3 keys to persuasion: How to convince others?

Our brain is programmed to save time and energy when making decisions and this is achieved through mechanisms known as heuristics.

These heuristics (there are hundreds) are the basis on which our brain works and they help us to live without statistically calculating or rationally analyzing each of the actions that we make. For this reason, heuristics are a form of disguise the emotional, the subjective, as rational.

Heuristics: our brain looks for shortcuts

Heuristics are the parents of prejudices, from our musical tastes, of our valuation of brands, of whom we trust our secrets... The sciences of communication and marketing, being aware of this and seeing the power of influence they had on the human being, they analyzed them and began to use them in their messages to persuade people for them to consume your products or messages.

This was called the persuasion principles. Understanding how the brain works is the best way to influence it. Is persuasion the same as manipulation? They are different things. Persuasion is

seeking influence on the other person's behavior making your intentions clear. Manipulation is the intention to influence but, yes, without showing your intentions. Persuading is fine. Manipulating is wrong.

The principles of the art of convincing or persuasion

We persuade when we want to see a movie and our partner another, when we present a project, when we try to be attractive to other people, etc... in short, we persuade almost always that we are in contact with another person. To do it honestly and effectively it is important to learn social skills.

• Related article: "Top 14 Social Skills for Success in Life"

What are those persuasive principles based on the functioning of our brain? I present you 3 of the keys to persuade using brain mechanisms:

1. Shortage

Opportunities seem more valuable to us when its availability is limited. If we see that the amount of something is small, we like it better. Does that child sound familiar to you who only wants a toy because he can't have it? Well, when we grow up, we don't change our attitude much. Hence publicity gimmicks such as "limited editions", "short-term special offers" and a long etcetera.

2. Authority

Authority is a great persuasion tool. The human being obeys because it is profitable for him. If I obey it saves me from thinking which is the correct option. I just have to follow the directions of the one he "knows".

This is precisely what experts use when Nordic models in a doctor's gown tell you that this product is reliable. But not only experts in something, but those with high status also serve as authority figures. If Iniesta advises me to take those poles, it will be because they are good and tasty. Who knows more about ice cream than Iniesta?

3. Social proof

Our brain tries to make decisions based on what is right. And many times to know what is the right thing to do, he turns to observe what most people do. If you walk down the street and you are suddenly surprised by everyone running in the opposite direction, your brain will not weigh different options, it will imitate other people.

It makes a lot of sense that we try to act like others to avoid making mistakes in things that others have already learned to do. That is why in the advertisements you will have heard things like “this product is being a success” or “the fashionable album” or anything similar… If others like it, it will be because it is good.