1
00:00:05,440 --> 00:00:06,319
in this video

2
00:00:06,319 --> 00:00:08,880
we'll discuss the power of persuasion

3
00:00:08,880 --> 00:00:10,240
this will include a discussion on

4
00:00:10,240 --> 00:00:11,840
different strategies you can use to be

5
00:00:11,840 --> 00:00:13,440
more persuasive in the way you deliver

6
00:00:13,440 --> 00:00:15,120
arguments and communicate generally

7
00:00:15,120 --> 00:00:17,680
the use of fear and how others process

8
00:00:17,680 --> 00:00:20,560
and perceive what you're saying

9
00:00:20,560 --> 00:00:22,400
there's so many times in life where we

10
00:00:22,400 --> 00:00:23,920
want people to do something but we

11
00:00:23,920 --> 00:00:25,599
aren't in position to simply order them

12
00:00:25,599 --> 00:00:26,480
around

13
00:00:26,480 --> 00:00:29,039
even when we're in a leadership position

14
00:00:29,039 --> 00:00:30,000
constantly ordering

15
00:00:30,000 --> 00:00:31,359
subordinates around can create

16
00:00:31,359 --> 00:00:33,200
resentment and disloyalty

17
00:00:33,200 --> 00:00:36,000
it's very helpful and often necessary to

18
00:00:36,000 --> 00:00:37,440
get people to do what you want

19
00:00:37,440 --> 00:00:40,640
through persuasion rather than power

20
00:00:40,640 --> 00:00:42,000
persuasion has been studied for

21
00:00:42,000 --> 00:00:43,680
thousands of years going back to the

22
00:00:43,680 --> 00:00:44,000
ancient

23
00:00:44,000 --> 00:00:46,079
greeks and refined in multi-million

24
00:00:46,079 --> 00:00:47,840
dollar ad campaigns

25
00:00:47,840 --> 00:00:49,520
it's an essential tool of corporations

26
00:00:49,520 --> 00:00:50,879
looking to sell products

27
00:00:50,879 --> 00:00:52,800
politicians looking to convince citizens

28
00:00:52,800 --> 00:00:54,079
to vote for them

29
00:00:54,079 --> 00:00:55,840
attorneys trying to get jurors to render

30
00:00:55,840 --> 00:00:57,280
verdicts in their favor

31
00:00:57,280 --> 00:00:58,800
parents trying to get their kids to eat

32
00:00:58,800 --> 00:01:01,680
well and in countless other situations

33
00:01:01,680 --> 00:01:03,680
it's very helpful for leaders to develop

34
00:01:03,680 --> 00:01:05,519
skills that enable them to establish

35
00:01:05,519 --> 00:01:07,200
useful partnerships with others

36
00:01:07,200 --> 00:01:09,520
and maintain positive relationships with

37
00:01:09,520 --> 00:01:10,799
employees

38
00:01:10,799 --> 00:01:12,880
robert cialdini a psychologist and one

39
00:01:12,880 --> 00:01:14,320
of the leading experts in the world on

40
00:01:14,320 --> 00:01:15,360
persuasion

41
00:01:15,360 --> 00:01:16,880
recommends a number of approaches for

42
00:01:16,880 --> 00:01:18,799
getting others to do what you want

43
00:01:18,799 --> 00:01:20,880
the first strategy is reciprocity

44
00:01:20,880 --> 00:01:22,799
followed by commitment and consistency

45
00:01:22,799 --> 00:01:25,680
social proof likability and finally

46
00:01:25,680 --> 00:01:26,720
authority

47
00:01:26,720 --> 00:01:29,119
first reciprocity can be a highly useful

48
00:01:29,119 --> 00:01:30,000
strategy

49
00:01:30,000 --> 00:01:31,920
if you do a small unsolicited favor for

50
00:01:31,920 --> 00:01:33,520
someone they'll be more likely to do

51
00:01:33,520 --> 00:01:34,960
what you want

52
00:01:34,960 --> 00:01:37,119
for many years hari krishnas and eastern

