Tip Thursday - Influence

It has been shown that people become more 'certain' they are right about a course of action they took IF they can't undo it. If they can't change their action in some way they will hold on firmer and longer to their sense of 'rightness'.

Therefore, if you are looking to change their minds you would do well to help them see some way that their initial action could be 'undone', taken back or overlooked. This isn't always possible of course but the more successful you are in helping them to find an 'out' for their initial behaviour the more successful you will be in getting them to modify their choices in the future.

Tip Thursday - Influence

Researchers have found that using information and logic to persuade someone to engage in a specific
action is not as likely to influence their future choices as is getting them to 'imagine' certain actions.

For example, researchers that asked participants to read a report highlighting the benefits of purchasing a product were far less likely to sell that product to the group than they were with participants instructed to simply 'imagine' the benefits of using the product.

In fact, more than twice as many purchases were made by those imagining the benefits than by those reviewing factual reports. Consider then the use of this when selling your products and services to your customers. How might you shift your language and ad copy to strengthen your sales?

Tip Thursday - Influence

When someone faces a choice between two options, they typically get caught up in listing the relative pros and cons of each. This can mean a delay in the decision-making process if not even stall it. If you want to influence the decision then introduce a third option, one that is less attractive than your desired choice but that shares some similarity to it.

The presence of the 3rd, less desirable, option will lead the individual to view the similar item as more favorable and create the assumption that it is the overall most favourable option, thereby directing their choice. Although there were still only two viable options, the presence of the third actually speeds up the decision-making process and will typically direct the person to choose the one item (from the original two) that was most similar but superior to the added third option.

Sneaky... but it works!

The Effects of Emotional State on Influence Success

Research studies have shown a clear connection between the emotional state of the individual and the success of an influence strategy. In these studies, people were either exposed to messages that were designed to induce fear-based emotions or romantic-based emotions.  These emotions were created through short stories and film clips.

Each group was then exposed to advertisements using either social-proof* or scarcity** type messages as their influence strategies. The results? Those people exposed previously to fear-based emotions were more persuaded by the social proof appeals, while those people exposed to romantic-based emotions were more persuaded by influence messages utilizing scarcity and uniqueness.

Interestingly, studies have also shown that not only our buying behaviour but our selling behaviour can be affected by our emotional state.  Jennifer Lerner and her associates set out to determine just this. What they did find was that those individuals in which they induced a feeling of sadness (again, through film clips and essays) were likely to pay more for an item if buying, or to sell it for less.

In fact, compared to the emotionally neutral buyers, sad buyers were willing to pay as much as 30% more for an item, while sad sellers were willing to price items at up to 33% less than emotionally neutral sellers. 

Other studies have been conducted that demonstrate that ANY emotionally charged issue or situation, regardless of whether it is positively or negatively charged, will have a direct ipact and influence on the type and quality of decisions made.

The implications?

• Consider carefully the placement of advertisements, within magazines etc.  The effectiveness of your ad will be heavily influenced by the article(s) preceding it.  The content of your advertisement would need to shift depending upon whether the articles preceding it were happy or sad, positive or negative in nature.  The emotions that those articles evoke in your audience will have a significant impact on the way in which your advertisement is viewed and, ultimately, how much of your product gets sold.
• This same consideration should be given to the likely emotional state of your audience, before crafting and framing your communications or requests.  If employees are fearful of the economic situation and stability of the marketplace, then they are more likely to be influenced by messages utilizing the social proof heuristic and will be less responsive to messages that utilize other influence attempts. 
• You should also give some consideration to how you are feeling - emotionally - before entering into any negotiation process or buying situation.  You are most likely to make the best buying decisions when in a fairly emotionally neutral state. 
• Recognise that these same elements may influence any decision that we need to make. Our emotional state will serve to make us more or less cautious in our decisions or even influence the length of time it takes us to decide. 

If you have ever found yourself buying something that you didn't want or need, or paying a much higher price for something than you should have - you know you have been influenced through an emotional state.  Just as we have been told repeatedly not to go grocery shopping when hungry, so too must we now consider not going shopping when we're too emotionally charged.  Unless, of course, we won't mind the impact on our pocket-book!!



*social proof - evidence that others are 'doing' it, celebrity endorsements fall into this category.  In general, we look to others behaviour to guide our own.

**Scarcity - the 'only 50 left' strategy.  If something is in limited supply or going quickly we may be more inclined to purchase it for ourselves.

Tip Thursday - Influence

When you are looking to have a serious conversation with someone, a conversation you want them to take seriously, consider holding something 'heavy' when doing so. For instance, a heavy clipboard rather than a single sheet of paper.

