The book "Influence" talks about six principles of social influence: reciprocity (people feel obligated to repay those who have helped them), commitment and consistency (people hope that their actions will be consistent with their commitments) , consistent with values), social recognition (people will decide their own behavior based on the behavior of others), preference (the more people like someone, the easier it is to obey that person), authority (people look to experts to guide the direction), shortage (the scarier the resources) , the more people want it).

"Yes! Persuasion" is more concrete. Can be read together to deepen understanding.

When people waver about a certain behavior, they tend to look to what others are doing to guide their own behavior. This "other person" may be the people around you, people who have made choices in the past, authoritative experts, strange third parties, etc.

Although people always deny that other people's behavior will affect them, this influence is subtle and difficult to detect. Compare: "The operator is waiting for your call, please call the hotline immediately" VS "The operator is on the call, please call again later"; "To protect the environment, please reuse towels" VS "85 guests reuse them at least once towel". Recall: "More than 1 billion cups are sold in a year, and the cups can circle the earth* together", "A shopping APP used by 300 million people", the judgment that "the longer the queue is, the better the food", e-commerce shopping" Users who bought this product 90 also bought some other product."

Following the behavior of others also needs to be combined with the specific environment, situation or current conditions. For example, if you are in the library, you will consciously keep your voice quiet, and if you are in a bar, you will be noisy.

People are more likely to be influenced by the opinions of similar groups. For example, if a leader wants to persuade employees to use a new system, he should find someone who has been using the old system for a long time to persuade those who are unwilling to change and explain how he has changed from one person to another. Whether you want to use it or not, what are the benefits of using the new system?

People will unconsciously follow the behavior of the majority, including bad behavior.

The slogan of the petrified forest, "Taking away a piece of petrified wood casually means that 14 tons of petrified wood are stolen every year, and the historical relics in front of you are being destroyed." will make everyone feel that 14 tons of petrified wood are taken away every year. Come on, it shouldn't be a problem to grab a piece yourself. If it were changed to "Protect the original appearance of the petrified forest, please do not take away petrified wood" and add a prohibition sign, everyone would clearly know that this behavior is not allowed.

The behavioral level formed by most people will form a "magnetic middle value", and people who deviate from the middle number will move closer to the middle. Regardless of whether their original behavior was good or bad, people will change their behavior to be in line with the "regular crowd."

If people's original behavior is more beneficial to society, then how can they prevent this norm from having a negative impact on their behavior after they learn that their behavior deviates from the (not so good) norm? ? You can add an attitude that represents social recognition and affirm their positive behaviors. This not only shows that such behaviors are beneficial to society, but also strengthens personal positive behaviors by enhancing personal pride. For example, likes, smiley faces, green environmental protection logos, etc.

When influencing other people's decisions, you should both provide options and pay attention to the number of options. Too many choices may have negative effects and even discourage consumers from choosing.

For every 10 additional fund options in a pension plan, the participation rate falls by 2. There are too many dishes on the menu, and users will not know how to choose. Adding words such as "must order, signature, hot seller" can reduce the user's choice cost and encourage them to make decisions as soon as possible. If you say donate some money when donating, many people will hesitate and don't know how much to donate, and end up not donating. If you just say donate 10 yuan or 50 yuan, the donation rate will be higher.

It is also a good thing for the company to streamline its product lines and focus on making more competitive products. For example, Procter & Gamble's Head & Shoulders product line was reduced from 26 to 15 types. Jobs cut down business lines to focus on mobile phones and computers. Mobile phones only have one home button.

Sometimes if you want to persuade and influence others, you only need to add a "do nothing" option to complete the task better.

Including a "do nothing" option can greatly enhance people's intention to choose to act. This option serves as a constant reminder to participants that the choice they made is a good one. When nutrition experts add the "do nothing" option during the consultation process, clients will feel that they should be stricter on themselves in terms of healthy eating.

Sometimes, product freebies may persuade consumers to buy products from other companies.

