Cialdini’s Principer: 50 Ways to Get a ”Yes”
Do you want to get people to say ”YES” more often?
Win over customers and business?
In this article, I go through my greatest insights from the book “Yes! 50 Scientifically Proven Ways to Be Persuasive. ” And more importantly, how you can use them to get people to do what you want.
If you are planning on selling something, online or offline, it is important to know how to persuade people, it is emphasized in an article in beforeitsnews.com. The authors say that persuading people is not an art. But rather a technique. And with the right knowledge, anyone can master it.
One of the authors, Robert Cialdini, is without a doubt the greatest expert on the subject. His books are bestsellers and have been on entrepreneurs’ ”must-read list” for over 30 years.
In Cialdini’s first book, Influence , he came up with six principles for influence.
Here’s a summary of the principles if you’ve never heard of them:
Robert Cialdini’s 6 Principles of Influence
Principle # 1: Retaliation
People feel obligated to give back to someone who has given to them.
Tips for use: Teach potential customers things. Give tips that people use. Give something away for free. And treat people like customers long before you sell them something. BEFORE you even start selling to them.
Company coach Jay Abraham used to say, ”Become your customers most trusted advisor.” Below is a clip where he describes this principle in detail.
Watch the video here:
Principle # 2: Commitment & Consistency
We usually do not want to change our mind when we have decided on something. Because we want people to see us as consistent, and that we keep our word.
Tips for use: Offer something small, eg something for free, and work your way up from there. Sell something small first (an irresistible offer) even if you do not make any money on it.
Why? Because according to Cialdini’s surveys, it increases the chance that they will return and make larger purchases.
Principle # 3: Social Proof
People decide what to do in a situation by seeing what others do.
Tips for use: View the number of customers who use your product. Tell us what current customers are saying about your product. Link to articles about you.
Principle # 4: Authority
People listen to authority figures (experts, police, role models, etc.) to see how they should behave and what decisions they should make.
Tips for use: Show that you are an expert in your field. View certificate. Show result. Get a ”celebrity” in your industry to recommend you.
Principle # 5: Liking
We more often say ”yes” to those we know and like.
Tips for use: Relate to your customers. Dare to share details about yourself. Write articles. View demonstration videos. Be friendly and helpful.
Principle # 6: Scarcity
Things that there are only a few of are more valuable in our eyes.
Tips for use: Limit certain offers. Restrict access to your product. Make it seem exclusive.
You can read a more detailed article about the principles here . And if you want a full understanding of the principles, you can read the book ”Influence”.
With that said, his second book, ”Yes! 50 Scientifically Proven Ways to Be Persuasive”, is based on the first book and has several practical ideas. And those are the ones I’ll go through now.
So, what are the 50 ways to get a yes?
50 Scientifically Proven Ways To Get A Yes
Important: My ”Tips for use” below are suggestions only and may not work for you.
# 1.) Make your product seem popular.
Example: In an advertising campaign, ”Call now, our staff is waiting for you to call,” was changed to ”If our lines are busy when you call, try again.” The change increased the number who called because people got the impression that others were also trying to buy the same product.
Tips for use: Sell your first 100 products for a cheaper price. And say ”Only X left for this price.”
# 2.) If you want to get a person to do something, mention that similar people have done the same thing.
Example: A hotel put up signs in the bathrooms informing that previous guests were environmentally friendly and reused their towels. Reuse increased by 33% when the hotel changed the signs to ”Previous guests in this particular room chose to think about the environment and reuse their towels” .
Tips for use: Imagine making websites for photographers. You show that other photographers are your customers by putting their logos on your website.
Negative behaviors are reinforced if you focus on them.
Example # 1: An advertising campaign aimed at getting more women to vote. The ad mentioned that 22 million women did not vote last year. And after the commercial was broadcast, even fewer women voted. Why? Because it showed women that it was socially acceptable not to vote .
