Tag Archive for: principles of influence

Cialdini’s Principles of Influence Applied to Social Media

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I just finished Jeffery Gitomer’s latest book, Social Boom. I’m a Gitomer fan and although the book was very basic I thought it was still pretty good nonetheless. It’s not a “how to” book on detailed things you can do with different social media sites. There are plenty of “how to” books out there to help you in those areas. Gitomer’s focus is more about the strategic use of different social media tools to build your brand and business. The best book I’ve read to date on social media was Trust Agents by Chris Brogan and Julien Smith. I liked the book because the authors tap into many different principles of influence as ways to build your networks. That makes sense because social media is about people reaching out and connecting with one another and whenever people are involved an understanding of human psychology is helpful. Because I know many of you who check in on my blog regularly don’t enjoy reading as much as I do it’s a safe bet the vast majority of you won’t be running out to by a copy Trust Agents or Social Boom anytime soon. However, I know many of you enjoy learning tips that can help you get more out of your social media experience. So here are a few basics ways you can use the principles of influence to get more bang for your buck. Liking is the principle that tells us people prefer to say “Yes” to those they know and like. To engage liking in social media, here are two simple things to focus on – similarities and compliments. When you try to connect with someone it can be as simple as putting a personal message that highlights something you have in common in a Facebook friend request. I have many Facebook friends around the world because of this principle. I got those friends because I reached out to many of Dr. Cialdini’s Facebook friends and when I did so I included a personal message to let them know I knew him and was a one of his trainers. He was our connection or similarity if you will. Compliments are easy to use also. If you’re trying to connect on LinkedIn a personal message is the preferable way to go, also, rather than the standard, “I’d like to add you to my professional network.” In your message include something that you admire or appreciate about that person, letting them know that’s part of the reason you’re reaching out, and the odds they’ll accept your request will go way up. Reciprocity is the principle that describes the reality that we feel obligated to give back the same form of behavior first given to us. For example, on Twitter quite often simply choosing to follow someone will lead them to follow you in return. That’s why most people’s “Following” and “Followers” numbers are so close. I don’t advocate following everyone just because they followed you first but the vast majority of following happens that way. One other way to engage this principle is to reach out to others to help them. Whatever you have in terms of time, talent or expertise, look for ways to give some of that away because those who avail themselves will naturally want to help you when you need it. Consensus lets us know people feel comfortable following the crowd because generally there’s safety in numbers. When we see someone has thousands, or tens of thousands, of Twitter followers, or 500+ LinkedIn connections that sets in the minds of many that those are people worth following. If that wasn’t the case then why would so many others connect with them? Regularly working whatever networks (Facebook, Twitter, LinkedIn, YouTube, Cinch, etc.) you’re on will eventually pay dividends because the more people who are connected to you the more others want to be connected too. Be patient because it can be like a snowball rolling down a hill. It takes time to see the snowball grow but once it gets going watch out! Authority highlights the reality that people like to follow the advice of experts. What is your expertise? Do you highlight it somehow on your social media networks? If you aren’t then you need to start because it gives people a reason to want to connect with you. Until a several years ago I was like many other sales trainers but my passion for influence and persuasion led me to go deeper in that particular area. Now that I’ve started blogging, people in more than 160 countries have taken time to read what I write. When that fact is shared it’s amazing the instant credibility with others. Consistency is the principle of persuasion that tells us people feel psychological pressure to behave consistently with what they’ve previously said or done. The key to tapping into this principle is either knowing what someone has said or done in the past or getting them to commit to you in some way. Getting them to commit to you is easy to do because all it takes is asking questions. Sometimes the person will say no to your request but when they say yes the odds that they’ll follow through go up significantly. So if you need help, ask people. You’ll be surprised at the number that will do so because social media is about connecting, helping and growing. Scarcity describes the reality that people want what they can’t have or what they perceive to be rare. For me something that I can highlight to tap into scarcity is the fact that only about two dozen people in the world are certified to teach influence and persuasion on behalf of Dr. Cialdini. When people learn that fact it makes them more curious and they naturally to want to engage me. What do you have that makes you rare, unique or different? Get that out there and it will make more people want to connect with you. This is a very brief overview of how you can use the psychology of persuasion to make your time and effort in social media more worthwhile. Hopefully you’ll find the tips useful. If you’ve seen how you’ve successfully used some of the principles in your social media circles please leave a comment so we can learn from you.Brian, CMCT
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Helping You Learn to Hear “Yes”.

