The influence of pioneers

suggestion

Why do some people successfully attract the attention of leaders when they first come to the company, while others remain "small and transparent" for several years?

Why do some people always win customers and sign big orders, while others always "close the door"?

Theodini, the godfather of influence, tells you that if you want to catch others' attention, you must first learn how to implant a "switch" in their minds that cannot refuse you!

And if you don't want to be "routine" by all kinds of tricks in life, first understand the trick of "preemptive influence"!

Brief introduction of the author

Siodini, Robert

"Godfather of influence", a famous social psychologist, is world-renowned for his persuasiveness and influence authority. He has successively obtained doctoral degrees from the University of North Carolina and Columbia University, and is engaged in postdoctoral research. He has taught at Arizona State University for many years and is engaged in teaching social psychology. Because of his influence in career research, he enjoys a wide international reputation in the fields of persuasion, obedience and negotiation. As the president whose influence is at work, he leads enterprises to engage in the research and training of moral influence. His clients include Fortune 500 companies such as Google, Microsoft, Cisco, Bayer and Coca-Cola, as well as educational and political institutions such as Kennedy School of Politics and the US Department of Justice.

Jinghua Du Jie

The following content is the essence of the book "The First Shock" for the reference of the majority of book lovers. Welcome to share. It shall not be used for commercial purposes without permission.

catalogue

First, grab the attention of the throat.

Second, the big move of preemptive strike: Lenovo

Third, influence and preemptive influence

Upper guide bearing

First, grab the attention of the throat.

1. Early persuasion: Turn on the "switch" to persuade others.

Do you want to be more influential? Remember: what we show first will change the audience's experience of what we show next.

A sponsor can't change the quality of a proposal, that's what people who design related products should do. Real masters will try their best to set a pre-emptive "switch" before proposing a plan. Let me give you an example first:

I once met a sales star named Jim in a training program. The potential customers in their industry are usually a couple. The salesman will ask the customer to do a written test of family fire prevention knowledge first. After they realize that their knowledge of family fires is far from enough, they will take this opportunity to publicize their alarm system and let customers browse the promotional materials describing its advantages.

Others will bring this information into the house to use at the beginning, but Jim is not. He had to wait until the couple started to do the test questions before patting his head and saying, "Oh, I left a very important piece of information in the car. I don't want to interrupt your test. Can I go out and get it myself and come back later? " The answer is naturally "no problem, go ahead." In order to get in the door easily when he comes back, Jim will borrow the door key from the householder.

The author observed that this "forgetfulness" plot was staged by Jim three times, and the starting time of each time was similar. So the author asked Jim why he did it, but he refused to answer, even annoyed that his business secret was discovered. But the author just won't give up. It was not until Jim was asked that he had to answer, "Think for yourself, who will you let in and out of your house freely?" Only people you trust, right? I do this because I want to connect with the trust consciousness of these customers. "

Jim's skill provides a good case for all salespeople. He did not change the characteristics of the alarm system he sold, nor did he deviate from the standard demonstration link. He just hooked himself up with the concept of trust first, and then any positive association related to trust will be related to his next introduction-this is the obvious difference between Jim and his less successful colleagues.

This kind of "pre-persuasion" behavior before persuading others has been labeled by behaviorists, but in this book, we collectively call it "transformation".

2. The "privileged moment" that people must observe.

How to successfully implement "pre-advice" and set "switch"? Here the author mentioned a concept: "privileged moment". "Privilege" means special and lofty status; The "instant" in this book refers to the window of opportunity created by the "switch". In such a limited time, the power of the proponent is the greatest.

You must have had such an experience, whether it is fortune telling or horoscope analysis, the result always surprises you: "Too accurate, that's me!" " "The author joked that he is also a palm reader: once he attended a party with few acquaintances, he looked at the palm of the party owner twice in order to get along with everyone. The first time was at the beginning of the party. He broke his master's thumb and said, "according to my judgment, you must be a stubborn person." "The second palm reading was after a few drinks. He broke his master's thumb and said," I dare say you are a very flexible person. "Although these two descriptions are completely opposite, the host thought twice and admitted that what the author said was completely correct.

