Think Fast Talk Smart: Communication Techniques 11. The Science of Influence: How to Persuade Others And Hold Their Attention
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May 21, 2020 Zak Tormala, the Lawrence W. Lane Professor of Behavioral Science and Marketing at Stanford GSB, shares insights on the science behind persuasion. He explains that effective communication isn’t about manipulation, but rather understanding how to engage people’s attention. The discussion dives into strategies for overcoming resistance, fostering dialogue, and utilizing cooperative language. Tormala emphasizes the importance of combining confidence with humility to connect with audiences, making persuasion a collaborative effort rather than a confrontation.
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Garbage Sale Success
- Matt Abrahams used a misspelling on a garage sale sign as a boy.
- It drew attention and led to higher sales, demonstrating persuasion's power.
Persuasion Defined
- Persuasion shapes attitudes, beliefs, and behaviors without trickery or force.
- It involves understanding factors that engage people and open them to different perspectives.
Engagement in Persuasion
- Focus on engaging your audience by making your message relevant.
- Engagement increases attention and message impact.