To influence, get ’em committed.

How are your New-Year resolutions going? Today’s ‘influence’ tip holds the key to you achieving them, and to changing your readers’ minds.

It’s the final in our six-part series on persuasion, loosely based on Dr Robert Cialdini’s work.

Cialdini tells of a researcher who surveyed residents, asking them to predict their response if they were asked to spend three hours collecting money for cancer research.

Many said they would. But they didn’t know that a few days later the Cancer Society would knock, asking for their help. The result was a 700 per cent increase in volunteers, compared to control groups.

Why? Because those ‘surveyed’ made a personal commitment – something we’re driven to remain consistent with. Also, in the gap between visits, their self-image changed – they started seeing themselves as more community-minded.

Apply this to your persuasive business writing:

• Offer something small for a low price to get them thinking of themselves as your customer instead of your prospect. A bigger sale may be easier later.
• Before sending a report or (internal) proposal, explain your key points to audience members verbally, and try to get them agreeing in principle in advance.
• Affirm behaviour you want. For example, if you want someone to keep sending you reports on time, write, ‘Thanks for sending the KPI report on time last week. We need more people like you around here! Do you think you could also have the sales figures to me by COB Friday?’
• Ask for a testimonial. This is a powerful mind-changer, forcing people to think of your positive attributes, then commit to them in writing. It’s also public, which greatly enhances the effect.
• Try to generate positive customer comments on your blog. Don’t be afraid of negative comments — responding well to them can win you fans.
• Survey people as in the Cancer Society example above. (Third-party surveyors may be best!)
• Remind them what great customers they are and how much business they’ve done with you. At the very least, write to thank them.

Nail your New-Year resolutions
So how can this principle help you achieve your New Year resolutions? The trick is to make your resolutions public to those who know you, and who’ll know if you don’t follow through (Facebook-only friends probably won’t cut it).

Having made that commitment, you’ll be driven to remain consistent with it, and be more likely to achieve it. (That is, of course, if you really want to achieve it. Don’t say you’ll do it, then not do it, and ‘should’ all over yourself!)

Ready to commit to your resolutions? I’ve written mine in the comments below already. Add yours for the world to see!

Have a cracking start to 2014.

Paul

P.S. To see the previous five ‘influence’ principles, search for ‘Cialdini’ in the search box at top right.