And so one of the keys to persuading, I think, is to show people the implausibility, maybe the absurdity of the idea that you're trying to take down. Here's master persuader Dan Pallotta in action. He was trying to persuade us that we should rethink how much we pay people who work for nonprofits.
And that's what we're watching, or that's what we watched, over the course of eight seasons of "Mad Men." How does he get the life he thinks he wants? In a persuader ? I don't even think we call them successful advertising people anymore.
This is an informal exploratory process for which there are really no rules. But intuition pumps are persuaders to use in those harrowing circumstances. Here's one that isn't in the book, but I've talked about it a lot recently and I think it's important to understand
I came across the idea for the book after writing a book about Klugmann and meeting John Cairncross's widow. James Klugmann was a great persuader of impressionable students, converting liberal-minded people to communism. But Cairncross himself was not in this category.
Not doing what you think it's doing. So what intuition pumps are are persuaders . And it's important that they're persuaders .
So what intuition pumps are are persuaders . And it's important that they're persuaders . So much good thinking is accomplished in a friendly but competitive environment where I am trying to persuade an
a button every time you send out an email you're trying to persuade somebody to take your side or to look into something we're to take action so we are persuaders constantly one of my favorite authors dan pink who I also talked to last year he said he has a great line he said like it or not we're all in sales
actually give them this information uh and make it selling in their minds well how are we going to do that we can write the problem uh worse now in these situations persuaders should do one of the following there's lots of things you
businesses okay um so uh one common mistake that people make is that they often ignore the power of social norms right the other one just in summary is when conveying social norms persuaders often fail to point to the optimal reference groups okay so uh but remember the power of similarity right when when choosing reference group for the norm
actually give them this information uh and make it selling in their minds well how are we going to do that we can write uh the backfire effect from occurring so in summary another common persuasion mistake uh that persuaders often convey
They might mentor, but motivators are those people that can light a fire under us. They're the cheerleaders, and the influencers, and the persuaders . These are the people that really can get a group of people going on a team, in a group, individually, with friends.
before standing up and placing on the desk between them a large jug of water. And then he looked at this young man and he said, young man, I've been told you're quite the persuader . So sell me this jug of water.
Because we can't get rid of a feeling, but we can learn to distrust it. When we think about all the great social movements and social change in history, we think about the persuaders , right?
We wanted to take it from a more economic perspective. With both George Akerlof and I, when we were teenagers, we didn't know each other then, we read Vance Packard's book "The Hidden Persuaders ." Do you know this book?
There was a lot of talk about a corporate or government big brother. In 1964, the same year the IBM 360 mainframe was introduced, Vance Packard-- who is better known for writing "The Hidden Persuaders " years earlier on the evils of advertising-- wrote a book in 1964 called "The Naked Society." And it echoed much of what we hear today,
Here's master persuader Dan Pallotta in action. He was trying to persuade us that we should rethink how much we pay people who work for nonprofits. -We have a visceral reaction to the idea that anyone would make very much money helping other people.