The Three Axis of Persuasion
People tend to focus on some certain details as a direct influence of their professional expertise, while other people don’t draw the same amount of attention, for instance, I have one friend who whenever steps into any place, he used to look at the floor and unfold carpets and rugs, checking them carefully, and this because he is a carpet seller. While, my other friend used to touch walls and looking up at the ceiling, because he used to work as a finishing contractor. Finally, my third friend who never quit scrutinizing peoples’ faces, because the guy is a cop whose job is to investigate crimes and chase criminals now you will learn the axis of persuasion .
This continues focus on details related to their professions in other contexts of life leads them honing their expertise and develop it in a way that others cannot keep pace with them. Regarding myself, I tend to draw much attention on the message people transmit.
When I go to shops, I focus on the way salespeople sell their goods to customers. This kind of relationship that sometimes doesn’t last more than couple of minutes, and in some other cases, it’d last for less than a minute, where the persuader does his best to convince his customer to buy the product he offers, and this repeats tens of times by round the clock. Yet, in other cases, this relationship may last days or months so to convince a client to sign the contract.
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After uncountable times of observing persuasion processes in business, like in selling and buying, in social and personal arena, or even in politics where it’s nothing but a series of persuasion and influence trials employed on masses of people. By then, I noticed that all these persuasion stands on three axis of persuasion that can be represented in the following figure as three arcs manifesting a circle representing any process of persuasion, they are Desire, Trust, and Push.
The main difference between influence and axis of persuasion is that influence is the attempt to inculcate ideas into the receiver’s mind so to believe in it on the long run, like influencing somebody to change his old beliefs or to rectify his behaviors. Yet, persuasion is a special case of influence, where it’s about targeting a swift compliance to a request without the essential need to a long-term influence or a perpetual change, like selling a product or a service,
even targeting a compliance to a personal request. In the case of influence, one may necessitate to use several axis beyond the three axis of persuasion, while at the majority of persuasion cases, people automatically tend to use those three axis and no more.
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Desire is the first step to attract attention and to raise people’s curiosity to know more about what you offer, and subsequently to increase their desire to have it. While, instilling trust about the product value and the appropriateness of the idea, also instilling trust about the producer of the product, and the owner of the idea is the second axis where you have to work on once desire is triggered, because when things are desired enough, people involuntarily need to get sure that doings match sayings.
Sometimes inducing desire and trust aren’t enough to close the persuasion cycle, still one last obstacle may stop people from complying. People in general feel pain once cash leaves their warm pockets, they feel pain when they have to get outside their comfort zone even if desire and trust are already high, so there is a need for a gentle push that causes them to ignore those pains even for short span of time, a push at the time of signing the contract,
or a push at the time of getting the cash out of wallets, or a push at the time of handing over the key of their cars or homes to the persuader. The majority of mankind are hardwired to follow a leader, so no matter how deep inducements are presented, and no matter how much confidence is delivered, still people in a need for a momentary leader, who yells up in a baritone “DO IT NOW!”
Throughout this book, we shall check out many axis of persuasion techniques, where each of them works on one of the three axis, some of those techniques work on triggering the desire of a prospect, reminding him of his basic needs, while some of them work on adding the element of trust and confidence, while some others work on motivating people to make up their minds and take a decision.
On the other side, sometimes it’s important to execute the three axis but in reverse, so some of the techniques are doing so. Sometimes we’d need to douse the desire and passion of people away from something, and to work on letting them trust less that thing, finally to induce them to take the right decision of not involving in that thing.
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