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Get What You Want With The 6 Weapons Of Influence

Get What You Want With The 6 Weapons Of Influence

Whether we know it or not, we so often fall victim to meticulously planned and well-executed weapons of influence which practically force our hand into becoming compliant with blatant marketing ploys.

Taken from the international bestselling book Influence: Science and Practice, this article breaks down the comprehensive scientific studies conducted by Robert B Cialdini, a professor of psychology and marketing, into the weapons of influence.

Study them to learn how to recognize and avoid the consumer traps or to make use of them for your own gain and get what you want!

Weapon 1: Reciprocation

Think about a time when you received a gift or a birthday card from someone you’re not usually used to receiving one from. What impact did that have on you? What did that make you feel like doing? What did you most likely go and do? Of course you sent them a birthday card or gift back. Why is this? It’s simply due to the first weapon of influence: the rule of reciprocation. This rule states:

“We should try to repay, in kind, what another person has provided for us.” 

For example, if a man sends us a birthday present, we should remember his birthday with a gift of our own; if a couple invites us to a party, we should be sure to invite them to one of our own.

By virtue of the reciprocity rule, then, we are obligated to the future repayment of favors, gifts, invitations, and the like.

But why is it so? It’s simple, we feel obligated to repay such a gesture due to a feeling of indebtedness. And it’s our inbred culture and belief systems that force us into repaying such debt. Think about how a term like “much obliged” has become a synonym for “thank you,” not only in the English language, but in others as well.

And that’s not all. The power of this rule doesn’t just stop with birthday cards, there are countless other examples of its power.

Uses for marketers and entrepreneurs:

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It’s simple. First, you must give before you ask or receive. It’s essential for any successful business to provide value to its audience or potential clients. If you provide something of value and provide it for free, you will begin to build a relationship of trust, which will materialize into receiving something in return — a sale.

Weapon 2: Social Proof

The next thing I want you to think about is the last time you purchased something online, a book from Amazon or a holiday to a sunny beach resort. What did you do before you decided to buy? You checked out the reviews, didn’t you? Of course you did, it’s what any right-minded consumer would do! But why? Because if it’s good enough for countless others, it must be good enough for you. After all, five stars is five stars! This is the principle of social proof in action. It states that:

“One means we use to determine what is correct is to find out what other people think is correct.”

The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as more correct in a given situation to the degree that we see others performing it. So when we are in a state of uncertainty, it’s human nature for us to look to those around us for guidance on which action to take.

Think about online giant Amazon. They built up their huge empire off the back of their product review system. Such was their understanding of the psychological principle of social proof, they actually encouraged their own employees to try and review their products for a reward. This boosted the number of reviews of products and began the process of providing social evidence on the quality of their products to potential customers.

Trip Advisor is another great example. This is a hugely popular site that millions of us look to before purchasing a holiday, going out on a day trip, or trying out a new restaurant. It provides us with the social reassurance we need before we part with our cold, hard cash.

Uses for marketers and entrepreneurs:

There are some key tools that you can manipulate to generate social proof for your businesses. The most obvious of these is the use of the many social media platforms. Think about when you are looking for a new product or learning about something new. The number of fans, likes, and followers will massively influence your decision to use, buy, or study. Pages or profiles with thousands or even millions of followers are seen as authorities in their niche and will continue to grow and get more sales. Take advantage of these platforms by making use of targeted advertising to generate your own following.

Testimonials are another powerful tool for social proof. It’s essential that you gather reviews and testimonies from your satisfied customers and use those to build trust with new customers. Testimonies from the “horse’s” mouth are the most powerful. If you don’t have many of your own to use, leveraging other people’s success stories is another powerful technique.

Weapon 3: Commitment and Consistency

So, consider this; once you’ve placed a bet on a horse or football match, or even bought a lottery ticket, have you ever felt much more confident that you are going to win than you did prior to placing that bet or purchasing the ticket? Did you feel a shift of energy from uncertainty to certainty? After all, you have to be in it to win it, right? This shift in belief comes from deep within us and can direct our actions with quiet power. The reason is quite simple. We have a desire to be (and appear to be) consistent with what we have already done. This is the third weapon of influence in action — commitment and consistency. This rule states:

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“Once people make a choice or make a stand they encounter internal and interpersonal pressure to behave in ways consistent with that choice.”

