{"id":8050,"date":"2018-03-01T09:07:31","date_gmt":"2018-03-01T15:07:31","guid":{"rendered":"https:\/\/digitalblogs.wpengine.com\/?p=8050"},"modified":"2019-09-30T18:53:37","modified_gmt":"2019-09-30T23:53:37","slug":"consumers-can-empowered-understanding-6-persuasion-techniques","status":"publish","type":"post","link":"https:\/\/www.cainwatters.com\/digitalblogs\/consumers-can-empowered-understanding-6-persuasion-techniques\/","title":{"rendered":"Consumers can be empowered by understanding 6 persuasion techniques"},"content":{"rendered":"<p>Written by Hunter Satterfield, CWA Planner<\/p>\n<p>The doorbell rang as I was reading on the couch on a lazy Saturday afternoon.\u00a0 When I opened the door, I found a player from the local high school football team dressed in his jersey.\u00a0 He handed me a free magnetic football schedule, then asked if I would be willing to purchase a coupon book to support the football program\u2014according to him, all of my neighbors also purchased one. I handed over a $20 bill and wished him good luck for the season.<\/p>\n<p>Only after closing the door did I open the coupon book and realize I didn\u2019t shop or eat at any of the businesses listed in the book.\u00a0 I had just paid $20 for a football schedule.<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-8051 size-thumbnail\" src=\"https:\/\/www.cainwatters.com\/wp-content\/uploads\/sites\/2\/2018\/03\/Book-review_newsletter-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.cainwatters.com\/digitalblogs\/wp-content\/uploads\/sites\/2\/2018\/03\/Book-review_newsletter-150x150.jpg 150w, https:\/\/www.cainwatters.com\/digitalblogs\/wp-content\/uploads\/sites\/2\/2018\/03\/Book-review_newsletter-300x300.jpg 300w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>Over the years, we all look back on similar stories of purchasing decisions and realize we were duped in some way.\u00a0 These transactions might have occurred in car dealerships, flea markets, or even at our own front doors.\u00a0 Robert Cialdini\u2019s classic book <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/www.amazon.com\/Influence-Psychology-Persuasion-Robert-Cialdini\/dp\/006124189X\"><em>Influence: The Psychology of Persuasion<\/em><\/a><\/span><\/span> puts science via social psychology behind the reasons we say yes in these situations.<\/p>\n<p>I have come to realize that most books, even those with excellent content, are way too long.\u00a0 The average 300 page book should be 150 pages and the average 150 page book should be a blog post.\u00a0 Cialdini avoids this as he quickly gets to the point presenting six \u201cweapons of influence\u201d that are used to get others to say yes. He then jumps straight into a chapter focused on each weapon \u2013 reciprocation, commitment and consistency, social proof, liking, authority and scarcity.<\/p>\n<p>The book focuses on Cialdini\u2019s experience as well as a litany of psychological studies performed by Cialdini\u2019s team and other groups in the field.\u00a0 This is one of the strengths of the book\u2014it reads quickly, moving from one study and story to the next to support the overall point of the \u201cweapon\u201d he is describing.<\/p>\n<p>One example he highlights is the marvel that was the original Tupperware \u201chome party,\u201d which compares similarly to modern day sales parties that move jewelry, lotions and makeup.<\/p>\n<p>Tupperware was an early adopter of home parties to sell the majority of its products and it was highly successful largely due to many of the weapons they implored.\u00a0 The host of the party would often give small door prizes to the guests with the hope that the guest would feel obligated to buy products in return (reciprocation).\u00a0 The guests would be invited by friends who had a previously positive experience with the product (social proof).\u00a0 And finally, the deals offered at the party were for a \u201climited time\u201d (scarcity).<\/p>\n<p>Cialdini does not stop solely with an explanation of each weapon. \u00a0At the end of each chapter he dedicates a section to \u201chow to say no\u201d which is helpful in understanding how consumers can fight against the weapons of influence.<\/p>\n<p>In his opinion, understanding how to resist this influence is particularly important given how the pace of culture has changed with technology.\u00a0 Consumers are making choices more frequently based on instinct and intuition, which are shortcuts to spending time on purchasing decisions.\u00a0 This leaves consumers susceptible to marketers who use these six influence methods to take advantage of their full wallets and limited time.<\/p>\n<p>One thing I learned way too late in my life is the fact that everyone is in sales.\u00a0 It doesn\u2019t matter if you are a doctor, attorney, teacher, or CPA \u2013 everyone has something to sell.\u00a0 Consider Cialdini\u2019s book an excellent and accessible college course in how to get others to say \u201cyes\u201d to your product or service as well as a helpful warning for those trying to sell to you.\u00a0 As he says in the book \u2013 it is vitally important to understand the weapons of influence because if you do not, it makes you very vulnerable to anyone that does.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Written by Hunter Satterfield, CWA Planner The doorbell rang as I was reading on the couch on a lazy Saturday afternoon.\u00a0 When I opened the door, I found a player from the local high school football team dressed in his jersey.\u00a0 He handed me a free magnetic football schedule, then asked if I would be [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":8053,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_ppma_block_editor_authors":""},"categories":[27,35],"tags":[],"ppma_author":[48],"class_list":["post-8050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge-know-how","category-the-advisors-shelf"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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