How to learn to convince people with useful skills. Ability to convince people

It's not that hard to convince someone you're right. But for starters, it’s not a bad idea to create conditions in which they will listen to us at all. Especially if the object of persuasion is not a person very close to us. There is one universal tool thanks to which you can be guaranteed to find common interests with any interlocutor. It is called the "pyramid of logical levels". It was invented by Robert Dilts, one of the founders of Neuro-Linguistic Programming. The six levels of the pyramid, from lowest to highest, reflect some part of personal experience. The lowest is the environment: all phenomena, people and circumstances that we encounter in Everyday life. Next - behavior: everything that is connected with our actions. Capabilities are the resources and talents that people use to achieve goals. Beliefs and values are a higher level, deep motivation of actions. Identity is the philosophical question "Who am I?" And finally, the mission is understanding how our actions affect other people. “You can inspire the opponent’s trust by showing that we share his views, values, approve of his actions and are interested in his social circle,” explains coach and business coach Lyudmila Gorodnicheva. - All this allows logical levels. For example, when an opponent talks about some of his achievements, you should turn to the “behavior” level and support him: “Yes, I did that too, this strategy is close to me.” But it’s best to ingratiate yourself at the levels of conviction and identity: “I share your views, I understand why this is valuable to you.” We can only listen carefully to the opponent and choose what is close to us. It is good to recall and tell a situation from personal experience that illustrates our opinion. “The Dilts pyramid as a tool allows you to find something in common with completely different interlocutors,” adds Lyudmila Gorodnicheva. “And this means that our reactions will be completely sincere, which will quickly create a trusting relationship, win over a person.”

Here are the arguments

You should not hope that a simple, albeit sincere, “This is so important to me, please!” will help to convince the interlocutor! In order to persuade another to your opinion, arguments are needed: convincing and preferably prepared in advance. The most ironclad arguments are always based on classical laws rhetoric of Aristotle. Psychologists tell how to interpret "ethos", "pathos" and "logos" in a modern way. “Ethos is a reference to some kind of authority,” explains psychotherapist Michael Sorensen. “People tend to trust people they respect.” And, if we are not experts in a particular dialogue, we can always cite someone else as an example. For example, mention the name of a famous director who made one of her friend's favorite films if she refuses to join her at his next premiere. Or draw the boyfriend's attention to the fact that this particular sweater suits him, because it was made by his favorite designer. “Paphos is an emotional component, which will also be a good argument if it affects the feelings of an opponent,” continues psychologist Lisa Brooks. For example, thanks to logical levels Dilts in a conversation, we found out that the opponent loves dogs and condemns those who kick pets out of the house. It will not be difficult to describe the sad picture of a puppy getting wet in the rain in order to receive a generous donation for a shelter for homeless dogs. “Finally, logic (logos) is the strongest and fairest argument,” concludes Michael Sorensen. “That’s because we give concrete facts that are difficult to object to.” It is clear that one should not say obvious things, such as the fact that the Earth is round. It is worth looking in advance for the latest data, the results of the latest research. For example, to convince a single friend to start a profile on a dating site, saying: “According to the All-Russian Center for Public Opinion Research, 48% of respondents call dating on the Internet effective way privacy devices.

We speak fast

How persuasive we are depends on how we speak. The faster, the less time the listener has to understand the meaning and ask us clarifying questions. In addition, in this way we create for the opponent the feeling that we are so well versed in the issue that we talk about this topic completely freely, without even thinking. This opinion is based on a classic experiment published in the Journal of Presonality and Social Psychology back in the 70s of the last century. The researchers spoke to the participants of the experiment, trying to convince them that caffeine is harmful. When they spoke at a speed of 195 words per minute, the subjects listened with great interest and attention, and noted that such speech seemed to them quite convincing. And when the speaker slowed down to 102 words per minute, the fiery speech about the dangers of coffee turned into a slow and boring conversation, aroused resistance and negative emotions at the listeners. So the phrase: “Mom, it has been scientifically proven that women who give birth after thirty years have better health and are generally more mature for raising a baby. So I’m sure that I can wait another ten years with marriage, ”it’s worth chattering at the speed of a machine-gun burst. This will help quickly convince the parent that she should not be reminded every evening that you are lonely.