53
00:01:37,119 --> 00:01:38,240
religious sect

54
00:01:38,240 --> 00:01:39,680
would raise money by approaching

55
00:01:39,680 --> 00:01:41,439
strangers in a public place to give them

56
00:01:41,439 --> 00:01:43,759
a gift like a book or a flower

57
00:01:43,759 --> 00:01:46,000
if a person initially refused they would

58
00:01:46,000 --> 00:01:47,520
insist it was a gift

59
00:01:47,520 --> 00:01:49,680
only after the gift was accepted would

60
00:01:49,680 --> 00:01:51,520
they ask for a financial donation which

61
00:01:51,520 --> 00:01:52,960
they often received

62
00:01:52,960 --> 00:01:54,640
people felt like they owed something to

63
00:01:54,640 --> 00:01:56,880
the krishnas and they resolved this debt

64
00:01:56,880 --> 00:01:59,920
with money second if you can get an

65
00:01:59,920 --> 00:02:01,439
initial commitment from people

66
00:02:01,439 --> 00:02:02,960
they'll often behave in ways that are

67
00:02:02,960 --> 00:02:05,119
highly consistent with that commitment

68
00:02:05,119 --> 00:02:06,960
thus commitment and consistency are

69
00:02:06,960 --> 00:02:09,119
helpful persuasion strategies

70
00:02:09,119 --> 00:02:10,800
small behaviors get followed by more

71
00:02:10,800 --> 00:02:12,400
committed behaviors

72
00:02:12,400 --> 00:02:13,840
people are much more likely to vote for

73
00:02:13,840 --> 00:02:15,440
candidates on election day

74
00:02:15,440 --> 00:02:16,879
if you can get them to put a sign in

75
00:02:16,879 --> 00:02:19,040
their yard supporting that candidate

76
00:02:19,040 --> 00:02:20,879
get people to make an initial commitment

77
00:02:20,879 --> 00:02:22,239
and they will often behave

78
00:02:22,239 --> 00:02:24,879
in very consistent ways psychologist

79
00:02:24,879 --> 00:02:25,920
thomas moriarty

80
00:02:25,920 --> 00:02:27,760
did a compelling study on this related

81
00:02:27,760 --> 00:02:29,440
to bystander intervention where he

82
00:02:29,440 --> 00:02:30,959
staged thefts on a public beach

83
00:02:30,959 --> 00:02:32,560
and measured whether bystanders would

84
00:02:32,560 --> 00:02:34,959
get involved in his experiment

85
00:02:34,959 --> 00:02:36,640
a person who was lying in a blanket near

86
00:02:36,640 --> 00:02:38,239
others and listening to the radio

87
00:02:38,239 --> 00:02:39,599
got up and went for a stroll on the

88
00:02:39,599 --> 00:02:41,280
beach minutes later

89
00:02:41,280 --> 00:02:42,879
another person came by and stole the

90
00:02:42,879 --> 00:02:44,720
radio in 20 trials

91
00:02:44,720 --> 00:02:46,640
only four people who were lying next to

92
00:02:46,640 --> 00:02:48,480
the blanket and radio got involved and

93
00:02:48,480 --> 00:02:50,560
stopped the thief however

94
00:02:50,560 --> 00:02:52,400
in another condition the person

95
00:02:52,400 --> 00:02:53,680
listening to the radio

96
00:02:53,680 --> 00:02:55,599
asked the person next to them to watch

97
00:02:55,599 --> 00:02:58,400
my things before walking away

98
00:02:58,400 --> 00:03:01,040
in that case in 19 out of 20 times

99
00:03:01,040 --> 00:03:02,560
people intervened with a thief

100
00:03:02,560 --> 00:03:04,400
confronting him and chasing him down the

101
00:03:04,400 --> 00:03:06,560
beach people are more likely to do what

102
00:03:06,560 --> 00:03:07,280
you want

103
00:03:07,280 --> 00:03:10,720
