Ever met someone who comes across as being highly persuasive?
Such people tend to reap more benefits in their lives. They are more well-liked and others seem to agree more with them most times. If they are in sales, they tend to bring in more business and clients. By and large, persuasive people often ask for and get 'better deals' than those who are not.
In the grand scheme of things, persuasive people are individuals who are simply more in-tuned with knowing how the human brain is wired. In other words, they know what to do in order to psychologically trigger a desired response and behaviour change in others.
The art of persuasion comes with its own suite of tools (with new ones being discovered in the brain-science field only in the past few years), and while it is advantageous to learn them in order to become more persuasive, it is just as useful to understand them as a form of defence – to prevent yourself from being unethically persuaded.
Here's a key concept persuasive individuals use: the idea of “Priming”.
Seed The Brain - Fire Off A Subsequent Behaviour
It may be surprising to know that human beings eventually behave in a manner towards something or someone simply because our brains were instructed to single-mindedly behave in that manner earlier on.
For example, while waiting for a movie to start, you causally surf the Internet with your phone come across a review site which happens to rate the very movie you're about to watch poorly, with just 2 out of 5 stars.
Chances are you would come out of the theatre thinking that the movie is lousy as the “2 out of 5 stars” impression has been pinned into the mind.
This is because in reality (for most people at least), when the show begins, the brain is already primed to find incriminating “evidences” in the movie to fit into that descriptor.
Priming is the persuading force that sets the initial path for the brain to think in a certain direction and it exists at a level most people are not fully aware of.
Getting “Primed” Without Realising It
Here’s another interesting experiment: A grocery store played French and German music on alternate days. On the days when French music was played, French wine outsold other types of wine. No prizes for guessing which wine was sold out on the days that German music was played. The music had primed buying thoughts and behaviours out of the unaware shoppers.
Persuasive sales people also use priming to set their clients to think or behave in an intended direction.
For example, a presenter with an air of confidence proposing an idea at a meeting can actually prime the another party into seeing the proposed idea as being more superior, and also seeing the presenter as being more capable. Conversely, another presenter with low confidence presenting the same content will give opposite results. This is known as the “confidence overriding content” effect. Confidence primes minds to non-consciously bear this notion: “This person talks in a way that he is sure, he looks like he knows what he's talking about so obviously what he proposes will work.”
Is that a perfectly rational thought? No. Still, the mind can't help but create such an impression and be persuaded in that direction. Are you not primed to want to learn more about the art of persuasion using neuro-persuasive communications and brain-Influencing secrets to trigger 'yes' responses in people yet?
Article by Tylus Lim, Neuro–Marketing Strategist with Breakthrough Academy Asia and entrepreneur-speaker-owner of marketing training firm, Tycoon Brain Productions.