The imagery created in the person's mind of carrying something 'heavy' lends more 'weight' and credibility to the seriousness and import of the message you are delivering.

Tip Thursday - Influence

When looking to convince someone that what you are telling them is the truth, bear in mind that we tend to trust things that feel familiar to us. Therefore, telling someone something that you have previously shared with them becomes more convincing through its repetition.

Research shows that people are likelier to believe eyewitness statements when they are repeated, even if it was the same person restating a lie. We often work hard to ensure that we don't repeat ourselves, yet it seems that there will be times where repetition may serve our interests better.

Familiarity can lead to acceptance... say it twice!

Tip Thursday - Influence

When you are looking for someone you know to comply with a request, attach a personalized sticky note onto it.  Research shows that compliance to the request will almost double over a request made without a sticky note attached.  Apparently the use of the sticky note makes the page look cluttered, which the brain doesn't like, calling attention to it. The personalization of the note forms a stronger connection to the person behind the request, making it more difficult to ignore. Got something you need to ask a co-worker for?  Put a sticky on it!

How to Get Anyone to do Anything... Fast

A book summary for you to enjoy...

Want to read it for yourself?  Check it out at...

Influence Technique - the Benjamin Franklin Effect

Benjamin Franklin is known for many things..

• Printer (built numerous printing businesses and was even responsible for printing all paper money for Pennsylvania & Delaware)
• Newspaper Owner
• Inventor (invented first original American musical instrument - the glass harmonica (Armonica), which even Bach & Beethoven wrote music for)
• Musician (played violin, harp, guitar &, of course, the Armonica)
• Inventor (Franklin stove, bifocal glasses, Lightening rod, Rocking chair, Odometer...)
• Politician (one of the famous signatures on the Declaration of Independence)
• Educator (formed an Academy for higher learning which, in 1791, was officially renamed... The University of Pennsylvania)
• Developer (established the first circulation library for the colonies, first volunteer fire company, first insurance company, first  hospital...)

Truly a gifted and insightful man, despite having been born the son of a soap and candlestick maker, with little or no education.  Like many with drive and intelligence, he did not allow his lowly station to preclude him from learning all he could.  He was passionate about self-improvement and went out of his way to network with anyone that had something he could learn.  As a result, he became very adroit at human relations, at influencing and persuading others.

Perhaps one of the best-known persuasive techniques employed by Franklin, which is now credited to him and known as the Franklin Effect, plays against our intuitive belief that we do nice things for those we like and do not go out of our way to do anything nice for those we dislike.  

What Franklin's study of human nature determined though is that our brain cannot uphold contradictory information.  If we believe that we would only do nice things for those we like, then the logical implication is that if we do nice things for people...  we must like them!

In his biography Franklin described a particular situation and gentleman that was not a fan of his.  In fact, this particular gentleman delivered a long speech to the legislature denigrating Franklin, in an effort to prevent his reelection into his role as Clerk of the General Assembly.  Although Franklin won the role, he recognised that this colleague could gain more influence in the legislature that may impact Franklin's future opportunities.  Franklin therefore realized he would need to turn this individual into a fan.  

When faced with a similar dilemma, most of us would follow the more common route of going out of our way to say and do 'nice' things for and about the other party.  However, Franklin was not willing to be seen as servile in any way, nor did he want his influence attempts to be obvious.  Instead, he employed a much more subtle technique.

Franklin was well known as an avid book collector, reader and library founder, all of which gave him a reputation as a man of exemplary tastes.  His adversary also happened to have a private collection of books.  Franklin therefore sent him a letter asking if he could borrow a particular book from his private library.  This book though, was very rare and difficult to come by.  The rival, flattered by Franklin's request, sent the book right away. Franklin read it and sent it back a week later, accompanied by a simple thank you.  That's it!

The next time that the legislature met though, Franklin was approached by his adversary who engaged him in conversation for the first time.  In Franklin's own words he explained that this gentleman  "ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death." 

Most of us, in trying to build a bridge between ourselves and someone we dislike, would think that the easiest way to do so would be to do a favor for them, to do something nice.  Not so.  They may feel the necessity to reciprocate in kind, but then they are merely paying off a debt.  To shift their thinking about you permanently, you need a different approach.  Instead of doing them a favour, you need to get them to do one for you.  In so doing, their brains begin to modify their beliefs about you.  

We believe that we would only do a favour for someone we like.  Therefore, if we have done a favour for someone... then we must like them.  We can't hold inconsistencies to be true in our brains, therefore our brains sort them to make sense of them.  Getting someone to do you a favour will go a lot further to making them feel more positively disposed toward you than your doing them a favour ever will.  

