Over the years, you, like me have had fun, exciting, joyful, and happy experiences that you can instantly remember when prompted to do so. For example, I distinctly remember my Mom giving me my first bicycle. It was royal blue! The handlebars had motorcycle style racing grips and it had an 8 inch wide ten speed type seat with shock-absorber-like coil springs underneath. As you might imagine, I spent many hours riding that bike, alone and with friends, for countless miles. What fun times I had! Can you remember your first bike?
Why do you remember? The short explanation is… you were in a heightened emotional state of excitement, joyfulness, or happiness back then. Additionally, you went on to have many pleasurable moments while riding your bike, didn’t you? Anyway, you might be asking, “What does this have to do with persuasion?” Good question!
To be a powerful and effective persuader you have to master the ability to move people emotionally. Every seemingly irresistible persuader I’ve read about, listened to, watched live, or interviewed, possessed the skill to successfully impact people emotionally. Some of the “Best of the Best” work in one industry that is responsible for generating billions of dollars a year. If you think I’m referring to the advertising industry, you’re correct!
Top advertising agencies’ creative teams know how to capture attention, and stir emotion within 30 seconds. This is because they have insider information about human behavior, psychology, and persuasion. With that in mind, I invite you to watch the following commercial. Try not to laugh!
The more you learn about human behavior, psychology, and persuasion, the easier it will be for you to get people to do what you want. However, if you don’t remember to intensely focus on giving your audience what they want first, you’ll experience only limited success. Therefore, I challenge you to decide and commit to always look for ways to ensure the happiness and satisfaction of your customers, so that you enjoy immeasurable success.
With your success in mind,
Ron
Ron, what you say is very true, however I feel along with that type of power comes responsibility. Some may not agree with me, but I think the responsibility lays with the presenter. What are their goals, are the truly trying to help people or simply filling their pockets!
And yes I’m a sales person.
Walethia, it’s unfortunate that there are unethical people using what they know about human behavior to the detriment of consumers. I don’t know how to solve that problem. However, I recommend that consumers learn as much as they can about these areas so that they protect themselves.
Thanks for stopping by and leaving your comment!
Warmly,
Ron
Ron, awesome post! My questions are:
1. How much of your “self” do you infuse in what you present? I understand people buy people, but is there a point where it’s too much.
2. Is it better to take a stance on a topic or ride the line and engage debates from both sides?
Macala
.-= Macala Wright´s last blog ..When Did Your Relationship With Your Customers End? =-.
Hi Macala,
Thanks for visiting my blog and deciding to write me such a great compliment! In thinking about your first question, it reminded me of something a mentor once said to me about presenting. “Don’t shoot a canon at a rabbit.” It’s important to manage your intensity to avoid being over radiant. However, as long as you focus on being in rapport with your audience, I doubt you’ll put too much of you into what you present.
Our research shows that brilliant thinkers look at both sides of an issue before taking a stance. It’s not easy sometimes to look at both sides, but it’s worth it because you become wiser in the end. Hope my answers are satisfactory. Again, thanks for the visit and the wonderful compliment!
Warmly,
Ron
The answers are excellent and definitely help my perspective. Thanks Ron.
.-= Macala Wright´s last blog ..Neiman Marcus’s Online Marketing Strategy =-.
Hi Ron,
Thanks for your blog.
A couple of questions.
I went to a very popular motivational speaker’s seminar in 1993 or so. At some point he wanted to add several hours to the already 8 hour seminar.
he asked who was for and who was against.
out of the 2,000 or so people, I’m the only one who cheered when asked who was against extending the seminar.
This guy called me a scum bag. Just curious – what was he trying to accomplish by doing that?
All it did was lower his image severely in my eyes…..
.-= David ´s last blog ..Hydro Floss and Gum Disease Book Helped…. =-.
Hi David,
Thanks for visiting and posting your comment!
You don’t think the guy was joking with you? I’ve been called some interesting names by people on the East Coast that would offend people in Oklahoma. However, I knew that was their way of teasing and joking.
What do you think?
Warmly,
Ron
Sure, he may have been joking. And I didn’t mind that much that 2000+ people thought it was funny and were laughing at me.
But, I really didn’t pay a lot of money for that type of experience.
This guy is super rich. I just think that he should not have done that. I’m sure he doesn’t even remember or wouldn’t care, but for me, I’ll never forget and I refrain from spending any more money on his stuff.
I just wanted to go home after a long and boring day. This was a cult of personality and much of what he was teaching could be found in any sales book.
I guess what I’m asking, is why should anyway pay big money to a ‘guru’ who doesn’t make your life any better – except maybe a temporary feel good- which I didn’t even get here due to my experience.
You know what I mean? It was just a bad deal all the way around.
Bang! that was such a powerful post. I have been having conversations with some of my clients & colleagues about the “M” word.
So many coaches tell me they just hate to market themselves. They just want to state the facts and stay away from any emotional hype.
I say, staying away from the emotional when persuading someone to make a buying decision is almost always impossible. Even people that are strictly value shoppers enjoy the thrill of getting the best deal – it’s still an emotional experience.
The “hype” is when the emotional triggers are used by the unethical juicing the emotions of their audience with promises they never really intend to offer.
The question is it an ethical business practice to intentionally engage your prospects emotions to create a buying environment – while providing them with enough logical reasons why your promise is the solution they are looking for?
.-= Melody Campbell, Building Your Coaching Business´s last blog ..Preparing for a New Season. I’m Getting Ready, Are You? =-.
It seems to me that many con artists rely on such trickery and smoke and mirrors. Sell the sizzle, not the steak, right?
I say if your steak can not sell itself by being legitimately seen and looked at – something is wrong with the steak.
A person doesn’t need to be persuaded by a sales letter to buy a dining room table or a dress from a catalog.
If you can’t take away the sales letter and still have a product that will sell – I suspect that is the test of whether you are truly deceiving others or not.
David, thanks for stopping and leaving your comment! It’s unfortunate that we have to be on guard against unethical uses of influence by so many people. However, as you might imagine, that is the very reason why I believe learning the tools will prevent us from being suckered. Again, thanks!
Warmly,
Ron
Howdy Melody, glad you stopped by and left comment! You are 100% CORRECT about it being almost impossible for buyers to remain unemotional during a transaction. Over 20 years ago, someone told me that, “People buy for emotional reasons and justify with logic.” With that in mind, it’s our responsibility as sellers/marketers to honestly present the benefits/results of our products and services. Thanks for both of your comments!
Warmly,
Ron
Ron,
No doubt emotion is what moves people to take action, but that action needs to also be supported by some practical reason to justify the action. I see it as a 2 step process – first make the emotional appeal and then help by providing justification for the choice made from the emotional appeal.
I really like the mp3 player at the head of your blog post – I have been thinking about doing exactly the same thing.
John´s last [type] ..Is Your Business Being Found On The Internet
Hi John,
Yes, you’re absolutely correct about people needing “practical reason to justify the action.” We all buy for emotional reasons and justify with logic. Thanks for stopping by and commenting!
-Ron