Example # 2: A park tested two signs. One said ”17% who walk in this park steal things that belong to the park.” While the second sign said “83% who visit this park choose to leave the park’s things alone. Please do the same. ” The first sign tripled the number of thefts in the park.
Tips for use: Tell us what previous customers have done, such as ”Become one of our 1127 subscribers and sign up for our newsletter.”
Positive feedback on a behavior increases the chance that the person will continue that behavior.
Example: A survey measured how frugal people were with electricity. At the beginning of the survey, those who were frugal received a letter saying, ”You are more frugal with electricity than others in the area.” While people who were not frugal received a letter saying, “You waste more electricity than others in the area. “ Result?
The frugal began to use more electricity. While those who wasted began to use less. The next survey sent a ”well done” letter with a smiley to people who were frugal, and it made people continue to be frugal.
Tips for use: Send a ”Thank you” email to customers. Tell us how happy you are to have them as customers. And ask if there is anything else you can help the customer with.
Too many choices can lead to decision anxiety.
Example: When a company’s employees had to choose between 2 funds, 75% signed up for the pension agreement. When they instead had to choose between 59 funds, only 59% signed up.
Tips for use: If you sell a lot of products on your website, DO NOT show all products on the home page. Show only (for example) the most popular products.
To learn more about how choices affect our decisions, read The Paradox of Choice .
6. Free is not valuable in our eyes, so always mention what something is worth.
Example: A group looked at a pearl necklace in an ad and were told how much they thought it was worth. Another group also saw an ad with the pearl necklace. But there it was given away for free if you bought a liqueur bottle. Results? The other group thought the pearl necklace looked cheap because ”why else would the company give it away for free?”
Tips for use: Always mention what something is worth. For example. Download for free: A guide that shows step-by-step how to learn yoga in 30 days (value: SEK 1,000). ”
7. A more expensive product can make a cheaper product look like a better deal.
Example: After a company introduced a better and more expensive version of a toaster, sales of their old toaster increased. Why? Because people usually do NOT want to buy the most expensive version of a product.
Tips for use: If you sell services, you can show customers three different packages (eg bronze, silver, gold), where the middle option is what you want the customer to choose.
Below is an example of how Animated Commercial used this principle (Price example):
8. Scare tactics only work if you tell the person how to escape.
Example: A group got to read a brochure about how dangerous tetanus is. While another group got to read the same brochure AND instructions on how to get vaccinated. More people from the second group signed up for vaccinations compared to the first group. The reason is that the first group thought that something as rare as tetanus would never happen to them.
Tips for use: Dare to talk about ”scary” things in your marketing. But remember to present your product or service as the solution.
Here is an example:
”Afraid to go home alone in the evening? Do not you wish there was a way to protect yourself from nasty types? You know who I mean: the psychopaths who try to contact you and ask – threateningly – ” where are you going? ” Wouldn’t it be great to have a safe, effective, and easy way to stop maniacs with just the push of a button? El Kuben – the world’s first personal energy shield against criminals …”
9. Do someone a favor and he / she feels obligated to give back.
Example: The probability that someone bought match tickets was twice as great if they had first received a small gift. Compared to when they were only asked to buy the tickets.
Tips for use: Give something away for free.
Examples of what Stubborn Entrepreneur gives away:
10. A personal tone on messages increases the chance that people will respond.
Example: Three forms were placed in an office. First had a personal note. Others had a personal note and even asked people to fill out the form by hand. Third was printed from a computer. First received 75% response, second 48% response and third 36% response. People appreciate a personal style. And the handwritten text in the first form showed that someone had made an extra effort.