On the one hand, consumers feel that merchants will not give away valuable things for free (soon to expire, clear out inventory), on the other hand, the value of gifts is often underestimated, and "free" masks the value of the gifts themselves. Try changing "Get security software for free" to "Get security software worth ￡150 without paying." If the school establishes free extracurricular activities clubs for students, telling parents the cost of participating in private extracurricular activities clubs outside the school can mobilize their enthusiasm for participating in the clubs.

When consumers are faced with a series of choices of similar products, they often prefer "compromise choices" and choose products between the highest price and the lowest price.

When new bread machines with better prices and higher prices were launched, sales of the old bread machines increased. Shampoo shops generally have 3-4 types of perm prices, and users usually choose products in the middle price range. Bars usually put the most expensive products on the front page, so that when you see the prices later, you will feel that they are okay and acceptable. When an agent takes people to see houses, they usually look at the very poor ones first, so that they are more likely to be satisfied when they see the houses behind them.

People are usually impressed by the first, first time. People are often forgetful and remember recent events better.

In variety show talent shows, those who perform later are more likely to get high scores. Unless the first person performs very well and is obviously better than the people behind him, this will create the feeling that the people behind him are not as good as the first person and set himself as a benchmark for comparison.

People who get second place will compare with people who get first place, and feel that they are just a little bit behind. People who get third place will feel that they are lucky, and they almost missed the top three.

No matter who the rankings relate to, people always prefer lists with familiar numbers. The top 92 list is not as good as the top 100. If it is ranked second, it will be said "one of the top three", and if it is ranked 16th, it will be said "top 20".

Only when high fear information is paired with a specific action plan can it promote user action and reduce danger and fear.

If you only describe dangerous situations and stimulate users' fear, but do not provide specific response methods, then the information audience may "block" the information and avoid the problem in order to cope with the fear. If they only talk about the dangers of diabetes, they don’t tell you how to deal with it. Only report problems in the company or project without proposing solutions.

If you accept help from others, you will find ways to repay them. The mentality of debt will exceed personal likes and dislikes.

Change "Who can help me" to "Who can I help". Provide help first, and the other person will find an opportunity to return the favor. For example, give a small gift first, and then make a request to answer a questionnaire or try a product.

Mutual benefit is a kind of social glue that encourages people to form and maintain certain cooperative relationships. The more humane the request, the higher the probability of a response.

For example, Taobao's "Dear", the three squirrels "Master, I am already on the way", handwritten thank you letters, "Brother, courier, thank you for your hard work" printed on the express carton, etc.

Give users extra surprises.

One candy is more effective than delivering the bill alone (the waiter expresses gratitude, and the customer is more likely to return a tip); two candies are more effective than one candy (the more you get, the more likely you are to repay the other person with a tip) The stronger the effect); unexpected candy giving is more effective than regular candy giving.

During a negotiation, if one party first offers a concession and then asks the other party to give him a favor, he can often put himself in an advantageous position.

Offering a price concession first, and then asking the other party to give a favorable review or recommend a friend to buy, can promote the transaction more than a direct discount.

Incentives can effectively promote action. Rewarding a child with an ice cream will increase his motivation to clean the room. Rewarding your dog with food can help him learn new skills.

When we want to influence the behavior of others, "who can I help?" is more effective than "who can help me." If guests reuse towels, the hotel will donate a portion of the energy savings to environmental organizations. Instead, make a donation in the tenant's name. For example, WeChat Sports encourages users to take 10,000 steps a day, and if they take enough steps, they can donate a certain amount. For example, Ant Forest encourages energy conservation and environmental protection, and the reward points can be accumulated to exchange for a real tree. (The latter two examples do not seem particularly appropriate)

Companies participate in social responsibility activities to enhance their corporate image, enhance employee motivation, and win customer trust, favor, and loyalty.

An organization's good deeds will affect others' assessment of product quality. When the products or services of companies are the same, the products of socially responsible companies tend to receive better evaluations.

For example, if 0.2 of the Taobao store transaction is donated to a charity fund, everyone will subconsciously think that he is more reputable and will be more inclined to buy things from his store. In the variety show, groups play games, and donations will be made in the name of the group with the highest score. Everyone will feel that this program is not so boring and will do something meaningful.

