Presentation Genius: 40 Insights From the Science of Presenting by Simon Raybould

Author:Simon Raybould
Language: eng
Format: mobi
Publisher: Hodder & Stoughton
Published: 2015-07-29T14:00:00+00:00

BEING MORE PERSUASIVE

What other tricks can we learn from the marketeers?

Professor Robert Cialdini’s second principle is called ‘commitment and consistency’. (So, in the spirit of consistency, make sure you’ve read Chapter 20 before you get going here.) In short, people don’t like being inconsistent. That’s no surprise, but what does surprise people is that we resolve internal conflict in two ways. If we find ourselves acting counter to what we believe, we change what we’re doing. Great. Less reassuringly, however, there’s a lot of evidence that at least some of the time we change what we believe so that it fits what we’re currently doing.

I’ve known people who’ve convinced themselves of the most absurd things, simply because they couldn’t face the alternative. One of my friends insists that smoking is good for her: she’s not stupid and she’s not unaware of the fact that it’s bad for everyone else, but it’s good for her. Why? Because she smokes – and rather than stop smoking she’s closed her mind to evidence that overwhelms anyone who’s able to listen to it.

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