Tips for use: Talk to customers as you would with a close friend. Here are two ways to say the same thing:
Dear customer, the order for Product Y has been received by the staff at Company X and will be processed within the next day. This is an automatic email that cannot be answered. Company X ”
VS the personal way of saying the same thing:
Hi Robin, THANK YOU for your order! You are cruel 🙂 I will, personally, make sure that your product is sent to you within 24 hours. If you have any questions, just reply to this email. I read all emails. See ya! Robert ”
11. A free gift that is personal and unexpected has a better effect than if the gift is expected and given to everyone.
Example: When a waiter included a piece of chocolate with the bill, the tip increased by 3.3%. But when the waiter, personally, gave the customer a piece of chocolate for the bill, the tip increased by 14.1%. In another experiment, the waiter gave one piece of chocolate per guest, and when he turned around to go he pretended to come up with something, turned back to give another piece of chocolate per person.
Results? 23% increase in tips because the customer thought it was both personal and unexpected.
Tips for use: Imagine running a book club. Customers who sign up get your favorite book home for free. Just because you are so happy to have them as customers.
12. There is a greater chance that someone will do you a favor if you have already done them a favor.
Example: The hotel in Chapter 2 tried two more signs. The first said ”A donation is made to a non-profit organization if you reuse your towel.” Others said ”A donation has already been made to a non-profit organization because the hotel trusts you to reuse your towel.” Guests who saw the second sign reused their towel 45% more often than those who saw the first sign.
Tips for use: Tell customers that your company donates SEK 100 of each order to the children in Africa. Or alternatively that you have already donated a certain amount at the beginning of the year.
13. A service is seen over time as less valuable. So if you want the person you have helped to do something for you, tell them what you did for him once upon a time.
Example: An experiment was done where employees of a company would do a service for each other. And afterwards tell what they thought the service was worth. A few weeks later, they were reminded of the service and would again tell what they thought it was worth. Those who had done someone a favor saw it as more valuable. While those who received the service saw it as less valuable.
Tips for use: If you have given something to a customer, you can say, “Do you remember when I gave you that free gift? Could you do me a favor and share it with two friends? ”
14. Ask for a small service before asking for a larger one.
Example: Homeowners were asked if they could put a large ”Drive Carefully” sign on their property. In the first group, 17% said yes. While 76% of the second group said yes.
What was the difference? The week before, the other group had been asked to put up a small ”Drive carefully” sign in the window. When the other group said yes to the small sign, they saw themselves as more socially responsible. And therefore the big sign felt natural.
Tips for use: Sell the customer something small before you sell something large. For example. a web designer can create a logo for a client for
only SEK 300. And afterwards ask, ”Do you want me to design a brochure for you for SEK 3,000?”
15. If you want to get a person to do something, make that person appear like someone who would do such a thing.
Example: A group was interviewed about their voting habits. Half were told that their answers showed that they seemed more politically active, and that they were therefore more likely to vote. On election day, 15% more people voted from that half of the group.
Tips for use: Tell a customer that he or she seems to be the type of person who understands the value of something. Or tell a child that ”you seem to be the kind of person who is smart and runs the school. ” The principle behind this is that we want to live up to others’ expectations of us.
16. Asking people if they agree with your demands increases the chances that they will.
Example: A restaurant stopped saying ”Call if you need to cancel
your table,” and instead said ”Can you call us if you need to cancel your table?” This reduced the number who did not show up from 30% to 10%. Why? Too many do not have the strength to call and cancel but because they said ”yes” they felt compelled to show up if they had not canceled.
Tips for use: Eg. to meetings: ”If you are prevented at the last second, can you call and tell it?”
17. If we sign something, we are more likely to keep our word.
Example: Group A promised, without signing anything, that they would work for free at a school. Group B promised, and signed a document, that they would work for free at the school. 17% from group A showed up to school. While 49% of group B showed up.
Tips for use: Imagine you have a course. Customers who buy it can sign a document where they promise to do their best and complete all 8 weeks of the course.
18. We can change our minds without being seen as inconsistent if circumstances have changed.
Example: People do not like to change their minds because they are afraid of being seen as inconsistent. So if you want them to change their minds, you need to explain why the new choice is consistent with the previous choice. The previous election must not be seen as a mistake. People need to be able to rationalize their previous bad choices because otherwise they will not change their minds.
