Avis slogan

The book Influence talks about six principles of social influence: reciprocity (people think they have an obligation to repay those who have helped them), commitment and consistency (people want their behavior to be consistent with their commitments and values), social identity (people will decide their behavior according to others' behavior), preference (the more people like them, the easier it is to obey each other), authority (people expect experts to guide them) and shortage (.

"Yes! Persuasion is more specific. You can deepen your understanding with reading.

When people are uncertain about a certain behavior, they tend to pay attention to other people's 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 imperceptible. Comparison: "The operator is waiting for your call, please dial the hotline immediately" and "The operator is answering the phone, please dial later"; "Protect the environment, please reuse towels" vs "85% of tenants reuse towels at least once". Recall the judgments that "the annual sales volume exceeds 65.438 billion cups, and the cups can be connected together to circle the earth", "Shopping APP used by 300 million people" and "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 you will 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 should 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 65,438+04 tons of wood fossils are stolen every year, and the historical sites in front of us are being destroyed" will make everyone feel that as many as 65,438+04 tons of wood fossils 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 keep consistent with the "regular crowd"

If people's primitive behavior is more beneficial to society, how can they prevent this conventional phenomenon from having a negative impact on their behavior after they know that their behavior is deviated (not very good)? We can add an attitude that represents social recognition and affirm their positive behavior, which not only shows that this 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 make consumers reluctant to choose.

Every time 10 fund option is added in the pension plan, the participation rate will decrease 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 users to make decisions as soon as possible. When donating money, if you say to donate some money, many people will hesitate to donate how much money, but in the end they will not donate. If you just say 10 yuan or 50 yuan, the donation rate will be higher.

It is also a good thing for companies to streamline product lines and concentrate on making more competitive products. For example, the number of P&G Head & Shoulders products has been reduced from 26 to 65,438+05, and Jobs has cut his business lines and focused on making mobile phones and computers. Mobile phones have only one home button.

Sometimes, if you want to convince others and influence others, you can better accomplish the task by adding the "inaction" option.

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 stricter with themselves in terms of 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 in vain (about to expire and clear inventory), on the other hand, the value of gifts is often underestimated, and "free" masks the value of gifts themselves. Try to change "free access to security software" to "free access to security software with a value of 150". If the school has established a free extracurricular activity club for students, telling parents about the cost of joining a private extracurricular activity club outside the school can stimulate 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 usually choose products with medium prices. Bars usually put the most expensive products on the front page, so when they see the prices behind them, they will feel good and acceptable. When an intermediary looks at a house, it usually looks poor first, so that when they see the house behind them, they are more likely to be satisfied.

People are usually impressed by the first time and the first time. People are usually forgetful and have a deeper memory of recent events.

Variety shows, later performances are easier to get high marks. Unless the first one performs well, it is obviously better than the people behind, which will cause the people behind to feel inferior to the first one and set themselves as a comparison benchmark.

The second person will compare with the first person and feel that he is almost the first. The person who won the third place will feel lucky and almost missed the top three.

No matter who the ranking is related to, people always like to have a list that is familiar with the ranking figures. The top 92 list is not as good as 100. If you rank second, you will say "one of the top three", and if you rank 16, you will say "the top 20".

Only when the high fear information is matched with the specific action plan can it promote the user's action and reduce the danger and fear.

If we only describe the dangerous situation and stimulate users' fears, but don't tell specific ways to deal with it, then the information audience may "block" the information and avoid problems to deal with the fears. If you only talk about the danger 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 your help. If you send a small gift first, and then ask to answer a questionnaire or try out the product.

Mutual benefit is a kind of 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, Taobao's "pro", three squirrels' "master, I'm on my way", handwritten thank-you letters, and "courier brother has worked hard" printed on the courier box.

Give users extra surprises.

A candy is better than a separate bill (the waiter expresses his gratitude and the customer is more likely to refund the tip); Two sweets are better than one (the more you get, the stronger the feeling of rewarding each other); It is better to send candy accidentally than regularly.

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 the behavior of others, "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. Instead, donate in the name of the tenant. For example, the WeChat activity encourages users to walk 1w every day, and if they walk enough, they can donate a certain amount. For example, ANT FOREST encourages energy conservation and environmental protection, and a real tree can accumulate points. (The latter 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 enterprises with social responsibility will 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 are played in groups, and donations will be made in the name of the group with high scores. Everyone 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 thing to do is to ask for something in return as soon as possible after giving kindness. You did the consumer a small favor, and you can't expect him to remember it after 10 years.

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 the size of the product, he is no longer a potential consumer, but a real customer. If it is difficult to meet the minimum order, 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.

Mark a certain trait, attitude, belief or other label on a person, and then make a request to this person that matches 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 that they have chosen 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 make a reservation, they will not say "Please call to explain when you need to cancel the reservation", but "If you want to cancel the reservation, 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 determine 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, etc. 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 miss rate will be reduced by 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 will 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 usually want their behavior to be consistent with their attitudes, behaviors and values. For example, a person who stresses hygiene will generally keep himself and his family environment 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 keep his behavior consistent, 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: change the user's behavior first, and 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 talk to people, provided that in the first few minutes of contact, the content of the conversation is mainly based on mutual understanding.

In traditional communication occasions, such as large-scale conferences, sales exhibitions, etc. If employees are afraid of rejection, they will wait for potential customers to cooperate on their own, and the loss will be great.

If you want to get help from others, tell them that he can do some help, which will effectively enhance their willingness to help.

