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7 Principles of Ethical Persuasion

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First published

09/23/2019

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business marketing education self improvement management

Duration

32 minutes

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Sell with a Story Podcast

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Episode Description

<p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><img loading="lazy" decoding="async" class="alignleft size-thumbnail wp-image-12720" src="https://leadwithastory.com/wp-content/uploads/2019/09/Brian-Ahearn-150x150.jpeg" alt="" width="150" height="150" srcset="https://leadwithastory.com/wp-content/uploads/2019/09/Brian-Ahearn-150x150.jpeg 150w, https://leadwithastory.com/wp-content/uploads/2019/09/Brian-Ahearn-300x300.jpeg 300w, https://leadwithastory.com/wp-content/uploads/2019/09/Brian-Ahearn-400x400.jpeg 400w, https://leadwithastory.com/wp-content/uploads/2019/09/Brian-Ahearn.jpeg 500w" sizes="auto, (max-width: 150px) 100vw, 150px" /></span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><em>What’s the difference between ethical persuasion and manipulation?</em></span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">That was the primary topic of <a href="https://leadwithastory.com/swas040/" target="_blank" rel="noopener nofollow noreferrer">my conversation</a> this week with Brian Ahearn. And it’s an important difference that any salesperson, marketer, or leader (all of whom influence people for a living) needs to be keenly aware of so they can stay on the right side of that divide. </span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Brian is the author of <a href="https://amzn.to/2kHvLCu" target="_blank" rel="noopener nofollow noreferrer">Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical</a> which is what most of our conversation centered on as we discussed ethical influence. </span></p> <p><img loading="lazy" decoding="async" class="alignright wp-image-12721 size-medium" src="https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket-196x300.jpg" alt="" width="196" height="300" srcset="https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket-196x300.jpg 196w, https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket-668x1024.jpg 668w, https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket-768x1177.jpg 768w, https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket-1002x1536.jpg 1002w, https://leadwithastory.com/wp-content/uploads/2019/09/Influence-People-book-jacket.jpg 1322w" sizes="auto, (max-width: 196px) 100vw, 196px" /></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">We talked about the three criteria he uses to define ethical persuasion. That it:</span></p> <ul> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Is good for the person you’re influencing</strong>, not just good for you.</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Contains honest communication</strong>, and nothing important is left out.</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Uses psychology that’s natural and appropriate for the situation</strong></span></li> </ul> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">That last one was the most interesting and informative for me. For example, one of the persuasion techniques (#6 below) is Scarcity. People are more willing to buy something if they know there&#8217;s not much of it. That leads to statements like these: &#8220;Get this while supplies last&#8221; or &#8220;This offer is good for today only&#8221;. And those are fine, as long as they&#8217;re true. But if you&#8217;re not really close to running out of supply, or you know good and well that you&#8217;d offer the same price tomorrow if they called you back, then those techniques are not fair.</span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">But mostly we talked about his 7 Principles for Ethical Persuasion, which I&#8217;ll summarize here:</span></p> <ul> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #1 – Reciprocity –</strong> Give something of value then trust you’ll get it in return</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #2 – Liking – </strong>Ask yourself, &#8220;How can I like them?&#8221; Once you do, they&#8217;re more likely to like. Plus, you&#8217;ll be less inclined to manipulate a friend</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #3 – Authority  </strong>– Be an expert on what you sell</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #4 – Consensus </strong>– Social proof, other people like you are buying this</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #5 – Consistency </strong>– Between what you say and do. Do what you say.</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #6 – Scarcity </strong>– Rare sells. “While supplies last.” But legitimate scarcity. Reframe as a loss, not a gain.