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Episode #278

The Power of Influence and Persuasion | Robert Cialdini

 

In this episode of  I Love Marketing, Psychology Professor Dr. Robert Cialdini–The Godfather of Influence–discusses an important skill covered in his new book Pre-Suasion – A Revolutionary Way to Influence and Persuade. During this interview, Dr. Cialdini will share the one word guaranteed to make you more persuasive, a two-step process for making any action more impactful, and much more.

Here’s a glance at what you’ll learn from Dr. Cialdini in this episode:

  • Why Dr. Robert Cialdini wrote his new book “Pre-Suasion: A Revolutionary Way to Influence and Persuade”.
  • Getting to YES: Robert shares some fascinating case studies and techniques you can use that are scientifically proven to increase the number of yes answers you receive .
  • How to use ethical persuasion to positively impact people’s lives.
  • This One Word Makes You More Persuasive: Research has shown that when you ask for people’s opinion – it’s a mistake. Why? The reason is because when you ask for someone’s opinion, they take a mental step away from you and go inside themselves for the answer. If instead of asking for someone’s opinion you ask for _ _ _ _ _ _, they will take a mental step toward you, feel more connected to you and become more engaged in the conversation with you.
  • Robert explains what Pre-Suasion is and how you can use it to achieve greater success.
  • When Persuasion Backfires: Sometimes a company’s use of persuasion can lead to a repelling of star team members while leaving only the manipulators. Here’s how to make sure this doesn’t happen to you.
  • Robert gives you a simple 2-step process that makes anything and everything you do much more persuasive.
  • If you want to become more influential, here’s one key skill used by the most successful persuaders in the world.

  • Who is Dr. Robert Cialdini [01:16]
  • Robert’s new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade [02:44]
  • Robert is a scholar and researcher [03:12]
  • How Robert discovered Pre-Suasion [04:18]
    • Pre-Suasion involves making contact with an idea or experience [04:22]
    • Why Robert wrote about Pre-Suasion [05:45]
  • Dean Jackson’s recorded video [07:06]
    • Robert hit a homerun with Pre-Suasion [07:41]
    • Run to the bookstore and get a copy [09:04]
  • The life of a marketer [09:52]
  • Selling is influence and marketing is storytelling [09:58]
  • The Difference between Selling and Marketing [10:39]
    • The most legitimate form of marketing- education based marketing [10:39]
    • If you provide people with information, they can make an informed decision [11:48]
    • Rapport is built with trust and comfort [12:02]
  • What changed for Robert and what has stayed the same since the writing of Influence [13:54]
    • Principles of communication [14:00]
    • The 6 Principles of Influence remain important determinations of when people will say yes [14:19]
    • Social proof is now dramatically available to us [14:37]
    • 97% of people buying online check the product reviews first [15:27]
    • Direct people’s consciousness towards something [17:43]
  • Knowledge raises people’s consciousness [19:34]
  • What is the premise of Pre-Suasion [20:11]
    • Pre-Suasion discusses what you should say or do before delivering a message [20:35]
  • How you frame something has a lot to do with how it occurs to people [21:54]
  • The scientific research on Pre-Suasion [22:16]
    • The power of framing [22:44]
    • An example – soda on the street [23:54]
    • The French research study [26:24]
    • Pre-Suasion is where you put people first [27:24]
    • Another example – furniture [27:48]
    • What you’re paying attention to doesn’t just reveal who you are, it makes you who you are in that moment [30:10]
    • Create attention to the essence of your concept before sending your message [31:02]
  • Changing one word persuasively [31:28]
    • Asking for advice rather than asking for opinion [31:52]
    • Methods of approach – repelling and attracting   [33:03]
    • The number one thing to do with clients is to bond [34:06]
  • The most expensive cost in business is client acquisition [36:11]
  • Steps to persuade better [37:03]
    • Focus on the attention of your message [37:10]
    • The study on playing German and French music [38:38]
    • The art of moving something from the midbrain to the top of mind [41:12]
  • Robert’s advice for utilizing persuasion [42:30]
    • Sharing values [43:00]
    • Only use Pre-Suasion in ethical ways [43:20]
    • Deception: What you get when people uncomfortable with deception leave [44:16]
    • Money earned ethically is a byproduct of value creation[45:24]
  • How Influence impacts people [46:12]
    • Robert didn’t invent but arranged these ideas in influence for people to align themselves [48:46]
  • The best example on how Pre-Suasion works [49:58]
  • Be sure to channel Pre-Suasion in productive ways [51:56]
  • Focusing on a message will go a long way but to maximize impact, think of the moment before you deliver it [52:00]
  • Connect with Robert Cialdini on his website [53:44]

 

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