if you make a small request first

104
00:03:10,720 --> 00:03:13,440
third we look to others for social proof

105
00:03:13,440 --> 00:03:14,800
that means that if you want someone to

106
00:03:14,800 --> 00:03:15,519
do something

107
00:03:15,519 --> 00:03:17,840
put peer pressure on them show them what

108
00:03:17,840 --> 00:03:18,959
the norm is

109
00:03:18,959 --> 00:03:21,040
that is what other people are doing what

110
00:03:21,040 --> 00:03:22,400
other businesses are doing

111
00:03:22,400 --> 00:03:24,560
and what other communities are doing

112
00:03:24,560 --> 00:03:26,080
people want to belong

113
00:03:26,080 --> 00:03:27,760
and they often have considerable

114
00:03:27,760 --> 00:03:32,640
difficulty violating social norms fourth

115
00:03:32,640 --> 00:03:34,959
it matters a lot who asks us to do

116
00:03:34,959 --> 00:03:35,680
things

117
00:03:35,680 --> 00:03:38,000
for example we're much more persuaded by

118
00:03:38,000 --> 00:03:39,360
people we like

119
00:03:39,360 --> 00:03:40,879
there are two big components of

120
00:03:40,879 --> 00:03:43,040
likability physical appeal

121
00:03:43,040 --> 00:03:46,159
and similarity typically we like people

122
00:03:46,159 --> 00:03:47,280
who are attractive

123
00:03:47,280 --> 00:03:50,239
it's a cliche it's superficial but it's

124
00:03:50,239 --> 00:03:50,959
true

125
00:03:50,959 --> 00:03:54,000
sex sells that's true in advertising and

126
00:03:54,000 --> 00:03:55,519
it's also true in interpersonal

127
00:03:55,519 --> 00:03:56,560
interactions

128
00:03:56,560 --> 00:03:58,239
we tend to be more persuaded by

129
00:03:58,239 --> 00:04:00,400
good-looking people

130
00:04:00,400 --> 00:04:02,319
of course not everyone is blessed with

131
00:04:02,319 --> 00:04:03,760
six-pack abs luscious hair and a

132
00:04:03,760 --> 00:04:04,879
stunning face

133
00:04:04,879 --> 00:04:07,680
however all's not lost because we also

134
00:04:07,680 --> 00:04:09,120
tend to like people who are similar to

135
00:04:09,120 --> 00:04:09,920
us

136
00:04:09,920 --> 00:04:11,920
our friends and romantic partners are

137
00:04:11,920 --> 00:04:13,760
often people we share key interests or

138
00:04:13,760 --> 00:04:14,959
values with

139
00:04:14,959 --> 00:04:16,720
in commercials on tv if an actor isn't

140
00:04:16,720 --> 00:04:18,238
attractive they're often trying to

141
00:04:18,238 --> 00:04:20,320
portray someone who is hopefully

142
00:04:20,320 --> 00:04:24,000
similar to you on some level chaldini

143
00:04:24,000 --> 00:04:25,759
also focuses on the importance of

144
00:04:25,759 --> 00:04:27,040
authority

145
00:04:27,040 --> 00:04:28,560
certainly being in a position of

146
00:04:28,560 --> 00:04:30,400
authority can make others have to do

147
00:04:30,400 --> 00:04:31,280
what you want

148
00:04:31,280 --> 00:04:33,199
but it can also make them want to do

149
00:04:33,199 --> 00:04:34,320
what you want

150
00:04:34,320 --> 00:04:36,080
people have a tendency to be deferential

151
00:04:36,080 --> 00:04:37,919
to those in power even if the power

152
00:04:37,919 --> 00:04:41,199
isn't directly over them

153
00:04:41,280 --> 00:04:43,440
similarly we tend to be highly

154
00:04:43,440 --> 00:04:45,919
influenced by credibility factors

155
00:04:45,919 --> 00:04:47,919
credibility is made up of two factors

