How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 30

9.

Keep it Simple – I once read that studies showed the
most persuasive writing was written at an 8th grade level
of comprehension. This is true even among people who
were capable of comprehending much more complex
language. There is a convergence of data showing that
simple is better. Simple and easy to remember names
and ideas are the best. Resist the urge to show off your
knowledge and sophistication and instead K.I.S.S.
(Keep It Simple Stupid).

10.

Scarcity and Exclusivity – Making whatever you are
offering, including ideas, unique and thus scarce is a very
effective technique. People love and value what is
scarce. Think about a high-end Mercedes sedan. Part of
what makes it so desirable is the fact that it is rare; the
overwhelming majority of people cannot afford it. At
first glance scarcity might seem to be counter to the
social proof phenomenon described above, but in reality
they go together. When you buy the high-end Mercedes,
you are joining and exclusive club of rich and
sophisticated people who also value such quality and
sophistication in an automobile. They are people like
you. Mac owners are a small minority of computer
owners, but they also believe they are a group of
exclusive and sophisticated computer users. They know
better. So offer something unique, but package it in a
way that when people buy into it, they also are attracted
by the social proof of others.

If you liked this and are interested in more I suggest you check
out the very useful book:
Yes!: 50 Scientifically Proven Ways to Be Persuasive.

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