6 Shortcuts to Powerful Persuasion
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This course will provide you with an overview of 6 powerful persuasive techniques to enhance your persuasion.
No matter what your job is, much of your success at work will rely on your ability to influence and persuade others. In other words, get others to say yes to your requests.
This course draws from scientific research from social psychology to present proven persuasive techniques to increase your ability to persuade and influence.
The course comprises over 67 minutes of video comprising 8 self contained lessons and take away support articles.
The course provides over an hour of content structured into 3 sections.
Section 1 provides an insight into the scientific studies of fixed action patterns found in both animals and people. For certain triggers people and animals tend to consistently respond a certain way. Knowing these patterns and how to trigger them can significantly increase the chances that someone will be persuaded by your request.
Section 2 covers each of the 6 mental triggers or shortcuts to persuasion in detail. Each shortcut has a dedicated lesson which:
Section 3 provides a brief summary of the key learnings from the course.
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|Section 1: Introduction|
|Quiz 1||6 questions|
Before you take this course, have a go at this short 6 question quiz. The aim is to see how receptive you are to social influence. Technically, there is no right or wrong answer. It's a bit of fun to get you started with social influence.
This lesson provides an insight into the scientific studies of fixed action patterns found in both animals and people. For certain triggers people and animals tend to consistently respond a certain way. Knowing these patterns and how to trigger them can significantly increase the chances that someone will be persuaded by your request.
|Quiz 2||1 question|
There is a famous story from advertising associated with the American advertising exec, Rosser Reeves,
where he and a colleague were on they way back from eating lunch in Central Park when they encountered a
man sitting in the park, begging for money. He had a cup for donations and beside it was a sign, handwritten
on cardboard, that read: I AM BLIND.
Unfortunately for the man, the cup contained only a few coins. His attempts to move others to donate money
were coming up short. Reeves thought that he knew why. He told his colleague something to the effect of:
"I bet I can dramatically increase the amount of money that guy is raising simply by adding four words to his
sign." Reeve's sceptical friend took him up on the wager.
Reeves the introduced himself to the beleaguered man, explained that he knew something about advertising,
and offered to change the sign ever so slightly to increase donations. The man agreed. Reeves took a marker
and added his four words, and he and his friend stepped back to watch.
Almost immediately, a few people dropped coins into the man's cup. Other people soon stopped, talked to the
man, and plucked dollar bills from their wallets. Before long, the cup was running over with cash, and the
once sad looking blind man, feeling his bounty, beamed.
|Section 2: Shortcuts to Powerful Persuasion|
In this lesson we look at the Principle of Reciprocity. The basic premise of this rule is that we feel obligated to return favours. We look at the science behind the rule by exploring the work of Professor Dennis Regan and examine examples of how the rule is applied in practice. In addition we look at tactics to trigger the rule including the “Reject-then-retreat strategy”.
In this lesson we look at the Principle of Scarcity. The basic premise of this rule is that we desire things simply because they are in short supply not because they have an inherent value for us. It reflects the basic truth that things difficult to possess are usually better. Another factor is a fear of loosing freedom we already have.
In this lesson we look at the Principle of Liking. The basic premise of this rule is that we are easily influenced by people whom we like. We look at how you can trigger this principle by coming to like the people you’re dealing with and getting them to like you.
In this lesson we look at the Principle of Authority. The basic premise here is that we tend to obey authority even though sometimes it doesn’t make sense. It reflects the basic truth that in most cases following authority’s advice makes sense (e.g., we better listen to our doctor). We explore the science behind the rule by looking at the fascinating work of Stanley Milgram and review tactics of how to trigger the principle including the importance of establishing credibility.
In this lesson we look at the Principle of Consensus or Social Proof. The basic premise here is we do what other people do. It is usually advantageous to just follow other people (especially if they are similar to us) instead of trying to figure out what the correct behaviour is.
In this lesson we look at the Principle of Consistency. The basic premise here is that if we commit to something (especially in writing), we are more likely to stick with it because we want to maintain consistency. We look at how to trigger the rule by trying to elicit a commitment of some kind.
|Section 3: Summary|
This lesson provides a brief summary of the key learning from the course. It reminds us that we use mental shortcuts to help us make decisions in our busy complicated lives. It provides an overview of six of these mental shortcuts which are regarded as universals that guide human behaviour. Understanding these shortcuts and employing them effectively can significantly increase the chances that someone will be persuaded by your requests.
Gerry has over 20 years experience in both industry and academia. Having started his career in academia as a lecturer in Computing Science, Gerry progressed to Deputy Faculty Head before joining the corporate world where he excelled in roles ranging from Training Consultant, Training & Quality Manager, Sales Consultant, Key Account Manager and Sales Manager.
Throughout his career to date, Gerry has excelled in the roles he has undertaken. He is an awarding winning Training Manager and consistently delivered top quartile sales results over his sales career.
His diversity of experience gives Gerry a unique skill set, insight and capability to design and deliver sales related training.
In 2012 Gerry founded Teach Sales 2 Me, a company focused on providing sales training.