Such pressures cause us to respond in ways that justify our earlier decision. We simply convince ourselves that we have made the right choice and will correspond our actions in accordance with the choice in order to appear normal and feel better about our decision.

Why do we think this type of behavior will make us appear normal? Well, people who are consistent in thought and in action are deemed to be stable, honest, logical, and rational.

Let’s illustrate this with a scientific example:

A study by Moriarty (1975) in New York analysed the number of people on a beach who would attempt to prevent a staged theft of an unattended radio left on a beach towel. In the first instance, only four out of 20 did so, which is probably quite understandable. However, once people were asked to please “watch my things” while the owner of the radio went off for a walk (which everyone agreed to), the results were drastically different. Nineteen out of the 20 suddenly became vigilantes when the staged theft then took place. This was the power of commitment and consistency in action!

Uses for marketers and entrepreneurs:

By getting people to make a commitment, of course! The most powerful commitments are those made publicly. The powerful phrase known as “if I, would you” is a great tool for this. In conversation with potential customers, you can get them to make a public commitment using this phrase. For example you might ask them “If I were to offer you a free place on this training course as goodwill gesture, would you attend?” Of course, if the response is “yes,” then you have a public commitment which is more likely to be followed through. The more public, the better.

Have you ever wondered why cold callers often begin the conversation by asking “How are you feeling today?” Once you reply “I’m well, thank you,” you are much less likely to then come up with some sob story and poor excuse as to why you can’t sign up for the charity donation or listen to the offer. Sneaky.

Weapon 4: Liking

The strength of a social bond is twice as likely to influence a sale than the preference for the product itself. Think about the times when you may have gone a little further out of your way to visit a store or make a purchase because you liked the the staff better.

Think about salespeople. The first thing a good salesperson will do is try to strike up a rapport with you by complimenting you, then by asking you questions in an attempt to find out your personal qualities or preferences, to then continue the conversation in alignment with these. A discussion about a favorite sport or sports team is a great example of this. Why does this work? Because we tend to like people who compliment us or who are similar to us in nature. This is the weapon of liking. It states:

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“People prefer to say yes to the requests of someone they know and like.”

It sounds awful, but even physical attractiveness plays a huge role in the effectiveness of this weapon. So, presentation and appearance is key in business.

Uses for marketers and entrepreneurs:

I’ll refer back to the word rapport. It’s essential that through the various communication media we have at our disposal, we build rapport with potential customers. The use of email marketing and social media platforms provide super-efficient ways of building trusting relationships in which the weapon of liking can be used.

I mentioned that presentation is key. When presenting to an audience, ensure your appearance is appropriate. This doesn’t always mean business attire either. It’s entirely down to your audience. Remember your audience will prefer to see physical attractiveness, but also similarities too, so choose carefully. This comes back to relationships, as you will need to know your audience or potential customers to be able to do this effectively.

Weapon 5: Authority

People respect authority. By authority, I mean people who are experts in their field or niche. Consider this: would you hire the services of a well-trained, experienced electrician opposed to that of an apprentice? How about a trainee plastic surgeon? Think about the feeling you would have in your gut when you’re lying on the theater table and the trainee surgeon walks in — “I’ve never done this operation before, but I think I can handle it…” No thanks!

People trust those that know what they are doing or what they are talking about. This is the weapon of authority, which states:

“Society values loyalty and deference to authority.”

Even appearing as an authority figure can make all the difference when it comes to business, even if the apparent authority is illegitimate. Such an appearance can considerably increase the likelihood that others will comply with your requests. Compliance equals sales, which equals profit! Business titles, attire, and flashy cars are all factors which can play a role here. This is why we so often see the classic self-made millionaire marketing campaigns in which the authority figure is donning designer Louis Vuitton clothes and a Lamborghini sports car — “Well, if he looks like that and owns one of those, he must know what he’s talking about!”

