Most people would like to believe that we make informed decision based on the data or evidence and that if you want to convinces someone that your new idea, proposal, or plan is really in the best interest for everyone then all you need to do is present the facts in a clear and concise way. But what does the science or data behind this thinking really say. Robert Cialdini has been researching how and why people comply to requests and his popular book Influence: Science & Practice is the culmination of decades of research that outlines the six universal Principles of Persuasion that explains how to structure your requests. The following video summaries those six principles:
Cialdini’s most recent book Pre-Suasion: A Revolutionary Way to Influence and Persuade builds on his research into persuasion and reveals methods of priming your audience to receive your message more openly.
If we really want to have people adopt our ideas and move forward with our plans then we must look past this notion that all we need to present the data or evidence and believe that people make informed decisions solely on the information. Not only will the head not go where the heart hasn’t been the head is open to influence from many other sources so we really need to recognize that just presenting the information or more information is not enough.
