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in this video

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we'll discuss the power of persuasion

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this will include a discussion on

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different strategies you can use to be

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more persuasive in the way you deliver

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arguments and communicate generally

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the use of fear and how others process

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and perceive what you're saying

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there's so many times in life where we

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want people to do something but we

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aren't in position to simply order them

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around

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even when we're in a leadership position

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constantly ordering

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subordinates around can create

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resentment and disloyalty

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it's very helpful and often necessary to

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get people to do what you want

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through persuasion rather than power

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persuasion has been studied for

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thousands of years going back to the

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ancient

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greeks and refined in multi-million

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dollar ad campaigns

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it's an essential tool of corporations

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looking to sell products

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politicians looking to convince citizens

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to vote for them

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attorneys trying to get jurors to render

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verdicts in their favor

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parents trying to get their kids to eat

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well and in countless other situations

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it's very helpful for leaders to develop

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skills that enable them to establish

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useful partnerships with others

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and maintain positive relationships with

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employees

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robert cialdini a psychologist and one

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of the leading experts in the world on

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persuasion

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recommends a number of approaches for

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getting others to do what you want

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the first strategy is reciprocity

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followed by commitment and consistency

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social proof likability and finally

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authority

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first reciprocity can be a highly useful

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strategy

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if you do a small unsolicited favor for

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someone they'll be more likely to do

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what you want

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for many years hari krishnas and eastern

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religious sect

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would raise money by approaching

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strangers in a public place to give them

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a gift like a book or a flower

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if a person initially refused they would

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insist it was a gift

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only after the gift was accepted would

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they ask for a financial donation which

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they often received

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people felt like they owed something to

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the krishnas and they resolved this debt

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with money second if you can get an

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initial commitment from people

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they'll often behave in ways that are

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highly consistent with that commitment

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thus commitment and consistency are

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helpful persuasion strategies

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small behaviors get followed by more

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committed behaviors

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people are much more likely to vote for

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candidates on election day

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if you can get them to put a sign in

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their yard supporting that candidate

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get people to make an initial commitment

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and they will often behave

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in very consistent ways psychologist

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thomas moriarty

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did a compelling study on this related

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to bystander intervention where he

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staged thefts on a public beach

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and measured whether bystanders would

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get involved in his experiment

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a person who was lying in a blanket near

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others and listening to the radio

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got up and went for a stroll on the

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beach minutes later

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another person came by and stole the

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radio in 20 trials

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only four people who were lying next to

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the blanket and radio got involved and

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stopped the thief however

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in another condition the person

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listening to the radio

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asked the person next to them to watch

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my things before walking away

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in that case in 19 out of 20 times

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people intervened with a thief

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confronting him and chasing him down the

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beach people are more likely to do what

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you want

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if you make a small request first

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third we look to others for social proof

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that means that if you want someone to

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do something

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put peer pressure on them show them what

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the norm is

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that is what other people are doing what

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other businesses are doing

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and what other communities are doing

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people want to belong

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and they often have considerable

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difficulty violating social norms fourth

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it matters a lot who asks us to do

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things

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for example we're much more persuaded by

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people we like

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there are two big components of

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likability physical appeal

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and similarity typically we like people

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who are attractive

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it's a cliche it's superficial but it's

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true

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sex sells that's true in advertising and

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it's also true in interpersonal

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interactions

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we tend to be more persuaded by

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good-looking people

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of course not everyone is blessed with

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six-pack abs luscious hair and a

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stunning face

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however all's not lost because we also

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tend to like people who are similar to

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us

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our friends and romantic partners are

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often people we share key interests or

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values with

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in commercials on tv if an actor isn't

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attractive they're often trying to

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portray someone who is hopefully

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similar to you on some level chaldini

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also focuses on the importance of

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authority

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certainly being in a position of

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authority can make others have to do

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what you want

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but it can also make them want to do

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what you want

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people have a tendency to be deferential

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to those in power even if the power

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isn't directly over them

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similarly we tend to be highly

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influenced by credibility factors

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credibility is made up of two factors

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trustworthiness and expertise

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let's start with trustworthiness if a

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person seems trustworthy because of

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their personality or because of their

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role like a priest

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well they're often more persuasive in

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addition

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we tend to trust experts and individuals

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who seem more like

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experts thus making them more persuasive

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having formalized credentials such as a

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phd can be helpful on this front

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also bringing in others who have

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credentials to support your position

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can be very effective

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interestingly the way you communicate

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and deliver messages can make you seem

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like more of an expert and make you more

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credible

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and persuasive people who talk faster

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are judged to be more knowledgeable

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about a topic than people

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who deliver the same message but talk

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slower

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in terms of delivering a message one

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consideration is whether you should only

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give your position or whether you should

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start by explaining both sides of the

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matter

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and then explain why your side is better

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that's known as delivering a one-sided

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versus a two-sided appeal

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in a one-sided appeal you give all the

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benefits of your side

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and you don't acknowledge any

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alternative positions

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in a two-sided appeal you acknowledge

