The 3 keys to persuasion: how to convince others?

Our brains are programmed to save time and energy in decision making and this is achieved by mechanisms called heuristics.

These heuristics (there are hundreds of them) are the basis on which our brains work and help us to live without statistically calculating or rationally analyzing every action we take. For this reason, heuristics are a form of disguise the emotional, the subjective, the rational.

Heuristics: our brains look for shortcuts

Heuristics are the parents of prejudice, Our musical tastes, our assessments of brands, those in whom we trust our secrets … Communication and marketing sciences, to become aware of them and see the power of influence they have had on the human being they analyzed them and initiated use them in their messages to persuade people for them to consume their products or messages.

It was called the Principles of Persuasion. Understanding how the brain works is the best way to influence it. Is persuasion the same as manipulation? They are different things. Persuasion is seeking influence on the behavior of the other person make your intentions clear. Manipulation is the intention to influence but without showing your intentions. Persuading is good. To manipulate is a mistake.

The principles of the art of persuasion or persuasion

We persuade when we want to see a film and our other partner, when we present a project, when we try to be attractive to other people, etc … in short, we almost always persuade when we are in contact with another no one. To do this honestly and effectively, it is important to learn social skills.

Related article: “The 14 Main Social Skills for Success in Life”

What are these principles of persuasion based on how our brain works? I present to you 3 of the keys to persuade using the mechanisms of the brain:

1. Rarity

Opportunities seem more precious to us when its availability is limited. If we see that the quantity of something is small, we like it more. Looks like this kid who just wants a toy because he can’t have it? Well when we grow up we don’t change our attitude much. Hence advertising tricks like “limited editions”, “short specials” and a long one and so on.

2. Authority

Authority is a great tool for persuasion. Human beings obey because they are profitable. if I obey I run away thinking what the right option is. I just need to follow the directions of what you “know”.

This is precisely what experts use when Nordic models wearing a doctor’s coat tell you this product is reliable. But not only experts in something, but those with high status also serve as authority figures. If Iniesta advises me to take these powders, it will be because they are good and tasty. Who knows more about ice cream than Iniesta?

3. Social proof

Our brains try to make decisions based on what’s right. And many times to find out what is right, you resort to observe what most people do. If you are walking down the street and suddenly you are surprised by everyone running in the opposite direction, your brain will not weigh the different options, it will imitate the rest of the people.

It makes a lot of sense that we try to act like everyone else to avoid making mistakes in things that others have already learned to do. This is why in the commercials you have heard things like “this product is a hit” or “the fashion record” or something like that … If other people like it, it will be because it is Well.

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