How to Persaude

You can learn to persuade. One technique that doesn’t work? Giving people toasters.

Identity is so powerful that extrinsic motivators can actually backfire. In Made to Stick, Chip and Dan Heath tell the story of a marketer of a fire safety video who tested an identity appeal against an incentive appeal. The first question was “Would you like to see the film for possible purchase for your educational programs?” The second question was “Would your firefighters prefer a large electric popcorn popper or an excellent set of chef’s carving knives as a thank-you for reviewing the film?” The first question received unanimous “yeses”; the second question was discontinued after receiving the first two replies: “Do you think we’d use a fire safety program because of some #*$@% popcorn popper?” (I wonder what would have happened if they used cops and doughnuts as a control group.)

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2 responses to “How to Persaude

  1. Pingback: The Only Thing That Has Ever Changed the World | Practical Managers

  2. Thanks for the inihsgt. It brings light into the dark!

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