The document outlines six core principles of persuasion: reciprocity, social proof, consistency, authority, scarcity, and liking. It also provides two bonus principles: benefits and requests. For each principle, it gives examples of strategies to use them effectively when influencing others. The principles are based on over 30 years of research into proven ways to maximize the impact of messages and ensure people act in their own best interests. It also lists seven persuasive language patterns such as cause and effect, implied cause and effect, and reframing. The overall purpose is to teach effective persuasion techniques.

1. [DOCUMENT TITLE]
The Principles Of Persuasion
(The thing that wasn’t never taught in school.
But they should have!)

2. THE EFFECTIVE PERSUASION METHODOLOGY
6 CORE PRINCIPLES OF PERSUASION
These principles are based on over 30 years of extensive
research and provide practical strategies for influencing
prospective customers to accept your message and act in
the direction of their own best interest.
These strategies are proven ways to insure your message
has maximum impact. When used properly they produce
great results!
Using these principles is akin to cooking, you have to put
the correct type of spices and in the correct amount. Even
too much of a good thing will spoil the dish. So whilst we are tempted to use as many principles
as possible to ensure success, the better approach is to assess which works better on your unique
type of audience.
1.
Reciprocity
If you give something away people feel a powerful obligation to return the favour.
Sometimes what they give in return is much greater than the original gift. Also if you
make a big request and then make a concession (giving something back) people feel
obliged to accept the smaller offer.


Send thank-you notes to clients and prospects.

2.
Provide free samples, information and incentives with no strings attached.
Ask for something really big, and then accept what you really want.
Social Proof
People are more likely to do something if they
see others doing likewise—especially if they are
similar. People want to be part of a like-minded
group. But the herd moves slowly. To create
action, speak to specific individuals.
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3. 

Get testimonials from people similar to those you’re trying to reach.

3.
Use plenty of good testimonials.
Make requests specific and personal rather than speaking to the crowd.
Consistency
Once someone makes a commitment, however small, they tend to act consistently with
that commitment. People will act in accordance with their beliefs in spite of evidence to
the contrary. Asking someone to take a small action can result in a shift in belief and they
will tend to act in accordance with the new belief.


Acknowledge a positive quality about a person and they will act accordingly.

4.
First making a small commitment can result in a large commitment later.
Ask people to write down goals, action plans and testimonials.
Authority
People usually act in accordance with an authority or someone who has apparent
authority. Clothes, posture and titles make a big difference. This is why actors are hired
to do product endorsements.


Provide evidence of your credentials and degrees.

5.
Be confident and look authoritative when making suggestions.
Speakers and authors are usually regarded as authority figures
Scarcity
Apparent scarcity makes something seem more valuable. The fear of loss is five times
more powerful than the hope of gaining something. Whatever is forbidden seems more
attractive and whatever people have to compete for becomes more valuable.


Create limited time offers.

6.
Build in competition to make something appear more valuable
Create an aura of “inside information”.
Liking
People are more responsive to people they like. If people see that you are similar to
them, they tend to like you more. Like attracts like. People will like you more if you pay
them compliments. People are attracted to people they associate with pleasurable
circumstances.
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4. 
Emphasize similarities with others.

Show appropriate appreciation of others.

An attractive appearance increases likeability.
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5. BONUS PRINCIPLES
1.
Benefits
People act in their own best interests. They want to tune into WIIFM – what’s in it for
me? People want more pleasure and less pain. They want to reduce problems and
realize their dreams. If you can offer a way to do that they will act in accordance with
your request.


Make offers that highlight valuable benefits and solve problems.

2.
Always put yourself into the mind of your client or audience.
Address your message to the dreams and aspirations of your audience.
Requests
Often the best strategy is just to clearly ask for what you want. Simply making a sincere,
direct request often gains compliance. Adding a reason - a “because”- to your request
will increase the degree of compliance. Studies show the “because” doesn’t even have to
be completely logical. Most people like to help others since this puts them in a position
of power. Genuinely asking for someone’s help often produces results.

“I’d like you to try this because it will solve your problem.”

“Please call now because you’ll see great results.”

“Would you please help, because this is important.”
If you want more tips to being persuasive, just follow us on:
https://www.facebook.com/Effective.Persuasion
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6. 7 PERSUASIVE LANGUAGE PATTERNS
1.
Cause and Effect: X causes Y
People use this pattern to describe what is true. “I believe eating fatty foods causes heart
attacks because it creates cholesterol in the blood.” The pattern is powerful and
increases credibility whether or not X actually causes Y.
“Flattened hierarchies are better since more people are involved.”
“Employee ownership creates employee enthusiasm.”
“Might make right.”
Other words that link cause and effect include:
And, As, While, During, Since, Causes, Forces, Makes, Allows, Implies, Leads, Enables,
Provokes, necessitates, Constitutes, etc.
2.
Implied Cause and Effect: As X, Y
This sounds a bit softer since it only implies a connection.
“As you look over the report, you’ll notice how carefully we’ve reasoned.”
“As you can see, we have nothing to hide.”
“As time goes on, you’ll find the situation will improve.”
3.
Verbal Pacing and Leading
Pacing is talking about things that are proven to be true or commonly accepted.
Leading is talking about things you want to the other person to believe as true. Each
time you use a pace the subject unconsciously says “yes.”
A useful pattern is 2-3 paces followed by a lead.
“You know how people get confused at work …
And they get into a lot of disagreements…
Then productivity goes down….
That’s why we need more __________. ”
(Pace)
(Pace)
(Pace)
(Lead)
“The sky is blue.
Birds are singing.
It’s a beautiful day.
We should take the day off!”
4.
Setting a Positive Frame
Presenting your message through a set of positive emotions encourages the receiver to
view your message through a positive filter or “rose-coloured glasses.”
Use powerful, positive language up front to “colour” the tone of your message in the
mind of the receiver. Success, Happiness, Money, Love, Power, Influence, Friends, Power,
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7. Goals, Family, Trust, Peace, New, Free, etc. Words like these resonate with listeners
because they appeal to basic human needs and wants.
Emotions are contagious, so using positive emotions will create similar emotions in the
listener.
5.
Reframing: X is not X, X is Y
This powerful influence technique invites the receiver to see things in a new way –
through a new frame of reference.
“The price is cheap when you look at the comfort and value you’ll get.”
“Losing weight is a more a question of healthy living than personal sacrifice.”
“It’s not that unemployment is rising, but job creation is going down.”
6.
Presuppositions
This pattern presupposes an outcome. It assumes the result will occur.
“I wonder how happy you’ll be after you sign up?
“Are you aware how much using these tools will improve your business?”
“After you’ve used it a while, you’ll love it even more.”
7.
Softeners
These simple phrases preface a command or question to make it less confrontational.
“I’m curious whether you’d be interested in meeting with me on this?”
“I’m wondering how you’d react if I asked for a raise?”
“Have you ever considered what would happen if….?”
Want to be an effective persuader the easy way?
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This free article was created by Mr. Fred Then is a Singapore-based entrepreneur, marketeer, program developer & author.
A local SME to close USD$18,000 of sales in just one presentation, by applying his Effective Persuasion strategies.
Start-ups to overcome their fears and make powerful pitches by working with him. Consequently, they secured funding to start
their dreams. His goal is for people to be persuasive and achieve repeatable success.
Check out his “The Art Of Effective Persuasion” presentation on Slideshare which received over 16,000 views in just one day!
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