156
00:04:47,919 --> 00:04:50,000
trustworthiness and expertise

157
00:04:50,000 --> 00:04:52,160
let's start with trustworthiness if a

158
00:04:52,160 --> 00:04:53,600
person seems trustworthy because of

159
00:04:53,600 --> 00:04:55,199
their personality or because of their

160
00:04:55,199 --> 00:04:57,040
role like a priest

161
00:04:57,040 --> 00:05:00,000
well they're often more persuasive in

162
00:05:00,000 --> 00:05:00,560
addition

163
00:05:00,560 --> 00:05:03,039
we tend to trust experts and individuals

164
00:05:03,039 --> 00:05:04,080
who seem more like

165
00:05:04,080 --> 00:05:06,479
experts thus making them more persuasive

166
00:05:06,479 --> 00:05:08,400
having formalized credentials such as a

167
00:05:08,400 --> 00:05:10,720
phd can be helpful on this front

168
00:05:10,720 --> 00:05:12,479
also bringing in others who have

169
00:05:12,479 --> 00:05:14,320
credentials to support your position

170
00:05:14,320 --> 00:05:17,759
can be very effective

171
00:05:18,240 --> 00:05:20,240
interestingly the way you communicate

172
00:05:20,240 --> 00:05:21,919
and deliver messages can make you seem

173
00:05:21,919 --> 00:05:23,440
like more of an expert and make you more

174
00:05:23,440 --> 00:05:24,000
credible

175
00:05:24,000 --> 00:05:26,479
and persuasive people who talk faster

176
00:05:26,479 --> 00:05:27,759
are judged to be more knowledgeable

177
00:05:27,759 --> 00:05:29,199
about a topic than people

178
00:05:29,199 --> 00:05:31,840
who deliver the same message but talk

179
00:05:31,840 --> 00:05:32,960
slower

180
00:05:32,960 --> 00:05:34,800
in terms of delivering a message one

181
00:05:34,800 --> 00:05:36,639
consideration is whether you should only

182
00:05:36,639 --> 00:05:38,720
give your position or whether you should

183
00:05:38,720 --> 00:05:40,560
start by explaining both sides of the

184
00:05:40,560 --> 00:05:41,039
matter

185
00:05:41,039 --> 00:05:43,520
and then explain why your side is better

186
00:05:43,520 --> 00:05:45,520
that's known as delivering a one-sided

187
00:05:45,520 --> 00:05:48,639
versus a two-sided appeal

188
00:05:48,639 --> 00:05:50,560
in a one-sided appeal you give all the

189
00:05:50,560 --> 00:05:51,680
benefits of your side

190
00:05:51,680 --> 00:05:53,120
and you don't acknowledge any

191
00:05:53,120 --> 00:05:54,800
alternative positions

192
00:05:54,800 --> 00:05:57,360
in a two-sided appeal you acknowledge

193
00:05:57,360 --> 00:05:58,639
both sides of the issue

194
00:05:58,639 --> 00:06:00,639
but then you explain why your side is

195
00:06:00,639 --> 00:06:03,280
better so which should you go with

196
00:06:03,280 --> 00:06:05,759
in general a two-sided appeal works best

197
00:06:05,759 --> 00:06:07,199
if the person or group you're talking to

198
00:06:07,199 --> 00:06:08,800
is either mixed in their opinion

199
00:06:08,800 --> 00:06:10,479
or is likely to oppose what you're

200
00:06:10,479 --> 00:06:12,400
trying to persuade them to do

201
00:06:12,400 --> 00:06:14,479
when you use the two-sided appeal you'll

202
00:06:14,479 --> 00:06:16,800
appear less biased

203
00:06:16,800 --> 00:06:18,720
one-sided appeals work best only when

204
00:06:18,720 --> 00:06:20,000
the person or people you're trying to

205
00:06:20,000 --> 00:06:21,919
convince are already inclined to agree