Referring to the majority

In The Psychology of Persuasion. 50 Proven Ways to Be Persuasive" describes one amusing experiment conducted by noted social psychologist Stanley Milgram: "A researcher's assistant stopped on a busy New York City sidewalk and stood looking up at the sky for a minute. Most of the passers-by just walked around him, not even paying attention. When the researchers increased the number of skygazers to five, they were joined by passers-by. Their number was four times higher than the original group.” The authors of the book emphasize: if you ask people if the majority can influence their opinion, they will unequivocally answer “no”. However, the described experiment proves the opposite: the behavior of others is the most powerful source of social influence. Therefore, the reference to the actions and experience of the majority is indeed effective method beliefs. An example can be cited from the same book: “If you, as a leader or manager, are trying to convince employees to switch to a new system, you should seek feedback from other employees in that department who have already agreed.”

Asking for more

Perhaps this technique of persuasion is most skillfully used by young children. They say: “Mom, please, let's go to the cinema! I really want to see this cartoon! We refuse (by different reasons). And then the kid continues: “Well, can I then at least watch a cartoon on a tablet?” And, despite the fact that it's time for him to go to bed, we allow him. Familiar situation? Then we learn to apply this technique ourselves: when we need to get something from specific person- ask for a little more of this. “When people say no once, they feel pretty embarrassed and even guilty,” explains psychotherapist Michael Lee, author of How to Be a Persuasion Expert. “And that is why it will be difficult for them to refuse us a second time. In addition, after listening to the second sentence, the interlocutor already has the opportunity to compare. And, as a rule, his choice is more likely to fall on last option". This ploy works well also because we give a chance to rehabilitate ourselves after rejection.

All the proposed methods of persuasion are quite effective. However, when using them, one should not forget about the so-called ethics of influence. “They should be used as constructive tools to help build honest relationships with others,” warns social psychologist Robert Childini. “Otherwise, short-term gains are almost invariably followed by long-term losses.” For example, you do not need to convince someone to buy a spoiled product, or manipulate loved ones. Careful and respectful attitude towards the opponent will help us to maintain a warm, trusting relationship with him for a long time.

Text: Valeria Gutskaya

Convince means logical arguments prove or disprove something. This is, to a certain extent, logical task, which, in our opinion, may not be difficult to solve. However, the results of research in the field modern psychology allow us to conclude that the majority of speakers are too optimistic about their ability to convince, and even more so - to change their minds. And this despite the fact that many of their meetings with the audience, in the figurative expression of E. Sinclair, are like a collision of two billiard balls that sharply click and scatter into different sides, without changing their shape or color, and leaving no trace on each other. Let's think: why is there such a big difference between the speaker's assessment of the result of the persuasion process and the data of psychological science?

In answering this question, we note that there are significant differences between concepts such as thought,
look and conviction. What do they consist of? Of the above concepts, thought is the most short-lived and changes relatively easily. Let's say, observing some natural phenomena, for example, a crimson sunset, you conclude that it will be a windy, cool day. But here they are transmitting the weather forecast on the radio. The announcer says warm, sunny weather is expected. And you quickly change your mind.

Views are longer lasting. This is explained by the fact that they usually reflect the position of a group of people or a team as a whole, to which this or that listener (employee) belongs. It follows from this that views have deeper roots than thoughts, and it is not so easy to change them. In addition, they are interconnected and form a certain set, a system of views.

Let's make a reservation and note: each of us, of course, has his own special views, for example, on the development of sports, on children and parents, on education and health issues and on other issues, including views on life in general. Due to the fact that a person constantly receives new information, his views change accordingly. Here much will depend on what these views are - the main or secondary ones for a given listener (employee).