A $25 Gas Card or $25 Visa Card – Which Would You Choose?

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I’ve been on the road a lot lately leading workshops for people to improve their sales skills and one of the skills we’ve worked on is influence. I’m a firm believer that influence and persuasion come into play almost every time we interact with another human being because quite often we’re making requests of them or trying to convince them of something.

Aristotle defined persuasion this way – the art of getting someone to do something they wouldn’t ordinarily do if you didn’t ask. I would differ from that definition only slightly – it’s not just art, there are scientific studies that tell us the most effective ways to persuade. However, I agree with Aristotle’s basic premise. After all, if someone is doing what you want before you ask, there’s no need to ask.

One aspect of influence that can make a big difference in hearing “Yes” vs. “No” is something called the contrast phenomenon. Simply put, what we compare something to can make all the difference. For example, is paying $20,000 for a car too expensive or a good deal? If you’ve only bought used cars in the past then $20,000 might seem like a lot compared to what you’ve paid in the past. On the other hand, if you’ve always bought new, high end, nice vehicles then $20,000 might seem like a bargain compared to prior purchases. The $20,000 price tag can only be called “too expensive” or “a good deal” compared to something else.

During my training sessions I like to pose this question, “Which is more valuable; a $25 gas card or a $25 Visa card?” Most workshop participants reflexively choose the gas card which is understandable because of the price of gas and fears about rising prices as summer approaches. It’s a classic “compared to what” situation.

But if you think about it for a moment you’ll quickly realize they’re both worth the same amount, $25. When I point that out I still get a few protests, “But if you spend it now you can get more gas, especially if gas prices go up like they say.” It’s true that you might get more gas today than several months down the road but no matter how high prices go you can still get $25 in gas.
Then I raise this question, “Can you spend the $25 Visa card on gas?” Of course you can and you can spend it on a lot of things other than gas. While they’re both worth the same $25 I’d argue the Visa card is actually more valuable because you have many more options on how to use it. When I point this out you can see eyebrows rise as if people are thinking, “I never looked at it that way before.”

Despite the fact that the Visa card is more versatile – dare I say valuable – if I were running an incentive contest I’d offer the gas card for the simple reason that most people think the gas card is more valuable because they’re comparing it to something scarce, something that might go up in price. And that brings me to the takeaway – whenever you try to persuade someone think of the best legitimate comparison you can, the one that will make your request shine brightest, and incorporate that into your presentation or request. Doing so will give the best opportunity for you to hear “Yes!”

Brian, CMCT
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Helping You Learn to Hear “Yes”.

An Interview with Anthony McLean

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A little more than a week ago Anthony McLean, CMCT, the newest guest blogger for my Influencers from Around the World series, wrote his first post for Influence PEOPLE. His initial article was about Influencing in Australia.

I just learned that Anthony was interviewed on Sky News in March when he was asked how the principles of influence relate to the behavior of investors in the stock market. I thought this would be a great way to further introduce readers to Anthony. I hope you enjoy this clip.

Brian, CMCT

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Helping You Learn to Hear “Yes”.

Consistency vs. Authority: Which to Use and When

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Last month I conducted a couple of POP (Principles of Persuasion) workshops. One was for insurance agents and the other was for managers and supervisors at State Auto. Actually, I’ve done more than a dozen POPs in the past three years and I’ve seen a common thread with participants – confusing when to use the principle of consistency and when to use the principle of authority.

