The Psychology of Persuasion - Why People Act the way you do

So how can you use the unconscious factors that come into play when people make decisions. These are some common ones:

1. The Rule of sympathy: It may seem obvious, but people often say "yes" to someone they know and love, rather than to a perfect stranger. Familiarity - through repeated, constant contact with someone - this increases until the contact was positive rather than negative. Liking includes physical appearance, which is why advertisers use beautiful models to sell products, rather than ordinary ones looking. Within your own industry, think about the people who have reached the top of their game, that I am loved and respected and known for their ability to convince other people. What is it about them that attracts other people? Being associated with these people, can have a "halo" effect on those around them.

2. The rule of reciprocity: one of the most powerful "social rules" is the rule of reciprocity, so that people feel compelled to repay a good deed to someone who has done a good ride for them. There once was an experiment in which sociologists sent Christmas cards to complete strangers to see how strongly you feel obligated to reciprocate and over 95% of them sent the cards back - even if the sender was a perfect stranger to them. According to sociologists and anthropologists, this rule makes it possible to develop ongoing relationships and sharing of knowledge and resources that are beneficial to society in general.

3. The social rule validation: Given a few more clues, or limited time to make a judgment, the majority of people react to others by copying the behavior of those around them. If other people do good to you, then it will encourage the same behavior from others. An older man, the less attractive it can compensate for its "flaws" with the acquisition of a "trophy wife" which will increase the perceived value of the man when they see others with an attractive, younger woman.

Another example is when a person unemployed for a long time can negatively viewed by potential employers, even if they are highly qualified and experienced, as it automatically gives their lack of work for some inherent flaw or weakness in character, rather than because of an external situation. At the same time, someone who seems to be in high demand, a CEO of a large company, for example, can easily attract better jobs and bigger paychecks, even if his / her performance is actually quite sparse. "Success attracts success," so the saying goes, and when people are successful, others unconsciously seek other positive factors to explain the success of that person, and overlook their faults.

4. The Authority Rule: People are more inclined to believe, follow the recommendations or directions of someone they believe is an expert in some way, even if their expertise is in an area completely different from the one that requires a decision. Having a Dr in front of your name, or a Ph.D. after that will also increase your perceived authority, even if it is not relevant. Another way to demonstrate the authority, either by outward symbols, even if they are not backed by anything, status symbols such as titles, clothes, cars, homes (including zip codes) are part of this.

5. The Rule "Rejection-Then-Retreat": This rule relies heavily on the social pressure that leads people to reciprocate favors. Asking an extreme request that you know will be rejected, you can then follow up with a smaller request - what you wanted all along - that will be more likely to be accepted.

6. Public commitment to the Rule: when a commitment is made by someone in a way that actively involves the person, voluntarily and publicly, increases the likelihood that the person follow-up on this pledge. This is largely what weddings are about. Why are so elaborate and the public? Because they exchanged vows in front of family, friends and witnesses? Because the company requires a marriage certificate or a contract that is signed by both parties in a public place?

The way in which public and ritualized in which people get married increases the probability that the promises will be kept, because the internal and external pressures require the couple to live up to its promises in public.

Similarly, when other types of negotiations, it is important to get small commitments and agreed in writing, even if they are small steps along the road to the much larger effort that you are pointing.

7. The Rule of Scarcity: This can be summarized as "Scarcity breeds Desire". (See also "Social Validation Rule"). People tend to attach more value to things when they are perceived as less available. The use of this principle for profit can be seen in "limited supply" and "ends today" tactics. On a personal level, having a unique ability or expertise or uncommon (a "USP") that makes you a kind of rarity, you can create a demand for your product or services that would otherwise not exist. Never put the number of mobile phone 'on your business card - this makes it just a bit' harder to get in touch with you and also suggests that to have so many contacts, it is necessary to restrict the availability to all.

8. The Rule of reverse psychology: People use reverse psychology to "trick" people to choose the opposite of what they really want, playing on the instinctive human reaction against being told what to do. A real life example of this was used to promote the classic Queen song "Bohemian Rhapsody", which lasts 5 minutes and 55 seconds when he played in its entirety. Upon its release in 1975, most record companies felt that was too much time playing on the radio, but Freddie Mercury was given a personal copy, his good friend, DJ Kenny Everett with specific instructions not to play it, well knowing Everett that would not be able to resist, which was found to be the case. If you have ever suffered from insomnia, you'll know which focuses on trying to fall asleep, will have the opposite effect and make the problem far worse.

9. The simple rule Theme: A theme is a verbal picture that communicates ideas beyond the basic meaning of words. If you are invited to a party with a theme - for example, a murder mystery of them or their Italian, is already widely known, without being told, what to wear, what to do at the party, the type of music, the type of food and so on. The theme has already given a "word picture" that conveys a lot of information. Having a "microbrand" that moves around with you immediately transmit "Brand You".

10. The Rule "How You Say It"

It is easy to suppose that a sentence like "I can not promise that result." has only one meaning, but in reality, the emphasis and tone to provide much of the real meaning. To verify this, look at each of the following sentences, each with a different word underlined, and followed by the implicit meaning.

1. I can not promise results. (But maybe someone else can.)

2. I can not promise results. (There is no way that is possible).

3. I can not promise results. (But it can be obtained in every case.)

4. I can not promise results. (But I can promise to someone else.)

5. I can not promise results. (But I can promise you another good result.)

6. I can not promise results. (But I can promise you one thing.)

The meaning of what we say is determined by which words we emphasize, and that the words to underestimate and if we can not promise anyone that price, you can say "I can not promise that RESULT", and the listener can still feel good the situation, especially if they immediately follow it with something else that you can promise ....