Part 1: You will do my bidding
Every day we face the challenge of persuading others to do what we want. Fortunately persuasion is a science not an art, says Professor Robert Cialdini, If you know the right psychological triggers to pull, even small changes in your approach can have a dramatic impact on your success.
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Professor Cialdini didn't invent the persuasive techniques he analyses. He merely describes what he sees in action. Here are some classic examples of persuasion at work.
- The persuasive power of less choice
US scientists conducted a famous experiment to prove that too much choice is bad for business. They set up a display of jams in a supermarket. On some days they displayed six jams, on others, they displayed 24. Sales were ten times higher when six jams were displayed. "There is an optimal level of choice, which varies from case to case," says Dr Cialdini. "Experiment to find your optimal level." - The persuasive power of the Post-It note
A psychologist decided to look at the power of personalisation. He sent out surveys for people to complete. Some were accompanied by a cover letter and a hand-written sticky note requesting completion, others by cover letter and an ordinary note, and a last group by a cover letter alone. The sticky elicited 75 per cent compliance, the ordinary note 48 per cent compliance and the letter alone 36 per cent compliance. "People recognised the extra effort and personal touch and felt the need to reciprocate," explains Dr Cialdini. - The persuasive power of more expensive products
US catering equipment firm, Williams-Sonoma, was amazed to find that sales of its standard price bread maker doubled immediately after launching a new premium priced bread maker. "It's called 'high-end framing'", says Dr Cialdini. "When buyers have to choose between two products, they often compromise by choosing the cheaper. If a third more expensive product is offered, the former premium product becomes the compromise choice. By constructing alternatives around your favoured option, you increase the likelihood that customers will go for the option you prefer." - The persuasive power of the unconditional gift
In the hotel bathroom experiment (see Part 1), researchers wondered if compliance could be improved by offering an inducement. So they displayed notes in bathrooms promising to make a small donation to an environmental charity every time a guest reused their towels. It had no effect whatsoever. When the note said the hotel had already donated to charity, compliance rocketed by 45 per cent. "When we want to solicit cooperation from other people, we trigger the reciprocation response by offering something in a way that is genuinely unconditional," says Dr Cialdini. - The persuasive power of the minor fault
Researchers in the US found that jurors were liable to be more favourable to lawyers who mentioned a small weakness in their case than to lawyers who admitted no weakness at all. "Mentioning a small drawback creates the perception that you are honest and trustworthy. That allows you to be more persuasive about your strengths," says Dr Cialdini. "But always try to address the negative weakness with a related benefit soon after," he adds.
