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The Power of Influence and Persuasion with Robert Cialdini - I Love Marketing Episode #278
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]
Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests. Influence has sold over 3 million copies, is a New York Times Bestseller and has been published in over 30 languages. His new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, published by Simon & Schuster, quickly became a Wall Street Journal and a New York Times Bestseller. Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.”
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