Three's the Charm

Overzealous marketers devote countless hours to fashioning piles of product claims, when three would do just fine.

According to a study by behavioral scientists Suzanne Shu and Kurt Carlson, audiences react positively when exposed to one, two or three product claims, but turn suddenly skeptical when that number climbs to four.

While okay with three or fewer product claims, when exposed to more than three, audiences decide they're being manipulated—and begin to doubt the message and the messenger.

So the next time you're tempted to add yet another advantage to the pile, remember: Three's the charm.

All You Need is Love

Simply by adding one word to a fundraising appeal, two behavioral scientists doubled donations during a study conducted in France.

Nicolas Guéguen and Lubomir Lamy placed collection boxes in stores every day for two weeks, and recorded the amounts given at the end of each day. 

The boxes featured a photo of a starving woman and infant and read, "Women students in business trying to organize a humanitarian action in Togo. We are relying on your support."

Each box was identical, except for a call to action printed under the money slot. 

Some boxes read, "Donating = Helping" under the slot. Some read, "Donating = Loving." And the rest had no call to action.

To assure store location didn't bias the study, the scientists relocated the boxes at random each morning.

The results after the two weeks were startling.

Every day, the boxes reading "Donating = Loving" attracted twice as much money as the other boxes.

"We can conclude that evoking love is a powerful technique to enhance people's altruistic behavior," the scientists said.

Both Sides Now

Social science shows that power—even in small doses—triples our likelihood to be self centered, and therefore blind to others' points of view.

Imagine what large doses do.

So if you want to persuade people in power of your opinion, it's essential that you learn how to empathize; or, as Daniel Pink says, improve your "attunement."

Philosopher Blaise Pascal explained why succinctly in 1670:

"When we wish to correct with advantage, and to show another that he errs, we must notice from what side he views the matter, for on that side it is usually true, and admit that truth to him, but reveal to him the side on which it is false. He is satisfied with that, for he sees that he was not mistaken, and that he only failed to see all sides."

Want to Boost Sales? Let Others Toot Your Horn.

Want to convince skeptical prospects of the value of your proposal? 

Get an intermediary to present your credentials first.

Persuasion research shows an introduction by a third party improves the odds your audience will buy your message far better than a self-introduction.

The third party need not be a trusted source.

Researcher Steve Martin examined the effect on sales of a third-party introduction. 

He arranged for a receptionist to introduce a real estate agent's credentials to first-time callers before connecting them to the agent, instead of simply putting callers through. 

The agent booked 20 percent more appointments as a result.

"Arranging for others to tout your expertise before you make your case can increase the likelihood of people paying attention and acting on your advice," according to Martin.

When Life Gives You Lemons

While not the first airline to YouTube-ize the mandatory safety video, Delta has gone to new lengths. Or should I say, heights?