OUTLINE:
I. Introduction
II. What is Pre-suasion?
III. The 10 Key Takeaways of Pre-suasion
IV. Takeaway 1: Priming
V. Takeaway 2: Consistency Bias
VI. Takeaway 3: Social Proof
VII. Takeaway 4: Scarcity
VIII. Takeaway 5: Authority
IX. Takeaway 6: Liking
X. Takeaway 7: Reciprocity
XI. Takeaway 8: Commitment and Consistency
XII. Takeaway 9: Social Validation
XIII. Takeaway 10: The Endowment Effect
II. What is Pre-suasion?
Pre-suasion is the process of influencing people’s thoughts and actions before they are exposed to a persuasive message. This can be done by priming them with certain ideas or associations, or by creating a positive or negative impression of the source of the message.
Pre-suasion is a powerful tool that can be used to increase the effectiveness of persuasion. By understanding the principles of pre-suasion, you can learn how to influence people’s thoughts and actions in a way that is ethical and effective.
Takeaway 1: Priming
People are more likely to be persuaded by a message if they are pre-convinced that it is true. This is called the priming effect. For example, if you are told that a person is intelligent, you are more likely to believe that they are intelligent even if you have no other evidence to support this belief.
Takeaway 1: Priming
People are more likely to be persuaded by a message if they are pre-convinced that it is true. This is called the priming effect.
For example, if you are told that a person is intelligent, you will be more likely to believe that they are intelligent even if you have no other information about them. This is because the initial information (i.e., that the person is intelligent) primes your mind to believe other positive things about the person.
The priming effect can be used to persuade people by presenting them with information that is consistent with the desired outcome. For example, if you want to persuade someone to buy a product, you could show them images of people using the product and enjoying it. This would prime them to believe that the product is good and that they will enjoy using it.
The priming effect is a powerful tool that can be used to influence people’s thoughts and behaviors. By understanding how the priming effect works, you can use it to your advantage to persuade people to do what you want them to do.
Takeaway 5: Authority
People are more likely to be persuaded by a message that is presented by a credible source. This is called the **authority bias**.
There are a number of factors that can contribute to the authority bias, including:
- The source’s expertise
- The source’s credentials
- The source’s reputation
- The source’s likability
When we encounter a message from a source that we perceive as being authoritative, we are more likely to accept the message as true, even if we do not have any prior knowledge of the topic. This is because we believe that the source has the necessary expertise to make an informed judgment.
The authority bias can be a powerful tool for persuasion, but it can also be used to manipulate people. For example, advertisers often use celebrity endorsements to sell products, even though the celebrity may not have any expertise in the product category.
It is important to be aware of the authority bias and to critically evaluate the credibility of sources before accepting their messages as true.
Takeaway 6: Liking
People are more likely to be persuaded by a message if they like the person who is delivering it. This is called the **liking bias**. There are a number of ways to increase liking, such as:
* **Being physically attractive**. People are more likely to like someone who is physically attractive.
* **Being similar to us**. People are more likely to like someone who is similar to them in terms of age, gender, race, religion, or political beliefs.
* **Praising us**. People are more likely to like someone who praises them.
* **Smiling at us**. People are more likely to like someone who smiles at them.
* **Being kind to us**. People are more likely to like someone who is kind to them.
Takeaway 4: Scarcity
People are more likely to be persuaded by a message if they believe that it is scarce or limited. This is called the **scarcity principle**.
There are a few reasons why scarcity is persuasive. First, people are naturally drawn to things that are rare or hard to get. This is because scarcity creates a sense of urgency and excitement. Second, scarcity can make people feel like they are missing out on something valuable. This can lead them to want to buy or do something in order to avoid regret.
There are a number of ways to create scarcity in your marketing messages. You can:
- Use words like “limited time offer,” “while supplies last,” or “exclusive.”
- Highlight the number of items that are available.
- Create a sense of urgency by using phrases like “don’t miss out” or “act now.”
By using the scarcity principle, you can increase the persuasiveness of your marketing messages and encourage people to take action.
Takeaway 5: Authority
People are more likely to be persuaded by a message if it is presented by a credible source. This is called the **authority bias**.
There are a few things that make a source credible:
- Expertise: The source should be an expert on the topic they are talking about.
- Trustworthiness: The source should be trustworthy and reliable.
- Relevance: The source should be relevant to the audience.
If you want to persuade someone, it is important to make sure that you are presenting your message in a way that makes you appear credible. This means that you should:
- Be an expert on the topic you are talking about.
- Demonstrate your trustworthiness and reliability.
- Make sure that your message is relevant to your audience.
By following these tips, you can increase your chances of persuading others to agree with you.
Takeaway 6: Liking
People are more likely to be persuaded by someone they like. This is because we tend to trust people we like and are more likely to agree with them. There are a number of ways to increase liking, such as:
* **Praise the other person.** When you praise someone, it makes them feel good about themselves and more likely to like you.
* **Share common interests.** When you find common ground with someone, it creates a sense of connection and makes you more likeable.
* **Smile.** Smiling is a powerful way to make someone feel good and more likely to like you.
* **Be genuine.** People can tell when you’re being fake, so it’s important to be genuine and authentic if you want to increase liking.