Let's illustrate this with concrete examples from real life. Let's say you have a certain opinion about romantic life military sailors based on stories and books read. Then you managed to visit the ship and live with the crew for a while, and then go out to sea with them. As a result, you will make sure that sea life It's not at all what it looks like in the books. Based new information you change your outlook. This change of view is going smoothly, because this question is not the main one for you, it is secondary.

Finally, imagine the following: a pilot who is in love with his profession and believes this work the main thing in his life, he suddenly finds out that for medical reasons he is suspended from flying forever. Or adult daughter, who loves her father very much, one day finds out that he left her mother and went to another woman. For a girl, parents, peace and tranquility in the family are the main fundamental issues, views on which change under the influence of the above-mentioned events. These shifts, as can be seen from practice, are often accompanied by large mental turmoil. So, to convince, and even more so to convince the listener (employee) is not as easy as it sometimes seems to the speaker (leader). As experience shows, a lot here depends on what kind of change you want to achieve: thought or look. If the view, then it refers to the fundamental or secondary issues.

Factors that influence the change of view

The effectiveness of persuasion largely depends on the appropriately selected argumentation. The preparation of the latter, according to P. Midich, “... can be compared with planning and taking up combat positions by troops, while the activities of all types of troops (in our case, arguments) are combined in an appropriate way in order to conduct optimal military operations to complete the task; the implementation of "military operations" directly corresponds to the argumentation.

Now let's ask ourselves another question: what factors contribute to the effectiveness of arguments during persuasion? The answer to this question is given by research in the field of social psychology. There are three main factors here:
1. The credibility of the source of information, that is, the one who convinces.
2. The importance of the topic (problem) itself, that is, the persuasiveness of what is being said.
3. The nature of the group (that is, its composition and views), which is being convinced (persuaded).
To this should be added what has already been discussed - the nature and importance of the view that should be changed.

The identity of the one who convinces

As we all well know, in psychology there is the concept of "reliability of the source." What attitude does the audience have towards the speaker who wants to convince them of something? There can be three types of relationship: a) trust; b) doubt; c) distrust.

Several groups of students were asked to listen to an audio recording of a lecture about how young criminals should be treated more humanely. All groups listened to the same lecture, but the information about the lecturer in each group was different. The first group was told that the speaker was a highly qualified judge and an authority on youth crime. The second group was presented with a neutral version: he is a radio worker. The third group was told that the speaker was a delinquent who was currently on parole. Understandably, this group got the impression that the lecturer (who is also a criminal) has a personal interest in seeing young criminals treated humanely.

The students had to answer how they assess the lecture itself and what their views are on a more humane treatment of young offenders. The results were as follows: a group of students who believed that the lecture was given by an experienced judge and authority in the field of delinquency among young people, assessed the lecture itself and its conclusions positively. At the same time, the students, who believed that they were facing a criminal who wanted his offense to be treated as humanely as possible, assessed the lecture negatively. The students, who were introduced to the speaker as a radio worker, took a neutral position. The lecture made all the students look at the punishment of young criminals with different points vision. However, it had the greatest impact on students who rated the lecturer positively, and least on those who considered him a delinquent.

The experiment carried out indicates that great importance has the personality of the one who convinces you and calls for what.

What should be the nature of speech in order to convince listeners

The well-known humorist S. Likon gave the following description to one of his heroes: “He rushed out of the room, climbed on a horse and rushed in a frenzy wherever his eyes looked.” Lycon emphasizes what the hero does great amount movements, but they are all ineffective. Shows great activity, but not in any particular direction. Throwing from side to side is a big problem for many speakers, especially when they seek to influence the audience and do not meet its proper understanding. Therefore, if you want to convince someone of something, you must pay attention to the style of your speech. Can you
focus the audience's attention on the right direction? Do you find the necessary arguments and deliver them to the audience in a winning way? Do you take into account other aspects that may influence the change of views? Many prominent (both ancient and modern) scientists agree that a person in his behavior and decisions is guided by rational thinking, the logic is much less than is commonly believed. “The actions and deeds of people,” Aristotle said, “are influenced by seven factors: chance, nature, coercion, habit, reason, desire, addiction.” Note that among the seven factors mentioned that Aristotle claims influence human behavior, only one is related to mental activity. A similar view was held by Quintilian, who taught young Romans oratory, which played a large role in the trial in Ancient Rome: “Evidence, of course, can force the judges to treat our case more biased than the case of our opponent. But the manifestation of feelings is often stronger than evidence: they will force the judges to strive so that our case will be better decided. What they want, they believe in.”