The principle of consistency tells us people want to be consistent in word and deed. Once a person takes a stand on an issue, be it through word or action, they feel internal psychological pressure to be consistent with what they’ve said, done or believe. Therefore, understanding what someone believes, values, and has said or done can be a powerful tool for persuasion if you can align your request appropriately.Authority, on the other hand, has to do with expertise and trustworthiness. If you can bring expert opinion into your request you significantly increase the odds that the other person will say “Yes” because people typically look to experts for advice. We do this because we simply don’t have the time or energy to research every decision. The good news is, things generally work out for the best when we rely on trustworthy experts. For example, accountants can prepare our taxes faster, more accurately and save people more money than the average citizen so many of us turn to accountants to prepare our taxes.No one I’ve ever trained has had a problem understanding either principle I’ve just described. The problem isn’t with the knowing, it’s with the doing, the application.
When you think about trying to persuade someone using the principle of consistency you need to think about them, not you. Quite often I’ll hear workshop participants say something like, “In order to persuade them I’m going to talk about how I consistently…” Your personal consistency can be an important tool in persuading another but it’s not using the principle of consistency as I’ve defined it above.When you try to persuade someone and you consider the principle of consistency as a means to do so you need to think about the other person. What have they said in the past? What have they done in the past? What are their personal beliefs? If you know the answer to one or more of those questions and can align your request with those answers you stand a much better chance of hearing them say “Yes!”Here’s an example. In sales we talk about an “up front close” as a way of making more sales. As a salesperson, if I do a good job asking questions and listening then it’s very likely a prospective customer will tell me exactly what I need to do to earn their business. But it’s not enough to just hear them because I need to use this new understanding in conjunction with the principle of consistency to increase my chances of earning their business. To do this I might say something like, “If we can get the car in the color you want, with the DVD player and matching floor mats at the price we’ve been discussing, will you buy the car from us?” If the customer has told you exactly what they want and the price they need, and you can meet all the criteria then it’s only logical that they would answer your question saying, “If you can do all that I’ll buy the car from you.” But the key is asking them because once someone says they’ll do something they feel their own internal pressure to live up to their word.I usually ask people how they feel when they give their word and have to break it. To a person, they tell me they feel bad even when their reason is perfectly legitimate. I’ve had people tell me they felt bad missing weddings because a close relative went into the hospital. I’m sure the bride and groom understood and yet the person still felt bad. That’s the power of consistency!Let me come back now to your personal consistency because I said earlier that it is
importance when it comes to influencing another person even though it’s not using the principle of consistency. When you are consistent – always return calls promptly, hit deadlines consistently, perform to a high level all the time – that increases your trustworthiness and thus your authority. If you always do what you say people come to rely on you and that opens lots of doors. However, please take note of the difference between this and consistency as outlined above because it’s important.Using the principles will only help you be more persuasive if you use them ethically and correctly. If you don’t then you’re likely to fail and abandon your attempt to use them in the future. Bad idea because these are scientifically proven ways that can help you be more persuasive.Brian, CMCT
influencepeople
Helping You Learn to Hear “Yes”.

 

How Bernie Madoff with our Money

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We all know the name Bernie Madoff, perpetrator of the biggest Ponzi scheme ever in American business. It’s estimated that $36 billion was invested with Madoff’s firm and that upwards of $18 billion is still missing.

A few weeks ago I was in Cleveland to speak at the local chapter of the Chartered Property Casualty Underwriters (CPCU). I was asked to talk about ethics so I decided a unique approach for this insurance group would be taking a look at Dr. Cialdini’s principles of influence and how they were used by Bernie Madoff. The title for my talk was “How Bernie Madoff with our Money.”

When I talk about the principles of influence I usually refer to ethical influence and persuasion so talking about the unethical use was an interesting change for me. The principles of influence tap into the psychology of human behavior – what causes someone to say “Yes” to a request – and they are powerful! Social scientists and behavioral economists have been scientifically studying human behavior for more than five decades so there’s plenty of data to back up that statement.

Con men may not know the science but through trial and error they quickly figure out how to use the psychology to their advantage. I think it’s important that people understand the principles not only to become more adept at ethically influencing people but also to avoid being manipulated by con men such as Bernie Madoff. I’m going to briefly describe each principle then share something Madoff did that helped him continually bring in new investors for decades. After all, Ponzi schemes depend on a continued inflow of investors and money or else they quickly collapse, so landing new clients was of the utmost importance for Madoff.

