How to Win the Trust and Recognition of Others —— Persuasion Notes (1)

Persuasion was edited by three American writers, Nova Goldstein, steve martin and Robert Siodini. Through 60 short articles, 60 skills of persuading others are described. These skills all come from the research on "What has influenced human behavior and decision-making" by behavioral scientists in the past 10 years. Persuasion is a science, not an art. People can learn and understand the psychological basis of persuasion, and use reliable and reasonable strategies to become persuasion experts. Persuading and influencing others happens all the time, whether in life or at work. Maybe after reading it, you will find that you have used some strategies in your life and work. Personally, I think these strategies are really practical.

The whole book contains 654.38+03.4 thousand words, and the reading notes are about 654.38+02 thousand words. It takes about 20 hours to read and organize books. There are many contents, which are divided into six parts and updated one after another.

Article 1: Give full play to the power of social identity.

Many classic studies of social psychology show that social identity has a strong influence on human behavior. When people are uncertain about a certain behavior, they often pay attention to the practices of others around them to guide their behavior.

For example, the advertising slogan of the shopping channel: "The operator is waiting for your call, please dial the hotline immediately" is changed to "The operator is on the phone, please dial later." The subtext is that many people are calling the hotline to order this product.

Article 2: Use the herd mentality skillfully.

Following other people's behavior patterns often needs to be combined with specific environment, situation or status quo.

Example: In order to encourage people to submit tax returns, HMRC will issue a tax notice, stressing that failure to pay taxes in time will be punished. In order to improve the probability of filling in the form, a sentence was added at the top of the notice page, which objectively pointed out that "most people in Britain will pay taxes on time". This adjustment increased the probability of filling in the form by 5%. This sentence has been adjusted to no longer refer to the people of Britain, but to mean that most local people who accept letters will pay taxes on time, so the probability of filling out the form has increased by 12%.

Article 3: Avoid using negative slogans.

The principle of social identity effect is that people will follow the behavior of most people, including positive behavior and negative behavior.

For example, a health center announces the number of people who have stood up to make an appointment in a prominent position, and the rate of standing up to make an appointment will increase in the next few months. There are two reasons: First, people who read the information will think that "so many people have stood up, not much more than me", which makes the behavior of standing up to make an appointment become common; Second, only those who actually see a doctor see this message, which encourages those who keep appointments on time to break the rules. The health center adjusted the public information to the number of patients who attended the clinic on time, and as a result, the rate of no appointment decreased by 18%, which was 3 1%.

Article 4: Affirm people's positive behavior

Social routine behavior will attract people's behavior magnetically, and the behavior level formed by most people will become the "magnetic median", and those who deviate from the median will move closer to it-no matter whether their original behavior is good or not, they will change their behavior and move closer to the "regular crowd".

For example, it is mentioned in the annual report of a company that the average tardiness rate of employees is 5.3%. The good news is that employees whose actual lateness rate is higher than the average lateness rate may adjust their behavior and move closer to the normal level. The bad news is that more punctual employees may also move closer to the normal level. According to the above research, managers should clearly appreciate punctual employees to prevent such employees from getting closer to the normal level.

Article 5: Choice phobia caused by too many choices.

When people are faced with many choices, they need to distinguish the differences between various options, which increases the difficulty of choosing and makes people unwilling to face it, thus losing interest and motivation (people have an instinct to seek advantages and avoid disadvantages).

Example: Procter & Gamble decided to reduce the number of 26 products in the Head & Shoulders series to 65,438+05, resulting in a rapid increase of 65,438+00% in product sales. But not all cities are like this? La Casa Italian ice cream, a famous Italian ice cream shop in Vancouver, was founded in 1982 and has more than 230 flavors. So many choices make the business very prosperous, because: diverse taste choices have become the unique label of this brand; Secondly, the process of selecting and tasting makes customers enjoy it; Finally, customers know more about their needs and preferences, and hope to find a store or seller that can meet their needs, so maximizing the possibility of choice is more likely to improve customer satisfaction. In short, don't let your customers obsess over their choices.

Article 6: Add the option of "inaction"

Adding an "inaction" option to the options you provide can greatly enhance people's willingness to choose actions and increase their time and energy in the selected activities. This option constantly reminds the participant that his choice is a good choice, otherwise he has already chosen to quit before.

For example, in the word-finding game, every time you find a pre-selected word related to the option accurately from a group of words, you will be rewarded for finding a word accurately and you can quit at any time. Participants were divided into three groups. The first group has two choices: famous actors or the capital city; The second group has three options: famous actors, capital cities and famous ballerinas; The third group has three options, the famous actor, the capital, refuses to participate. In this way, the investment time of the first group and the second group is not much different, and the third group chooses to participate in this game and spends about 40% more time than the other two groups.

Article 7: Tell the true value of free gifts.

If consumers can get a small gift when they buy a product (that is, the target product sold by the merchant), the perceived value and attractiveness of the small gift itself will be greatly reduced.

Example: "Free access to a set of security software" was changed to "Free access to value 150 security software". Another example is that the school wants to set up a free extracurricular activity club for students. In the information transmitted to parents, it is necessary to point out the cost of participating in private extracurricular activities outside the school, so as to establish the value of school associations and mobilize the enthusiasm of participating in them.

Article 8: compromise between the highest price and the lowest price.

When faced with a series of choices of similar products, consumers tend to be more inclined to "compromise choice". If you choose one of the two, then the "compromise choice" is of course cheap; If a higher-priced product is added, the "compromise choice" will change from the lowest-priced product to the middle-priced product.

Example: Williams Sonoma, a famous American kitchenware retailer, has introduced a brand-new bread machine, the quality of which far exceeds that of other similar products in the store. After this new product was added to the product list, the sales volume of the original best-selling bread machine doubled.

There will be a new one soon. Don't miss it. )