Uses for marketers and entrepreneurs:

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Become an authority in your own right! Personal development in any business is key. It’s essential that any new business person entrepreneur dedicates time to developing the skills, knowledge, and mindset needed to become an authority in their chosen niche. This doesn’t mean you need to know everything. On your journey, as you learn, you will appear as an authority to some. Even what may appear the most trivial of skills to you could be completely alien to others. The principle of learn, do, teach should be used, applied, and strictly adhered to.

In instances where depth of skills and knowledge is clearly lacking and presents a problem, utilizing testimonials from legitimate, recognized authorities can help to persuade others to engage with your business.

Weapon 6: Scarcity

It’s a psychological and economic fact that the more scarce something is, the more value we place on it. Can you think of a time when you rushed to buy something because you thought it would soon be out of stock? Can you remember the fuel crisis in the mid “naughties” in the UK? There were massive queues of cars and trucks at petrol stations in a panic to buy fuel. This was caused by blockades and boycotts of fuel transportation in protest against proposed fuel price hikes — the weapon of scarcity was heavily in action. This rule states:

“Opportunities are more valuable when their availability is limited.”

So, the rarer or more scarce something appears, the greater motivation there will be to obtain it. The phrase “hurry before they’re gone” is ringing in my ear right now. The fear of not being able to possess something whips people into a frenzy, desperate not to miss out. This is far more powerful than the motivation from the thought of actually having the ability to gain something.

Fear of the loss of freedom also comes into play here. When something becomes scarce, it generates a fear of the removal of freedom of choice to purchase or possess it. Businesses exploit this fear by displaying numbers of availability for products, the use of the color red for such a tactic further enhances this.

Queues for the latest iPhone, video game or console, concert tickets, and the madness of Black Friday are all classic illustrations of the lengths people will go to when the weapon of scarcity comes into play.

Uses for marketers and entrepreneurs:

Think about how you can shift the focus of a marketing campaign from the product’s benefits to an emphasis on the consequences of a missed opportunity. Offering a limited-time-only promotion often works well, too. We’ve all seen the classic countdown timer showing the amount of time remaining before the offer expires. Unfortunately, we can often refresh the page only to see the time reset! Legitimacy is important, but this doesn’t reduce the effectiveness of such a ploy. You can make a conscious decision on how to use such a tool. Where your products or services offer unique qualities or features, be sure to highlight this, as it is another form of scarcity.

Featured photo credit: Paul Schermerhorn by RL Johnson via imcreator.com

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Last Updated on July 18, 2019

How to Sharpen Your Transferable Skills For a Swift Career Switch

How to Sharpen Your Transferable Skills For a Swift Career Switch

Most people grow up with dreams to go to college and graduate with high-paying job offers waiting for them the week after graduation. Others may favor non-traditional career paths. But the desire is the same: to find a job we love where compensation is commensurate with experience.

However, plans change. For instance, what started out as a dream to be a surgeon is cut short by a nasty injury and you’re debating how to transition into a new role. Or you might be facing being let go from your current employer and are anxious about “options out there.”

Whatever the case may be, switching careers can be intentional or unintentional. What matters is that you’re well-prepared, and the only way to do so is to learn new skills — hone in on your transferable skills.

Why Hone in on Your Transferable Skills?

There are several reasons you need to develop these skills if you want to go far in life and your career. In a nutshell, honing in your your transferable skills can lead to:

Better Job Offers

Continuous assessment and improvement of your skills widens the pool of job offers for you to make selections from. You’re no longer tethered to one industry as you’re able to lead your career by design, not by default.

People with transferable skills on a resume also open up opportunities for more potential employers.

Increase in Pay and More Responsibilities

You’ve heard the saying “with great power come great responsibility.” In your case, transferable skills make you more marketable to employers which could lead to pay raises.

