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NEXT RESUME (CHAPTER FIVE, SIX AND SEVEN)

CHAPTER FIVE
THE FAIR PERSUADER: ONE-SIDED VERSUS
BALANCED ARGUMENTS
Generally, when trying to persuade people to “do stuff,” most people only present a one-sided argument - they talk only about the benefits of the idea/product. We’re scared that pointing out weaknesses in our ideas/products will reduce our persuasiveness. We believe that if we only talk about the pros of an idea/product and ignore the drawbacks, then perhaps other people won’t realize the drawbacks of what we’re selling.
17. The Fair Persuader: Create the perception that you are a fair persuader by offering what appears to be a fair and balanced argument, but then offer-counterarguments that make your idea/product seem like the best choice.

CHAPTER SIX
INOCULATION



What is inoculation? “Attitude inoculation is a technique used to make people immune to attempts to change their attitude by first exposing them to small arguments against their position.
It is so named because it works just like medical inoculation, which exposes a person’s body to a weak version of a virus. The weakened virus triggers the production of antibodies in response, but it is not strong enough to overwhelm the body’s resistance. Later, when exposed to the full virus, the body knows what to expect and is better able to resist than it would have been before the inoculation. “Attitude inoculation, then, exposes a person to a weak logical argument that is contrary to their preexisting attitude. This triggers the creation of counterarguments in response. Later, when exposed to a strong persuasion technique that attempts to change their preexisting attitude through logic, the individual already has arguments to
use in defense.”
18. Inoculation: Research shows that children who are inoculated against pro-smoking (and peer pressure) are 50% less likely to become smokers than children who have not been inoculated. Use inoculation to ensure your prospect won’t change his mind after giving you a “yes.”

CHAPTER SEVEN
THE MINT SWEET AND OTHER EXPERIMENTS
THE RECIPROCATION EXPERIMENT
Reciprocity is a very powerful persuasion principle. If you want to persuade people to do something for you, you should first do something for them. Instead of going into a persuasion attempt thinking, “How can I get the most out of this exchange?” go into it thinking, “What can I do to help this person out?”
Focus on genuinely helping out your prospect and you will find that they will become much more open to what you are saying.
19 “HOW CAN I HELP YOU?”
If you’re trying to persuade your prospect to do something, and you’re encountering a lot of resistance, then it might be a good idea to stop trying to persuade them and think about what your prospect values and what you can do to help them. Ask yourself, “How can I help this person?”
Next, when the right opportunity arises, do something nice for them - perhaps refer them to a prospective customer for their business. Do this without any expectation of getting anything in return - do it just because you genuinely want to help your prospect, not because you want to gain something from them in return.
Finally, wait for some time to pass before you approach your prospect again to try to
persuade them. The reason you have to wait for some time to pass between doing them a favor and trying to persuade them again is that you do not want your client to feel manipulated. If your client feels that you helped them simply to get something from them in return, they will become resistant to your persuasion attempt.
20 - THE MINT SWEET/COKE GIFT
Researchers discovered that waiters who give their patrons a mint along with their bill receive bigger tips than those who do not. What small gift can you offer your prospects in order to start the cycle of reciprocation?

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