Advertisers spend billions of dollars researching and analyzing our psychographics and demographics to figure out how to subtly persuade us. Even by conservative estimates, the average person is exposed to 300-400 persuasive media messages a day from the mass media alone. We are bombarded with thousands of persuasive messages each day through a myriad of sources, including newspapers, magazines, billboards, signs, packaging, the Internet, direct mail, radio, TV, mail order, catalogs, co-workers, management, sales professionals, and even parents or children.
The question is: Are these tactics being used for you or against you? Thousands, even millions of us, are persuaded against our better judgment everyday simply because we are unequipped to accurately interpret and effectively respond to the advertising barrage we perpetually face. In this case, contrary to the popularly held belief, what you don’t know will hurt you. Persuasive influences flood our daily existence and such messages are inescapable. It is, without question, in our best interest to understand and master the art and science of persuasion.
We want people to follow, trust, and accept us. We want to influence others to our way of thinking. We want to get what we want when we want it. Possessing the right tools and knowing how to use them is the secret to success.
Most people use the same limited persuasion tools over and over, achieving only temporary, limited, or even undesired results. You can only do so many things with a hammer, right? We need to open our minds to the whole toolbox of persuasion and influence. We have all heard the maxim: If all you have is a hammer, you treat everyone like a nail. The problem is, everyone is not a nail. The art of persuasion must be customized to every group or individual, to every situation or event. It’s like playing the piano with only two or three notes: You’re playing "Chopsticks" when you could be playing Mozart. When you play with all the keys of persuasion and influence, you can create a masterpiece with your life.
Persuasion is the process of changing or reforming attitudes, beliefs, opinions, or behaviors toward a predetermined outcome through voluntary compliance. If you properly implement the strategies of persuasion, you’ll influence others not only to want what you want, but also to be eager to do what you want by convincing the other party to abandon their previous position and embrace yours.
The greatest common denominator of the ultra-prosperous is that wealthy people are master communicators. There is a direct correlation between your ability to persuade others and the level of your income. Impeccable and masterful communication unarguably leads to wealth. The highest paid and most powerful people on the planet are all master communicators. These individuals put themselves at stake in front of large groups of people, communicating and persuading in such a way that people are inspired to support them. Your financial success in life will be largely determined by your ability to communicate with other people. Everything you want, but don’t currently have, you will most likely get from others. It is a fact then that your ability to effectively communicate and persuade will be your key to riches.
Persuasion is also technique for receiving a promotion. Communication skills are ranked number one of all the personal qualities employers seek in college graduates. While most people shy away from overtly persuasive situations, master communicators welcome such opportunities. Master communicators feel in control of challenging situations because they understand the art of persuasion and they know how to recognize and use persuasive strategies.
