A Handful of Tips 61 –
Five of the best tips used to persuade people
Be aware of the ways used by salespeople, politicians, religious leaders and others to influence your opinions and decisions.
1. They employ people with credibility to endorse a product or support a cause
We’ve all seen T.V. presenters, well known actors and sports stars promoting products.
2. They use peer pressure
The message is “Everyone has one; why not you?”
They aim to convince people to buy the latest model of a product or the latest fashion.
3. They appeal to a person’s desire for advancement
“In spite of my humble background I succeeded.
I can show you how to be successful too.”
“Vote for me – I will help you. I am one of you.
I understand your problems.”
4. They gain support by association with prestigious events, organisations or good causes
Banks and airlines often sponsor sporting events.
Liquor advertising is often associated with sports. Sometimes gambling is associated with donations to medical causes.
5. They select favourable evidence
Salespeople often exaggerate differences, promote trivial things, and claim advantages which cannot be proven or supported.
“Watch out for the tricks used to make messages persuasive and memorable.”
Source:“Persuasive Ways. ‘Tricks of the Trade’ to get your ideas across.” First published by Moss Associates Ltd. New Zealand and in Chinese by Shanghai People’s Publishing House. Also published as “Secrets of Persuasion” by Cengage Learning Asia, Singapore and as an e-book available from Amazon.com.