</span></li> <li><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><strong>Principle #7 – Unity</strong> – We say yes to people who are similar to us. People with shared experiences and a shared sense of identity</span></li> </ul> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Okay, that’s just a quick summary. Brian explains more in our conversation <a href="https://leadwithastory.com/swas040/" target="_blank" rel="noopener nofollow noreferrer">here</a>. But you can read more about all this principles in his book, <a href="https://amzn.to/2kHvLCu" target="_blank" rel="noopener nofollow noreferrer">Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical</a>. </span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">To learn more about Brian, connect with him on LinkedIn (<a href="https://www.linkedin.com/in/brianfahearn/" target="_blank" rel="noopener noreferrer">here</a>), or on his website: <a href="https://www.influencepeople.biz/" target="_blank" rel="noopener nofollow noreferrer">influencepeople.biz</a>. </span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">And if you send him an email to <a href="http://mailto:[email protected]/" target="_blank" rel="noopener nofollow noreferrer">[email protected]</a>, you’ll get a link to a free 15-minute training video not covered in the book.</span></p> <p style="text-align: justify;"><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Click these links to subscribe to this podcast on <a href="https://itunes.apple.com/us/podcast/sell-story-podcast-how-to-capture-attention-build-trust/id1200332527" target="_blank" rel="noopener noreferrer">iTunes</a> or <a href="http://www.stitcher.com/podcast/paul-smith/sell-with-a-story" target="_blank" rel="noopener noreferrer">Stitcher</a>, or <a href="https://www.podbean.com/podcast-detail/zdt9b-50f17/Sell+with+a+Story+Podcast+%7C+How+to+Capture+Attention+Build+Trust+and+Close+the+Sale" target="_blank" rel="noopener noreferrer">Podbean</a>.</span></p> <p style="text-align: justify;"><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">&#8212;</span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;"><a href="/" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignleft wp-image-11463 size-thumbnail" src="https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-150x150.jpg" alt="" width="150" height="150" srcset="https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-150x150.jpg 150w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-300x300.jpg 300w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-1024x1024.jpg 1024w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-768x768.jpg 768w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-400x400.jpg 400w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square-512x512.jpg 512w, https://leadwithastory.com/wp-content/uploads/2017/06/Paul_Smith_Lynda-SWAS-2017-profile-pic-square.jpg 1182w" sizes="auto, (max-width: 150px) 100vw, 150px" /></a> <a href="https://leadwithastory.com/" target="_blank" rel="noopener noreferrer">Paul Smith</a> is one of the world&#8217;s leading experts on business storytelling. He&#8217;s a <a href="https://leadwithastory.com/services/keynotes-3/">keynote speaker</a>, <a href="https://leadwithastory.com/services/story-coaching-consulting/">storytelling coach</a>, and <a href="https://leadwithastory.com/books/">bestselling author</a>.</span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Connect with him via email <a href="mailto:[email protected]" target="_blank" rel="noopener noreferrer">here</a>. </span><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Follow him on <a href="https://www.facebook.com/LeadWithAStory" target="_blank" rel="noopener noreferrer">Facebook</a>, <a href="http://www.linkedin.com/in/smithpa9" target="_blank" rel="noopener noreferrer">LinkedIn</a>, and <a href="https://twitter.com/LeadWithAStory" target="_blank" rel="noopener noreferrer">Twitter</a>.</span></p> <p><span style="font-family: arial, helvetica, sans-serif; font-size: 14pt;">Sign up for his newsletter <a href="http://eepurl.com/NsM2T" target="_blank" rel="noopener noreferrer">here</a> to get one new story a week delivered to your inbox.</span></p> <table style="height: 166px;" width="540"> <tbody> <tr> <td style="width: 98.75px;"><a href="https://amzn.to/2YZ6yFw" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignleft wp-image-12596" src="https://leadwithastory.com/wp-content/uploads/2019/07/9781492680260-204x300.jpg" alt="" width="116" height="169" /></a></td> <td style="width: 101.477px;"><a href="https://amzn.to/2YUBHGb" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignleft wp-image-44" src="https://leadwithastory.com/wp-content/uploads/2014/05/book1.jpg" alt="LeadwithaStory" width="150" height="226" /></a></td> <td style="width: 101.477px;"><a href="http://amzn.to/1Okdq0K" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignleft wp-image-10158" src="https://leadwithastory.com/wp-content/uploads/2014/05/Smith-Sell-cover-front-w-foreword-199x300.jpg" alt="Smith--Sell cover front w foreword" width="150" height="227" srcset="https://leadwithastory.com/wp-content/uploads/2014/05/Smith-Sell-cover-front-w-foreword-199x300.jpg 199w, https://leadwithastory.com/wp-content/uploads/2014/05/Smith-Sell-cover-front-w-foreword.jpg 429w" sizes="auto, (max-width: 150px) 100vw, 150px" /></a></td> <td style="width: 102.386px;"><a href="https://amzn.to/2YDyFec" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignright wp-image-12439" src="https://leadwithastory.com/wp-content/uploads/2019/03/Kenny-cover-194x300.jpg" alt="" width="150" height="232" srcset="https://leadwithastory.com/wp-content/uploads/2019/03/Kenny-cover-194x300.jpg 194w, https://leadwithastory.com/wp-content/uploads/2019/03/Kenny-cover.jpg 432w" sizes="auto, (max-width: 150px) 100vw, 150px" /></a></td> <td style="width: 103.295px;"><a href="https://amzn.to/2YYLFGN" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignleft wp-image-8648" src="https://leadwithastory.com/wp-content/uploads/2015/02/ParentingWthStoryCOVER-small-198x300.jpg" alt="ParentingWthStoryCOVER small" width="150" height="226" /></a></td> </tr> </tbody> </table>

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