Although this isn’t an automatic process– you have to be proactive about what you want in the marketplace, there is a chance that these pay raises will come with change in titles and roles.

A Shot at Entrepreneurship

Yes, changing career paths also includes the possibility of working for yourself. With these skills and work experience, you could live anywhere in the world and design a life and career you want.

We’ve talked about why you need to strengthen your transferable skills but what are some these skills, and how can you work on them?

13 Tips to Sharpen Your Transferable Skills

1. Update Your Resume

You might be surprised to know this but yes, updating your resume is a skill. The very first thing you should do while thinking about switching careers is to highlight attributes that make you very desirable candidate to employers.

Think about your volunteer experiences, freelance projects, and school projects. Although they might seem insignificant, they demonstrate your ability to deliver results that several companies are looking for.

While you might have held several positions since college, switching careers will require you to have a different type of resume.

There are three different types of resumes: functional, chronological, and a combination resume. However, if you are looking to switch careers you’ll want to have a functional resume. A functional resume is strengths-based that emphasizes skills that are transferable rather than a collection of dates and job titles.

2. Brush up on Your Communication Skills

Every attempt to get ahead in business and in life starts with the need to communicate effectively. Whether it is interpersonal, intercultural, or multi-generational, the ability to be seen and heard while respecting the boundaries of work relationship matters.

That’s why it’s one of the top skills you need to master. Strong communication skills allows you to effectively tailor your messages to specific audiences, which will make you a stronger asset to any organization.

To hone this skill:

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Pay attention to your listening skills. To communicate effectively, you need to first learn how to understand others.

Your ability to decode overt and implied messages, no matter how nuanced they are, is key to knowing how to foster deep relationships with others.

This article can also give you effective ways to enhance your communication skills:

How to Master Effective Communication Skills at Work and Home

3. Learn Technical (or Business) Writing

Another form of communication, writing, is a skill that can take you anywhere.

Companies communicate a lot through written memos, emails, newsletters, and other audio-visual means. But at the crux of this all is someone or some people who are tasked with translating the organization’s vision into statements anyone can understand.

To hone this skill:

Consider taking some free or paid classes online. You can accomplish this through several community colleges or online platforms like Lynda, Udemy or edX .

4. Practice Public Speaking and Presentation Skills

No matter how intelligent you are, no one will take you seriously if you’re unable to pull off a decent level of persuasion through presentation skills.

Most presentation can be done through either electronic devices or require your physical presence. Your chosen career may require you to be in front of several hundreds of people or you could be charged with developing materials for presentation.

To hone this skill:

Volunteer to lead projects that give you some responsibility for putting together presentations.

Also, try taking courses that will improve your public speaking skills if you feel lacking.

These tips on public speaking would be helpful too:

The Ultimate Public Speaking Tips to Hook and Impress Any Audience

5. Get Comfortable with Identifying Problems and Solutions

Every organization has got its problems no matter how greener the grass is on the other side.

How to hone this skill:

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Practice being resourceful.

Do you know where to find every company policy on the intranet in less than five minutes?

Think about a time you noticed some inefficiency at work and proposed a solution. Think about instances where you lent your voice to a cause which resulted in improved processes for your department.

No matter how small or inadequate you might feel, you’ve got some problem-solving skills that some organizations want.

If you look for more ways to improve your problem solving skills, take a look at this article:

6 Effective Ways to Enhance Your Problem Solving Skills

6. Recognize Your Team-Building Ability

Your ability to smoothly switch careers also depends on how well you can energize your team, especially if you’re aiming for a leadership role. Unfortunately, team-building usually isn’t something you learn on the job in most careers unless you hold a managerial position.

The good thing is that you possibly know one or two things about team-building. Think back to moments in college when you had group projects with colleagues and had to work with 3 to 4 other strangers for months. Were you able to get past your differences and disagreements to focus on the uniqueness of everyone at the table?

Making a career switch might require that you work with multidisciplinary teams whether you have a deep knowledge of what the other team does or not. I can easily think of doctors, nurses, physical therapists, and social workers working closely to achieve the goals in a patient’s care plan.

