Influencing OPINIONS

Advertising is persuasion, and persuasion is an art.

            Here are some of the tricks used by salespeople, politicians, religious leaders and others to influence opinions and decisions.

Five of the most successful techniques used to persuade and to influence people

* Testimonials of famous people

            People with credibility are employed to endorse a product or support a cause. We’ve all seen T.V. presenters, well-known actors and sports stars promoting products.

            Many promoters have little idea about the product they are promoting but are well paid to front up for the product or the cause.

* Keeping up with the neighbours

            Promoters use peer pressure to convince people to buy the latest model of a product because it’s fashionable to have one.  The message is “Everyone has one; why not you?”

* Appealing to a person’s desire for advancement

            “In spite of my humble background I succeeded. I can show you how to be successful too.”

            “Vote for me – I will help you. I am one of you. I understand your problems.”

* Common associations

            They gain support by association with prestigious events, organisations or good causes.

            Banks and airlines often sponsor sporting events. Liquor advertising is often associated with sports.  Sometimes gambling is associated with donations to good causes. Take care!

* Unsupported claims

            Only favourable evidence is selected.

            Salespeople often exaggerate differences, promote trivial things, and claim advantages which cannot be proven or supported.

            Before making your next major purchase, pause and question your needs. Do I really need it? What are the advantages and the evidence that it will do the job I require?

–Geoffrey Moss

“A little thought, research, and planning before taking action is the key to making good decisions.”

Source: “Persuasive Ways. ‘Tricks of the Trade’ to get your ideas across.” First published by Moss Associates Ltd. New Zealand and in Chinese by Shanghai People’s Publishing House. Also published as “Secrets of Persuasion” by Cengage Learning Asia, Singapore and as an e-book available from Amazon.com.