These considerations are largely consistent with the data modern specialist in area experimental psychology K. Dunlop, who states: “The appeal to reason is in most cases a less important factor in common complex... people for whom logical evidence is of paramount importance during the perception of new thoughts. These include, first of all, scientists. However, even among scientists, the logical approach, scientific methods, as you know, is not the only basis for the perception of new thoughts. Scientists are more susceptible to the influence of similar factors if we are talking about things outside of them professional activity. If the natural scientist is faced with the problems of politics or religion, then he succumbs to the influence of similar factors in the same way as a person, which has nothing to do with science.

So, if you want to learn how to convince others, you need to know and understand the factors that influence the behavior of each of us. In this regard, very great interest represent contemporary sociological research. It turns out that during communication, most speakers do not think (or almost do not think) about the listeners, do not take into account (or almost do not take into account) their interests, views, way of thinking, while they select arguments based on how these arguments affect them themselves. They do not try to take the place of the listeners, to identify the motives that guide their behavior, they cannot move away from their subjective view of objects, phenomena, processes and look at them from a different point of view. And only by chance, when lucky, do they look for the appropriate arguments that can convince the listeners. Therefore, it should be remembered: speech and arguments should be ordered so that they correspond to the way of thinking, information, desires of those to whom they are addressed.

Psychologists say that to make your speech sound more convincing, consider the main human instincts and desires. One of them is the instinct of self-preservation. This concept also includes taking care of one's health, material support for the family, etc.

The skill of persuasion is worth using in many life situations but it can and should be developed. But, before you start training, it is worth remembering that the foundation of mutual understanding with the interlocutor is your smile, the desire to maintain high level, both for yourself and your colleague, and at the same time you should not forget to be polite and friendly.

Ability to convince people

Use the following techniques, which will undoubtedly teach you the ability to convince the interlocutor:

Try to make sure that your desire, in which you are trying to convince the listener, turns into his, because it is the latter that drives everyone. Do you want to get something? Convince yourself that this is not necessary for you, but for him. Remember the teachings of the great Carnegie: "Before you catch a fish, find out what goodies it prefers."
Never seek to have discussions. They are impossible to win.
Get rid of criticism. Do you want the interlocutor to go over to your side? Then turn him into your ally.
Strive to awaken in the one you convince only the most noble qualities of the soul.
Don't push things to the point where your partner says no. After all, the one who once refused is unlikely to change his mind, because the one who often reconsiders his beliefs loses respect from society.
The ability to convince business communication important, as well as the impact on the interlocutor in everyday life. Therefore, it should be remembered that when you persuade someone to your opinion, talk less about yourself, most time be a listener.
Try to give the impression that your thought belongs to the interlocutor. To do this, it is enough to seek advice or help from the one you need to convince. Drop mentoring tone. A weak particle in everyone is the distribution of advice. Use it.
Exude confidence. Don't believe in own forces? It is possible then that others will not believe.

I wrote this article based on the book "The Psychology of Consent" by Robert Cialdini. And in it I collected the essence of the 7 main principles of persuasion. After reading this article, you will get the answer - how to learn how to convince people.

I believe that every marketer should know these principles - whether online or offline.

Well, at the end of the article you will receive specific example how I have used these principles in my online business.

So let's get started.

If you prefer the video, then watch it below:

Before we talk about the 7 principles of persuasion, let me tell you main idea which underlies all principles. By the way, this idea completely resonates with my idea trust business.