How to hone this skill:

Look for collaborative projects and team building activities that excite you and challenge yourself with new possibilities.

Try some of these tactics to keep your team motivated as well:

17 Proven Tactics for Motivating Employees and Building a Stronger Team

7. Lean into Your Leadership Skills

Although similar to the previous point, leadership skills extend far beyond building teams, managing time sheets and correcting behavior.

What I’m referring to here is your ability to develop a vision, believe in it, and inspire buy-in from everyone involved. This isn’t about knowing how to run a particular machine; it’s about how to lead a team of people with various backgrounds, experiences, and ideas of how things should be done.

How to hone this skill:

Although more complex than the rest, it all starts with an introspective look into your strengths and weaknesses. Then get a mentor or a coach who can bring out your leadership qualities so you can operate from a place of strength.

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Learn more about the effective leadership types here:

5 Types of Leadership that Help You Build a High Performance Team

8. Improve Your Analytical Skills

Are you good at taking large amount of data and interpreting them? Your skills could come in handy.

Organizations are looking for people to make sense of the data around them, explain how it affects profitability, and make projections based on it. Best of all? You don’t need to be an accountant to be analytical.

How to hone this skill:

Try taking data interpretation classes online or at a community college. Learning Microsoft Excel or Access is also a plus. If you’re ambitious enough, you could consider getting additional certifications to up the ante.

Take a look at these ways to help sharpen your analytical skills:

What Are Analytical Skills and How to Strengthen Them For Success

9. Don’t Discount Your Time Management and Prioritization Skills

How good are you when it comes to deciding how important tasks are, organizing schedules, and coordinating plans?

Should you be willing, there is a market waiting for you out there. Organizations and busy executives are always looking for talented individuals to outsource these tasks to.

How to hone this skill:

Although not everyone possesses secretarial superpowers, you can improve this skill by focusing on taking huge tasks and breaking them into smaller goals or steps in order to achieve a bigger goal.

Here, you can learn to prioritize to achieve more:

The Ultimate Guide to Prioritizing Your Work And Life

10. Embrace Your Creative and Critical Thinking Side

Although it’s often believed that creativity is for the arts and right-brained people, I believe everyone is capable of being creative. In fact, most organizations recognize creativity as a vehicle that will drive successful inventions in the future.

How to hone this skill:

Try doing something fun. As simple as this sounds, you’d be surprised to learn how much. In fact, behavioral and learning scientist, Marily Oppezzo, says taking a walk might be all you need to get your creative juices flowing.[1]

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Anyone can be creative, you just need the right way to train your brain:

What Is Creativity? We All Have It, and Need It

11. Don’t Stop Learning Tech Knowledge and Skills

Being tech-savvy is a huge plus. If you have an affinity with computers, software applications and are abreast of technological improvements, it is a transferable skill that is worth highlighting.

You don’t have to be a young college graduate with silicon valley dreams to work

How to hone this skill:

All you need is the determination and the readiness to learn. This article will give you some ideas on the types of skills to learn:

How to Improve Your Computer Skills to Get Ahead in Your Career

12. Build Networks and Relationships

You aren’t free from networking. Not at the moment. With your goal to switch to a different career, your networking skills will come in handy.

Fortunately for you, networking doesn’t have to be so hard.

How to hone this skill:

Attend conferences and job fairs. Chances are you already have people in your network you can move you closer to your dream career.

To enhance your networking skills, take these steps:

How to Network So You’ll Get Way Ahead in Your Professional Life

Final Thoughts

Although there are several people with the same qualification and degree(s) you possess, what ultimately determines hireability comes down to a myriad of things such as culture fit, how teachable you are, cultural sensitivity, inter-generational awareness, and your ability to navigate uncertainty.

You have a chance to stand out by letting your dream companies know how these soft skills make you an invaluable asset, and how saying ‘YES’ to you is a win-win for both parties.

Happy career switching!

More Resources About Career Advancement

Featured photo credit: Unsplash via unsplash.com

Reference

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