The psychological perception of giving and receiving favors changes over time. For recipients of favors, the perceived value of the favor is higher at the moment when the favor is received. The longer the time passes, the lower the perceived value is. For favor givers, on the contrary, the longer the time, the higher the perceived value.

The best thing to do is to ask for something in return as soon as possible after giving a favor. If you do a small favor to a consumer, you can’t expect him to remember it 10 years from now.

If you want users to agree to a troublesome thing, you can start with a simple thing.

The promotion of a full line of products should start from the smallest order. When a user purchases a product, no matter how big or small, he is no longer a potential consumer group, but a real customer. If the minimum order is difficult to achieve, you can start with a free trial and spend 5 minutes learning about the product details.

"A journey of a thousand miles begins with a single step." If you want to achieve a big goal, such as fitness, you can start by walking for 30 minutes a day instead of asking yourself how much exercise you should do at the beginning.

Label a person with a trait, attitude, belief, or other label, and then make requests to that person that match the label.

Teachers, coaches, parents and companies can all use labeling to give "psychological hints". For example, airlines often say, "Thank you for choosing to fly **", which will remind users that they chose this airline among many airlines, strengthening users' confidence and awareness. For example, teachers often say that a certain child is very obedient and polite, likes to help others, etc., and then puts forward tasks or requests.

People are more motivated to fulfill the promises they make to themselves.

For example, in a restaurant, when a customer calls to make a reservation, it does not say "Please call us if you need to cancel the reservation." Instead, it says "If you want to cancel the reservation, can you call us to explain it?" Everyone will say " Yes”, make a commitment and they will feel the need to follow through and call to explain the situation if they are unable to make the appointment.

Set goals and write them down. No matter what the goal is, the most important thing is to set a goal so that you have a direction to work towards. Write it down, the pen has magical power.

When a person takes the initiative to commit, he tends to think that his own personality, hobbies, ideals, etc. made him make this decision. So as to work hard for this decision and commitment and fulfill the agreement. If users are allowed to fill in the reservation information themselves, the no-show rate will be reduced by 18%.

If you want people to fulfill their commitments, especially after a period of time, you must let the other party state their specific plans, such as the time, place and method of fulfilling their commitments. In order to make the other party have a "willingness to execute".

Encourage employees to focus on the bigger picture rather than on current tasks. Or when multiple goals are proposed, more difficult problems are highlighted to weaken the difficulty of the current task.

People generally hope that their behavior will be consistent with their attitude towards life, speech, behavior and values. For example, a person who pays attention to hygiene will generally keep himself and his family environment clean, and pay attention to the hygiene habits of his family members.

Generally, if a person buys high-end furniture, he will also buy high-end electrical appliances, household appliances, etc. The pictures and sentences a person posts in Moments will also show a certain consistency.

If you want to win over someone who hates you, other than groveling and seeking benefits, you can try asking him for help. If he helps you, he's more likely to dislike you less and change over time in order to keep his behavior consistent.

People have strong incentives to adjust their attitudes to be consistent with their behavior. There is a practice in marketing: first change user behavior, and then change user thinking.

People who have helped you are more willing to help you than people you have helped.

It is very rare to be rejected for taking the initiative to talk to someone, provided that in the first few minutes of contact, the conversation is mainly about mutual understanding.

In traditional communication situations, such as large conferences, sales exhibitions, etc., if employees wait for potential customers to come to cooperate because they are afraid of being rejected, the losses will be huge.

If you want help from others, then telling the other person that a little effort from them can make a difference will effectively increase the other person's willingness to help.

For example, when donating money, if you just say to donate some money to those in need, the other party will give up because they don’t know how much to donate. They are afraid that donating less will appear to be unloving, but if you add a sentence , "One penny can help a lot" or "Donate 10 yuan to these people", the donation rate will be much higher.

It can also be used in the workplace, such as "You can help me a lot in one hour", "It would be nice if you made an appointment with me in advance", "It would be nice if you only gave me 10 minutes." ,etc.

When the starting price of an item is high, potential buyers perceive the item to be worth more. But a low starting price is more likely to lead to a higher transaction price.

A low starting price means there are more people participating in the auction, and more clicks will give potential competitors a sense of urgency. People who participate in the auction from the low price have invested time and energy and will be more persistent/inclined. Buy things.

