The 3 keys to persuasion: How to convince others?

Tips for influencing other people's behavior.

Our brain is programmed to save time and energy when making decisions and this is achieved by mechanisms known as heuristics.

These heuristics (there are hundreds of them) are the basis on which our brain works and help us to live without statistically calculating or rationally analyzing every action we take. For this very reason, heuristics are a way to disguise the emotional, the disguise the emotional, the subjective, as rational..

Heuristics: our brain looks for shortcuts

Heuristics are the parents of prejudicesThe sciences of communication and marketing, being aware of this and seeing the power of influence they had on the human being, analyzed them and began to use them in their messages to persuade people, to make them feel more comfortable and to make them feel more comfortable. persuade people people to consume their products or messages.

This was called the principles of persuasion. Understanding how the brain works is the best way to influence it. Is persuasion the same as manipulation? They are different things. Persuasion is seeking to influence the other person's behavior by making your intentions clear. by making your intentions clear. Manipulation is the intention to influence, but without showing your intentions. Persuading is right. Manipulating is wrong.

The principles of the art of persuasion

We persuade when we want to see one movie and our partner another, when we present a project, when we try to be attractive to other people, etc... in short, we persuade almost every time we are in contact with another person. To do it honestly and effectively it is important to learn social skills.

What are these principles of persuasion based on how our brain works? Here are 3 of the keys to persuade using the mechanisms of the brain:

1. Scarcity

Opportunities seem more valuable to us when their availability is limited. If we see that the quantity of something is small, we like it more. Do you know that child who only wants a toy because he can't have it? Well, when we grow up we don't change our attitude much. Hence advertising gimmicks such as "limited editions", "short-term special offers" and so on.

2. Authority

Authority is a great tool for persuasion. Human beings obey because it pays off. If I obey, it saves me thinking about which is the right choice.. I only have to follow the instructions of the one who "knows".

That is precisely what they use in experts when Nordic models in a doctor's coat tell you that this product is reliable. But not only experts in something, but those who have a high status also serve as authority figures. If Iniesta advises me to drink those popsicles, it will be because they are good and tasty. Who knows more about ice cream than Iniesta?

3. Social proof

Our brain tries to make decisions based on what is right. And many times to know what is the right thing to do it resorts to observing what most people do.. If you are walking down the street and you are suddenly surprised by everyone running in the opposite direction, your brain will not weigh different options, it will imitate everyone else.

It makes a lot of sense that we try to act like everyone else to avoid making mistakes that others have already learned to do. That's why in advertisements you will have heard things like "this product is being a hit" or "the trendy record" or anything like that... If others like it, it must be because it's good.