One of the most vexing problems when it comes to persuasion
is how to persuade another person to do what's ultimately in their best interest
You would think that's the easiest thing to do, right?
For example, if someone doesn't stop smoking their lung cancer will get worse and they'll die
But believe it or not, persuading someone even in a life-or-death situation to do the right thing
can be a lot harder than it seems
That's because even when something is a no-brainer slam dunk
100% right thing to do
If you take the wrong approach towards persuading someone you will usually fail
I'm going to show you two clips right now from the TV show House of Lies
In these two clips, you'll see how one of the main characters Jeannie Van Der Hooven
Who is a business consultant, totally fails to convince a hotel chain CEO
to make changes to his marketing plan
So that the chain will continue to thrive
and that's because she's taking the wrong approach in these two clips
After I show you these two clips I'll then show you a final clip
where you'll see how Jeannie finally changes her persuasion approach
and convinces the CEO to make the changes she's recommending
so here are the first two clips
But we have some initial thoughts
A good starting off point would be to the segment of your customer base
We actually tried that about two years ago, it ended up being a waste of time
There's a lot of opportunities for retargeting online.
Yeah, we tried.
a lot of travel industry businesses find success with loyalty programs,
Which you've tried
Excuse me one sec
In this first scene, you just saw
you saw Jeannie take the CEO out to a fancy and expensive dinner
But you see him get frustrated halfway through and he gets up and leaves
Okay, let's watch the second clip
Demographic and psychographic shifts in Gen X and Millennials
have turned them into LOCs (luxury-oriented consumers)
They're not rich, but they want to feel rich, and when they travel they want to see flat-screen TVs
They want to see modern furniture
Glass shower doors, granite countertops
In the second scene, do you see how he's impatiently looking at his watch?
He's not buying what she's selling, he's not convinced and he's certainly not persuaded by Jeannie.
He's not persuaded by all these facts, charts and data Jeannie is giving him
A.K.A the wrong persuasion approach
It's all very logical and makes sense, but somehow it's just not persuasive to him
Now let's watch the final clip and see how Jeannie turns it completely around
and finally persuades the CEO to buy it
That's a bit alarmist, don't you think?
When I was 9 years old my dad gave me a Polaroid camera
Roughly around the same time, your dad gave you this fine company to run
and I loved that thing, I must have taken a thousand pictures with it
Polaroid sold its first instant camera in 1948
and at its peak in 1978, they sold 13 million units
and in 2001 they filed chapter 11
They made a very common mistake
They thought the past was the future
Now maybe what we're prescribing is alarmist
But maybe if someone had sounded the alarm at Polaroid 15 years ago,
my camera wouldn't be sitting in a closet collecting dust
because they don't make film for it anymore
It's a big shift
Not as big as watching a series of wrecking balls lay waste to your father's legacy
Okay, let's do this
So what did Jeannie do to turn this fail persuasion attempt around 180 degrees
Remember I said earlier, if you take the wrong approach in persuasion, it will usually fail
So, what approach did she take to turn it around?
She started using storytelling
You see the CEO of snapping to attention
as soon as she shifts her persuasion approach towards using storytelling
She convinces him that he should be fearful of changing demographics by using her Polaroid cameras story
Then she connects that story to his father's legacy, which is a touching thing for him as you can see
Now, why does storytelling work?
You see, people are persuaded by emotion not logic
All the logic in the world didn't get Jeannie anywhere in the sales meeting
People are persuaded by emotion first and then they use logic to justify their choices
Storytelling is just the one vehicle you can use to persuade people via emotions
Now what I just taught you is one of the most important tactics of persuasion
But it's just a tactic not a framework for persuasion
If you want to become a master persuader, you need to know more than tactics
You need a framework for persuasion
My persuasion program called NPP
The "Non-Persuasion" Persuasion System
It is a simple three-step persuasion framework
that will teach you how to get what you want when you want
Without resorting to manipulation, deceit, shadiness or sleaze
To see a preview of NPP go to artofverbalwar.com/npp
And since you watched this video to the very end
if you purchase from this link artofverbalwar.com/npp
you'll get $250 off the regular price of NPP
a discount nobody else will get, just because you watched to the end of this video
I hope you check NPP out, and I hope you like this video.
Please give it a Like and if you haven't already please Subscribe
I'm Min Liu, and I'll see you next time