Reciprocity – We feel obligated to give back to those who first give to us. When someone does us a favor we want to return the favor in some way and silly as it may sound Bernie made it seem like he was doing his clients a favor by letting them invest with him. After all, his clientele were the rich and famous, he’d been a glowing success for decades and he was well respected. It was a privilege to let him handle their money. The favor was returned as people told others about him and new clients came by way of referral.  

Liking – People like to do business with people we like, especially those who are similar to them. Madoff tapped into this principle based on his similarities to many of his clients. For starters, he recruited from his country club. That’s not out of the ordinary at all because men gauge one another’s character a lot based on shared experiences like golfing. In addition to this, Madoff tapped into similarity through his Jewish heritage because many of his victims were Jewish and trusted him more based on this.

Consensus – We feel more comfortable doing what everyone else is doing or doing what people just like us are doing. If you’re rich then you hang with people who are rich too. Inevitably conversation turns to business so undoubtedly Madoff’s name was passed around like the offering plate at church. If you know many of your most successful friends invest with someone that’s going to give you pause to consider making a switch.

Authority – People tend to trust those who are viewed as experts and Bernie had this one down! He’d been investing successfully since the early 1960s, but what was more impressive was that he helped start the NASDAQ. His trustworthiness was impeccable because he also served as the Chairman of the Board for the National Association of Security Dealers. Why wouldn’t you automatically trust him with those credentials on his side?

Consistency – We like to be consistent in what we say and do because when you do something you usually do it because you believe it’s the right thing to do. If someone asks who you invest with and whether or not you’re doing well of course you’ll respond positively. Being the con-man he was, I’m sure Madoff occasionally asked his biggest clients for referrals and recommendations which they were probably all too willing to do. After all, it would be inconsistent not to.

Scarcity – People want more of what they can’t have or something that is hard to come by. I don’t think Madoff’s firm was one in which any person could pick up the phone and ask to open an account. When you’re dealing in the billions like he was it tends to be a very exclusive club and the more exclusive, the more people wanted in. How would you feel if you knew a business only took on a limited number of new clients each year and you were one they were considering? Most people would jump at the chance.

So there you have it, a quick overview of some of the psychology of How Bernie Madoff with our Money. Hindsight is 20/20 so it’s easy for us to look back and think we’d never be fooled in such a way. However, think about the kinds of people who invested with him – the rich and famous – people who were smart or had smart people managing their money. No, the reality is we’re all susceptible because we’re human and the same psychological pull would be at work in us. Madoff’s situation and science both confirm that. Here’s my advice to you; continue to learn about influence, keep your eyes and ears open, and learn to trust your gut because when something seems too good to be true it usually is.

Brian, CMCT
influencepeople 
Helping You Learn to Hear “Yes”.

 

Confirmation Bias and the Sweater Vest

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If you live in Columbus, Ohio then you know there was no bigger story than last week’s revelation that Ohio State football coach Jim Tressel admitted knowing about some rules infractions by his players nearly a year ago. If you don’t live in Columbus it’s still likely you’ve heard the story or read about it in the news. And for those outside of the United States think of one of the most revered coaches you know then imagine that person caught in a scandal that seems to go against everything you know about his or her character.
Jim Tressel is known sometimes called “the vest” because he’s brought the sweater vest back into style, at least in Columbus, Ohio. By way of quick review, Jim Tressel has been the head football coach at The Ohio State University for a decade and his success exceeds even the great Woody Hayes’ in many respects. Having won the Big Ten title seven times, including an unprecedented six times in a row, the Buckeyes have played in eight BCS games, three national championships and won the national championship in 2002. You would be hard pressed to find a coach more successful on the field and yet for all the on the field success many would say Tressel’s off the field accomplishments have been even more impressive. His charity work, fund raising and focus on developing young men into good, productive citizens have been held in high regard by all those who know him. It’s not uncommon to hear people say, “If I had a son I’d want him to play for Coach Tressel.”But this post is not so much about Jim Tressel and the controversy he finds himself in right now as it is the reaction to the news. It’s fierce from both sides – loyal supporters of Jim Tressel and Buckeye Nation and those who are glad to see the coach and program tarnished. I’ve read the new stories, Facebook posts, Tweets, etc., and it made me think about a psychological principle I thought would be good to explore — confirmation bias.Confirmation bias is nothing more than the term we use to describe the reality that most people look for information that confirms current beliefs or places more emphasis on information that confirms their current thinking. For example:

