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 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.
Thirty-three percent of Millennials say they count on blogs to guide their purchase decisions, while fewer than three percent allow traditional forms of media (TV, magazines and books) to influence them, according to the study.
Although a majority (58 percent) expect brands to publish online content, a mere one percent of Millennials say that ads of any sort increase their trust in a brand.
Before making a purchase, Millennials instead seek the opinions of friends (37 percent), parents (36 percent) and online experts (17%).
Meager response rates are tempting an ever-increasing number of marketers—even B2B ones—to resort to using "clickbait" headlines, those sensational promises that dupe you into reading thinly related content.
You know the kind:
What this customer said was so insane it will make your jaw drop...
But the more sensational the headline, the greater the risk of disappointing prospects once you lure them to read nothing more than your usual sales pitch.
Disappointment never does your brand credit.
Repeated disappointments will ultimately damage it.
