blogPersuade people to action by talking about what they want, not what you need.
While a young boy my family use to keep Hereford cattle for a few years. Every couple months after the heifers had grazed the grass to nubs we’d move them to a new pasture. At first this proved to be an exerting task, involving a rope, prodding, pulling, pushing and cursing from all involved family members. Moving a few of these animals only a hundred yards turned into a spectacle because we made the mistake of only thinking about what we wanted. Meanwhile the heifers thought only about what their wants, refusing to budge.
The recurring situation only improved when we considered what would make the cattle want to move to a new enclosure. Food of course! Cutting a milk bottle in half, filling the one end with grain and walking the heifers into the pasture while they ate proved the trick.
My point isn’t to liken people to cattle, but if you’re going to persuade folks to do something you have to ask, ‘how can I make this person want to do it?’ In other words, stop speaking and writing about your desires, focus on what the other person wants and how they can get it.
Take the customers point of view in your web copy, advertising and face-to-face interactions and you’ll be able to influence people to buy.
Tags: persuasion
This is something that organizers have to keep in mind at all times as well. It’s funny the level of analog that organizing and marketing have. The father of industrial organizing, Saul Alinsky, often talked about the importance of remaining within the experience of those who you are trying to organize: to speak to them or ask them to do things which are out of their experience is an easy way to alienate yourself and quickly lose credibility. The best protests and demonstrations are within the experience of the demonstrators but outside the experience of those meant to be reached via the demonstration.
Marketing to teens? Stay within their experience: Teens don’t own homes or (usually) expensive cars. Advertising 0% interest rates to them is outside of their experience. Advertising which plays on the inherent insecurity of the teenaged male? Ethically questionable, but totally within your target’s experience.
SAO,
You’re correct. Persuasion is not confined to business, but an important life skill. You’ve seen it in action with community organizing. It’s occurring among friends, between parents and their children.
You raise an interesting point about ethics and persuasion. For the most part if you frame what the person wants correctly, and their expectations are met you will have a win-win situation. However, there is also a lot of hype. Over-promising and under-delivering leads to a future jaded customer. Helps in the short run, but terrible for motivating action over the long term. In the case of teens, they know what they want but do not consider the potential harmful side effects. This relates to my cattle example, although the heifers got the food they wanted, that same grain and grass fattened them up for the chopping block.
Like any tool persuasion has the potential to be abused. In the hands of a conscientious person it’s the effective way to bring about the realization of other peoples’ wants.
Thanks for your input SAO. I’m glad to see you’ve begun a blog – a great way for you to build social capital.
JRK,
My curiosity lies in the question of trust and honesty: that is, it seems to me that a good organizer, and I use the word good here as ’skilled’ or ‘of excellent quality,’ not ‘moral’ or ‘as opposed to evil,’ is going to be as earnest and honest as possible: that is, when organizing, whether workers or community members, honesty regarding possible obstacles and issues is important. It allows everyone to assess the situation equally, with the final goal being, say, a community event.
Whereas a ‘good’ (at their job) marketing department may actively choose to temper the truth, to maybe redirect the issues of their product in a less-than-accurate light. I suspect that an ability to shine the light in a particular way (a way which brightens the good parts) is an important difference between the good marketeer and the good organizer.
Sub-question: if this is true (which I’m not quite convinced of yet), can a marketeer be both ‘good at his or her job’ and ‘good’ in an honest/fully moral way?
It’s true, marketeers do play on product/service strengths. Your product has to excel in some area, and you have to tout it otherwise it’s another mediocre reject.
However, I’m not sure framing a product in a good light to influence buying is the hallmark of a ‘good’ marketeer. At least by my definition marketing involves matching a person with a product that meets her specific needs (or at least very close). If you subscribe to that thought, then you would want to reveal a product’s positive and negative aspects in the most accurate light, or risk the possibility of a customer whose expectations don’t jive with reality.
This reminds me of an experience I had with netFactor, a company that sells website analytics software for b2b. A sales rep from netFactor called me at work, asked some qualifying questions, then asked if I’d like to see a webinar demonstration of their product. Being a Google Analytics junkie, I agreed. Later I spoke with Richard, a netFactor marketing manager who showed me the details of their system. We spoke in depth about my business, and the customers VP serves, after which he said, “You know this system isn’t right for you, and the specific way you work with customers.” He made an effort to find out what I needed, and didn’t try fitting a round ball into a square hole.
The end goal is not just a sale, but a satisfied customer. If marketeers believe and follow that mantra, then yes, I have hope that they can be both ‘good’ at their job and moral.