Strategy. Innovation. Brand.
Wrong Message
Your girlfriend dumps you. You send her a message: “Please come back. I am nothing without you.” Why is that the wrong message? Because it’s about you, not about her. If you want to persuade someone, state a benefit for her, not for you. Learn more in the video.
Seduction
Want to be more seductive? Of course you do. It’s not always easy but there are some systematic approaches that can help you convince people to do something because they want to do it. Watch the video to learn six such approaches.
Sources of Argumentation – Beating Writer’s Block
What should I say?
While preparing for a public speaking engagement, have you ever had writer’s block? Can’t figure out the logic that’s most likely to move your audience? Or maybe it’s the opposite: there are so many possible arguments that it’s difficult to choose among them? According to the Greeks there are seven basic sources of argumentation. In order of persuasiveness, they are security, health, utility, the five senses, community, emotion, and authority. Learn more about each in this week’s Persuasive Communication Tip of the Week.
Code Words & Tribal Grooming
You may not have noticed it but, throughout this video series, we’ve been talking mainly about deliberative presentations. In such a presentation, you present a logical argument and your audience deliberates on it. You’re recommending a course of action and trying to convince the audience of the wisdom of your logic. There’s an entirely different animal called the demonstrative presentation — where logic is simply not needed. In a demonstrative presentation, you’re building group solidarity, a sense of belonging, and esprit de corps. It’s sometimes called identity politics. Jay Heinrichs calls it “tribal grooming” and logic has nothing to do with it. Before you develop your presentation, you should decide whether you want to be deliberative or demonstrative. Learn more in this week’s Persuasive Communication Tip of the Week.
How to get a sports car
Want to get a sports car? Start by asking for a motorcycle.
It’s a variation of a basic rule called reciprocity — as identified by Robert Cialdini in his book, Influence. Every society adheres to some form of reciprocity — it helps cement relationships. It’s useful to know that, if you do someone a favor, you’ll likely be repaid in the future.
The reciprocity principle may seem obvious. But there are many subtleties and variations. Learn three of the major variations — and how to get a sports car — in this week’s video.
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