As adults, we all know that this is just a trick, but what is the scientific explanation that this trick can work? This abstruse science is called "active testing strategy". This means that in order to judge whether a possibility holds, we will look for what it says, not what it misses. Yes, human nature is like this: it is easy to check what exists, but difficult to check what is missing; It is easy to prove, but difficult to falsify. This is the inside story of what the fortune teller said.

In the switch manufacturing of "privileged moment", the author also gives another interesting way "manufacturing focus moment".

In English, we like to say "attention", which obviously means that concentration comes at a price. It seems that people can only focus on one thing at a time, and the price of concentration is that you will ignore everything else at that moment. Therefore, people will pay more attention to what they approach actively.

Let's take a look at what Milton Eriksson, a famous psychologist who is good at creating focus moments, did: Sometimes, the patient doesn't want to pay attention to Eriksson's treatment point, but when he mentions it again, he will not raise the decibel to emphasize it, but lower the volume. He will even wait for a heavy truck to climb the hillside outside the clinic, and then put forward his main points. In order to hear what Eriksson is saying clearly, the patient can only lean forward, which is a signal that he is interested in what he is saying.

Through careful arrangement, let others focus on only one thing for a period of time, which successfully creates a moment of concentration, which will greatly enhance the persuasiveness of your point of view. Speaking of the primary applicable crowd of this method, parents and friends who are always troubled by their children's "disobedience" may wish to give it a try.

3. The focus is on the reasons

The author witnessed the 50th anniversary celebration of Elizabeth II's accession to the throne in central London in 2002. Compared with the grand occasion at that time, a news report afterwards impressed him even more: when a young girl saw the Queen, her cell phone in her small bag suddenly rang and couldn't stop. Everyone, including the queen, stared at the girl's bag, and the sudden embarrassment made the girl stupefied. Finally, even the queen leaned over and suggested, "son, answer the phone." Maybe this is important. "

The most prominent and eye-catching thing at a moment is the most important thing, which even affects people's judgment of causality. At this point, even the Queen of England had to give in. The scientific explanation is called "focus is cause". In order to explain this principle, the author cited a sad real case:

One night in 1973, 18-year-old Peter Riley came home from a party and was surprised to find his mother lying on the floor in a pool of blood. Later, the police autopsy showed that she was killed very cruelly: her throat was cut, three ribs were broken and two thigh bones were broken.

Riley is 1.7 meters tall and weighs 55 kilograms. There is no blood all over him. It seems unlikely that he is the murderer. But seeing him staring blankly outside the door where his mother was killed, the police suspected him from the beginning. Later, the investigation found that Riley's mother was very grumpy and treated him badly. If she killed her mother because she couldn't bear it, this explanation would make sense.

So the police took Riley away. Within 16 hours, four policemen interrogated him in turn and forced him to confess by various means. Finally, Riley, who couldn't stand it, signed a confession. The next day, Riley woke up in his cell and the terrible fatigue disappeared. He realized that he had made a big mistake, but it was too late-no one paid attention to his struggle in the subsequent trial. It was not until two years later that the then chief prosecutor died that Riley's alibi was found in his filing cabinet, which led to his release from prison.

This explains what is called "focus is cause": the initial focus can make people feel both importance and causality. Knowing this, how to guide and divert others' attention becomes particularly important. Now let me ask you a question: suppose you open an online shop specializing in sofa, you will soon find that customers are obviously divided into two categories: one is more concerned about whether the price is cheap, and the other is concerned about whether the sofa is comfortable. What can be done to make customers pay attention to comfort rather than price?

Don't bother to think about the answer. In 2002, Naomi Mandel and eric johnson, two marketing professors, gave a good solution after a series of investigations. They set the background of the website login page as fluffy and soft clouds, and then a miracle happened: more and more visitors began to look for more comfortable sofas, and they no longer resisted those more expensive but more comfortable sofas, because these clouds focused on "comfort".

