Persuasion is an Art: Master it! (Part 3)


This is the third part in a ten part series of mini articles about persuasion and the mastering of the art. If you were unfortunate enough to miss the first article, you can find it here.

Stress Their Loss

Did you know that you are more easily persuaded by what you stand to lose than what you stand to gain? Me either, but after some careful analysis I’ve come to agree with that statement. If for example you are pitching a client, take note of when their ears perk up. It isn’t when you tell them of the immense gains they stand to make. No sir, it is when you mention potential losses, that’s when you get prospective and basically anybody’s attention.

Not saying that you should build your pitch solely on their losses because that would be pointless and counterintuitive. What you should instead do is to seek to base your pitch/argument on both the gains and losses the client stands to make if they decide to use your services or not.

Remember “We’re more persuaded by the thought of losing something than the thought of gaining,”.

That’s why offers, [regardless of how long the period of time allotted] are always said to be limited time offers.

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