Using the power of persuasion to achieve your goals

Getting where you want to be in life may not be a solo endeavor. You might encounter moments where it seems like asking for support would help you reach your goals. By harnessing the power of persuasion, you may perceive yourself as more equipped to convince others to help you along the way. However, you may not believe you have the confidence to influence people to listen to you. If that’s the case, working with a therapist or learning more about persuasion may help you boost your self-esteem and persuasive skills. 

What is persuasion?

Persuasion occurs when someone’s choices or actions are influenced by another person (or vice versa). In some instances, you may be aware of it, especially when used in any marketing type. For example, you may be aware that a TV commercial is trying to convince you to buy a product or that a politician is charming you to try and win your vote. However, you may not know how often persuasion is wielded to influence your behavior or how you might take advantage of the power of persuasion in your life. 

The psychology behind persuasion

Robert Cialdini, a distinguished graduate research professor at Arizona State University, has outlined six universal principles of persuasion, including the following. 

Reciprocity

Individuals may go to significant lengths to give back to people who have given to them. The principle of reciprocity may incite a sense of obligation. If someone compliments you, you may believe you should compliment them in return.  

Course creators harness the power of reciprocity almost constantly. They offer free printable items, downloadable guides, brief trainings, and other products so people may have a sense of obligation to purchase their course. The idea behind reciprocity in this situation is that if you’ve been benefitting from a person’s free content, you may be more inclined to buy the course they’re marketing to support their free labor.  

Commitment or consistency

Cialdini asserts that people tend to say yes to requests that align with their commitments. People may be inclined to follow through once they’ve said they would, even if they may not be completely interested in the activity. The cognitive dissonance phenomenon could be occurring in this scenario, as individuals may want to avoid the discomfort of their actions not aligning with their beliefs or previous commitments. 

One way to utilize the principle of consistency is to begin with hypotheticals. People may want to appear like they’ll choose in favor of others, so they might agree to take on an uncharacteristic task. Turning the hypothetical into an actual situation might make them more inclined to follow through when you make future requests. 

In one study, a social psychologist called residents in Bloomington, IN, and asked how they would respond if asked to fundraise for the American Cancer Society. The majority said they would participate. A few days later, when someone from the ACS called them and asked for volunteers, there was a 700% increase in volunteers. 

Social proof

Have you ever been on vacation and skipped eating at a restaurant because there were only a handful of cars in the parking lot? If so, social proof may have played a role in your decision-making. 

People often make decisions based on what others around them are doing. A prime example of social influence is the evolution of water bottle usage. Researchers have found that the opportunity to appear sustainability-conscious motivates consumers and that this behavior is true when the item purchased costs more than its less-sustainable counterparts.

Authority

People may be more likely to listen to those who can prove their authority in that area or assume the appearance of authority. This tendency is sometimes referred to as an authority bias. While the advice “dress for the job you want” may sound outdated, it has stuck around because people may see the truth behind it. Some individuals may instinctively trust people who dress like they’re legitimate authorities, whether they realize it or not. 

You may also be more likely to trust a professional with diplomas and certifications on display, as you can see evidence that they’re a legitimate authority figure. You can utilize the principle of authority to achieve your professional goals by listing your credentials in your email signature or displaying your certifications on your website. Even listing your role, such as company vice president, may be enough to sway others to trust you more. 

Liking

Your likability may impact how well you can convince another person. Researchers have found that saying positive statements to someone or giving a genuine compliment significantly increases your likability.

Improving your likability may not require changing your personality or becoming an extrovert. A significant factor in likability is showing that you like others or think they make positive decisions. Look for the opportunity to praise those in your life, whether you tell a friend they made a good choice with their new rug or shout out your coworker for an expertly crafted email.

Scarcity

People may want more of what they know they might have less of. Online stores often let you know when they only have a certain amount of a particular item left in stock, and the limited supply may make you more inclined to buy the product while you still have the chance. 

The scarcity principle may come into play when a new employer recruits you. If you want to stay with your current company, letting them know you may soon be unavailable can help you negotiate a raise or better benefits. 

How can persuasion help you achieve your goals?

The choices you make each day may be swayed by factors that influence you. Used wisely, persuasion may help you achieve both personal and professional goals. Below are a few ways this skill can aid you. 

Identify and clarify your goals

The first step to achieving your goals is discerning exactly what they are. Be as specific as possible. For example, you may want to harness the power of persuasion to earn more money at work. Instead of telling yourself you want to negotiate a raise at some point, pinpoint a distinct target, such as, “I want to earn an X% raise by the date X.” 

Build rapport and credibility

Persuading others to believe in what you have to say may depend on a relationship of trust. You don’t have to be best friends, but try to show them you are someone whose word is genuine and reliable. Use your words and actions to build a strong rapport and credibility with those you want to persuade. 

Harness effective communication strategies

Cialdini’s principles of persuasion aren’t the only ways to convince others to listen to you. You may consider using several other persuasive communication techniques, such as the ones listed below.

The unity technique

Cialdini added the unity principle in his later persuasion research. Using unifying language may convince people to listen to what you have to say. This technique involves finding common ground. Politicians may use this technique by reaching out to donors who attended the same university or pointing out similarities they share with their constituents. This “we over me” language can quickly put people on the same side as you.

Foot in the door

The foot in the door goes hand in hand with the principle of consistency. Once people commit to a minor task, they may be much more likely to go along with a larger request.  

The framing technique

If a surgeon believes a procedure would save a patient’s life and wants to convince them to have the surgery, they might frame the risks in terms of survival rather than death rates, highlighting that 97% of patients survive the surgery. Focusing on the positive may help a person be optimistic about their situation. 

Utilize persuasive body language

Certain language may convince others to agree with your viewpoint, but the words you speak aren’t the only type of language you use to communicate. Body language can also play an essential role in the power of persuasion. Persuasive body language techniques include tilting your head, standing with your legs crossed, pointing your feet toward the person with whom you’re speaking, and smiling. 

The ethics of persuasion

Lying to or trying to manipulate someone can be unhealthy, so using the power of persuasion under ethical conditions can be vital. Unethical persuasion might look like creating fake testimonials as social proof for your website or saying there’s only one more of a certain product in stock when you have five more in the back. It may not be wrong to use persuasive techniques, but it can be unethical to provide false information to get ahead or to persuade people at their own expense.  

Support options

Harnessing the power of persuasion may require confidence in yourself. Believing that you are worth listening to and that the goals you’ve set for yourself matter can be imperative. However, if you struggle to access the self-confidence to reach out to an in-person therapist, online therapy may be a helpful solution. 

With platforms like BetterHelp, you can be matched with a provider who fits your goals. Your licensed online therapist can work with you to improve your self-perception so that you view yourself in a positive way and trust your ability to achieve ambitious milestones. You can also access extra tools like journaling prompts, worksheets, and online group sessions. 

In a 2014 study, researchers examined whether online therapy could improve well-being and help people perceive that they had a better quality of life. After completing 12 weeks of intervention, participants saw an immediate improvement in their self-esteem. Six months after finishing treatment, they reported a better quality of life. Many participants also experienced increased self-empowerment. 

Takeaway

Knowing how to use the power of persuasion may go a long way in helping you achieve personal and professional goals. Utilizing persuasive messages can help convince people to agree with what you have to say so they’ll support you along your journey toward success. 

You may benefit from a self-esteem boost if you’re uncomfortable trying to persuade others. Therapy can be a place to start. Consider reaching out to a mental health professional online or in your area to learn more about these and other persuasive techniques.