This is called "soft selling" in marketing, and it is proved again in this book that the title of this section is "focus is the reason", that is, the focus that people pay attention to will make people think of the reasons why things happen.

4. Left hand "switch" and right hand "magnet"

Increasing attention can bring pre-emptive advantage, so is there any information that can automatically bring such attention without blowing off dust? The author mentioned three natural attention "switches": sex, danger and directional response.

Obviously, among many factors, it is no secret that sexual stimulation will drag away the attraction of others. All writers or screenwriters know this and skillfully use it in their own plot settings. French scientists also did an experiment. The researchers arranged for a charming girl of 19 years old to walk up to a middle-aged man who passed by randomly and was unaccompanied, pointing to four gangsters not far away for help and asking if they could help get the stolen mobile phone back.

These people are still divided into two groups. In the first group, only 20% people responded to the girl's help, while in the second group, the number of brave men doubled! Want to know the difference? A few minutes before the second group of men were asked for help by the girl, another young girl asked them: How to get to Lovers Street? Previous studies have shown that when asked about lover's street, all men will think of "Valentine's Day" related to sex. This connection gives them courage and urges them to win the favor of girls regardless of danger.

Violence and its threat to security always attract human attention. Everyone knows that the scary scenes in horror movies will scare you, and the photos at the scene of the car accident are also terrible, but we always don't want to see them, but we can't help but see them. The more shocking the terrible result, the more attention it receives. More than a dozen countries posted large pictures of "smoking is harmful to health" on cigarette packs, but it had a double effect: not only persuaded more non-smokers to boycott cigarettes, but also persuaded more smokers to quit smoking.

Anyone who has studied psychology knows the story of Pavlov's dog. Pavlov, a great Russian scientist, found that he could associate the dog's salivation with something unrelated to salivation, such as the bell. By ringing the bell repeatedly before feeding, even if there is no food, the dog starts to drool as soon as he hears the bell. Most people don't know the sequel to this story: Pavlov invited many people in the industry to visit in order to show others his discovery of "conditioned reflex". However, every time he rings the bell in front of others, the dog won't drool. Only when he does the experiment alone will the conditioned reflex work. The reason is not difficult to explain: the environment has changed. The people who came to watch completely occupied the dog's attention and made it forget to eat. So after more than a century of this experiment, our physical reaction is no longer called "conditioned response", but "directed response": only when all the influencing factors remain unchanged will a specific reaction appear.

I talked a lot about how to set the switch to attract attention. However, it's easier to fight the mountains than to defend them. After attracting attention, how can we keep it as much as possible? The author also provides several "magnets" in the book:

The first principle is "related to yourself". People naturally like people who are similar to themselves and are more willing to pay attention to things related to themselves. This is especially obvious in advertising copy. It is also to promote the men's underarm antiperspirant product "antiperspirant spirit". The original text is like this: "For many years, people acquiesced that antiperspirants had no effect. But now, people don't have to be so helpless anymore ... "Do you know how the master revised this copy and finally increased sales? He just changed the word "person" to "you".

The second principle is called "to be continued". Here we have to mention a famous principle in psychology: "Zegannik effect". Bluma Cai Ganike, a female psychologist from Lithuania, once went to a restaurant to eat with her teachers and classmates. She found that the waiter in this restaurant can remember his order without any pen and paper, and then serve it accurately. She is curious about the memory limit of the waiter. So he waited for a while after eating all the dishes. Cai Gannick invited him over, covered all the plates and cups, and asked what everyone at this table had ordered. As a result, he basically forgot all about it.

People will pay more attention to unfinished business. Zegannik effect is definitely the most effective method to treat procrastination. As a writer, the author always suffers from endless manuscript delays. But a writer friend of his always keeps writing articles and books. After consulting, I found that her "big trick" is that every time her writing quota is about to be completed, even if she already has an idea, she will not continue and stop when she talks. In this way, she can't delay herself, because her attention is always focused on those ideas that haven't been written yet, so she has to fill in the "unfinished" pit without a long rest. The author says this method is being used by himself now.