When observing the behavior of others, people often do not fully consider the impact of situational factors on behavior. Paying a third party to publicly affirm your abilities can still be very persuasive.

For example, book prefaces and recommendations, third-party authoritative evaluations, national famous trademarks, mentor recommendation letters, brand endorsements, etc. Praise yourself, not as much as others. As Brother Hui said, first of all, you have to do it yourself, and secondly, if someone says you can do it, the key is that people who say you can do it can do it.

Three cobblers are better than Zhuge Liang. No matter how capable a person is, the results of independent work are not as good as the results of teamwork. Be good at listening.

When you think that you are invincible and only you can make the wisest decisions, you are likely to be in the greatest danger.

If leaders are unable to draw advice from team members, and team members find it difficult to provide their own insights, a vicious cycle will form, leading to incorrect decision-making processes and big mistakes.

Leaders often fail to realize the impact of their status and knowledge in the eyes of others, such as crew members' blind obedience to the captain (captain syndrome), and nurses' unquestioning operation of doctors.

Theoretical reasons why teams make poor decisions – teamthink. It refers to a decision-making style in which team members value harmonious coexistence and unity of opinion, and will not take the initiative to offer criticism, suggestions or different opinions.

If a team wants to convince customers and get affirmation, then carefully listening to the opposing voices among team members can often increase the probability of final success.

Having dissidents in a team can stimulate more innovative and thoughtful thinking.

"Devil's advocates" and dissenters can prevent the team from going to the extreme of "like-mindedness" and improve the team's ability to solve problems. A leader's best decision is to create and maintain a work environment where all colleagues and subordinates can speak up when faced with prevailing opinions.

Paying attention to failure cases is more effective than training on success cases.

Corporate training, teachers and coaches, and parents explaining things to their children can all explain failure cases, point out mistakes, discuss how to avoid mistakes, and what measures should be taken to avoid mistakes.

Pointing out a weakness in a product will make people think that the company's advertising is honest and credible, giving the company an advantage and making it more convincing when promoting the product's advantages.

Like a beetle, it is small. Avis "We're ranked second, but we work harder." Jiaduobao "I'm sorry, we can only sell herbal tea and we won't litigate." During the interview, first mention some of your shortcomings or areas for improvement, and then introduce your personal strengths. Negotiation skills, if you have a weakness, bring it up first, don't wait for your negotiating opponent to expose it.

We only need to expose our shortcomings to convince others that we have no big shortcomings.

Make good use of "two-sided" information. For example, the restaurant is a bit small, but warm and cozy. The product is 20 RMB more expensive than its competitors, but the quality is better. Considering the service life and maintenance costs, the 20 RMB price difference can be completely offset. In addition, the product is more convenient, compact and takes up less space.

When a company attributes its failure to internal factors rather than external factors, it will not only help restore the company's public image, but also help increase the company's operating income.

For example, if an airline causes a large number of passengers to be stranded due to weather conditions, is it due to the weather or because it did not notify the airline in advance? Which situation will be more likely to be tolerated and understood by passengers? For example, if Haidilao has health problems, is it just an isolated phenomenon, or is it admitting its mistakes, making rectifications, and accepting supervision? In addition to expressing attitude, it can also explain the business management philosophy of the company.

The prodigal son will never change his fortune. People may be more friendly toward correcting mistakes after making mistakes than toward people who simply do the right thing.

When an organization determines that the main cause of an accident is a technical failure rather than human error, it is less likely that outsiders such as consumers will bear full responsibility.

If you need to declare an incident or delay and the problem is caused by a technical failure, you should communicate this information to those affected whenever possible. If the flight is delayed, it is because of weather conditions that the departure has to be delayed to ensure flight safety.

However, we need to pay attention to the negative impact. For example, many government agencies or public institutions now say that temporary workers are the work of temporary workers whenever there is a problem, which can easily arouse public resentment.

Social psychologists have found that people tend to have a positive attitude towards things that are subtly related to themselves, such as name, place of origin, school, birthday, etc.