The idea is that what we say and do before we put forward a proposal has a huge impact on whether our proposal is accepted or not. It is called pre-persuasion.

Those. if everything is done right before sales, sometimes long before sales, then the chance to close the deal will be much higher.

What our choice will be depends largely on what our attention was focused on. before the choice.

In other words, by controlling people's attention prior to making a choice, we can influence the outcome of the choice. It is on this that all the principles of influence, which we will discuss below, are built.

First principle. Reciprocity.

One good turn deserves another. When we are given something for free, we feel that we are obligated to repay the person in the same coin.

Want to get something in return - give first. Become a source of value and you will receive value in return.

The simplest principle that all infobusinessmen use is it's a free subscription. But there is one important point here.

In order for our gift to be truly perceived as valuable, it must correspond 3 conditions:

Significant- it is necessary that the person receiving the gift understands its significance, that this is not just another dummy.

Unexpected is when you exceed expectations and give beyond. For example, on my subscription page, I provide useful content before signing up. Or you can give something extra after subscribing. Or shopping. Some unannounced bonus.

customized- if translated into the realities of the information business, then your gift should unambiguously close the pain

And secondly, your interactions with the audience should be conducted as if you are communicating with a person one on one - lively and interesting, and not dry and clerical.

Second principle. Sympathy.

The first rule of a salesperson is to make the buyer love him. People say yes to those they like. I think storytelling is the best way to do this.

There are two ways to awaken warm feelings to yourself:

similarity

We like someone who is similar to us, has common interests, values and hobbies with us. Look at this picture:

Understanding the simple concept shown in the picture above will give you the golden key to the hearts of your audience.

See. Here is objective reality. Here is you. Here is your client. You have certain point perspective on reality. These are your values, beliefs, principles, behavior patterns, life events.

A potential client also has his own point of view on reality. And on some issues your points of view intersect.

So. The more such resonant points between you and your client, the stronger the trust. As a result, more sales.

The bottom line is simple: people are attracted to someone who looks like them. In whom they recognize themselves or aspire to be.

What will we do?

Broadcast your point of view on reality. Through stories and facts. Give people as many reasons as possible to resonate with you.

Important note. No need to adapt to your audience and broadcast what you do not share. Trying to please as much as possible more people, you will lose them all. Honesty and a clear position are important here.

compliments

“I can live for 2 months on a good compliment” Mark Twain.

Compliments cause us sympathy for their authors and a desire to please them. They also feed us emotionally. Moreover, we are so enamored with flattery that it affects us even when we realize that it has an ulterior motive.

Similarities and compliments work because they make people feel like you like them. And after that they are ready to do business with you.

How to apply? Tell more stories about yourself to resonate with people, and be sincere in your praise – in posts, emails, videos, etc. And people will reach out to you 😉

social proof

People tend to do or feel something to the extent that other people do or feel it. especially similar to them.

The main essence of social proof is that by seeing how others have succeeded, people understand that they can do it. People begin to believe in the practical achievability of the result.

In the information business, it is best to use testimonials or cases. Especially in video format. For example, I collect all my reviews

Incidentally, if this article get 10 comments from different people, then the 11th comment I will post a review template that works very cool - so I'm waiting for your comments.

Authority

The means of transmission of a message is itself a message. Or otherwise: the messenger is the message.

It is very important that you are perceived as an expert: experienced and reliable. Therefore, it is very important to share your successes with your audience and show the results of your work and experience.

I talked about this in more detail in the positioning article −

In the infobusiness, the confirmation of your coolness can be the amount of money earned, the number of sales, expensive purchases (cars, apartments), lifestyle, student results, regalia and statuses.

But still the most an important factor that affects your authority is your reliability . If you are perceived as reliable, you are in authority 😉

The good news is that there is a very simple and fast way instantly gain a reputation for reliability. Do you want to know what he is? Of course…

This method is called "weakness-before-strength": first admit to some weaknesses, and then move on to strengths.

