To me believing in me is the lowest level, for I don't want people to just believe in me, but also do what I believe. There are 7 levels in this ladder of persuasion, courtesy of author Andy Ferarri Norman:
Level 1: Literature. This includes the vendor's posters, flyers, brochures, write-ups, e-mailers, websites, videos, slides and any posts from the vendor in social media. It is the lowest in terms of persuasion because it is biased as it comes from the vendor. No customer will be believing this 100%, right?
Level 2: Social Media. Nowadays people believe and trust social media more than vendor's literature, but this can get overkill. Social media is more powerful not because of its reach, but because social media is read at a casual way and people are less on guard when they are relaxed, thus its persuasion is more effective.
Level 3: Salesperson personal Story Telling. This is more effective in persuasion because there is a personal touch in the form of a story.
Level 4: Customers Recommendation. People that have bought and enjoyed the product will be the best people to persuade others, right? Wrong! This is only level 4, for although it is good, it still lacks objectivity. Reason is it comes from an interested party.
Level 5: Experts and Authority Recommendation. We will not doubt them because they have a certain standing and are often seen as independent, though they could also be interested parties! Just look at the smartphones unboxing videos on YouTube and you'll know what I am talking about.
Level 6: Third Parties Recommendation. People that have no vested interests, people that are not customers and people that strangers to the whole situation will enjoy more persuasive power naturally.
Level 7: Enemies. If people that hate you say good things about you, it speaks volumes. This must be the highest level of persuasion. Note that enemies are not just competitors but competitive that will do anything to harm you. If they say good about you, that is most unusual and most persuasive.
By Andy Ng, Chief Trainer Coach at AsiaTrainers, details of courses at www.asiatrainers.com
Level 1: Literature. This includes the vendor's posters, flyers, brochures, write-ups, e-mailers, websites, videos, slides and any posts from the vendor in social media. It is the lowest in terms of persuasion because it is biased as it comes from the vendor. No customer will be believing this 100%, right?
Level 2: Social Media. Nowadays people believe and trust social media more than vendor's literature, but this can get overkill. Social media is more powerful not because of its reach, but because social media is read at a casual way and people are less on guard when they are relaxed, thus its persuasion is more effective.
Level 3: Salesperson personal Story Telling. This is more effective in persuasion because there is a personal touch in the form of a story.
Level 4: Customers Recommendation. People that have bought and enjoyed the product will be the best people to persuade others, right? Wrong! This is only level 4, for although it is good, it still lacks objectivity. Reason is it comes from an interested party.
Level 5: Experts and Authority Recommendation. We will not doubt them because they have a certain standing and are often seen as independent, though they could also be interested parties! Just look at the smartphones unboxing videos on YouTube and you'll know what I am talking about.
Level 6: Third Parties Recommendation. People that have no vested interests, people that are not customers and people that strangers to the whole situation will enjoy more persuasive power naturally.
Level 7: Enemies. If people that hate you say good things about you, it speaks volumes. This must be the highest level of persuasion. Note that enemies are not just competitors but competitive that will do anything to harm you. If they say good about you, that is most unusual and most persuasive.
By Andy Ng, Chief Trainer Coach at AsiaTrainers, details of courses at www.asiatrainers.com
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