Tips for use: Eg. if you are going to persuade a customer: “With the information and options available before, it was smart of you to choose this. But technology has changed. That is why it is now logical to choose us because our program allows you to do the same thing in a simpler and faster way. ”
19. If someone does you a favor, they like you more.
Example: Group A was involved in a survey that promised a sum of money. After the experiment, the researcher asked if he could keep the money because he used his own money. Group B had to keep the money and the researcher did not come up afterwards. Both groups were allowed to tell what their impression was of the researcher.
Results? Although Group A was not allowed to keep the money, they liked him better than Group B. The reason was that they unknowingly thought, ” I’m sure I did this for him for a good reason – he’s a nice guy!”
Tips for use: Ask customers to do something for you (eg share an article, write a review, etc.)
20. People usually agree to what you want if you ask for something very small.
Example: In a survey, they went door-to-door to receive donations. Group A only asked for a donation. While group B ended with ”the smallest crown would help”
Results? 28.6% donated from group A compared to 50% from group B.
Tips for use: Pretend you are looking for a business idea. You call around to entrepreneurs to find out problems that you can solve. You say, ”Can you tell me a little bit about the biggest frustration you experience in your business? It only takes 60 seconds and would really help me.”
21. At auctions (eg Tradera), low starting prices usually lead to higher selling prices.
Example: Surveys on eBay show that more people are bidding on things with a low starting price, and this usually leads to them paying more than they had originally thought. The explanation is that people feel that they have ”invested” too much time in updating their bid to release it.
Tips for use: Set the bid price really low. Then you get more people bidding, competing against each other and giving you social proof.
Note: This does not work if your market is limited to just a few people.
22. Someone else’s recommendation of you is more persuasive than your own words.
Example: Well-known lecturers usually have someone introduce them. Brokers usually refer to ”Fredrik who has 10 years of experience in selling houses in the higher price ranges.” And dentists have diplomas on the walls.
Tips for use: Get a customer to say a few good words about your business. Put those words, plus the picture and name of the customer, on your website.
Examples of how Team Guardab uses references.
23. Listen to other people’s ideas even if you choose your own.
Example: The researchers who discovered DNA said they were ”far from the smartest people. The smartest person was Rosalind Franklin,” and that ”Rosalind was so intelligent she almost never asked anyone for help.” The best idea usually does not come from one person. But from a collaboration between many people.
Tips for use: If you work in a team, remember to listen to others’ suggestions. Because surveys show that the smartest person usually makes worse decisions on their own than if a team had collaborated together.
24. Employees do not always dare to challenge the boss’s bad decisions, so managers must constantly encourage others’ ideas.
Example: In some companies you have a ”devil’s lawyer” (someone who should try to take a negative position). But surveys show that people do not take it seriously. And think that person is just arguing against because it is his job. One problem that arises is that once they have listened to that person’s weak arguments, they feel secure in their position of ”we have listened to all other alternatives!”
Tips for use: Create a culture in the company where people dare to disagree and say if they do not agree with something. Encourage the opinions of others.
25. People remember mistakes better than the correct way of doing something.
Example: A group of firefighters saw a list of mistakes that other firefighters had made. Another group just went through a list of things that needed to be done. The first group was better at dealing with real situations. Exercise based on correcting mistakes is more effective than exercise that only focuses on doing the ”correct thing.”
We learn by mistake. But it does not have to be our mistakes. Billionaire Charlie Munger
Tips for use: If you have a course where you teach people golf. Show first show how the person holds the club in the wrong way, and then show the correct way to hold the club.
26. Mentioning the disadvantages of your product makes the rest of what you say more credible.
Example # 1: Volkswagen’s car ”Bubblan” looked so strange that they chose to point it out in the advertising campaigns. N is the company pointed out the negative with the car, people could instead focus on the positive with the car.
