PERSUASION

How to persuade your client to buy great ideas

What I’ll cOver1. RiSk AvERsion2. Being LikeD

3. RelaAtionSHip - trUsted adVIsoR oR expErt

4. Your CLIent’s style - Visual, auDible, tactilE5. SurpriSe6. Not SO surprising

7. ConteXT

8. The pReaMble

9. The MAChINE

WHY IS IT OFTEN EASIER TO SELL A BAD IDEA?

RISK AVERSION

BEING LIKEDPEOPLE BUY STUFF FROM PEOPLE THEY LIKE.

YOU’LL BE LIKED EVEN MORE IF YOUR CLIENT BELIEVES YOU LIKE HER

TRUSTED ADVISOR?SUBJECT MATTER EXPERT?

YoUr ClieNT’s StYle MaTters

DO YOU HAVE PICTURES IN YOUR PRESENTATION?

VISUAL75%

AUDIBLE. 20%WHO IS

READING THE SCRIPTS?

TACTILE5%WHERE ARE YOU SITTING?

SURPRISE.

NO ONE IS LISTENING TO YOU.

THEY JUST WANT TO SEE WHAT’S ON THE BOARD.

TURN THE DAMN BOARD OVER

NOT SO SURPRISING.

NO ONE WANTS TO FEEL STUPID.

IF THE CLIENT DIDN’T SEE IT COMING THERE’S NO WAY SHE’LL THINK CONSUMERS WILL

CHOICE = CONTEXT

HE NEEDS TO KNOW IT’S BETTER THAN SOMETHING ELSE... USUALLY TWO SOMETHING ELSES’

WITHOUT A CHOICE THE CLIENT IS LEFT FEELING UNCERTAIN HE GOT THE BEST IDEA

THE PREAMBLE.

DON’T DO IT

MARKETING OBJECTIVE

AUDIENCE

CHALLENGE

IDEA

NUTSHELL

EXECUTION

YOU

CREATIVE

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REFERENCE1. Risk aversion. Predictably

Irrational - Dan Ariely

2. Being Liked. The Brand

Persuasion Wheel. Six

principles to enhance the

persuasiveness of your

brand - Ulli Appelbaum

3. Relationship - trusted advisor

or subject matter expert. The Trusted Advisor - David

Maister

4. Your client’s style - visual,

audible, tactile. Fleming's

VAK/VARK model

5. Surprise. Selling Creativity.

The MAChINE. All Sorts -

Wayne Lotherington

6. Not so surprising

7. Context. Predictably

Irrational - Dan Ariely

8. The preamble.

9. The MAChINE. Selling

Creativity. The MAChINE.

All Sorts - Wayne

Lotherington