The third principle is to make good use of the power of fans. For example, the author himself said that when he was teaching in a university, he faced an important challenge, that is, how to make a room full of handsome men and beautiful women focus on the old man who was giving a lecture-and it would last for 45 minutes. Then he found a clever trick, which teachers might as well refer to: every time in class, he will set a mystery. Sometimes telling a story has only a puzzling beginning and an ending at the end of class. What's more, the bell rang, but all the students didn't leave. They would rather be "dragged into the classroom" than hear the answer to the riddle that the teacher just told in class.

Second, the big move of preemptive strike: Lenovo

1. Language Association

What is the purpose of using language? The author summarizes the view of Xie Ming, a famous psycholinguist: language is not only a transmission mechanism, but also an influence mechanism, that is, it induces the information recipients to identify with concepts.

Another linguistic association worth mentioning is the power of metaphor. There is an ace insurance salesman named Ben Feldman in America. He became the greatest life insurance salesman of that era in his career. 1992 was hospitalized for cerebral hemorrhage. New york Life Insurance Company, where he works, decided to set up "Feldman Month" and launched a competition to see who can sell the insurance with the highest total price this month to commemorate the 50th anniversary of the great salesman's service to the company. By the end of the month, the 80-year-old man kept talking on the phone in his hospital bed and finally won the contest named after himself.

You must be curious: what did he say on the phone? To know that the potential customers of life insurance are a group of people who are not far from the end of their lives, selling them insurance is also reminding them that they are one step closer to death. How not to arouse their antipathy? Feldman's talent for metaphor is reflected. He simply said, "When you leave, the insurance money will come up." After listening to this, customers immediately thought of the metaphor that "life insurance is related to their own responsibilities", so they made up their minds and placed orders one after another.

2. Situational association

The author did not ask for leave from the university when writing a book for ordinary readers. Instead, I write a part in the office when I go to work, and then write a part when I get home, and so on. When he was in the office, he was shrouded in a thick academic atmosphere: surrounded by desks and bookcases full of professional books, periodicals and documents, and outside the window were rows of academic institutions and faculty buildings; In his rented apartment, newspapers, magazines and TV programs surrounded him, and there was an endless stream of people outside the window. When the book was finished, the author found a depressing fact: the part written in the office was too professional for the public to understand at all, so he had to go home and rewrite it.

It is not difficult to see that this is one of the strengths of situational association: the influence of the external environment on people. In addition to the influence of external environment, the internal experience of self is also particularly important. Have you ever experienced that when watching a musical, someone in the audience coughed, and then the whole cough began to spread throughout the theater; After listening to an academic lecture on dermatology, it won't be long before you feel itchy and can't help scratching ... All kinds of experiences that can be suddenly awakened are sleeping in our hearts, and as long as our attention shifts, these experiences will be activated.

So, if your inner emotions are positive, you will activate your positive energy. You can even create your own ideal mental state. When the author was a graduate student, there was a guy named Allen Jincai in his class. His GRE score is surprisingly high, far exceeding all the "schoolmasters" in his class. And it won't be long before people find out that he is not a very smart and thoughtful person, he is just good at coping with exams. So the author asked him how he did it. Every time before entering the examination room, he no longer wants to read books like others, but "warms up his mind fully" to calm his nervousness and think more about his last successful exam. Walking into the examination room with confidence is really "writing like a god".

Similarly, there is always a stereotype that "girls are not good at math" in society. If the girl at home is always instilled with this idea, even if she is talented in mathematics, she will definitely not learn mathematics well. How to break it? That is to forget your gender before taking the math test. In an experiment, girls were divided into two groups for math test. One group needs to fill in the gender on the test paper, and the other group doesn't. The experimental results show that girls who are reminded of their gender do have lower scores.

Third, influence and preemptive influence

Seven skills of 1.