206
00:06:21,919 --> 00:06:22,639
with you

207
00:06:22,639 --> 00:06:24,080
or if there's overwhelming support you

208
00:06:24,080 --> 00:06:27,039
can offer for your position

209
00:06:27,039 --> 00:06:28,800
sometimes a two-sided approach is known

210
00:06:28,800 --> 00:06:31,120
as using an inoculation strategy

211
00:06:31,120 --> 00:06:32,880
inoculation works just like a shot where

212
00:06:32,880 --> 00:06:34,880
you give people a weak dose of a virus

213
00:06:34,880 --> 00:06:36,240
so they're protected when they get hit

214
00:06:36,240 --> 00:06:38,400
with a full-blown case of it

215
00:06:38,400 --> 00:06:40,560
from a persuasion standpoint you give a

216
00:06:40,560 --> 00:06:42,080
weak dose of what the alternative

217
00:06:42,080 --> 00:06:42,880
position is

218
00:06:42,880 --> 00:06:45,360
that is you give weak arguments for why

219
00:06:45,360 --> 00:06:47,280
the opposite position is true

220
00:06:47,280 --> 00:06:48,880
by hearing what your opponent will say

221
00:06:48,880 --> 00:06:50,880
in a weak form people develop counter

222
00:06:50,880 --> 00:06:52,400
arguments to resist the message

223
00:06:52,400 --> 00:06:53,919
and are more inclined to reject it and

224
00:06:53,919 --> 00:06:56,639
accept what you're saying

225
00:06:56,639 --> 00:06:58,639
another consideration within persuasion

226
00:06:58,639 --> 00:06:59,680
is fear

227
00:06:59,680 --> 00:07:01,440
it's common for people to use fear

228
00:07:01,440 --> 00:07:03,280
within their persuasive attempts

229
00:07:03,280 --> 00:07:05,280
that is they'll talk about all the bad

230
00:07:05,280 --> 00:07:06,479
things that will happen to you

231
00:07:06,479 --> 00:07:08,960
if you don't do what they want you to do

232
00:07:08,960 --> 00:07:10,319
is fear effective

233
00:07:10,319 --> 00:07:12,639
or does it turn people off a better

234
00:07:12,639 --> 00:07:15,039
question is does it get them to tune out

235
00:07:15,039 --> 00:07:18,800
the answer to that is it can

236
00:07:18,800 --> 00:07:21,120
when fear is used it's important to not

237
00:07:21,120 --> 00:07:22,639
be too extreme

238
00:07:22,639 --> 00:07:24,400
a campaign against drunk drivers can

239
00:07:24,400 --> 00:07:26,080
effectively show mangled vehicles that

240
00:07:26,080 --> 00:07:28,000
have been in a dui accident

241
00:07:28,000 --> 00:07:30,400
but showing mangled victims could be too

242
00:07:30,400 --> 00:07:31,520
much for most people

243
00:07:31,520 --> 00:07:33,599
causing them to disengage quickly an

244
00:07:33,599 --> 00:07:34,960
attorney can show a bloody knife that

245
00:07:34,960 --> 00:07:36,319
was used as a murder weapon

246
00:07:36,319 --> 00:07:38,479
but large gruesome color photographs of

247
00:07:38,479 --> 00:07:39,919
the victim after they had been brutally

248
00:07:39,919 --> 00:07:40,720
stabbed

249
00:07:40,720 --> 00:07:43,440
might be too much you want to arouse

250
00:07:43,440 --> 00:07:44,319
some fear

251
00:07:44,319 --> 00:07:47,280
but not too much an emergency manager

252
00:07:47,280 --> 00:07:48,960
wants to motivate people to take action

253
00:07:48,960 --> 00:07:50,240
if they don't evacuate before a

254
00:07:50,240 --> 00:07:51,280
hurricane

255
00:07:51,280 --> 00:07:53,360
but it's likely ineffective to show

256
00:07:53,360 --> 00:07:54,560