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both sides of the issue

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but then you explain why your side is

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better so which should you go with

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in general a two-sided appeal works best

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if the person or group you're talking to

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is either mixed in their opinion

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or is likely to oppose what you're

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trying to persuade them to do

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when you use the two-sided appeal you'll

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appear less biased

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one-sided appeals work best only when

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the person or people you're trying to

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convince are already inclined to agree

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with you

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or if there's overwhelming support you

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can offer for your position

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sometimes a two-sided approach is known

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as using an inoculation strategy

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inoculation works just like a shot where

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you give people a weak dose of a virus

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so they're protected when they get hit

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with a full-blown case of it

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from a persuasion standpoint you give a

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weak dose of what the alternative

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position is

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that is you give weak arguments for why

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the opposite position is true

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by hearing what your opponent will say

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in a weak form people develop counter

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arguments to resist the message

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and are more inclined to reject it and

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accept what you're saying

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another consideration within persuasion

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is fear

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it's common for people to use fear

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within their persuasive attempts

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that is they'll talk about all the bad

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things that will happen to you

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if you don't do what they want you to do

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is fear effective

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or does it turn people off a better

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question is does it get them to tune out

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the answer to that is it can

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when fear is used it's important to not

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be too extreme

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a campaign against drunk drivers can

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effectively show mangled vehicles that

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have been in a dui accident

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but showing mangled victims could be too

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much for most people

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causing them to disengage quickly an

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attorney can show a bloody knife that

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was used as a murder weapon

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but large gruesome color photographs of

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the victim after they had been brutally

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stabbed

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might be too much you want to arouse

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some fear

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but not too much an emergency manager

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wants to motivate people to take action

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if they don't evacuate before a

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hurricane

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but it's likely ineffective to show

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photos of people who

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drowned in tidal surges or their bodies

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after trees fell

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and crushed them in addition you need to

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give people direction for fear-based

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messages to be successful

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telling someone a hurricane is coming or

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you could be injured killed or cut off

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from rescuers

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isn't a good message people need to know

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how to act

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they need to know when and how to

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evacuate where shelters are

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or the supplies they should stock up on

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an example of this

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is one of the early public service

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campaigns designed to reduce the spread

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of aids

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early messaging was simple it was aids

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kills

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it was simple and it was ineffective the

0:08:30.319,0:08:31.919
rate of transmission wasn't slowed into

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the messages and formed the public to

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wear

0:08:33.839,0:08:35.279
condoms to reduce the spread of the

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virus if you want to persuade people

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with fear

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tell them what to do with their fear

0:08:41.519,0:08:43.599
fear is aroused people may pay close

0:08:43.599,0:08:45.120
attention to the message because they're

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worried about something harmful

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happening to them

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however not all attempts at persuasion

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will be things that people are heavily

0:08:51.279,0:08:53.040
involved in or care about

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so if someone isn't heavily invested in

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what you're trying to persuade them of

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does that mean that you won't be able to

0:08:58.160,0:09:00.800
convince them not necessarily

0:09:00.800,0:09:02.080
you just need to think about the

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approach that you use researchers

0:09:04.320,0:09:05.920
richard petty and john cassiopo

0:09:05.920,0:09:07.360
along with shelly chaikin have

0:09:07.360,0:09:09.519
identified two routes to persuasion

0:09:09.519,0:09:11.040
these are called the peripheral and

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central route when people are not

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invested in an issue

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or when they are but they're tired

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distracted overworked or they can't