In the previous "Influence", the author mentioned six important principles of social influence: 1) reciprocity: those who give us benefits have the right to get benefits from us in return. 2) Preference: praise others more, express your good feelings more, and find the similarities between yourself and the other party in communication. 3) Social identity: What others of the same kind believe and are doing is also effective and feasible for themselves. 4) Authority: The way to make the information you provide more convincing is to confirm whether it is accurate. 5) Scarcity: The less we have, the more we want. We should make good use of the "limited" method. 6) Commitment and recognition: Your statements and positions should be consistent with your actions, so that others can regard you as a person who keeps his word.

In The First Impact, published 30 years later, the author added the seventh key to influence: alliance. Specifically, it is to achieve the unity of body and mind and action. The unity of body and mind teaches you one thing: how can we bring the greatest preferential treatment among peers? Simple similarity is not enough. The answer lies in a subtle and crucial difference. In other words, you should try to awaken each other's family consciousness and local consciousness, and skillfully play the "family card" to make them feel that you are "on our side" and have a common sense of identity. For a simple example, in a big city, roommates who share a house for a long time are closer than any other friends and colleagues (provided they get along well), because people and animals will regard people who live under the same roof for a long time as relatives.

Regarding the unity of action, the author puts forward a point: when people act in unison, it is the real unity. How to improve the sense of harmony within the team? Organize more collective activities, increase unified actions, and give each other more opportunities to support each other-this is the significance that many companies will adopt regular league building.

2. Two important reminders of preemptive impact

1) About the scope of application. How wide is the scope of application of preemptive influence? It is no exaggeration to say that it can go to ninety-nine. As for the influence of "switch" on a large number of people, some scholars have done relevant research: the purpose of the research is to stimulate the spirit of helping others. The author showed two pictures to two 65,438+08-month-old babies, one was a picture of a person standing alone, and the other was a picture of two people standing together arm in arm. Later, it was found that babies who saw pictures of two people holding hands were more willing to help researchers pick up things that were "accidentally" dropped.

Therefore, infants of 18 months can be affected for the first time. As for how to achieve the effect and what kind of effect, it depends entirely on the setting of the switch.

2) About failure. Is there any way to invalidate the "routine" of preemptive influence? Of course, the author mentioned three in the book.

The first point is a simple reminder. We all know that when we are in a good mood, everything around us looks beautiful. If we are entrusted with an important task, people will accept it easily. So on sunny days, people are more willing to delay for a while and accept random questionnaires on the street. But what if it is cloudy? Here is a simple reminder-write a concerned greeting at the beginning of the questionnaire: "What's the weather like there?" When asked this question, the sunny and rainy effect disappeared immediately.

The second point is an overly obvious intention. For example, we see a lot of product placement in movies and TV series, but do you know what kind of product placement can best drive the later sales? And what we ignore is the product placement. For example, only the picture has no name, or the actor only mentions a sentence, but there is no corresponding picture, which brings the audience the greatest recognition and memory. And if you give a very obvious close-up of a product, even if the shooting time is too long, it will cause the audience's disgust, thus causing resistance to the product.

Third, learn to think deeply. This should be the only way to reduce the "routine index". Read more books and learn some knowledge about logic, philosophy and induction and deduction. In this way, the ability to see what is wrong will be greatly improved.

conclusion

At the end of the book, the purpose running through the book can be summarized as follows: communicators can use the concept of initiative to guide others' thoughts without revealing traces, and then guide others' behaviors, so as to achieve favorable results for themselves. If the audience's attention is temporarily directed to the psychological concept that is beneficial to the follow-up information, it can successfully exert its pre-emptive influence.

In fact, in the face of choice, the result of our choice depends largely on what attracted our attention at the moment before making a choice. At that moment, we may be guided by the dangerous clues of accidental contact; It is also possible to be guided by a master who is well versed in psychological routines; Or maybe we have made preparations in advance to guide ourselves in the direction that suits our own interests. In any case, this individual has pre-emptive influence in an instant.

Whether you should be alert to this process or be attracted by its potential, you might as well admit its powerful power first and understand its internal working principle.

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