You will achieve a much greater effect if you first talk about the jambs, and only then move on to strengths, rather than immediately start talking about how cool you are.

The formula might be: I have a [cant], however / but still [a strong point].

And these strengths should more than compensate for the weak, level them.

deficit

We humans are arranged in such a way that the fear of loss very often affects us more strongly than the joy of gain.

Not the desire to lose something valuable is a key factor why scarcity works. How more opportunity to lose something, the stronger the perceived value of that something.

And yet - the deficit must be real. All these fake self-resetting counters are crap that will rob you of confidence. If you have to make a deadline, then do it irreversible.

Deadline and restrictions can be on the number of purchases, on the cost, on the disappearance of bonuses and other goodies, on a specific date and on complete withdrawal from sales.

Consistency/Commitment

We humans are arranged in such a way that we try to keep our word, do not change the designated positions, do not abandon our initial actions or obligations to other people.

Therefore, even a small step towards a goal increases our willingness to take a much larger next step towards the goal.
Especially if this step was active, voluntary and witnessed by other people.

You can read about the principle of consistency and commitment in achieving goals. I think this is one of the most underrated articles on the blog.

For example, open loops work on the principle of sequence, which I wrote about. Commitment can motivate students to take your training and get results.

A series of launches is also built on a sequence. Especially if each step of the launch is accompanied by small tasks / obligations.

This will lead to more involvement in the launch and, as a result, more sales.

Unity

The last and most important principle of influence. If, speaking of the principle of sympathy, a person can say, “Oh, this person is like us,” then, speaking of unity, a person will say, “ Oh this is our man ».

There are two ways to achieve this attitude: joint being and joint action.

Coexistence- this is when a person is your relative or lives with you in the same place, you often have close contact with him.

You may ask - so what should I now move into the houses of my subscribers or clients? 😉 No, you can do it much easier.

In order to evoke in our creation thoughts of kinship with someone, we need use words and images that describe family relationships.

Brotherhood, family, sisters, fatherland, heritage.

It is no coincidence that all the most popular films and series are built around the word “family” in one way or another.

Only the use of this word and the symbols associated with it can create the very unity we are talking about.

Joint action- movement, in other words.

When people act together and in common, they feel unity. Hence all these webinars, groups in social networks, and .

Hence, walking in step in the army - it generates unity (proven by experiments). And I thought, why is this a useless exercise, when in the heat I stomped along the parade ground with my platoon when I was a cadet.

That's why- who walks in formation is ready to help each other 50% more than who does not walk in formation. And in war, help and support from a comrade is a matter of survival.

Therefore, when planning launches or sales funnels, think about how you can build a joint movement into them.

If this does not work out, then there is a very simple way to feel oneness with any person - ask for advice . Asking for advice and receiving it, people become closer and feel unity.

Today in the blog: How the psychology of human persuasion works, psychological tricks persuasion, how one can convince another person, or, if you like, the art of persuasion.
(see psychological games)

Greetings, dear readers of the blog, I wish you all mental health.

Psychology of human beliefs - impact on consciousness

The psychology of persuading a person is based on the fact that, by convincing, the speaker affects the consciousness of the person being convinced, referring to her own critical judgment. essence psychology of persuasion serves to explain the meaning of the phenomenon, cause-and-effect relationships and relationships, highlight the social and personal significance of solving a particular issue.

Beliefs appeal to analytical thinking, in which the power of logic, evidence prevails and the persuasiveness of the arguments is achieved. Man's conviction psychological impact should create a person's conviction in the correctness of another and his own confidence in the correctness of the decision.

Psychology of human beliefs and the role of the speaker

The perception of information that convinces a person depends on who reports it, how much individual person or the audience as a whole trust the source of the information. Trust is the perception of a source of information as competent and reliable. There are three ways to create an impression of your competence among the listeners who convinces a person of something.

First- start to express judgments with which the listeners agree. Thus, he will acquire a reputation as an intelligent person.

Second- be presented as a specialist in the field.

The third- speak confidently, without a shadow of a doubt.

