If you want to persuade people to believe something, do something, or buy something, you must rely on three factors, according to Herb Cohen:
1. They have to understand what you're saying. It's imperative that you put your reasons into analogies that relate to their experiences, their particular imprinting. In order to do this, you must enter their world. (That's why it's so hard for you to negotiate with someone who's stupid or who you think is a lunatic.)
2. Your evidence must be so overwhelming that they can't dispute it.
3. Their believing you must meet their existing needs and desires.
Of these three factors, the third is by far the most important. Why? "Even if you present me with overwhelming evidence I understand, should the conclusion depress me, I will remain unconvinced," says Cohen. "Your facts and logic may be unassailable but their acceptance will not meet my existing needs and desires."
If you want to persuade people, show the immediate relevance and value of what you're saying in terms of meeting their needs and desires.
Source: Herb Cohen, You Can Negotiate Anything, Carol Publishing. This article appears courtesy of Bob Bly Direct Response Letter.
For marketing and promotional ideas for entrepreneurs, subscribe to Entrepreneurs Tips in your favorite RSS reader or you can Subscribe to Entrepreneur's Tips by e-mail. 
0 comments:
Post a Comment