In this new publication about persuasion, I'll set the foundations of persuasion so you can become a person capable of applying various methods of persuasion effectively. This time, I am going to mention the first basic principle:
In order to develop your persuasive skills, it is necessary that you work on your social skills, your attitude and respect toward others. Behind the persuasive techniques there must be a person full of integrity and character. Otherwise, your efforts will be seen as attempts of manipulation.
The process needed to persuade and manipulate are basically the same. However, the difference lies in the intent and the results of each one.
If you want to manipulate, your intention is to benefit yourself regardless of the interests of others, which often becomes a "I win-THEY lose" relationship. The results that may be obtained from the manipulation will always be limited and small, because it implies the use lies, deceit and fraud to make others believe that everyone gains when that is not the case.
Please consider the following classic example of manipulation: advertising to sell a slimming product. Later I will explain why this type of marketing does not work in the long term.
1. Ignorance. Advertising campaigns about weight loss products that work magically in a few days (without dieting or exercise!) are based on our ignorance of the metabolism and the mechanisms that control our body weight. In other words they take advantage of our lack of knowledge in biology and pharmaceutical issues.
2. Weak emotions. In addition, these campaigns take advantage of our emotions (our hatred for exercise and diet, our desperation to try EVERYTHING to lose weight). Therefore, they promise us a cheap, simple, fast and effective product (an easy solution to a very difficult problem) because they know we are emotionally fragile.
3. Deception. They also play with our thinking processes. They introduce an idea in our minds, change our beliefs and make us think (through false testimony, actors with a robe posing as medical and scientific data that we don't bother to corroborate) that the product is the latest wonder in medical and/or nutritional technology.
4. Distraction. As if that were not enough, to prevent us from thinking clearly, they use attractive pictures, colors and strong contrasts. They also use a fast tone of voice quick images, with a clear emphasis on the benefits of the product. In addition, the product is promoted with exaggerations, using only the advantages and establishing biased comparisons with obviously worse products that makes us think that the "new" product is significantly better when it is not the case. For example, often these "worse" products are out of market, obsolete and outdated.
5. Behavior control. As a finishing touch, they use the basic techniques of positive behavioral reinforcement ("if you buy this product you'll receive one more, totally free!") and negative behavioral punishment to prevent us from making a reasonable decision (if you do not decide fast enough, you will lose benefits (often being the case that you aren't really interested at all in those simple and useless benefits) that, causally, you can't get anywhere else: "If you are part of the first 50 calls, we give you this sensational product").
Such campaigns are at an intermediate level between manipulation and persuasion. They do not resort to control (force, fear and threat), coercion (pressure, intimidation or imposing) but they do offer a false sense of compliance (misleading incentives, benefits and rewards).
On future occasions I will discuss the lowest (literally) manipulation attempts.
Manipulation attacks from all sides, but in a dishonest way. So please, don't be manipulative and don't be fooled by manipulation strategies.
Eventually, product buyers discover the deception about these deceptive campaigns and they feel very frustrated. This is why these products are sold only once. All buyers are one-time buyers because, obviously, they never repeat the purchase.
These companies are not interested in the welfare of society, they are only interested in their personal gain. For this reason, their strategies are short-termed because the buyers of these products are going to be disappointed, they feel disrespected and become increasingly suspicious of this kind of products. Of course, they will not be loyal to the brand or the product.
Next time, I'm going to talk about the following principle:
2. To persuade, consider the two most basic human needs: to avoid pain and seek pleasure.
To be persuasive is to know what people want. If you do not speak to their emotions and most basic and fundamental thoughts, it will be very difficult for you to persuade anyone.
1. Do not manipulate.
"The object of oratory alone
is not truth,
but persuasion".
Thomas Babington Macaulay
"Children should be led into the right paths,
not by severity,
but by persuasion".