photos of people who

257
00:07:54,560 --> 00:07:57,039
drowned in tidal surges or their bodies

258
00:07:57,039 --> 00:07:58,000
after trees fell

259
00:07:58,000 --> 00:08:00,560
and crushed them in addition you need to

260
00:08:00,560 --> 00:08:02,319
give people direction for fear-based

261
00:08:02,319 --> 00:08:04,319
messages to be successful

262
00:08:04,319 --> 00:08:06,560
telling someone a hurricane is coming or

263
00:08:06,560 --> 00:08:08,240
you could be injured killed or cut off

264
00:08:08,240 --> 00:08:09,199
from rescuers

265
00:08:09,199 --> 00:08:11,360
isn't a good message people need to know

266
00:08:11,360 --> 00:08:12,479
how to act

267
00:08:12,479 --> 00:08:14,080
they need to know when and how to

268
00:08:14,080 --> 00:08:15,840
evacuate where shelters are

269
00:08:15,840 --> 00:08:18,639
or the supplies they should stock up on

270
00:08:18,639 --> 00:08:19,680
an example of this

271
00:08:19,680 --> 00:08:21,120
is one of the early public service

272
00:08:21,120 --> 00:08:22,879
campaigns designed to reduce the spread

273
00:08:22,879 --> 00:08:24,000
of aids

274
00:08:24,000 --> 00:08:26,720
early messaging was simple it was aids

275
00:08:26,720 --> 00:08:27,759
kills

276
00:08:27,759 --> 00:08:30,319
it was simple and it was ineffective the

277
00:08:30,319 --> 00:08:31,919
rate of transmission wasn't slowed into

278
00:08:31,919 --> 00:08:33,440
the messages and formed the public to

279
00:08:33,440 --> 00:08:33,839
wear

280
00:08:33,839 --> 00:08:35,279
condoms to reduce the spread of the

281
00:08:35,279 --> 00:08:37,440
virus if you want to persuade people

282
00:08:37,440 --> 00:08:38,240
with fear

283
00:08:38,240 --> 00:08:41,519
tell them what to do with their fear

284
00:08:41,519 --> 00:08:43,599
fear is aroused people may pay close

285
00:08:43,599 --> 00:08:45,120
attention to the message because they're

286
00:08:45,120 --> 00:08:46,320
worried about something harmful

287
00:08:46,320 --> 00:08:47,600
happening to them

288
00:08:47,600 --> 00:08:49,839
however not all attempts at persuasion

289
00:08:49,839 --> 00:08:51,279
will be things that people are heavily

290
00:08:51,279 --> 00:08:53,040
involved in or care about

291
00:08:53,040 --> 00:08:55,120
so if someone isn't heavily invested in

292
00:08:55,120 --> 00:08:56,560
what you're trying to persuade them of

293
00:08:56,560 --> 00:08:58,160
does that mean that you won't be able to

294
00:08:58,160 --> 00:09:00,800
convince them not necessarily

295
00:09:00,800 --> 00:09:02,080
you just need to think about the

296
00:09:02,080 --> 00:09:04,320
approach that you use researchers

297
00:09:04,320 --> 00:09:05,920
richard petty and john cassiopo

298
00:09:05,920 --> 00:09:07,360
along with shelly chaikin have

299
00:09:07,360 --> 00:09:09,519
identified two routes to persuasion

300
00:09:09,519 --> 00:09:11,040
these are called the peripheral and

301
00:09:11,040 --> 00:09:13,200
central route when people are not

302
00:09:13,200 --> 00:09:14,320
invested in an issue

303
00:09:14,320 --> 00:09:16,160
or when they are but they're tired

304
00:09:16,160 --> 00:09:18,160
distracted overworked or they can't

305
00:09:18,160 --> 00:09:19,680
focus on what you're saying for whatever

306
00:09:19,680 --> 00:09:20,399
reason

307
00:09:20,399 --> 00:09:21,760