For example, when making a donation, if you just say to donate some money to someone in need, the other person will give up because he doesn't know how much to donate, because he is worried that if you donate less, you will appear unloving. But if you add "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 "an 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 lower 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 give potential competitors a sense of urgency. Those who participate in the auction from a low price have invested time and energy, and they will be more persistent/inclined to buy things.

When observing other people's behavior, people often don't 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. The point is that you can do it.

Two people 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, it is difficult for team members to put forward their own opinions, which will form a vicious circle, leading to mistakes and big mistakes in the decision-making process.

Leaders often don't realize the influence of their position and knowledge in the eyes of others, such as the blind obedience of crew members to the captain (captain syndrome) and the unquestionable operation of nurses to doctors.

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 listening carefully to the 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.

"Opposing" and dissidents can prevent the team from going to the extreme of "like-minded" and improve the team's ability to solve problems. 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 cultivating success cases.

Enterprise training, teachers and coaches, and parents can explain failure cases, point out mistakes, and discuss how to avoid mistakes and what measures should be taken to avoid them.

Pointing out a weakness of the product will make people feel that the advertisement of this enterprise is frank and credible, which gives the company an advantage and will be more convincing when promoting the product advantage.

Like a beetle, it is very small. Avis "We ranked second, but we worked harder". Jiaduobao "Sorry, we only sell herbal tea, we don't go to court". In the interview, first mention some shortcomings or areas to be improved, 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, so that others can believe that we are not wrong.

Make good use of "two sides" information. For example, the restaurant is a little small, but warm and comfortable. This product is 20% more expensive than competitors' products, 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 and compact, and occupies a smaller area.

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, if the airline stranded a large number of passengers due to the weather, is it because of the weather or because it didn't inform in advance, which situation is 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 also better explain the management concept of enterprises.

The prodigal son never changes his gold. People's friendly attitude towards correcting mistakes may be higher than those who directly do the right thing.

When the department determines that the main cause of the accident is technical failure rather than human error, consumers and other outsiders are unlikely to hold it fully responsible.

If you need to announce an accident or delay, and these problems are indeed caused by technical failures, you should inform the affected people as much as possible. If the plane is delayed, it is 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 do this whenever there is a problem, which can easily arouse people's resentment.

Social psychologists have found that people usually take a positive attitude towards things that have a subtle relationship with them, such as names, places of birth, schools, birthdays and so on.

If salespeople can show the similarities between themselves and potential customers, then the latter may be more likely to accept the products they are promoting. There is a contradiction between the two. If we can find some similarities or common experiences, it will be more likely to solve the conflict. If you want something from someone, you might as well find the similarities between you and the other person first. You might as well say it first.

Many marketers also take advantage of this, and by constructing some scenes, users can feel the same way, thus promoting sales.

People like people similar to themselves. Being consistent with other people's behavior will make people feel good.

The waiter repeated what the guest ordered, which made the guest feel good about it, so he got more tips. When 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 very arrogant. They can keep their distance from consumers, but they can increase the attractiveness of products and promote sales.

Why do 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 substandard, 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 particularly cool people.

But if your product positioning is people-friendly and affordable, then you can't adopt 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 actively 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 things are more valuable to people. The rarer the supply, the more limited the supply time, and the more people want them.

Wrong stamps, out-of-print sneakers, exclusive interviews, the last performance, etc.

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 enjoy a 20% discount on new products" with "don't miss the opportunity and enjoy a 20% discount on new products", "If you don't carry out energy-saving transformation, you will spend 50 cents more every day" and "If you carry out energy-saving transformation, you will save 50 cents every day".

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 have the opposite effect).

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, you should reduce the amount of tasks. Another way of thinking is to ask your target users to give many reasons to support their competitors. The harder it is for them to come up with many 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 the consumer's "awakening level" is high, he is very concerned and interested in the product, and the propaganda language of the declarative sentence 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, sleepy, fragrant and fluttering 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 before that said that children with easy-to-read names will be more likely to be named by teachers to answer questions and get more attention, so that their expression ability and learning 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.

For example, Pinduoduo worked hard and saved a lot. 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 is 15000 yuan, and 10000 yuan is only 50 cents a day. For example, what does Luo Canyong spend on a dollar, an egg or an English class?

If the enterprise can give consumers a little start-up advantage, then it doesn't even 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 to send 1 free service for 8 times, and the other is to get 1 car wash service for free with 10 stamp, but it has been stamped twice. The second effect is even more significant. People will think it has been twice and secretly encourage him to finish the remaining eight times. Instead of starting from 0 to 8.

When you show others that "things have made progress 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 in some functions 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 user's happy time. When completing an important goal, you can also disassemble the goal into some small goals to prolong the user's attention cycle.

The more eye-catching the product logo, the stronger the correlation, the better.

Consumers' memory is full of all kinds of information, so it is hard to expect consumers to immediately associate with a specific commodity under certain circumstances. Pictures, images, slogans and packaging are all effective ways.

For example, the old lady dancing with melatonin, robot cat, pink pig Peggy, microphone+gesture of Chinese good voice, Audi's four circles 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. Take the initiative to give money when drinking coffee in public areas, and stick a pair of eyes next to it than a flower, and the rate of giving money will be higher.

Before making major decisions or key negotiations, determine your emotional state.

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 that of ordinary 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 minds will be clearer and their communication will be more infectious. And when we feel tired, we are more susceptible to deceptive information from others.

You can set up a "decision-making area" at work or at home, 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, you'd better not choose the time when he just finished lunch or evening, and the best presentation time should be early morning (when he just finished drinking wine and had 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 other advertisements? Personalized and non-invasive locations, 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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