Reliability depends on the way the persuasor speaks. People trust the speaker more when they are sure that he has no intention of convincing them of anything. Those people who defend what goes against their own interests also seem to be truthful. Confidence in the speaker and conviction in his sincerity increase if the one who convinces the person speaks quickly. Fast speech, in addition, deprives listeners of the opportunity to find counterarguments.

The attractiveness of the communicator (persuader) also affects the effectiveness of the psychology of persuading a person. The term "attractiveness" refers to several qualities. This is both the beauty of a person and the similarity with us: if the speaker has either one or the other, the information seems to the listeners more convincing.

Psychology of human beliefs and the role of the listener

People with an average level of self-esteem are most easily persuaded. Older people are more conservative in their views than younger people. At the same time, attitudes formed in adolescence and early adolescence, can remain for life, because the impressions acquired at this age are deep and unforgettable.

In a state of strong excitement, agitation, anxiety of a person, his psychology of persuasion (susceptibility to persuasion) increases. A good mood often favors persuasion, partly because it promotes positive thinking, and partly because there is a connection between a good mood and a message. People who are in good mood tend to see the world through pink glasses. In this state, they make more hasty, impulsive decisions, usually relying on indirect signs information. It is no coincidence, obviously, that many business issues, such as closing deals, are decided in a restaurant.

Conformal (easily accepting someone else's opinion) are more easily persuaded (test: Personality Theory). Women are more persuasive than men. It may be especially ineffective psychology of persuasion for men with low levels dignity, acutely experiencing, as it seems to them, their uselessness, alienation, who are prone to loneliness, aggressive or suspicious, not stress-resistant.

In addition, the higher the intelligence of a person, the more critical their attitude to the proposed content, the more often they absorb information, but do not agree with it.

Psychology of human belief: logic or emotions

Depending on the listener, the person is more convinced either by logic and evidence (if the person is educated and has analytical mind), or influence addressed to emotions (in other cases).

The psychology of persuasion can be effective, affecting a person, fearsome. Such a psychology of persuasion is more effective when they not only frighten with possible and probable negative consequences certain behavior, but also offer specific ways to solve the problem (for example, diseases, the picture of which is not difficult to imagine, are more frightening than diseases about which people have a very vague idea).

However, using fear to convince and influence a person, one cannot cross a certain line when this method turns into information terror, which is often observed when advertising various drugs on radio and television. For example, we are enthusiastically told how many millions of people around the world suffer from this or that disease, how many people, according to the calculation of physicians, should get sick with the flu this winter, etc. And this is repeated not just every day, but almost every hour, moreover it is completely ignored that there are easily suggestible people who will begin to invent these diseases in themselves, run to the pharmacy and swallow not only useless ones in this case but also unhealthy drugs.

Unfortunately, intimidation in the absence of yet accurate diagnosis often used by doctors, which is contrary to the first medical commandment "do no harm." This does not take into account the fact that the source of information that deprives a person of spiritual, psychological peace can be denied trust.

More convincing person is the information that comes first (primacy effect). However, if some time passes between the first and second messages, then the second message has a stronger persuasive effect, since the first has already been forgotten (the effect of novelty).

The psychology of a person's beliefs and the way information is received

It has been established that the arguments (arguments) given by another person convince us more strongly than similar arguments given to oneself. The weakest are the arguments given mentally, somewhat stronger are those given aloud to ourselves, and the strongest are those brought by another, even if he does it at our request.