  • Republican supporters will look for any and all reasons that Democratic initiatives are wrong, bad or could be better. By the way, Democrats view Republican initiatives through the same distorted lenses.
  • Criminal prosecutors start with the thought that the person they’re prosecuting is guilty and look for information to build that case. Of course, defense lawyers take the opposing stand.
  • When it comes to race, religion and sex we all have preconceived ideas of right and wrong, good and bad, and that shades how we view those who are different than we are.

We’re selective in what we choose to consider and how much weight we put on certain information when it comes to decision making. In the case of the Jim Tressel news story, for those who’ve observed the coach for a decade or more his actions seem inconsistent with previous actions and stated values. It’s only natural to then search for a reason that explains such behavior.On the opposite side, for people who either dislike the Ohio State program or hold a belief that cheating goes on in all highly successful sports programs they come from a position where they don’t look to his prior actions and ask, “Why?” because they place more weight on anything that appears to confirm the belief that everyone cheats in big time sports programs.The goal of this post is not to convince anyone of innocence or the guilt of Jim Tressel because in the coming weeks and months we will hear and see more information. The point is to make us all aware of the reality that we’re impacted by confirmation bias every day and knowing that, if we want to make the best decisions possible, then we need to take this psychological principle into account as we process information. Simply put, we would do well to occasionally try to put ourselves on the other side of the issue.

  • Republicans and Democrats each have agendas and voters to satisfy but with the government gridlock we see I’m willing to bet the average American would like to see the two sides work together more to push agendas that would benefit more Americans. How much could it hurt if each side looked for what’s right in the other side’s proposal?
  • Prosecutors don’t get paid to let criminals go but it would be nice to see fewer innocent people go to jail. Likewise, defense attorneys don’t want their clients to go to jail but we’d all be better off if a few more criminals were off the streets.
  • When it comes to race, religion or sex, we would do well to try to understand those who are not like us rather than focusing differences.

One thing I’ve learned over time is when I do try to understand the other side rather than just convince them of my rightness or their wrongness they seem to open up. People appreciate being heard and that leads to interesting dialog.When it comes to Jim Tressel and the situation he finds himself in, only time and the revelation of more information will allow for a final decision. For most of us his situation will not impact our relationships with loved ones or the ability to put food on the table. No, it’s mostly fodder for social media, talk radio and debate at the lunch table. Having said that, it’s not insignificant if we allow it to change us in a positive way and I think one way is to make us stop and consider our own confirmation bias.Brian, CMCT
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Helping You Learn to Hear “Yes”.