An article from Volkswagen’s advertising campaign ”It will stay ugly longer.”
Example # 2: The company Avis tagline is where ”We’re # 2, but we try harder (When you’re not # 1, you have to.)”
Note how they get the disadvantage, ”we are second,” not sounding so important, and instead they make us focus on the benefits. #smart
Tips for use: If you sell an Internet-based service, you can tell what the service can NOT do. Then tell us what it can do, and why the disadvantages do not matter so much.
27. Angle the downside of your product as something positive (eg a restaurant that is small but cozy.)
Example: A restaurant had three ads. An advertisement showed the restaurant’s cozy atmosphere. An advertisement showed how few parking spaces there were. And a third ad showed both the cozy atmosphere and the few parking spaces. The people who saw the third ad thought, ”The restaurant is so cozy that they do not even have enough parking spaces.” And that made the restaurant appear even cozier in their eyes.
Tips for use: Do not say ”My product lasts longer than other products.” Instead, say ”My product is more expensive than many others. But it definitely lasts longer.” A freelancer once said to me, ”I do not have the lowest prices on the market. But I can guarantee you will get a website that gives you the results you are looking for.” It sounded much better than if he had just said, ”I’m the best!”
28. We trust people who acknowledge (and take responsibility) for wrongdoing.
Example: Company A blamed the low sales on economic welfare in the country. While company B said that sales were low due to a bad decision by management. Results? As company B took responsibility for the mistake, investors thought the situation was under control. While Company A appeared to be ” their captain losing control of the ship.”
Tips for use: Take responsibility for your mistakes. And say what you plan to do to correct the mistake. We have more confidence in people who take responsibility than those who blame external circumstances.
29. People are more easily persuaded if you have something in common with them.
Example: People named Cindy Johnson received an email from Cynthia Johannson. While people named John Smith received an email from Gregory Jordan. In the first case, 56% responded, compared with 30% in others. Why? The similarity in the name.
Tips for use: You run a blog. From your statistics, you know that the average person who reads your blog loves horses and being in nature. On the blog, you tell about your horse Elvira that you have had for almost 10 years. And that you two go several forest walks a week.
30. People like to hear their own name. And people like things like their names.
Example: In the United States, there are 3 times as many dentists (”Dentists”) named Dennis than any other name. The number of people named Florence is extremely high in Florida. The same is true of the name Louise in the state of Louisiana.
Example # 2: See how Coca Cola sells its products. They write our names on the jars.
Coca Cola uses this principle in their marketing.
Tips for use: Do not give your product an ugly or unspeakable name. And if you are pitching a service or solution to a company, try naming it after your client’s name. Maybe ”Team Guardab’s Profit Plan” or ”Olsson’s Quotation.”
31. People like you more if you repeat what they say.
Example: Waiters who repeat what guests order earn 70% more tips than those who just say, ”Okay.” Why? Because we appreciate when someone is careful and really listens to us.
Tips for use: Imagine you are in a meeting. Your customer has just described everything he wants you to help him with. Then you summarize everything he has said and ask if you have missed anything.
32. People like people with real smiles (fake smiles make people doubt us).
Example: Group A talked to a clerk at a hotel who smiled and asked questions about how he could improve their stay. Group B only got to see the clerk smile. The majority in Group B thought the clerk’s smile was false.
Tips for use: Some day after customers have bought from you, you can send them an email. And ask if you can help them with something. And if there is something they are dissatisfied with or wondering about.
33. Things that are disappearing are more valuable.
Example: People bought more Australian meat when they learned that this year’s stock would soon run out.
Tips for use: Restrict access to your product. Say ”Only 200 seats available.”
34. People react more strongly to almost losing something than to almost winning something.
Example: Coca Cola introduced a new Coca cola that people thought tasted better in test after test. But when the new Coca Cola went on sale in the store, people hated it. Because people were losing something, there were a lot of protests and some sued Coca Cola.
