In this second chapter, it tells us how to frame your persuasion attempt so that other people want to do what you tell them. One of the most basic yet most important concepts in persuasion is to know your target’s goals.
What are your target’s goals?
What’s important to him/her?
What benefit will your target receive as a result of doing what you ask them to do?
If you can demonstrate to your target how he/she will benefit from doing what you ask of them, then you’ve already won most of the persuasion battle.
Why? Because any time you try to persuade someone, the first thing that they want to know (whether they tell you or not) is: “WIIFM? What’s in it for me?”
If you can answer your prospect’s WIIFM question with a compelling benefit, your prospect will be enthusiastic about complying with your request.
4 - GO THE EDGE
In his book, World Class Speaking, Craig Valentine classifies the different benefits that motivate people into the acronym EDGE, which stands for:
• Esteem More. An “esteem-benefit” focuses on how your prospect will
experience greater confidence and have more self-esteem because of saying “yes”
to your request. Also, it focuses on how other people in your target’s circle will
hold him/her in greater esteem (e.g. people will respect and appreciate him/her
more) as a result of complying with your request.
• Do More. A “do-more” benefit focuses on how your target will manage to get a
lot more done (i.e. be more productive) as a result of saying “yes” to you.
• Gain More. A “gain-more” benefit focuses on what your prospect will gain as a
result of agreeing to your request (e.g. gain more money, gain more time, etc.).
• Enjoy More. An “enjoy-more” benefit focuses on the pleasure your target will
experience (e.g. have more fun, experience more happiness, etc.).
For your sales pitch, it would be safe to cover at least one major benefit from each of the
EDGE elements. However, if you know that your target is more interested in one of the
elements than the others, then spend most of your time exploring that benefit in detail. For some people, this may be making more money whereas for others it may be experiencing greater happiness in life.
It is your job as a persuader to make sure you know what motivates your target. Research
your target to find out which EDGE benefit they place the greatest emphasis on. Always frame your persuasion attempts in terms of what benefits your target will receive.
5 – THE “STAR WARS” TOOTHBRUSH TECHNIQUE
When trying to persuade your target, always make sure that you try to make your benefits as specific as possible. For example, when I try to persuade corporations to hire me as a public speaking trainer, instead of saying, “Your employees will be better speakers,” I say, “your employees will walk away from my seminar twice as good as when they first came in!” According to research studies, specific benefits are more memorable, exciting and perceived as being more credible than non-specific benefits. Specifics paint a clear picture of the benefits in your target’s mind and thus create excitement. Consider the difference between me telling you, “If you participate in this lottery, you stand the chance to go on a relaxing vacation!” and “If you participate in this lottery, you stand the chance to win an all-expenses-paid, two-week vacation in Bali!”
The “all-expenses-paid, two-week vacation in Mauritius” probably had you picture yourself sitting on a nice, sunny beach in Mauritius. That’s the power of specifics!
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