they aren't able to think about the

308
00:09:21,760 --> 00:09:23,600
strength of your arguments so

309
00:09:23,600 --> 00:09:25,760
strong arguments won't always win out

310
00:09:25,760 --> 00:09:27,440
but they'll look for other information

311
00:09:27,440 --> 00:09:28,800
to help them decide if they should

312
00:09:28,800 --> 00:09:30,640
accept a persuasive message

313
00:09:30,640 --> 00:09:32,320
as a result they'll look for what are

314
00:09:32,320 --> 00:09:34,240
called heuristic cues

315
00:09:34,240 --> 00:09:35,920
that's a fancy way of saying mental

316
00:09:35,920 --> 00:09:38,160
shortcuts our beliefs about people like

317
00:09:38,160 --> 00:09:40,240
stereotypes can be heuristic cues

318
00:09:40,240 --> 00:09:42,080
for example thinking certain types of

319
00:09:42,080 --> 00:09:43,600
people are more or less trustworthy

320
00:09:43,600 --> 00:09:44,720
because of who they are

321
00:09:44,720 --> 00:09:46,640
or looking at things like credentials

322
00:09:46,640 --> 00:09:47,760
educational background

323
00:09:47,760 --> 00:09:49,760
even their appearance remember

324
00:09:49,760 --> 00:09:51,760
attractiveness and similarity matter

325
00:09:51,760 --> 00:09:53,519
are you good looking do you look the way

326
00:09:53,519 --> 00:09:56,399
people expect an expert to look

327
00:09:56,399 --> 00:09:58,480
these cues which are sometimes fairly

328
00:09:58,480 --> 00:09:59,519
superficial

329
00:09:59,519 --> 00:10:01,600
can be very powerful for an uninvolved

330
00:10:01,600 --> 00:10:03,360
or distracted person

331
00:10:03,360 --> 00:10:04,880
so when people are using the peripheral

332
00:10:04,880 --> 00:10:06,480
route to evaluate what you're saying

333
00:10:06,480 --> 00:10:08,000
because they aren't heavily focused on

334
00:10:08,000 --> 00:10:09,600
the message they'll be convinced by

335
00:10:09,600 --> 00:10:10,959
well-educated experts

336
00:10:10,959 --> 00:10:12,800
and attractive or similar people and

337
00:10:12,800 --> 00:10:14,640
consequently discount the message from

338
00:10:14,640 --> 00:10:16,480
people who aren't experts or who don't

339
00:10:16,480 --> 00:10:18,560
have these appealing qualities

340
00:10:18,560 --> 00:10:20,079
on the other hand when people are

341
00:10:20,079 --> 00:10:21,600
directly affected by an issue

342
00:10:21,600 --> 00:10:22,959
like if it's something that may cost

343
00:10:22,959 --> 00:10:24,720
them a lot of money or they're very

344
00:10:24,720 --> 00:10:26,000
interested in something

345
00:10:26,000 --> 00:10:28,240
and can focus on what you're saying then

346
00:10:28,240 --> 00:10:29,839
they'll set aside heuristic cues and

347
00:10:29,839 --> 00:10:30,399
instead

348
00:10:30,399 --> 00:10:32,880
focus on message strength but you'll

349
00:10:32,880 --> 00:10:34,640
need strong arguments to convince them

350
00:10:34,640 --> 00:10:35,519
because they're not going to be

351
00:10:35,519 --> 00:10:37,360
influenced by weak messages or go along

352
00:10:37,360 --> 00:10:38,480
with someone just because they're good

353
00:10:38,480 --> 00:10:39,440
looking

354
00:10:39,440 --> 00:10:41,120
those factors are secondary for people

355
00:10:41,120 --> 00:10:43,200
processing in a central route

356
00:10:43,200 --> 00:10:45,040
because the central route of persuasion

357
00:10:45,040 --> 00:10:46,560