So... stop spending all of your time doing for others...  get them doing for you!  You'll seem a lot nicer for it!

Oh... and... could I ask you to do me a favour?

Reach Out and Touch Someone

Most of us would agree that a gentle touch on the forearm, by someone that we know and care about, can bring us comfort, warmth, a sense of well-being, understanding, caring...  It can communicate many positive and heartfelt emotions, depending upon the situation and other outward signals of the sender.  Did you know though...  that the same touch, given by a stranger, can be surprisingly persuasive?

Consider the following research findings...

• Diners are more inclined to give their wait staff larger tips if they have been touched casually by them
• Strangers are more likely to perform small mundane tasks for others if they were touched on the forearm when the request was made
• Women are more likely to dance with you if you touch them lightly and briefly on the arm when asking
• If you touch a library user lightly on the arm when they register for your services they are more likely to rate your service favourably than those not touched when registering

Behavioural studies have certainly demonstrated, over and over, that we are much more favourably responsive to the other party (either them directly, or their requests) when we are touched casually (on the forearm) in conversation with them.  New research out, (A. Shirmer and colleagues) has shown that the source of the touch doesn't matter at all, it is the sense of being touched that enhances the brain's response.  Their study indicated that emotional information, when presented concurrently with touch, may be more motivating to the individual's brain, which then devotes more processing resources to that information.

Implications?  Certainly it's clear from an influence standpoint.  If you have developed enough rapport with the other party to enter their personal space, touching them briefly on the forearm when making a request of them will enhance the likelihood of gaining their agreement or support.  You could even forego making a request, simply use touch as a means of building and cementing the positive rapport you have been establishing, creating a stronger sense of relationship and good will.

Bear in mind...  I am talking about a brief touch, on the forearm.  Touching longer, anywhere other than the forearm is going to give you a reaction other than the favourable one we're after here!  I think that in our touch-phobic business world, we have swung so far onto the side of complete touch-avoidance that we have likely increased the impact and effect that appropriate touch would have.  I have definitely noticed a greater emphasis on the handshake in recent years, perhaps because it is our only remaining 'appropriate' form of physical contact within the realm of the business environment. 

Perhaps there is a small psychological advantage for those who do implement a small touch here and there.  Such an innocuous gesture may provide an even more significant positive effect when used with an audience that is now missing any form of physical connection with their audience.  A subtle way to stand out and enhance your likability and promotability?  It would seem so.

My final piece of advice for you regarding touch and the workplace.  Are you confused by the definition of forearm?  Not sure what the definition of a light gentle touch is?  Still trying to distinguish in your mind the difference between a touch and a grasp?  Then... don't.  Just... don't!

The Power of Words...

Enough said.

Influence Guru... Kevin Hogan

I admit openly, here and now to a deep, dark secret... I cyber-stalk people.  Yep...  I avidly follow their newsletters, blogs and postings.  This is an exclusive club though, not just anyone is worthy of my time and attention!  Heading my list of stalk-worthy folks for years has been Influence and Persuasion guru Kevin Hogan.  Author of the best-selling book... The Psychology of Persuasion:  How to Persuade Others to Your Way of Thinking and 16 other books, Kevin is the definitive source for information on Influence, Persuasion, Body Language, Covert Hypnosis... 

I recently took advantage of a break in my schedule (okay... so I blocked off the time!), and stepped out of the anonymity of the internet and instead went to meet my hero live at a 4-day Influence BootCamp he was hosting.   I have to admit to some concern that my 'hero' would prove to be something other than (if not less than) I had hoped but...  he was amazing!!!  Down to earth, natural, giving and generous, Kevin shared more information than it was possible to record... and we have follow up webinars still ahead of us because he didn't feel that he fit everything he wated to share into the 4 days!!

Certainly any of you that participate in my training or coaching programs will have the benefit of this time I spent with Kevin and the rest of the BootCamp crew, but you needn't feel you have to wait for those!  Kevin has numerous programs, as well as his books, that you can access on his website, along with his free newsletter - Coffee with Kevin Hogan (which I avidly read!) 

I had him on my recommended list long before I had the opportunity to experience him 'live'...  now he heads the list.  Check him out yourself at...

http://www.kevinhogan.com/

The importance of Pre-suasion before Persuasion

Robert Cialdini, one of the top experts on the art of Persuasion, recently wrote about the importance of a concept that he calls Pre-suasion. Pre-suasion includes all of the actions you engage in that precede your actual persuasion attempt.