Terence
¿Hablas español? Encuentra la versión original de la publicación en: Principios básicos de la persuasión: Parte 1
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| "Persuasion is the power to make others to think and act in a certain way. In other words, persuasion is the power of influence." |
In order to develop your persuasive skills, it is necessary that you work on your social skills, your attitude and respect toward others. Behind the persuasive techniques there must be a person full of integrity and character. Otherwise, your efforts will be seen as attempts of manipulation.
1. Get rid of any kind of manipulation
The process needed to persuade and manipulate are basically the same. However, the difference lies in the intent and the results of each one.
If you want to manipulate, your intention is to benefit yourself regardless of the interests of others, which often becomes a "I win-THEY lose" relationship. The results that may be obtained from the manipulation will always be limited and small, because it implies the use lies, deceit and fraud to make others believe that everyone gains when that is not the case.
Please consider the following classic example of manipulation: advertising to sell a slimming product. Later I will explain why this type of marketing does not work in the long term.
 |
| "Through persuasion, you can make your proposals or views to be taken into account" |
Some manipulative strategies used to sell a product
1. Ignorance. Advertising campaigns about weight loss products that work magically in a few days (without dieting or exercise!) are based on our ignorance of the metabolism and the mechanisms that control our body weight. In other words they take advantage of our lack of knowledge in biology and pharmaceutical issues.
2. Weak emotions. In addition, these campaigns take advantage of our emotions (our hatred for exercise and diet, our desperation to try EVERYTHING to lose weight). Therefore, they promise us a cheap, simple, fast and effective product (an easy solution to a very difficult problem) because they know we are emotionally fragile.
3. Deception. They also play with our thinking processes. They introduce an idea in our minds, change our beliefs and make us think (through false testimony, actors with a robe posing as medical and scientific data that we don't bother to corroborate) that the product is the latest wonder in medical and/or nutritional technology.
4. Distraction. As if that were not enough, to prevent us from thinking clearly, they use attractive pictures, colors and strong contrasts. They also use a fast tone of voice quick images, with a clear emphasis on the benefits of the product. In addition, the product is promoted with exaggerations, using only the advantages and establishing biased comparisons with obviously worse products that makes us think that the "new" product is significantly better when it is not the case. For example, often these "worse" products are out of market, obsolete and outdated.
5. Behavior control. As a finishing touch, they use the basic techniques of positive behavioral reinforcement ("if you buy this product you'll receive one more, totally free!") and negative behavioral punishment to prevent us from making a reasonable decision (if you do not decide fast enough, you will lose benefits (often being the case that you aren't really interested at all in those simple and useless benefits) that, causally, you can't get anywhere else: "If you are part of the first 50 calls, we give you this sensational product").
 |
| "Persuasion allows you to identify how other people think. With that knowledge, you can convince them much easier" |
Disadvantages of misleading advertising
Such campaigns are at an intermediate level between manipulation and persuasion. They do not resort to control (force, fear and threat), coercion (pressure, intimidation or imposing) but they do offer a false sense of compliance (misleading incentives, benefits and rewards).
On future occasions I will discuss the lowest (literally) manipulation attempts.
Manipulation attacks from all sides, but in a dishonest way. So please, don't be manipulative and don't be fooled by manipulation strategies.
Eventually, product buyers discover the deception about these deceptive campaigns and they feel very frustrated. This is why these products are sold only once. All buyers are one-time buyers because, obviously, they never repeat the purchase.
These companies are not interested in the welfare of society, they are only interested in their personal gain. For this reason, their strategies are short-termed because the buyers of these products are going to be disappointed, they feel disrespected and become increasingly suspicious of this kind of products. Of course, they will not be loyal to the brand or the product.
 |
| "The key to successful persuasion is to make the other person feel good after making the decision to think or act a certain way" |
Next time, I'm going to talk about the following principle:
2. To persuade, consider the two most basic human needs: to avoid pain and seek pleasure.
To be persuasive is to know what people want. If you do not speak to their emotions and most basic and fundamental thoughts, it will be very difficult for you to persuade anyone.
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