How is it that certain people are so incredibly persuasive? Is it possible for anyone to harness those skills? As an entrepreneur, the power of persuasion is a potent tool when harnessed correctly. The way you persuade potential partners, investors and customers can make or break your business. The psychology involved in persuading and winning over others has been mulled over for generations. It’s the aspiring entrepreneur’s job to hone their tactics in order to coax their audience.
1. Repetition is Key
Here’s an excerpt from Gordon Lish’s Sophistication:
"The man who stood, who stood on sidewalks, who stood facing streets, who stood with his back against store windows or against the walls of buildings, never asked for money, never begged, never put his hand out."
The first image that pops to your head after reading the statement above is most likely one of a man standing. The word “stood” is repeated over and over and it helps it stick.
In today’s world, your audience is being bombarded by information. It is your job as an entrepreneur to make your message stick so that you won’t be forgotten.
2. Keep It Simple
You must be able to tune your message to your subject’s situation. In other words, don’t use the message for Jill, on Jack because Jack won’t be interested. Don’t utilize abstract, complicated words that’ll only confuse your audience. Still, you should also be specific on how your product or business will benefit them. Using words like easier to use, better and faster will not work on your favor because so many others are saying the same thing. Demonstrate and specify how your product is easier to use or faster. That way, you’ll convince your audience that your way is the best way.
Low receptivity to effortful change