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Intermediate Techniques II



I hope that you are now ready to continue exploring intermediate persuasive techniques. Again, it is important to understand that persuasion can be used for good or bad reasons. As these persuasive techniques are explained, always consider under what circumstances it is ethical to use them and when it would be wrong. Learning how to persuade others is a worthy endeavor as persuasion can help create a better world. Nevertheless, be considerate and concerned about how you treat others as you learn how to influence them.


Newness

People love things that are new. In America, we put a very high in value on technology and new development. Likewise, we are often attracted to things that give us a fast return on our investment and we consider newer things to have a higher likelihood of doing that than older things. New products and new ideas have to be marketed well so that people are aware that they exist. Nevertheless, as long as you can get the message out there, the fact that you are promoting something as new, even if it is not really new or a new idea, you are likely to be able to generate considerable support.

This is just as true in people's individual lives as it is for businesses and politicians. Most people like to believe that their situation can improve, so they embrace new things. Of course, humans are also inclined to resist change, so the new elements, individuals, or ideas have to be delivered at the right time and at the right speed. Sometimes the speed with which a person embraces something that is new is primarily determined by their attitude towards what is old. For example, a recently divorced person is far more likely to be open to a new relationship then someone who has recently been widowed. By presenting yourself or your ideas as new or fresh, you are more likely to be successful in your attempts to persuade.

Rapport


One of the most tried and true methods of persuasion, especially given certain subject matter and persuasion targets, is to build rapport. Building rapport can take varying lengths of time depending on the suggestibility and inclination towards trust for the person whom you are trying to persuade. If you are hitting on a woman at a bar, for example, if she happens to get hit on a lot, it may take you longer to get her to warm up to you than a woman who is rarely approached. Alternatively, a child is often easy to build rapport with because they are more inclined to trust someone who has something in common with them. To begin building rapport with anyone, express an interest in what they think, feel, or like. Then identify the things that you may have in common; if a potential date says that she likes old jazz music, mention that you were just listening to a Billy Holiday CD. We are all looking for people (in every type of relationship) that have things in common with us or are like minded, so we typically respond well when someone tries to build rapport. However, be sure to keep it as a real as possible and do not overstate it, rapport is easier to build when you do not overreach.

Rhetorical Questions

One of the most common ways to build rapport is by using rhetorical questions. We have all seen ads that begin with, "Are you tired of unsightly cellulite?" or "Don't you want to get rid of that awful headache?" Aside from the fact that the TV does not expect you to answer it, the answer you will have in your head is clearly implied. Not only does this help a commercial gain your attention, it begins a pattern of acquiescence. Therefore, when the sales pitch comes, you are more susceptible to continuing to agree with the ad.

For individuals, pairing rhetorical questions with flattery is a natural evolution. For example, let us say you want to set your sister up with a friend of your boyfriend. You may be watching a movie or TV show where a male character behaves badly. You turn to your sister and say, "Don't you hate when guys are like that? It drives me crazy. I'm so glad John doesn't treat me that way." After your sister responds, you continue to say, "Hey, did that guy you met ever call you (knowing that he didn't)? You deserve so much better. (Pause) Actually, I do know somebody who would be great for you! Do you remember John's friend, Paul?" This combination of rhetorical questions and flattery works well because it makes the other person believe that you have their best interests at heart.

Simple Solutions


Again, this persuasive technique is precisely what it sounds like; similar to the idea of extrapolation, a simple solution posits that there is one easy fix to the problems that plague us. As humans, our individual selves are complex. We all experience a myriad of emotions and we all have our own perspectives that we bring into everything that we say and do. Our bodies are complex, our beliefs are complex, our values are complex, and so forth. The way that we interact with others is just as complicated and provides at least twice as many variables since you now have at least two people interacting.

This jumble of complexity expands exponentially when we consider all of the problems of the world around us. It is no wonder then that we each want so desperately to be given a simple solution to virtually any problem. Obviously, we all want world peace, but we also all hope for a simple solution to what to fix for dinner if we are feeling overwhelmed enough. Politicians are particularly adept at using this technique as they try to convince us of two things: one, that there is a simple solution to a complex social problem and two, that they are the candidate who embodies simple solutions to complex problems. If you have the ability to present an idea or even a product that seems to be a solution that will make people's lives less complex and easier to manage, you will likely persuade them to buy whatever you are selling.

Slippery Slope

This technique combines elements of extrapolation and fear. In January of 2013, President Obama urged a piece of legislation that would restrict individuals suffering from severe mental health issues from purchasing guns; it also attempts to limit the use of assault weapons. Neither of these suggestions is new and neither presents any threat to your typical gun owner. In fact, even most atypical gun owners will be totally unaffected by this legislation. Nevertheless, some individuals in the gun lobby have generated support against this legislation by claiming that the government is trying to take away our guns. Some people have even likened this legislation to allegations that Hitler first disallowed personal gun ownership in pre-World War II Germany; this association obviously operates as a slippery slope argument as it combines extrapolation and fear. Although many people are able to separate their emotions from their logic, arguments like this are nevertheless successful because they feed upon people's fear and the belief that one step will absolutely result in one possible conclusion that may actually be hundreds of steps away with innumerable other possible ends.

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