The 10 most effective persuasion techniques
Everything you need to know to convince someone of anything.
Persuasion is the ability of human beings to convince other people to do something they were not planning to do.
I recommend you read this article to get into the subject: "Persuasion: definition and elements of the art of convincing".
How to convince someone? The best persuasion techniques
When it comes to persuasion, the techniquesThe techniques used are also very important when it comes to persuasion..
These persuasion techniques can be grouped in many different ways, but the most important are those identified according to Cialdini's six principles of influence:
- Principle of coherence. We need to be consistent in our motives and in the speeches that accompany our actions.
- Principle of reciprocity. It refers to the need to repay others for the favors they do for us.
- Principle of scarcity. Something is more attractive if it has limited availability.
- Principle of social approval. We seek the support of the majority, so having something that the majority agrees with will be a better option for us.
- Principle of authority. As we have seen, someone who is an expert in a subject can make us believe something about it more easily.
- Principle of sympathy. Someone we like will be more likely to persuade us.
You can read more about Robert Cialdini's 6 laws of social influence in this article.
The main persuasion techniques
Here are some of the most studied and effective persuasion techniques.
We will start with persuasion techniques based on reciprocity, techniques based on commitment or consistency, and finish with techniques based on scarcity. We will then review elements and techniques used that have to do with the principles of authority, sympathy and social approval, although these are usually integrated in the other types of techniques.
1. Techniques based on reciprocity
Techniques based on reciprocity are those in which the interaction between source and recipient elicits in the latter the idea that a concession is being made to him or her, which makes him or her more likely to be the recipient.This makes the recipient more likely to return the favor.
These techniques are used, of course, by commercials, but sometimes also by political organizations in negotiations or even in the advertising strategies of municipalities and governments that urge the population to take care of public resources and facilities, although if misused they can also play a more sinister role in the maintenance of clientelistic networks and corruption schemes.
Among these techniques, the following stand out:
- Technique of the door/slamming the door in the face.
This technique is based on the source making a highly exaggerated and costly initial offer to the recipient that he/she knows the recipient will reject. Once the receiver rejects it, the source will progressively lower the cost level, to finally reach the point that was the objective from the beginning. Thus, the receiver considers that he has been given a great discount, which makes it easier for him to accept the offer..
A clear and easy to understand example of this technique is the bargaining used by traders in different markets around the world.
- This is not all" technique
It is based on offering, in addition to the initial offer, a small extra gift.. The gift is seen as a concession, again making it easier for the receiver to feel favored and want to accept the offer. An example is found in television promotions of some products, in which they often give away a small gift (the sheath of the knife we have bought, a second pair of glasses, etc.).
- Tapping on the shoulder technique
This technique is based on establishing an informal and partly emotional link between source and receiver, making the receiver feel the need for the gift.It makes the receiver feel the need to reciprocate the relationship he/she has with the source. This technique can be exemplified by the procedure carried out by banking institutions with their customers.
2. Commitment-based techniques
Commitment and consistency-based techniques are based on the recipient's desire to be consistent with his or her previous attitudes and actions. with his or her previous attitudes and actions.
They are also the ones that pose more moral dilemmas in their more extreme versions, since some of them break with the idea that sender and receiver must start from equal conditions, since the former is the one who knows all the necessary information and plays with an advantage. That is why, also, knowing how to recognize these techniques will help us not to be trapped by them.
The main and most commonly used techniques are the following:
- Fake technique or "low-ball".
In this technique the receiver accepts an offer from the source, but once accepted, the source emphasizes information that makes the deal less attractive.. Of course, this information cannot go against the data provided at the outset by the sender, but it is often part of the "fine print" of what has been negotiated. The recipient can always reject it, but the desire to be consistent may cause them to decide to accept the offer anyway.
- Foot-in-the-door technique
This technique is based on making a small initial offer that is readily acceptable to the receiver.. Once accepted, you can proceed to make larger and larger offers. A valid simile could be given in gambling, where you start by making small bets and then increase the amount of money bet.