Tips for use: Instead of just describing the benefits of your product, tell what the customer will lose if they do not buy it.
35. The chance that someone will do you a favor increases if you give them a reason why.
Example: In the queue for a copier, one person asked, ”Can I go before you in the queue because I’m stressed?” 94% agreed. Then he changed his reason to, ”can I go before you because I have to make copies?” 93% agreed with it even though it is the reason why everyone is standing in line. When he asked the question without ”because” ( ”can I go first in line?” ) Only 24% agreed.
Why? Because people want a reason why they do something. And a bad reason is more persuasive than none at all.
Tips for use: Always give a reason, eg ”Read this article because it will make you smarter,” and ”Share this with friends to make me happy.”
Note: For larger items, the reason must be good.
36. It can have the opposite effect to ask people to come up with too many reasons to choose your product.
Example: Group A saw an ad that said ”So many reasons to buy a BMW. Can you name 10?” Group B saw an ad that said ”So many reasons to buy a BMW. Can you name 1?” Afterwards, the groups were asked how likely they were to buy a BMW. The group that had to choose 10 reasons mentioned Mercedes-Benz as their next choice of car. While Group B mentioned BMW.
Tips for use: People decide how good an alternative is based on how easy it is to come up with reasons for that alternative. So give your customers a simple task, for example: ”Mention a reason why you need our product” Difficult tasks such as ”Mention 10 benefits of our product” can have the opposite effect.
37. People prefer words that are easy to pronounce.
Example: Studies of the stock market between 1999 and 2004 showed how stocks fell and rose. Results? Shares with pronounced names give higher returns than shares that are difficult to pronounce.
Tips for use: Write in a way that is easy to understand. Use a font that is easy to read.
38. Sentences that rhyme are more persuasive.
Example: Surveys show that people believe in ”Caution and measure will win you treasure” but not in ”Caution and measure will win you riches.” Same with ”What sobriety conceals, alcohol reveals” over ”What sobriety conceals, alcohol unmasks.”
Tips for use: Name your company, product or course something that rhymes. Examples are ”Coca Cola”, ”Ronald McDonald” and ”Youtube.”
39. You can control how a person views something through comparisons.
Example: Sales increased by 500% when a seller started saying that owning a whirlpool is like having an extra room in the house, AND that potential customers would compare the price with building a new room. Compared to building a new room, buying a whirlpool is cheap!
Tips for use: You can control how you want people to see your product. For example.:
Clickfunnels controls how people view their product by comparing it with competitors. And highlight the advantages that their product has but not the competition.
You can also control how people view the price:
Contrast affects us: “Wow, did it cost SEK 3,000? Then SEK 99 is a real bargain! ”
40. Bonus program with a head start works better.
Example: A car wash gave a group of customers a free car wash after 8 times, and everyone got the first stamp on the first visit. Group B got a free car wash after 10 washes, but had to start with 3 stamps on the card. Both groups had to wash the car 7 times to get a free wash. Of group A, 19% returned. While 34% in group B.
Tips for use: If you eg Running a smoothie shop, you can try giving away a free smoothie every ten times. And give the customer 3 stamps to start with.
41. People like names and descriptions that make them think of meaning.
Example # 1: People prefer crayons with names like eg ”Cornflower yellow” or ”Orange orange,” where people can imagine the color and get an ”aha” moment.
Loka does not say ”Our water is fresh.” Instead, they say ”Our water is from the ancient health source in Bergslagen.”
Tips for use: If you eg sells soap, do not just say ”Smells like orange.” Compare the soap with freshly picked oranges from Florida. And washing your face with the soap feels like liquid sunshine. How the scent is reminiscent of a warm and sunny day in the orange groves of Florida.