0:09:18.160,0:09:19.680
focus on what you're saying for whatever

0:09:19.680,0:09:20.399
reason

0:09:20.399,0:09:21.760
they aren't able to think about the

0:09:21.760,0:09:23.600
strength of your arguments so

0:09:23.600,0:09:25.760
strong arguments won't always win out

0:09:25.760,0:09:27.440
but they'll look for other information

0:09:27.440,0:09:28.800
to help them decide if they should

0:09:28.800,0:09:30.640
accept a persuasive message

0:09:30.640,0:09:32.320
as a result they'll look for what are

0:09:32.320,0:09:34.240
called heuristic cues

0:09:34.240,0:09:35.920
that's a fancy way of saying mental

0:09:35.920,0:09:38.160
shortcuts our beliefs about people like

0:09:38.160,0:09:40.240
stereotypes can be heuristic cues

0:09:40.240,0:09:42.080
for example thinking certain types of

0:09:42.080,0:09:43.600
people are more or less trustworthy

0:09:43.600,0:09:44.720
because of who they are

0:09:44.720,0:09:46.640
or looking at things like credentials

0:09:46.640,0:09:47.760
educational background

0:09:47.760,0:09:49.760
even their appearance remember

0:09:49.760,0:09:51.760
attractiveness and similarity matter

0:09:51.760,0:09:53.519
are you good looking do you look the way

0:09:53.519,0:09:56.399
people expect an expert to look

0:09:56.399,0:09:58.480
these cues which are sometimes fairly

0:09:58.480,0:09:59.519
superficial

0:09:59.519,0:10:01.600
can be very powerful for an uninvolved

0:10:01.600,0:10:03.360
or distracted person

0:10:03.360,0:10:04.880
so when people are using the peripheral

0:10:04.880,0:10:06.480
route to evaluate what you're saying

0:10:06.480,0:10:08.000
because they aren't heavily focused on

0:10:08.000,0:10:09.600
the message they'll be convinced by

0:10:09.600,0:10:10.959
well-educated experts

0:10:10.959,0:10:12.800
and attractive or similar people and

0:10:12.800,0:10:14.640
consequently discount the message from

0:10:14.640,0:10:16.480
people who aren't experts or who don't

0:10:16.480,0:10:18.560
have these appealing qualities

0:10:18.560,0:10:20.079
on the other hand when people are

0:10:20.079,0:10:21.600
directly affected by an issue

0:10:21.600,0:10:22.959
like if it's something that may cost

0:10:22.959,0:10:24.720
them a lot of money or they're very

0:10:24.720,0:10:26.000
interested in something

0:10:26.000,0:10:28.240
and can focus on what you're saying then

0:10:28.240,0:10:29.839
they'll set aside heuristic cues and

0:10:29.839,0:10:30.399
instead

0:10:30.399,0:10:32.880
focus on message strength but you'll

0:10:32.880,0:10:34.640
need strong arguments to convince them

0:10:34.640,0:10:35.519
because they're not going to be

0:10:35.519,0:10:37.360
influenced by weak messages or go along

0:10:37.360,0:10:38.480
with someone just because they're good

0:10:38.480,0:10:39.440
looking

0:10:39.440,0:10:41.120
those factors are secondary for people

0:10:41.120,0:10:43.200
processing in a central route

0:10:43.200,0:10:45.040
because the central route of persuasion

0:10:45.040,0:10:46.560
is based on solid arguments

0:10:46.560,0:10:47.839
people tend to be convinced of the

0:10:47.839,0:10:50.800
message for a long time even permanently

0:10:50.800,0:10:52.320
on the other hand peripheral rap

0:10:52.320,0:10:54.320
persuasion tends to be more fleeting

0:10:54.320,0:10:55.920
you can persuade someone for a short

0:10:55.920,0:10:57.519
period of time but

0:10:57.519,0:10:58.880
it won't be difficult to change their

0:10:58.880,0:11:00.560
mind on the issue

0:11:00.560,0:11:02.640
ultimately persuasion is a very useful

0:11:02.640,0:11:03.839
skill to have

0:11:03.839,0:11:05.519
if you're persuasive you can get others

0:11:05.519,0:11:07.839
to do what you want without using power

0:11:07.839,0:11:10.320
which a lot of time you won't even have

0:11:10.320,0:11:12.079
persuasion can allow you or your

0:11:12.079,0:11:13.760
organization to be someone or something

0:11:13.760,0:11:15.279
that others like and want to follow or

0:11:15.279,0:11:16.000
connect to

0:11:16.000,0:11:17.760
which is very valuable to leaders

0:11:17.760,0:11:20.240
corporations and everyday people

0:11:20.240,0:11:22.000
in summary there are a number of

0:11:22.000,0:11:23.600
strategies to make your messaging and

0:11:23.600,0:11:25.279
communication more persuasive

0:11:25.279,0:11:26.640
remember the approaches cialdini

0:11:26.640,0:11:28.399
described reciprocity

0:11:28.399,0:11:30.640
commitment and consistency social proof

0:11:30.640,0:11:32.480
likability and authority

0:11:32.480,0:11:33.839
it's also important to consider

0:11:33.839,0:11:35.040
credibility factors such as

0:11:35.040,0:11:36.800
trustworthiness and expertise

0:11:36.800,0:11:38.320
as well as how you communicate your

0:11:38.320,0:11:40.320
position with one-sided or two-sided

0:11:40.320,0:11:41.519
appeals

0:11:41.519,0:11:43.279
leaders can use fear as a persuasion

0:11:43.279,0:11:45.519
strategy but it's important to use

0:11:45.519,0:11:47.600
appropriate levels of fear and provide a

0:11:47.600,0:11:48.880
sense of direction in fear-based

0:11:48.880,0:11:50.000
messages

0:11:50.000,0:11:51.839
finally keep in mind that in some

0:11:51.839,0:11:54.000
situations individuals will be more

0:11:54.000,0:11:55.839
persuaded by heuristic cues such as

0:11:55.839,0:11:57.600
credentials educational background

0:11:57.600,0:11:59.360
attractiveness and similarities

0:11:59.360,0:12:00.959
rather than the content and reasons

0:12:00.959,0:12:02.800
you're giving to explain your argument

0:12:02.800,0:12:05.200
and position using persuasion to

0:12:05.200,0:12:06.800
carefully craft your arguments and your

0:12:06.800,0:12:08.079
communication overall

0:12:08.079,0:12:10.160
will be an invaluable tool for you as a

0:12:10.160,0:12:11.760
leader as well as

0:12:11.760,0:12:20.160
in other areas of your life