- Bait and switch technique
It is based on the fact that when the receiver accesses the offer, the product in question that attracted him has been exhausted.The bait and switch technique is based on the fact that by the time the receiver accesses the offer, the product in question has been sold out, although other similar options are offered.
3. Techniques based on scarcity
As far as scarcity-based techniques are concerned, they aim to increase the value of what is offered in the eyes of the receiver so that he/she will accept it. Two techniques stand out:
- "Play hard to get" technique.
This technique insinuates that the product is scarce and difficult to obtain in order to make the receiver accept it. The aim of this technique is to motivate the receiver to buy the product. It is very visible in electronic or food products (smartphones, caviar...).
- Deadline technique
This technique indicates that the offer is only temporary, thus inviting the recipient to purchase it.The offer is only temporary, so that people are invited to buy it quickly before it runs out. A variant uses the number of units instead of time. The clearest example is television promotions for some products, which together with the "this is not all" strategy often indicate the temporary availability of the offer.
4. Techniques based on social approval
Techniques based on social approval seek to use the recipients' need to feel part of the group and society, arguing that a large proportion of the population accepts or would accept the offer. and society, using as an argument that a large proportion of the population accepts or would accept the offer made to them.
In this case, the use of statistics or group inclusion techniques stands out.
This resource is frequently used in order to show the popularity of the offer, showing that if it is accepted it will be included in the group. It is often used in conjunction with authority-based elements and techniques.
It can be seen in many advertisements, showing the statistics of satisfied customers or with comments such as "9 out of 10 recommend it", "we are many members of...", "Join us".
5. Authority-based techniques
Authority-based techniques act under the assumption that an expert on a subject will have a better judgment about it than others, including the recipient.including the recipient. In this regard, the use of expert testimonials stands out. In this technique, the expertise of one or several individuals is used in order to make the receiver see that the offer being applied is more valuable, efficient or profitable than others.
A clear example is the use of professionals in a sector to sell a specific product, such as the use of dentists to promote toothpaste or sports professionals to promote sports clothing.
6. Sympathy-based techniques
Sympathy-based techniques, they are based on creating a sense of similarity and closeness between the source of persuasion and the recipient.. These techniques stand out:
- Use of elements that promote the sensation of familiarity.
Although it is not a technique per se, it is common to use the environment, the way of dressing and even the way of behaving and expressing oneself in a way that makes the receiver feel comfortable enough to accept the offer. An example is found in many brands and stores, which make their employees wear casual clothing and behave informally.
- Physical attractiveness
The use of the source's own physical and personal attractiveness makes it easier for the receiver to be attracted to what is coming from him/her, so that he/she often accepts the offer. It is frequently seen in fashion and accessories advertisements, although it is usually applied to a great majority of advertising elements.
- Use of celebrities
The public recognition of a famous and influential character is used in order to modify the perception of the receiver(s) about a specific offer. They are very frequent in the marketing world and are continuously used in advertising.
Some conclusions and reflections
All these characteristics and techniques are important and frequent elements in the attempts at persuasion that we encounter in our daily lives, not only in the strategies used by organizations and large companies. It must be taken into account that most people try to persuade others to change their attitudes, values or actions..
However, it has been assessed that persuading does not necessarily imply manipulating, since in a large percentage of cases we are aware that an attempt is being made to modify our point of view with a clear purpose.
Bibliographical references:
- Cialdini, R. B., Cacioppo, J. T., Bassett, R., & Miller, J. A. (1978). Low-ball procedure for producing compliance: commitment then cost. Journal of personality and Social Psychology, 36(5), 463.
- Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Reciprocal concessions procedure for inducing compliance: The door-in-the-face technique. Journal of personality and Social Psychology, 31(2), 206.
- McGuire, W.J. (1969). An information-processing model of advertising effectiveness. In H.L. Davis & A.J. Silk (Eds.), Behavioral and Management Sciences in Marketing. New York: Ronald.
- Rogers, R.W. (1985). Attitude change and information integration in fear appeals. Psychological Reports, 56, 179-182.
(Updated at Apr 13 / 2024)