Simple selling framework
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This document discusses influence and persuasion, outlining six universal principles of persuasion put forth by Dr. Robert Cialdini including reciprocity, scarcity, authority, consistency, liking, and consensus. It notes that while logic and data help us understand issues, emotion plays over 70% of the role in our decision making. Effective messages contain unexpected, emotional, simple, concrete and credible stories that activate our "mirror neurons" and feel real to our brains. Stories can be used to inspire behavior, communicate values and expertise, and sell products or pitch ideas.
Simple selling framework
- 2. we all sell… •we all want something from others •we attempt to get it by influencing and persuading others
- 4. 6 universal principals of persuasion… Dr. Robert Cialdini, PH.D. Professor of Psychology and Marketing Arizona State University http://www.youtube.com/watch?v=cFdCzN7RYbw
- 5. 6 universal principles of persuasion… Reciprocity- be the first to give, something unexpected and personalized Scarcity- talk about what the audience stands to lose Authority- show that you are an expert on the topic Consistency- get early, public commitment Liking- look for similarities Consensus- point to what others are already doing
- 6. audience…how humans make decisions Subconscious/Emotional 2 Systems of Thinking: Conscious/Rational • logic and data help us understand, but do not motivate-Analysis Paralysis, So what, who cares? • emotion plays over 70% in our decision making
- 7. effective message…6 success factors Dan and Chip Heath
- 8. effective message…6 success factors • unexpected • emotional • story • simple • concrete • credible
- 10. our brain on stories… We feel what other feel via “mirror neurons” We are wired to mimic others via “mirror neurons” By visualizing ourselves doing something we can improve our performance. Stories feel real…and they are real to our brains!
- 11. how to use stories…examples To inspire a behavior or action To communicate your values or expertise To sell products/pitch ideas http://www.youtube.com/watch?v=ANhmS6QLd5Q
- 12. to put it all together… Presenter MessageAudience
- 13. the End…
Editor's Notes
- #2: Personal story: summer camppoint: both are trying to sell something….transition: we all sell
- #4: Think about the last time you had to sell something, like pitch an idea to your boss for example…where did you start?3 main areas to considerHave to make sure that presenter knows the audience and constructs the message accordinglyAre there any universal principles for the presenter to keep in mind?
- #7: so why is while we make decisions based on emotions, when we attempt to persuade, we focus so heavily on logic and data?and how do we turn around and incorporate this knowledge into our message?
- #8: effective message will appeal to both, our rational and emotional sideLet’s examine what appeals to each side: simple-don’t overcomplicate things, you will lose peopleconcrete-bring your message to life with examples, picture, analogies-abstract ideas are difficult to relate tocredible-help the audience believe what you say, data, statistics, your personal authorityunexpected-catch and sustain their attentionemotional-connect your message to something they care aboutstory-let’s dive a little deeper into why stories are so powerful when it comes to persuasion
- #9: effective message will appeal to both, our rational and emotional sideLet’s examine what appeals to each side: simple-don’t overcomplicate things, you will lose peopleconcrete-bring your message to life with examples, picture, analogies-abstract ideas are difficult to relate tocredible-help the audience believe what you say, data, statistics, your personal authorityunexpected-catch and sustain their attentionemotional-connect your message to something they care aboutstory-let’s dive a little deeper into why stories are so powerful when it comes to persuasion
- #10: so which message is more powerful? 7 under 6? or the Jared Story?
- #11: I have to make a confession. I am a big crier when it comes to books and movies, and a lot of other things. No matter, happy or sad. What about you guys, any criers here? Why?
- #13: Think about the last time you had to sell something, like pitch an idea to your boss for example…where did you start?3 main areas to considerHave to make sure that presenter knows the audience and constructs the message accordinglyAre there any universal principles for the presenter to keep in mind?