The psychology of persuasion. Methods:

fundamental: is a direct appeal to the interlocutor, who is immediately and openly introduced to all the information that makes up
the basis for proving the correctness of the proposed;

contradiction method: based on the identification of contradictions in the arguments of the persuaded and on a thorough check of their own arguments for consistency in order to prevent a counteroffensive;

method of "drawing conclusions": arguments are not presented all at once, but gradually, step by step, seeking agreement at each stage;

"chunks" method: the arguments of the persuaded are divided into strong (accurate), medium (controversial) and weak (erroneous); they try not to touch the first, and the main blow is applied to the latter;

ignore method: if the fact stated by the interlocutor cannot be refuted;

accent method: accents are placed on those given by the interlocutor and the corresponding common interests arguments ("you yourself say ...");

two-way argumentation method: for greater persuasiveness, first state the advantages, and then the disadvantages of the proposed solution method
question; it is better if the interlocutor learns about the shortcomings from the persuader than from others, which will give him the impression of the impartiality of the persuader (this method is especially effective when persuading educated person, the poorly educated are better amenable to one-sided argumentation);

method "yes, but ...": used in cases where the interlocutor provides convincing evidence of the advantages of his approach to resolving the issue; first they agree with the interlocutor, then after a pause they provide evidence of the shortcomings of his approach;

apparent support method: this is a development of the previous method: the arguments of the interlocutor are not refuted, but, on the contrary, new arguments are given
in their support. Then, when he gets the impression that the persuader is well informed, counterarguments are given;

boomerang method: the interlocutor is returned his own arguments, but directed to opposite side; arguments "for" turn into arguments
"against".

The psychology of persuasion is effective when:

1. when it concerns one need of the subject or several, but of the same strength;

2. when it is carried out against the background of a low intensity of the persuading emotions; excitement and agitation are interpreted as uncertainty and reduce the effectiveness of his argumentation; outbursts of anger, abuse cause a negative reaction of the interlocutor;

3. when it comes to secondary issues that do not require a reorientation of needs;

4. when the persuading person himself is sure of the correctness of the proposed solution; in this case, a certain dose of inspiration, an appeal not only to the mind, but also to the emotions of the interlocutor (by “infection”) will enhance the effect of persuasion;

5. when not only one's own is offered, but also the argumentation of the persuaded is considered; this gives best effect than multiple repetitions of own arguments;

6. when the argument begins with a discussion of those arguments on which it is easier to reach agreement; it is necessary to ensure that the persuaded more often agrees with the arguments: the more assent you can get, the more chances to succeed;

7. when a plan of argumentation is developed that takes into account the possible counterarguments of the opponent; this will help build the logic of the conversation, make it easier for the opponent to understand the position of the persuasive.

The psychology of persuading a person is appropriate then:

1. When they show the importance of the proposal, the possibility and ease of its implementation;

2. When they represent various points vision and make an analysis of forecasts (with persuasion - including negative ones);

3. When the importance of the advantages of the proposal is increased and the magnitude of its disadvantages is reduced;

4. When take into account individual characteristics the subject, his educational and cultural level and select the closest and most understandable arguments to him;

5. When a person is not directly told that he is wrong, in this way one can only hurt his pride - and he will do everything to defend himself, his position (it is better to say: “Perhaps I am wrong, but let's see ...”);

6. When, in order to overcome the negativism of the interlocutor, they create the illusion that the proposed idea belongs to him (for this, it is enough just to lead him to the appropriate thought and provide an opportunity to draw a conclusion); they don’t parry the interlocutor’s argument immediately and with apparent ease, he will perceive this as disrespect for himself or as an underestimation of his problems (what torments him for a long time, others are allowed in a matter of seconds);

7. When it is not the personality of the interlocutor that is criticized in the dispute, but the arguments cited by him, which are controversial or incorrect from the point of view of the persuader (it is advisable to precede the criticism with the recognition of the correctness of the person being convinced of something, this will help to avoid his offense);

8. When they argue as clearly as possible, periodically checking whether the subject understands you correctly; arguments do not stretch, as this is usually associated with the speaker having doubts; short and simple phrases are not built according to the norms literary language, but according to the laws oral speech; pauses are used between arguments, since the flow of arguments in monologue mode dulls the attention and interest of the interlocutor;

9. When the subject is included in the discussion and decision making, as people better adopt the views in the discussion of which they take part;

10. When they oppose their point of view calmly, tactfully, without mentoring.

This concludes the review of the psychology of human persuasion, I hope that the post was useful.
I wish you all good luck!