is based on solid arguments

358
00:10:46,560 --> 00:10:47,839
people tend to be convinced of the

359
00:10:47,839 --> 00:10:50,800
message for a long time even permanently

360
00:10:50,800 --> 00:10:52,320
on the other hand peripheral rap

361
00:10:52,320 --> 00:10:54,320
persuasion tends to be more fleeting

362
00:10:54,320 --> 00:10:55,920
you can persuade someone for a short

363
00:10:55,920 --> 00:10:57,519
period of time but

364
00:10:57,519 --> 00:10:58,880
it won't be difficult to change their

365
00:10:58,880 --> 00:11:00,560
mind on the issue

366
00:11:00,560 --> 00:11:02,640
ultimately persuasion is a very useful

367
00:11:02,640 --> 00:11:03,839
skill to have

368
00:11:03,839 --> 00:11:05,519
if you're persuasive you can get others

369
00:11:05,519 --> 00:11:07,839
to do what you want without using power

370
00:11:07,839 --> 00:11:10,320
which a lot of time you won't even have

371
00:11:10,320 --> 00:11:12,079
persuasion can allow you or your

372
00:11:12,079 --> 00:11:13,760
organization to be someone or something

373
00:11:13,760 --> 00:11:15,279
that others like and want to follow or

374
00:11:15,279 --> 00:11:16,000
connect to

375
00:11:16,000 --> 00:11:17,760
which is very valuable to leaders

376
00:11:17,760 --> 00:11:20,240
corporations and everyday people

377
00:11:20,240 --> 00:11:22,000
in summary there are a number of

378
00:11:22,000 --> 00:11:23,600
strategies to make your messaging and

379
00:11:23,600 --> 00:11:25,279
communication more persuasive

380
00:11:25,279 --> 00:11:26,640
remember the approaches cialdini

381
00:11:26,640 --> 00:11:28,399
described reciprocity

382
00:11:28,399 --> 00:11:30,640
commitment and consistency social proof

383
00:11:30,640 --> 00:11:32,480
likability and authority

384
00:11:32,480 --> 00:11:33,839
it's also important to consider

385
00:11:33,839 --> 00:11:35,040
credibility factors such as

386
00:11:35,040 --> 00:11:36,800
trustworthiness and expertise

387
00:11:36,800 --> 00:11:38,320
as well as how you communicate your

388
00:11:38,320 --> 00:11:40,320
position with one-sided or two-sided

389
00:11:40,320 --> 00:11:41,519
appeals

390
00:11:41,519 --> 00:11:43,279
leaders can use fear as a persuasion

391
00:11:43,279 --> 00:11:45,519
strategy but it's important to use

392
00:11:45,519 --> 00:11:47,600
appropriate levels of fear and provide a

393
00:11:47,600 --> 00:11:48,880
sense of direction in fear-based

394
00:11:48,880 --> 00:11:50,000
messages

395
00:11:50,000 --> 00:11:51,839
finally keep in mind that in some

396
00:11:51,839 --> 00:11:54,000
situations individuals will be more

397
00:11:54,000 --> 00:11:55,839
persuaded by heuristic cues such as

398
00:11:55,839 --> 00:11:57,600
credentials educational background

399
00:11:57,600 --> 00:11:59,360
attractiveness and similarities

400
00:11:59,360 --> 00:12:00,959
rather than the content and reasons

401
00:12:00,959 --> 00:12:02,800
you're giving to explain your argument

402
00:12:02,800 --> 00:12:05,200
and position using persuasion to

403
00:12:05,200 --> 00:12:06,800
carefully craft your arguments and your

404
00:12:06,800 --> 00:12:08,079
communication overall

405
00:12:08,079 --> 00:12:10,160
will be an invaluable tool for you as a

406
00:12:10,160 --> 00:12:11,760
leader as well as

407
00:12:11,760 --> 00:12:20,160
in other areas of your life