Influencers from Around the World – The Happiness Hypothesis

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This month’s Influencers from Around the World article is from Cathrine Moestue. I introduced you to Cathrine last month along with Anthony McLean as new members of my Influencers from Around the World group. I know you’ll enjoy Cathrine’s exploration of reciprocity, especially those of you who are fans of The Godfather. I encourage you to reach out to Cathrine on Facebook and LinkedIn and Twitter.Brian, CMCT
influencepeople
Helping You Learn to Hear “Yes”.The Happiness HypothesisI don’t know if you have read The Happiness Hypothesis but if you haven’t, then I recommend it. It is an extraordinary book on the human condition and writing about such you cannot miss out on the work of Robert Cialdini, PhD. Dr. Cialdini is the most cited living social psychologist in the world today and famous for his book Influence Science and Practice, where he enlightens readers on the six principles of influence.In The Happiness Hypothesis, Jonathan Haidt dedicates the whole of chapter three to one of the principles; the principle of reciprocity. He opens up the chapter and our understanding of reciprocity with a scene from The Godfather that I thought would give us a vivid understanding of reciprocity. Even though the scene is about “reciprocity with a vengeance” it is extraordinary how easy it is for us to understand this complex interaction in an alien subculture. The opening scene of The Godfather is an exquisite portrayal of reciprocity in action. It is the wedding day of the daughter of the Godfather, Don Corleone. The Italian immigrant Bonasera, an undertaker, has come to ask for a favor; he wants to avenge an assault upon the honor and body of his daughter, who was beaten by her boyfriend and another young man.Bonasera describes the assault, the arrest, and the trial of the two boys. The judge gave them a suspended sentence and let them go free that very day. Bonasera is furious and feels humiliated; he has come to Don Corleone to ask that justice be done. Corleone asks what exactly he wants. Bonasera whispers something into his ear, which we can safely assume is “Kill them.” Corleone refuses, and points out that Bonasera has not been much of a friend until now. Bonasera admits he was afraid of getting into “trouble.” The dialogue continues:CORLEONE: I understand. You found paradise in America; you had a good trade, made a good living. The police protected you and there were courts of law. And you didn’t need a friend like me. But now you come to me and say, “Don Corleone, give me justice.” But you don’t ask with respect. You don’t offer friendship. You don’t even call me Godfather. Instead you come into my house on the day that my daughter is to be married, and ask me to do murder for money.BONASERA: I ask for justice.CORLEONE: That is not justice; your daughter is still alive.BONASERA: Let them suffer then, as she suffers. (pause) How much shall I pay you?CORLEONE: Bonesera…Bonesera…What have I ever done to make you treat me so disrespectfully? If you had come to me in friendship, then this scum that ruined your daughter would be suffering this very day. And if by chance an honest man like yourself should make enemies, then they would be my enemies. And then they would fear you.BONASERA: Be my friend. (bows) Godfather? (kisses Corleone’s hand)CORLEONE: Good. (pause) Someday and that day may never come, I will call upon you to do a service for me. But until that day…accept this justice as a gift on my daughter’s wedding day.We intuitively understand why Bonasera wants the boys killed, and why Corleone refuses to do it. We understand that in accepting a “gift” from a mafia don, a chain, not just a string, is attached. We understand all of this effortlessly because we see the world through the lens of reciprocity. Reciprocity is a deep instinct; it is the basic currency of social life.Bonasera uses it to buy revenge and Corleone to manipulate Bonasera into joining his extended family, the consequences of both will be detrimental. But we can learn how to use the principle of reciprocity wisely by first understanding it and second to practice becoming more of a “detective” of influence, not just a bungler or a smuggler. The extraordinary truth is that if we learn to use the principle ethically and understand how to properly invest in others, we will also be more effective in life.Sounds interesting? I recommend attending a “Principle of Persuasion” workshop, or reading Cialdini’s book on Influence Science and Practice.Zigong asked: “Is there any single word that could guide one’s entire life? The master said: “Should it not be reciprocity? What you do not wish for yourself, do not do unto others.”
– Analects of ConfuciusCathrine Moestue, CMCT
Organizational Psychologist
MOESTUE CONSULTING

Does Celebrity Advertising Really Work?

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A few weeks ago a friend, Paul Hebert, tweeted me to get my opinion on what Robert Cialdini might say about an article from The Consumerist titled “Study: Putting Celebrities in TV Ads only Makes them Worse.” Some of the ads featuring celebrities that scored worst included:

  • Tiger Woods “Did You Learn Anything” (Nike)
  • Lance Armstrong’s “No Emoticons” (Radio Shack)
  • Kenny Mayne’s “Good Segment” (Gillette)
  • Dale Earnhardt Jr.’s “Coverage at the Right Price” (Nationwide)
  • Donald Trump’s “Making Timmy a Mogul” (Macy’s)