Salespeople who can show similarities between themselves and potential customers may be more receptive to what they are selling. If there is a conflict between the two, if they can find some similarities or similar experiences, they will be more likely to resolve the conflict. If you want something from someone, you might as well find the similarities between yourself and the other person, and you might as well speak out first.

A lot of marketing also takes advantage of this, by constructing some scenarios to make users feel like they are the same, thereby promoting sales.

People like people who are similar to themselves. Consistent behavior with others can make people feel good about you.

The waiter repeats the customer's order to make the customer feel good about him and thus get more tips. When working in sales or customer service, repeating your customers' words can help you build a better relationship. For example, if a customer is very angry and the customer service officer repeats, "Yes, sir, I know you are very angry right now, and I also feel that such-and-such behavior/method is not appropriate."

People often say that imitation is the highest state of flattery. This strategy tells us that imitation is also one of the basic skills of persuasion.

Luxury brand sales staff are sometimes very arrogant and can keep their distance from consumers, which can actually increase the attractiveness of the product and increase sales.

Why do people like products that others reject? "Rejection" in the retail industry is also a kind of "social rejection". If the other party thinks you are tacky and not classy enough, the more you will want to buy and wear the products they sell. For example, in school, some children are excluded because they are "not cool enough". Then they will be more eager to become cooler or make friends with particularly cool people.

But if your product positioning is people-friendly and affordable, then you cannot adopt an arrogant and cold approach.

Don’t hit the smiling person with your hand. Don't open a shop if you don't have a smiling face. A genuine smile can make a huge difference in the service industry.

In interpersonal relationships, many people like to find fault with others. If you can actively look for qualities in others that you like, then you will be more likely to like this person, and the other person will also like you more. .

Rare and unique items are worth more to people, and the rarer and more limited the supply, the more people want them.

Misprinted stamps, out-of-print sneakers, exclusive interviews, the last performance, etc.

People are more sensitive to the original things that may be lost than to the things that may be gained.

Aversion to loss psychology, losses can arouse people's attention and behavior. Compare "Seize the opportunity and enjoy 20% off new products" with "Don't miss the opportunity and enjoy 20% off new products", "If you don't carry out energy-saving renovations, you will spend 50 cents more every day" and "Perform energy-saving renovations, you will save 50 cents per day. point".

Potential losses are more impactful than potential gains.

The word "because" has magical power. The story of the copy machine. Adding "because" before the queue-jumping request will greatly increase the probability of success.

Another example is to remind the user that it is his choice. For example, the airline will say "Thank you for choosing to take ** flight, ** flight will serve you wholeheartedly." If your customer hasn't used your product for a long time, you can send them a questionnaire and ask them to describe why they use your product (it may also have a reverse effect).

Steve Jobs "Don't make users think." The longer the thought process and the more steps it takes, the greater the potential for churn.

When you want your audience to come up with various reasons to support your position, be sure to consider how easy it will be for them to achieve this goal. If the task is difficult, then reduce the amount of tasks. Another way of thinking is to ask your target users to give a lot of reasons to support your competitors. The more difficult it is for them to come up with a lot of reasons, the easier it will be for them to choose your product.

In the way of presenting information, declarative sentences are more persuasive than questions because the information conveyed is full of firm belief.

When consumers' "arousal level" is high, that is, they are very concerned about and interested in the product, and declarative slogans are more persuasive. When consumers are less interested and willing to change, designing promotional information as questions can better stimulate their interest.

Clear information makes people feel at ease. When a specific scene occurs, your product will naturally come to mind. For example, if you are afraid of getting angry, drink Wanglaoji, use Alipay to pay, Xiaoxiaoxiaoshanxiang Piaopiao milk tea, etc.

People tend to prefer words and names that are easy to pronounce, that is, words and names that flow more smoothly. People have stronger positive feelings about words that are easy to recognize and pronounce.

A previous article said that children with easy-to-pronounce names will be called on by teachers more often to answer questions and receive more attention, which will lead to better expression skills and learning. Xiao Ma Song also said that easy-to-remember names are very important, and the rule of "familiar and unfamiliar" is used.

The simpler and easier to understand the expression, the clearer the meaning, and the smoother the pronunciation, the more fully understood your message will be and the more convincing it will be.

