hello there in this video just want to take a look at the whole question of
influence and persuasion how do you get people to to move from a fixed position
how do you persuade them how do you get them to do what you want them to do
clearly this is very very important in all walks of life but particularly so in
relation to business so if you're in business obviously you're looking to
persuade somebody to buy something from you being a product or a service or you
might be looking to persuade them to sign up for your newsletter on your
website or take some other action but the bottom line is the psychology of
influence psychology of behavior the psychology of making people change from
their existing position to your position are to see the world where the juiciest
to accept your viewpoint is a very very important one I mean we all seek to
influence my suede and our daily lives and if you're a lawyer for example and
you go to court if you're looking to persuade the judge that your version of
events or your clients version of events is more plausible than the prosecution's
and so on it's the same when you're selling anything that's the same on your
website if you're going to ask people to sign up for your newsletter or take any
action there is seminal book called influence psychology of persuasion
written by a man called dr. Robert child Eenie and in this he distills sixty or
thirty five years of rigorous evidence-based research along with a
three year program of study and what moves people to change behavior this
book is seven the book in the whole area of influence and behavior and if you are
in business or even if you're not a business but you need to persuade people
or influence people and both them you know your worldview or
any viewpoint at all or take any specific action this book is well worth
having a look at it looks at six subsets out six general universal principles of
persuasion of influence since you know since man walked the earth first and if
we have a look after me it's quite a detailed book put the very very first
principle is the principle of reciprocation this basically means that
if I do a favor for you or do something good for you I'm going to create a sense
of obligation you're going to feel that you owe me people will and a day-to-day
basis say when you do they will go turn or whatever I owe you want this is a
very very powerful tool of persuasion of influence and you can influence a huge
amount of people particularly people who might become your customers or clients
leads by giving them something for free and you might give them great
information for example on the website you might give them a free report you
might give them a video or two you might give them you know I take it to a
football match or whatever but if you do something for somebody the principle of
reciprocation kicks in and they feel obliged to do something for you and they
will return the return the favor another principle is to do with social proof
social proof is basically people following other people because of the I
don't think it's a herd instinct as such but I mean everybody likes to have the
most popular car the most fashionable hand by the most fashionable shoes and
so on and people don't want to be associated with learners or people who
are isolated or but people who are perceived to be
losers so if you land on facebook page for example for a business and the page
has five or six fans then from the point of view of social proof that business is
a problem because anybody coming to the page no matter how good our kids are
going to look at the five or six fans and they're going to say mmm I just
wonder how you know authoritative this person or this business actually is
however if you come to a Facebook page or website where you've got 10,000 or
20,000 fans then clearly you're going to form the impression or form of you that
all of these people cannot be wrong that this guy or this girl knows what they're
talking about so whether it's in accounting or in law or in any type of
business if the 10 or 20,000 fans versus five or six and that's the question /
that's the principle of social proof at work a third principle and there are six
in total third principle is one of authority people like and look up to
authority figures and the there is a huge amount of research to show the
people wearing uniforms for example are people wearing white coats and so on
have a certain degree of authority simply because of the uniform or the
mode of dress that they that they wear and that's why you'll see a lot of the
time robes in courts you'll see doctors wearing white tunics or white coats and
so on and so forth but people do recognize uniforms to do recognized
Authority and if you can become an authority in your business or in your
industry then you will be a serious influencer and you will be able to move
people's behavior and persuade them that what you're selling them or the service
that you can provide is of special value there are six principles I have written
about these principles are summarized I'm actually on my website business and
legal da Hye e or on my website small business law Ireland
calm but either way i would recommend that you pick up the book for yourself
it's a influence the psychology of persuasion by dr. Robert Cialdini and I
would strongly recommend I put a link in the underneath the video here link to
the book on Amazon and if you have a look at it yourself or you can just read
my summary on my website business and legal dahye II just do a search for
child a knee that's CI al di LA I hope you find this useful