The end of the article stated, “The bottom line is that good ads stand on their own, and this study empirically shows that a celebrity has little to no impact on an ad’s effectiveness. In fact, regardless of gender or age, ads without celebrities out-performed ads with them.” Why does Madison Avenue typically use famous people when advertising? Generally because it works. And let’s not forget that ads are ultimately rated on one thing – sales. Now that’s not to say that some ads don’t fail because there are always winners and losers but I think it would be a mistake to conclude from the report, at least based on these ads, that celebrity endorsements don’t impact our buying decisions.As I looked at the list a few thoughts hit me. First, Tiger Woods has virtually no appeal at the present time so I discount that ad entirely. Prior to his fall from grace I’m sure many of the ads featuring Tiger were very successful because people either wanted to be like Tiger or at least play golf like Tiger.What stood out about the other ads was what I’ll call a lack of connection. What I mean is, I’m not going to see myself as Dale Earnhardt Jr. because I buy Nationwide’s auto insurance. Nor am I going to feel like Lance Armstrong if I shop at Radio Shack. I think the appeal of celebrity advertising comes primarily in a couple of ways:

  1. Association through the liking principle. Again, I won’t feel like Dale Earnhardt Jr. because I buy the same auto insurance he does but I might feel a connection with him if I wear the same ball cap, use the auto parts he does, or put on the Wrangler jeans he wears. If I see him as cool then I might just feel a little cooler myself wearing what he wears or using some of the products he uses. The same can be said of Lance Armstrong. I’m not going to feel like Lance because I got my batteries or iPod from Radio Shack but I might associate with him if I drink the same energy drink during a hard workout or follow his training routine and diet (at least a little).
  2. Authority comes into play big time when persuading. Going back to Lance, he’s an expert when it comes to fitness, endurance and more specifically biking. If he endorses products in those areas then I assume he uses them and because of that I assume they’re probably really good. After all, he’s the greatest biker of all time so there’s very few others whose word carries as much weight as his. End result, I buy what he uses and recommends. But again, I don’t see him as having expertise in electronics. And the same goes for Kenny Maynes; I don’t view him as an authority when it comes to razors.

So my point is this; I believe celebrity advertising can be extremely effective if it’s done right. Throwing famous people in ads for no reason other that their celebrity is a recipe for failure. However, choose a celebrity for a product where people want to feel like the celebrity in some way and you might have a winner on your hands. By the same token, if the celebrity has credibility with certain products then I think you’re on your way to a winning campaign going that route too. Brian, CMCT
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Helping You Learn to Hear “Yes”.

Changes Coming to Influence PEOPLE

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I decided to have an extra post this week to let you know about a few things to keep an eye out for on Influence PEOPLE this year. I hope you’ll find them interesting ways to continue learning about ethical influence.
First is something that’s not entirely new but will be presented in a different manner. For quite some time now I’ve been recording influence tips and blog posts on a site called CinchCast. I realize different people have different learning styles so I started these recordings for those of you who are auditory learners. What I’ll be doing differently this year is embedding the audio recording into the blog post. If you scroll down past my signature you’ll see the CinchCast recording for this post. Just click on the button and you can listen to the blog rather than read it.
In the near future I’m hoping to post some video clips from the presentation I gave at Franklin University on Influential Leadership. That will give you an opportunity to see and hear why influence is all about people as well as learn a little bit about each of the six principles of influence. On the topic of video, I’m also planning to do a video blog at least once a quarter.
Finally, I’m looking at the possibility of adding a few more guest writers from around the world so we can continue learning how influence and persuasion work in other cultures.
I hope you find these changes interesting ways to keep things fresh while you continue to learn about influence and persuasion. If you have ideas for the blog or would like to see certain topics or questions addressed feel free to leave a comment below.

Brian, CMCT
influencepeople
Helping You Learn to Hear “Yes”.

Will You Be Making New Year’s Resolutions?

