The 3 keys to persuasion: How to convince others?
Our brain is programmed to save time and energy in decision making and that is achieved by mechanisms known as heuristics.
These heuristics (there are hundreds) are the basis on which our brain works and help us to live without statistically calculating or rationally analyzing each of the actions we do. For that reason, heuristics are a way of disguise the emotional, the subjective, the rational .
Heuristics: our brain looks for shortcuts
Heuristics are the parents of prejudices , of our musical tastes, of our valuation of brands, of whom we trust our secrets ... The communication and marketing sciences, being aware of this and seeing the power of influence they had over the human being, analyzed them and began to use them in your messages to persuade 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 the search for influence on the behavior of the other person making clear your intentions. The manipulation is the intention to influence but, yes, without showing your intentions. Persuade is fine. Manipulate is wrong.
The principles of the art of convincing or persuasion
We persuade when we want to see a movie and our partner another, when we present a project, when we try to be attractive to other people, etc ... In short, we almost always persuade that we are in contact with another person. To do it honestly and effectively it is important to learn social skills .
Related article: "The 14 main social skills to succeed in life"
What are these principles of persuasion based on the functioning of our brain? I present 3 of the keys to persuade using the mechanisms of the brain:
1. Scarcity
Opportunities seem more valuable to us when its availability is limited . If we see that the amount of something is small, we like it more. Do you hear that child who only wants a toy because he can not have it? Well, when we grow up we do not change our attitude much. Hence, advertising gimmicks such as "limited editions", "special offers of short duration" and a long etcetera.
2. Authority
Authority is a great tool to persuade. The human being obeys because it is profitable. If I obey I save myself thinking what is the right option . I just have to follow the indications of the one who "knows".
Precisely that they use in the experts when nordic models in a doctor's coat telling you that this product is reliable. But not only the experts in something, but those who have a high status also serve as figures of authority. If Iniesta advises me to take those poles, it will be because they are good and tasty. Who knows more about ice cream than Iniesta?
3. Social test
Our brain tries to make decisions based on the right thing. And many times to find out what is the right thing to do observe what most people do . If you walk down the street and you suddenly surprised everyone running in the opposite direction, your brain will not weigh different options, imitate the rest of people.
It makes sense that we try to act like others to avoid making mistakes in things that others have already learned to do. That is why in the ads you will have heard things like "this product is being a success" or "the fashion record" or something similar ... If you like others it will be because it is good.
