The 10 most effective persuasion techniques

Persuasion is the ability of human beings to convince other people to do something that they did not plan to do.

I recommend that you read this article to get into the matter: "Persuasion: definition and elements of the art of convincing"

How to convince someone? The best persuasion techniques

When it comes to persuading toon the techniques used for this are very important.

These persuasion techniques can be grouped in many different ways, but those identified according to the six principles of Cialdini's influence stand out especially:

• Consistency principle. We need to be consistent in our motives and in the speeches that accompany our actions.

• Reciprocity principle. It refers to the need to return to others the favors they do us.

• Scarcity principle. Something is more attractive if you have limited availability.

• Principle of social approval. We seek the support of the majority, so having something that the majority agrees with will be a better option for us.

• Principle of authority. As we have seen, someone who is an expert in a subject can make us believe something about it more easily.

• Sympathy principle. Someone who is nice to us is more likely to persuade us.

You can read more about Robert Cialdini's 6 Laws of Social Influence at this article

The main persuasion techniques

Next we are going to see some persuasion techniques, the most studied and effective.

We are going to start with persuasion techniques based on reciprocity, techniques based on commitment or consistency and we will end with techniques based on scarcity. Then we will review elements and techniques used that have to do with the principles of authority, sympathy and social approval, although these are usually integrated into the other types of techniques.

1. Techniques based on reciprocity

Techniques based on reciprocity are those in which the interaction between source and receiver provokes in the latter the idea that a concession is being made., which makes you more likely to return the favor.

These techniques are used, of course, by commercials, but sometimes also by political organizations in negotiations or even in the advertising strategies of municipalities and governments that urge the population to take care of resources and equipment Although misused they can also play a more sinister role in maintaining client networks and corruption.

Among these techniques, the following stand out:

• Door technique / slamming the door in the face

This technique is based on the fact that the source makes a very exaggerated and expensive initial offer for the recipient who knows that he is going to reject. Once the receiver rejects it, the source will progressively lower the cost level, to finally reach the point that was the objective from the first moment. A) Yes, the recipient considers that a large discount has been made, which makes it easier for them to end up accessing the offer.

A clear and easy to understand example that uses this technique is the bargaining of traders in different markets around the world.

• Technique "this is not all"

It is based on offering, in addition to the initial offer, a small extra gift. The gift is seen as a concession, so again it makes it easier for the recipient to feel favored and want to accept the offer. An example is found in the television promotions of some products, in which frequently give away a small gift (the sheath of the knife we ​​have bought, a second pair of glasses, etc.).

• Shoulder pat technique

This technique is based on establishing an informal and partly emotional link between source and receiver., making the receiver feel the need to correspond to the relationship he has with the source. This technique can be exemplified with the procedure carried out by banks with their clients.

2. Commitment-based techniques

Techniques based on commitment and consistency are based on the recipient's desire to be consistent with their previous attitudes and actions.

They are also the ones that pose the most moral dilemmas in their most extreme versions, since some break with the idea that issuer and The receiver must start from a level playing field as the first one to know all the necessary information and play with advantage. That is also why knowing how to recognize these techniques will help us not to get caught up in them.

The main and most used are the following:

• Fake technique or "low-ball"

In this technique the recipient accepts an offer from the source, but once accepted the source puts emphasis on information that makes the deal somewhat less attractive. Of course, this information cannot go against the data initially provided by the issuer, but it is usually part of the "fine print" of what has been traded. The recipient can always decline it, but the desire to be consistent may cause him to decide to accept the offer anyway.

• Foot-in-the-door technique

This technique is based on making a small initial offer, easily acceptable to the recipient.. Once accepted, you can proceed to make larger and larger offers. A valid simile could occur in the game, where you start by making small bets and then increase the amount of money bet.

• Bait and switch technique

It is based on the fact that when the recipient accesses the offer, the product in question that attracted him has been sold out, although other similar options are offered.

3. Techniques based on scarcity

With regard to scarcity-based techniques, they seek to increase the value of what is offered in the eyes of the recipient so that he accepts it. Two techniques stand out:

• Technique of "playing hard to get something"

This technique implies that the product is scarce and difficult to obtain in order that the recipient is motivated to acquire it. It is very visible in electronic or food products (smartphones, caviar ...).

• Deadline Technique

This technique indicates that the offer is only temporary, with which it is invited to acquire it quickly before it runs out. A variant uses the number of units instead of time. The clearest example is the television promotions of some products, which together with the strategy of "this is not all" usually indicate the temporary availability of the offer.

4. Techniques based on social approval

Techniques based on social approval aim to use the recipients' need to feel part of the group and society, using as an argument that a large proportion of the population accepts or would accept the offer that is offered.

In this case, the use of statistics or inclusion techniques in the group stands out.

This resource is frequently used in order to show the popularity of the offer, showing that in case of accepting it, it will enter the group. It is often used in conjunction with authority-based elements and techniques.

It can be seen in many advertisements, where they show customer statistics satisfied or with comments such as "9 out of 10 recommend it", "we are many members of ...", "Join U.S".

5. Authority-based techniques

Techniques based on authority They act under the consideration that an expert in a subject will have a better judgment on it than others, including the receiver. Regarding this fact, the use of expert testimonies stands out mainly. In this technique, the expertise of one or more individuals is used in order to make the recipient see that the offer applied is more valuable, efficient or profitable than others.

A clear example is the use of professionals in a sector to sell a certain product, such as the use of of dentists to promote toothpastes or sports professionals to promote clothing sporty.

6. Sympathy-based techniques

When it comes to techniques based on sympathy, are based on creating a feeling of similarity and closeness between the source of persuasion and the receiver. These stand out:

• Use of elements that promote the feeling of familiarity

Although it is not a technique in itself, it is common to use the environment, the way of dressing and even the behavior and form to express oneself in a way that the receiver feels comfortable enough to accept the offer. An example is found in a large number of brands and stores, which make their employees wear clothes and behave informally.

• Physical attractiveness

The use of the source's own physical and personal attractiveness makes it easier for the recipient to be attracted to what comes from him / her, which is why they often accept the offer. It is frequently seen in fashion advertisements and accessories, although it is customary to apply to a large majority of advertising elements.

• Celebrity use

Public recognition of a famous and influential person is used in order to modify the perception of the recipient (s) of a specific offer. They are very common in the world of marketing and are used continuously in advertising.

Some conclusions and reflections

All these characteristics and techniques are important and frequent elements in the persuasion attempts that we find ourselves in our daily lives, not only in the strategies used by organizations and large Business. Keep in mind that most people try to persuade others to change attitudes, values ​​or actions.

However, it has been valued that persuading does not necessarily imply manipulation, since in a large percentage of Sometimes we are aware that you are trying to change our point of view with a purpose Sure.

Bibliographic references:

• Cialdini, R. B., Cacioppo, J. T., Bassett, R., & Miller, J. TO. (1978). Low-ball procedure for producing compliance: commitment then cost. Journal of personality and Social Psychology, 36 (5), 463.

• Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Reciprocal concessions procedure for inducing compliance: The door-in-the-face technique. Journal of personality and Social Psychology, 31 (2), 206.

• McGuire, W.J. (1969). An information-processing model of advertising effectiveness. In H.L. Davis & A.J. Silk (Eds.), Behavioral and Management Sciences in Marketing. New York: Ronald.

• Rogers, R.W. (1985). Attitude change and information integration in fear appeals. Psychological Reports, 56, 179-182.