Rhyming sentences have higher information fluency, higher acceptance and understanding, and are easier to remember.

Like Pinduoduo, the more you fight, the more you save. Little Sunflower’s mother’s class has started.

Jingdong’s jingdong~, etc.

Word-of-mouth communication and good advertising slogans are both conducive to memory and dissemination.

Your previous experiences will affect how you feel about your next experience. The effect of contrast can be used to enhance impact.

There are many examples of this. For example, when an agent shows you a house, he will show you a few poor ones first, so that your satisfaction will be improved later. For example, when a financial institution provides a loan, it will say that the interest rate is RMB 50,000 per day, while RMB 10,000 is only RMB 50 per day. For example, Luo Yonghao would say what can one dollar buy, an egg, or an English class?

If companies can give consumers a little starting advantage, then there is no need to reduce the frequency of consumption. Consumers will persist in these incentives for a long time and will also receive consumption rewards.

Two types of loyalty cards are provided to users, one is to get 1 free service for 8 times, and the other is to get 1 free car wash service after 10 stamps, but the above card has been stamped 2 times. chapter. The second effect is more significant. People will feel that there have been 2 times, secretly motivating him to complete the remaining 8 times. Instead of starting from 0 to 8.

When you show others that "things have progressed and the goal is not far away," they are more likely to persist and complete the task.

Companies should not be afraid to use unexpected names for certain product features. A unique name will attract users' attention and curiosity.

For example, Komi Frog Green, Flying Pig, You Are Right Company, Palace Royal Banquet Chicken, etc.

People always like, even crave, freshness, excitement and variety. In other words, we like the new and hate the old.

A new gift or product can only satisfy you for a while, but after a while you will forget about it. Products can be extended through various combination changes, flavors, packaging, etc. to extend the time of user joy. When completing an important goal, you can also break the goal into some small goals to extend the user's attention cycle.

The more eye-catching the product’s logo and the stronger the association, the better.

Consumers’ memories are filled with all kinds of information. It is very difficult to expect consumers to immediately associate a specific product in a specific situation. Pictures, images, slogans, packaging, etc. are all effective ways.

For example, the melatonin dancing old man and old lady, Doraemon, the pink Peppa Pig, the microphone gestures of The Voice of China, the four circles of Audi, etc.

Mirrors reduce bad behavior.

Placing a mirror in a warehouse can reduce theft, and having employees wear badges will make them perform better. When drinking coffee in a public area, take the initiative to give money. If you stick a pair of eyes next to it, the money giving rate will be higher than if you stick a flower next to it.

Be aware of your emotional state before making important decisions or critical negotiations.

Experiments show that sad buyers give higher prices and sad sellers give lower prices. If we wish to influence other people's decisions, we must also pay attention to their emotions. But don't use this as a weapon.

People's judgment and decision-making are often affected by mood swings, whether good or bad.

When affected by excitement, people become less sensitive to numbers and shift their attention to judging the existence or absence of the event itself. For example, when we go to a store and see that the price of a certain toothpaste or food is much lower than usual or similar prices, we may only pay attention to the surprising price and ignore other factors such as its weight and specifications.

When people are fully rested, their attention will be more concentrated, their minds will be clearer, and their communication will be more contagious. And when we feel tired, we are more susceptible to deceptive messages from others.

You can set up a "decision zone" at work or at home, free of distractions and noise, so you can focus on the task at hand.

Caffeine makes it easier for people to agree with your argument.

This means that if you want to do a marketing presentation to a new customer, it is best not to choose a time when he has just finished lunch or in the evening. The best time to present is early in the morning (when he has just drank). while grabbing a cup of coffee in the morning).

If you can't choose the time of day, then you can prepare a cup of coffee for the audience, which will also make the audience more receptive to your message.

The multi-viewing effect and the wear-and-tear effect.

Since everyone is advertising online to compete for consumers’ potential attention, how do you ensure that your ads are more convincing than others? Personalized, non-intrusive, location, channel and manner.

"Yes! Persuasion" is a new work by the author of "Influence". Compared with influence, this book on persuasion is more specific and detailed, with many new thoughts and perspectives.

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It is recommended to read it in conjunction with "Influence".