In my class, Professional Communication and Presentation, my students and I devote a significant portion of time to persuasion and selling. From my perspective, every presentation is persuasive. Even when the on paper purpose is to inform–quarterly report, update, process, lesson–there is an underlying current of persuasion that cannot be ignored. Even if a presenter is informing an audience on how to complete a process or how to engage in a process, he or she is really persuading the audience that his or her approach to completing that process is viable, worthy, or preferable to another method. In addition, every presenter must persuade the audience that he or she is credible and worth listening to. So, it naturally follows that learning more about persuading and about one of its most prevalent types, selling, can help each presenter grow his or her skills. Selling today (just like persuading) involves more finesse, innovation, and a knack for visualization than in the past. Most consumers today see right through infomercials and are much more drawn to subtler forms of persuasion–advertisers know this and continue to adapt. Presenters too must adapt to our new world of communication and content interaction. Today’s infographic, brought to you by Daily Infographic, discusses the subject of passive persuasion, or selling without selling. There are a few key ideas in this infographic we can apply to persuasive presenting:
1. People buy into ideas that appeal to their needs
According to today’s infographic, people buy products for a variety of reasons. Each of these coordinates with one of Maslow’s needs (physiological-basic needs, safety-replacement or value, belonging-urgency/scarcity, esteem-name recognition, self-actualization-a good cause), which is a good starting point for tailoring a message to a particular audience. What is interesting about the reasons people buy products is how readily we are driven by higher-level needs like name recognition. By purchasing an Apple product for instance, a consumer becomes part of one of Seth Godin’s “tribes,” a group of others whose values align around a brand. Harnessing Maslow’s needs when crafting a persuasive message taps into the very reasons audiences make the choices they do–WIIFM or “What’s In It For Me”.
2. People buy into well-designed products
A well-designed product is appealing–from color and form to function, usability, and novelty, user-focused design can truly make the difference between a product that thrives and one that fails. The same goes for slide decks. If 85% of consumers say that color is the main reason why they choose a product, and 93% of consumers are concerned with visual appearance, then it’s clear that design is king. David McCandless, of Information is Beautiful, provides a bit of insight into why visualizations are so useful in disseminating information. Our vision is our primary sense, and we are bombarded by an incredible amount of information each day, most of it visual (Source). By harnessing the power of design, we can speak to audiences in two languages–the language of the eye (visuals) and the language of the mind (text, numbers).
3. People buy into products that use surprise and unexpectedness
The final lesson we can draw from today’s infographic is that surprise and unexpectedness draws audience’s in and sets the conditions for persuasion. Chip and Dan Heath codified the formula for ideas that stick in Made to Stick. One of their primary modes of crafting sticky ideas is unexpectedness. When the brain encounters something incongruous, something that does not adhere to the schemas or cognitive patterns already in place, it cannot help but want to find a solution. This is why mysteries and thrillers are so popular–they break a schema and then through careful construction, create a new way of thinking.