42. The best advertising campaigns are based on previous marketing (eg Volvo stands for safety.)
Example: In a survey, people were asked ”Which company is represented by a rabbit and the phrase ’goes, goes and goes’?” The majority answered Duracell. And Duracell increased sales with that advertising campaign.
Tips for use: Find out what you want your company to be known for. One word or sentence is enough. Hammer it into customers’ heads year after year.
43. Mirrors can prevent people from doing dishonest things.
Example: A group was given paper towels to wipe something off their hands on the way out. When there were mirrors in the entrance, only 24% littered (threw the paper towel on the floor). Without mirrors, 46% littered.
Tips for use: If you own a store, you can have mirrors in the store to minimize the number of thefts.
44. Our mood affects how we buy and sell things (Sad people buy more and sell less.)
Example: Group A got to see an emotionally charged movie about someone who died. Group B was not allowed to see such a film. Both groups were asked how much they would pay for one thing in front of them. Group A gave 30% higher prices than group B.
Tips for use: Never make important decisions when you are in a bad mood.
45. Tired people are easier to persuade.
Example: Two groups saw a product demonstration and afterwards told the probability that they would buy the product. Group A was tired while group B was rested. Group A was more likely to buy.
Tips for use: Surveys show that if you are tired, you start to believe everything you read. So never make important decisions when you are tired. And if you want to persuade others, do it late at night (as all infomercials do).
46. Caffeine makes strong arguments more persuasive (but has no effect on weak arguments.)
Example: Group A drink orange juice. Group B drink orange juice with caffeine. Both groups received two arguments for a controversial topic. One argument was weak and the other strong. As both groups disapproved of the weak argument, group B was 30% more receptive to the strong argument.
Tips for use: Invite potential clients for coffee during the meeting. And then come up with strong arguments for your product.
Read more about this principle here .
47. Persuading someone face to face is easier than with other communications (eg Facebook, email, phone, etc.)
Example: Group A had time to meet and get to know each other, and then resolve a conflict. Group B was allowed to do the same but without meeting. 94% of group A managed to resolve the conflict while 71% of group B succeeded.
Tips for use: Try to meet potential clients before trying to sell them anything. If you do not have a chance to meet them, build a relationship via email or social media. Maybe give something away for free.
48. Some countries are more individualistic (USA, Sweden) and some are more collectivist (Asia).
Example: In the United States and Western Europe, the ”You, only better” advertising campaign did not go home. While in Eastern Europe and Asia it became a ”hit.” In the countries it became a hit, it was important to point out that chewing gum made it nicer for other people who felt one’s breath.
Tips for use: In cultures like the United States (and Sweden), you say, ”This product makes you incredibly happy.” and in cultures like Asia you say ”This product makes your friends happy.” For example, ”This toothpaste makes people like your breath,” compared to ” You get the whitest smile in the whole room.”
49. In Asian cultures, people are more influenced by what their friends do.
Example: A group of American students had the chance to answer a short form. A few weeks later, they had the chance to respond to another form that would take twice as long. No payment for any of the forms. The same experiment was done among Asian students.
Results? 22% of American students responded compared to only 10% of Asian students. The reason is that the Asian students found out that only a few of their friends filled in the first form, and very few therefore chose to answer the second form. While American students did not care as much about what their friends did.
Tips for use: If you sell something in Asia, you can focus on showing social evidence (clients’ logos, references, what people have said about your product, etc.)
50. In some countries like Japan, voicemail can damage the relationship (instead of talking face to face.)
Example: 85% of Japanese hang up instead of leaving a voicemail. While only 50% of Americans hang up. The test group from Japan said that tone selection, pauses and sound level were important and impossible to obtain in a voice message.
Tips for use: If you do business with someone from another country, find out which is the best way to communicate with them (Email? Phone? Meeting?)
What is your biggest insight?
You now have over 30 years of research on how to persuade people in your head.
And more importantly, PRACTICAL ways to use them.
That’s all for today. Thanks for reading!
Team Animated Commercial