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Will you be making New Year’s resolutions in a few days? If so, then you’ll want to read on IF you want to have a realistic shot at making those resolutions stick. I blogged about this last year, but with so many new readers and so many people making New Year’s resolutions I thought it would be good to revisit this topic.If you Google “New Year’s resolution” you’ll find it’s generally defined as a commitment someone makes to do something, or stop doing something, in order to better his/her life in some way. Here are some of the most popular New Year’s resolutions people make:

  • Spend more time with family
  • Lose weight
  • Start exercising
  • Quite smoking
  • Quit drinking
  • Get organized
  • Get out of debt

In one study, 52% of people making resolutions were confident of achieving them yet only 12% actually did so. The list above is admirable so why are these goals so hard to follow through on for the vast majority of people? There are probably as many reasons as there are resolutions but we don’t need to spend time on them because you’ve probably heard just about all of them…and perhaps even used a few yourselves! As I did last year, what I’ll do is share an approach that might help you PAVE the way for success in the New Year.

When I write or talk about the principles of influence it’s typically to help people get others to say “Yes!” to them. But that’s not what I’m going to share in this post. In the study of persuasion there’s a powerful motivator of behavior known as “consistency.” This principle says that people feel compelled to act in ways that are consistent with their beliefs and values as well as what they’ve said or done in the past. When we act in consistent ways we feel better about ourselves and people perceive us in a more favorable light which adds to our authority.What I want to do is give you a way to tap into the principle of consistency that will motivate you to follow through on your New Year’s resolutions. Almost all resolutions involve forming or breaking habits so that means you have to start doing something regularly or stop doing something you’re currently doing. In either case the goal is to improve your life. We are going to take a look at consistency as it pertains to you and four simple ways to strengthen its use. These simple ideas will PAVE the way to your success because they’ll increase the odds that you’ll follow through on your New Year’s resolutions.

Public – Any time you make a public statement, whether verbally or in writing, you’re putting yourself on the line. The mere fact that another person knows your intention and might ask you how you’re coming along with your commitment is quite often enough motivation for people to follow through. Recommendation #1 – Share with another person or group of people, your New Year’s resolution and ask them to hold you accountable.Active – You have to actively do something. Merely thinking about a resolution but keeping it to yourself will lead to the same results as people who don’t make resolutions. In other words, nothing will change. This came to light in a study with a group of students who wanted to improve their grades. One group was asked to write their goals down, one group kept their goals in their heads and the last group had no specifics whatsoever. As you can imagine, the group with the written goals succeed, with nearly 90% of students increasing by a full letter grade! With the other two groups the results were almost identical. In each group fewer than 1 in 6 students improved a full letter grade. It’s worth noting, they were all given the same study materials. Recommendation #2 – Make sure you have to take some active step. It could be as simple as buying a book to help you learn more about the change you want to make.

Voluntary – This has to be YOUR goal, not someone else’s goal for you. If you’re trying to do something, like quite smoking, lose weight, or get in shape, it’s not likely your motivation will last if someone told you to do it. The goal has to come from you because if it’s forced on you it’s not likely your desire will last long. Samuel Butler said it best when he wrote, “He who complies against his will is of the same opinion still.” Recommendation #3 – Make sure it’s something you want to do.

Effortful – It was noted above that you have to actively do something. In other words, making the commitment should require some effort on your part. In fact, the more effort, the more likely you are to succeed. Something as simple as writing down your resolution can make a difference, even if you don’t share it with anyone. But, taking the time to share it also fulfills the public requirement which gives you more bang for the buck! Dr. Robert Cialdini puts it this way, “People live up to what they write down.” Recommendation #4 – Commit pen to paper and you’ll increase your chance for success significantly.

None of what I just shared is new but I’m willing to bet many of you have not taken many, if any, of the four steps listed above. Sometimes all it takes is to see things in a new and different light for it to resonate. If you’ve been one to make resolutions in the past and fail, then give this different approach a try. If you fail again you’re no worse off but this change in approach might just work for you. Good luck and Happy New Year to all of you!By the way, my resolution, goal if you will, for 2011 is to drop some weight. I’ve not watched my diet lately and I’ve gotten our of shape so I’ll make a public, active, voluntary, effortful commitment to get down from 215 lbs to 195 lbs by April 20th. Anyone care to publicly jump in with me on some goal? If so just add your comment below.Brian, CMCT
influencepeople
Helping You Learn to Hear “Yes”.