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What are the most effective persuasion techniques based on psychology and neuroscience?

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Persuasion and influence are essential skills for sales and marketing professionals. They can help you communicate your value proposition, overcome objections, and close more deals. But how do you master these skills and apply them effectively in different situations? In this article, we will explore some of the most effective persuasion techniques based on psychology and neuroscience, and how you can use them to boost your sales and marketing performance.

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1 The science of persuasion

Persuasion is the process of changing someone's attitude, belief, or behavior through communication. It involves appealing to both rational and emotional aspects of the human mind. Neuroscience has shown that persuasion activates different regions of the brain, depending on the type and quality of the message. For example, logical arguments activate the prefrontal cortex, which is responsible for reasoning and decision making, while emotional appeals activate the amygdala, which is responsible for emotions and motivation.

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Jaclyn Blute

Organic Content Manager & Creator
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The scholarly study in Psychology of Men & Masculinity by Parent, M.C., et al., would be a logical argument. It concluded that men who endorsed the ideals associated with toxic masculinity also reported more negative online behaviors that were linked to depression. On the other hand, a charitable campaign will likely have emotional appeal. An example of this would be the Second a Day campaign by Save the Children UK, depicting the Syrian Civil War as if it were in London. But human psychology is rarely so cleanly cut. The Royal Society science book of the year in 2017, Testosterone Rex by Cordelia Fine, was written by an established professional with a PhD in Psychology. Yet it would almost certainly evoke an emotional response.

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Dan Carter

Strategist | Developer | Scientist | Educator | Student
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Persuasion is personal. The ventromedial prefrontal cortex (vMPFC) is activated when people are introspective, and it is also responsible for assessing the world around them. Basically, it broadens one's worldview as it revolves around self and creates "ties" that can lead to action. This is a key component in understanding how to influence someone's belief of something. Messages that intrigue a person's ego, are most likely to change their mind because compelling persuasive messages create connections in a person's brain about an idea and something about themselves. When personal ties are created in sales, marketing, and fundraising communications, the chances are much higher for successful engagement, solicitation, and cultivation.

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2 The six principles of influence

Robert Cialdini, a renowned psychologist and author of the book Influence: The Psychology of Persuasion, proposed one of the most influential models of persuasion. He identified six universal principles of influence that can be used to persuade anyone in any situation. Reciprocity suggests that people tend to return favors and feel obliged to comply with requests from those who have helped them before. Scarcity implies that people value things more when they are rare or limited, and fear missing out on opportunities. Authority suggests that people tend to follow the advice and recommendations of experts and credible sources. Consistency implies that people like to act in accordance with their previous commitments and self-image, and avoid cognitive dissonance. Liking suggests that people are more likely to agree with and cooperate with those who they like and trust, and who share similar traits and values. Social proof implies that people look to the behavior and opinions of others, especially those who are similar to them, to guide their own actions and decisions.

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3 How to apply the principles of influence in sales and marketing

Knowing the principles of influence is not enough; you must also know how to apply them in your sales and marketing strategies and tactics. For example, you can use reciprocity by offering free samples, trials, or consultations to prospects and value-added content to customers. This will create a sense of obligation and gratitude, increasing the likelihood of them buying from you or referring you to others. You can also use scarcity by creating a sense of urgency and exclusivity with limited-time offers, discounts, or bonuses. Additionally, you can establish your credibility and expertise by displaying testimonials, reviews, ratings, or endorsements from satisfied customers, industry leaders, or influencers. Furthermore, you can use the foot-in-the-door technique to make prospects and customers more likely to comply with your requests. Additionally, you can build rapport and trust with prospects and customers by using their names, mirroring their body language and tone of voice, expressing empathy and appreciation, and finding common ground and shared interests. Finally, you can leverage the power of social media, word-of-mouth, and referrals by encouraging prospects and customers to share their positive experiences, feedback, and opinions about your product or service, and by showing them how many others have already benefited from it.

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Lauren Bartlett

Director of Customer Success | Leading Teams in Digital Marketing Strategy @ Wunderkind
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Emotions can be a powerful tool in persuasion. Tugging on the heartstrings, eliciting emotions such as fear or excitement, or appealing to a person's self-interest can influence their decision-making.

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What are the most effective persuasion techniques based on psychology and neuroscience?

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What are the most effective persuasion techniques based on psychology and neuroscience?

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3 How to apply the principles of influence in sales and marketing

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