To PERSUADE –

        A little thought, research, and planning before taking an action is the key to making a good decision.

        Be aware of the ways used by salespeople, politicians, religious leaders, and others to influence your opinions and your decisions.

        Advertising is persuasion, and persuasion is an art. Here are some of the tricks used to make messages persuasive, prompting you to act the way others want.

A Handful of Tips to persuade people

* People with credibility are used to endorse a product or support a cause

         T.V. presenters, well-known actors, and sports stars are used to promote 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.

* Peer pressure is used

        Promoters aim 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?”

* They appeal to a person’s desire for advancement

        “In spite of my humble background, I have 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.”

*  Support is gained by association with prestigious events, organizations, 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.

* Only favorable evidence is given

        Salespeople often exaggerate differences, promote trivial things, and claim advantages that 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? Will it do the job?  

-Geoffrey Moss(mossassociates.co.nz)

“To win a person over to your way of thinking, first make them your friend.”

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.

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