PERSUASION TRICKS

JASPAL BATTI
(SAD! HE'S NO MORE!)

1. Multiple, strong arguments: The more arguments, the more persuasive, but overall persuasive messages should be balanced, as two-sided arguments are better than their one-sided equivalents (as long as counter-arguments are shot down).

2. Relevance: Persuasive messages should be personally relevant to the audience. If not, they will switch off and fail to process it.

3. Universal goals: In creating your message, understand the three universal goals for which everyone is aiming: affiliation, accuracy and positive self-concept.

4. Likeability: Ingratiating yourself with the audience is no bad thing—most successful performers, actors, lawyers and politicians do it. Likeability can be boosted by praising the audience and by perceived similarity. Even the most fleeting similarities can be persuasive.

5. Authority: People tend to defer to experts because it saves us trying to work out the pros and cons ourselves.

6. Attractiveness: The physical attractiveness of the source is only important if it is relevant (e.g. when selling beauty products).

7. Match message and medium: One useful rule of thumb is: if the message is difficult to understand, write it; if it's easy, put it in a video.

8. Avoid forewarning: Don't open up saying "I will try and persuade you that..." If you do, people start generating counter-arguments and are less likely to be persuaded.

9. Go slow: If the audience is already sympathetic, then present the arguments slowly and carefully (as long as they are relevant and strong). If the audience is against you then fast talkers can be more persuasive.

10. Repetition: whether or not a statement is true, repeating it a few times gives the all-important illusion of truth. The illusion of truth leads to the reality of persuasion.