According to Cialdini, all of the true masters at persuasion (those who are effective at getting others to comply with their requests) are those that spend more time on 'what' they do prior to making their requests. These masters create a psychological context, an environment, in which people are interested in hearing what they have to say. As a result, others are more predisposed and willing to support any requested actions. In essence, persuasion masters create a psychological state in which people are receptive to their message.

In general, if you have a good case to present or story to tell, you need to ensure that people are prepared to hear it. That is what Pre-suasion does for you. It sets the stage, heightening the effectiveness of your persuasion attempt. Two primary elements that are part of the Pre-suasion process are; the need to create positive relationships and the need to establish your credibility.

Creating Positive Relationships
In building more positive relationships, as part of the Pre-suasion process, you need to ensure that you focus time and attention on the other party. People get very tired, very quickly, of a relationship that is all one-sided. Showing a sincere interest in others, helping them to achieve some of their goals and desires, will predispose them to want to reciprocate and help you in future. If you want them to treat your future persuasion attempts with respect start by giving them their due and listening with respect to their requests.

Build Credibility
To create and build your credibility, you need to consider the interaction between four key elements.

1. What is the level of integrity that you bring to your interactions? Bear in mind that the consistency of your actions across circumstances counts. If you mislead a customer to make a sale you can't be surprised when coworkers believe you may also mislead them to get what you want.
2. What is your personal agenda for the interaction? Let's face facts here... my perception of your motives will always influence how 'genuine' I find your actions and behaviors.
3. How relevant are your capabilities and skills, as they pertain to the issue at hand? Your perceived level of experience and expertise will go a long way toward establishing your credibility in any situation. This is why self-marketing is such an important skill to cultivate. The more people who know what your talents and skills are, the broader your credibility and the more effective your influence attempts.
4. What have your accomplishments been to-date? Obviously, your results, both past and current, count toward establishing your credibility. You've got to deliver to be believed.

Few of us are in the position of not having to get work done with and through others.  Therefore, the ease and effectiveness with which we are able to do just that - work through others - will greatly enhance our accomplishments and success.   At the end of the day, how you treat people today will determine the effectiveness of your persuasion attempts of tomorrow.

Vocal Influence

People have long been adding emphasis to words and phrases when they speak, in an effort to create interest and enhance understanding.  However, there is an additional use of emphasis we should be aware of that comes to us from the world of hypnotism.  Savvy marketers, advertsiers and politicians have used this technique for years, all in their ongoing efforts to inlfuence our choices and the direction of our thoughts.

The technique is called 'tonal marking' by hypnotists.  In essence, you mark out (emphasize) segments of your spoken communications by modifying your voice pitch, volume and/or pace.  This change in your voice serves to emphasize and lend more weight to those specific segments of your message.  In doing so, you essentially end up with a message contained within the body of the communication.

Consider the message below, where the bolded and capitalized words represent the segments you are tonally marking.

           "I don't want your to BUY THIS TOASTER until you've decided that
            IT'S THE ONE FOR YOU"

On the surface, the message appears neutral and fair.  However, when you look only at the passages that were marked tonally, a hidden, somewhat subliminal, message is seen. When tonal marking is used in sales and marketing pitches (as above) it is typically referred to as an embedded command.  Its use may be more or less effective given other elements present throughout the rest of the 'pitch'.

However, what about when the technique is used during communications in which we are not consciously being 'sold' something?  What if we were listening to someone give a talk about gender differences?  They aren't trying to formally sell us, their goal is simply to inform, educate, perhaps entertain.  What if they are relatively new to the professional speakers circuit though, and are trying to create a positive reputation for themself, create a bit of 'buzz' around their name?  It's important to them then that you find them interesting and knowledgeable, that you... in short... like them.  They might then choose to embed messages into their speech to help drive this impression. They might include sentences like the following houghout their speech...

     "if you, LIKE ME, find communicating with the opposite gender confusing..."

     "I'M often astounded to find how much more PASSIONATE women sound when..."

     "When it comes to understanding the motivations of the oppositve sex, I, LIKE YOU find that..."

It's the tonal marking of various phrases, delivered over the course of speech, that provides the subtext.  Now consider the potential for influencing your audience when these messages are delivered over the course of a 10 minute, 30 or 60 minute presentation.

What about if you delivered one such message about yourself with your 5-minute update at the weekly management meeting?  Could the consistent and repetitive nature of this message influence and reinforce their perception of you?  Research would have us believe YES.

TRY your own experiment, by giving IT a go.  YOU just might find that you LIKE the results IT brings!