07 Principles of Persuasion

Question 1

General Principles of Persuasion

Answer 1

1. Liking
   
   • people like those who like them
   • application: uncover real similarities and offer genuine praise
2. Reciprocity
   
   • people repay in kind
   • application: give what you want to receive
3. Social proof
   
   • people follow the lead of similar others
   • application: use peer power whenever it’s available
4. Consistency
   
   • people align with clear commitments
   • application: make their commitments active, public, and voluntary
5. Authority
   
   • people defer to experts
   • application: expose your expertize; don’t assume it’s self-evident
6. Scarcity
   
   • people want more of what they can have less of
   • application: highlight unique benefits and exclusive information

Question 2

Channels of Persuasion

Answer 2

1. Interest-based persuasion
   
   • your pitch your idea as addressing the other party’s underlying needs
   • application: I will do x for you if you do y for me
2. Authority
   
   • you appeal to your formal position or rules/policies as a means of getting others to agree with your proposal
3. Politics
   
   • you acknowledge that appearances may be as important substance in your idea selling
4. Rationality
   
   • you offer reasons and/or evidence to justify a proposal on its merits
   • application: pivot on a practical reason
5. Inspiration and emotion - vision channel
   
   • you appeal to the audience’s overriding sense of purpose, values, or beliefs as the foundation for selling your idea
6. Relationships
   
   • whenever you use similarity, liking, rapport, and reciprocity, or rely on your network of contacts and friends to open doors

Question 3

Adopt a persuasive style

Answer 3

• Understand the other side’s story
  
  • different people interpret the same information or event differently
• Be open to persuasion
  
  • people sense your stance and adopt a similar one
• Be both empathetic and assertive
  
  • empathy helps you design value-creating deals where your own demands are fulfilled
• Use reciprocity to build trust
  
  • platinum rule: do unto others as they would want done to them
• Match appeals to the other side’s circumstances
  
  • at the rational (what happened, who said/did), emotional, and “identity” (the most fundamental issues of self-image) levels
• Recognize how people process information
  
  • different profiles (and cultural filters) react to different cues

Question 4

Persuasion od different profiles

Answer 4

Question 5

Persuade but watch out for

Answer 5

1. Extreme claims followed by small, slow concessions
2. Commitment tactics
   
   • make sure they (e.g., tied hands, limited discretion) are for real
3. Take-it-or-leave-it offers
   
   • counter with another offer but may block deals
4. Inviting unreciprocated offers
   
   • when you make an offer, wait for a counteroffer before reducing your demands (don’t bid against yourself)
5. Trying to make you finch
   
   • your opponent keeps making demands waiting for you to reach your breaking point (don’t fall for it)
6. Personal insults and feather-ruffling
   
   • their personal attacks can feed on your insecurities and make you vulnerable
7. Bluffing, puffing, and lying
   
   • exaggerating and misinterpreting facts can throw you off guard (be polite but skeptical)
8. Threats and warnings
   
   • recognizing them as the tactics that they are can help you stand up to them
9. Belittling your alternatives
   
   • have a firm sense of BATNA
10. Good cop, bad cop
    
    • realize what they are doing and get your own bad cop if you need one