Today, I want to share with you the secrets to becoming a master of persuasion.
Your ability to communicate, influence and persuade others to do things is the key to achieving everything you want in life.
Everything in our life is about persuasion.
People get married because they are persuaded that their partner is the one.
People buy Apple because they are persuaded it’s a good brand.
In fact, a business is considered successful, when it persuades many people to buy its products or services.
In the same way, a person is considered successful when they effectively persuade and inspire others, gaining recognition and respect for their ideas, actions, or contributions.
Therefore, it’s clear that to succeed in your goals, you need to master the skill of persuasion.
Persuasion can create the difference between success and failure.
In life, you have two choices.
Either, persuade others to follow you and support your IDEAS and PROJECTS.
Or be persuaded by others to help them achieve what they WANT.
Persuasion is the art of convincing someone or a group of people that an idea is RIGHT.
Aristotle said that :
"The art of persuasion is the art of finding the best available means of moving a specific audience in a specific situation to a specific decision."
By understanding how persuasion works, you will learn how to create efficient messages that influence others.
Behind every action, is a motivation. Thus, the best way to persuade someone is to understand their motivations.
Your job is :
First, find out what motivates people
Then, prepare an offer that fulfills their motivations.
People have two main motivations :
The desire for gain
The fear of loss
The desire for gain, motivates people to act in order to get more of what they value :
More money
More health
More love
More happiness
To influence people and persuade them to do what you want, you need to show them how following you will benefit them and make them have more of what they want and value.
This is a known principle called “Reciprocity”.
Reciprocity is a social psychology principle that suggests people are more likely to comply with requests or actions when they perceive that they have received something of value in return.
People are also motivated by the fear of loss. In general, the fear of loss is stronger than the desire of gain.
People fear :
Loss of money
Loss of health
Loss of influence
Loss of power
Loss of the love of someone
Or the loss of anything they invested time, energy and money to accomplish
According to Daniel Kahneman, a psychologist, we typically fear loss twice as much as we enjoy success.
This is another principle used for persuasion called “Loss aversion”.
Loss aversion states that you strongly prefer to avoid losses than to acquire gains.
People simply don’t want to make a purchase that they’ll regret.
That’s why many marketplaces use this principle to reassure their customers during their shopping journey. They usually do so by offering a guarantee :
100% Money-Back Guarantee
Or a Free Trial
People also fear change and uncertainty because it can result into the loss of things they value or possess.
Now, if you want to increase your chances of persuading someone, propose an offer that tackles the two motivations at the same time:
1- An opportunity to gain something
2- And an opportunity to avoid losing something.
Today, you learned two important principles of persuasion :
Reciprocity and Loss Aversion.
Now I want you to practice these principles daily, doing two actions :
First, find out what motivates people around you:
Your partner
Your customer
Your boss
Secondly, create an offer that responds to their motivations.
By doing these simple actions daily, you will be able to accomplish all your goals.
Of course, I can’t wait to read your comments about how you persuaded others.