want to give a marketing presentation to a new customer, it is best not to pick the time when he has just finished lunch or in the evening. The best presentation time should be early morning (when he has just finished drinking wine and got a cup of coffee in the morning).
If you can't choose the time of day, you can prepare a cup of coffee for the audience, which will also make it easier for the audience to accept your message.
See more effects and wear effects.
Since everyone advertises online to gain the potential attention of consumers, how can you ensure that your advertisement is more convincing than others'? Personalized, non-invasive, location, channels and methods.
"Yes! Persuasion is a new work by the author of Influence. Compared with Influence, Persuasion Book is more specific and detailed, with many new ideas and viewpoints.
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It is recommended to read with influence.