Using The Ego Trap

In this episode, we delve into a fascinating social influence technique called the "egotistic trap" or, as we coin it, the "Emperor's New Clothes Trap." The concept revolves around aligning requests with individuals' desirable qualities, making them more likely to comply to avoid indirectly admitting a lack of those qualities.The episode highlights two experiments demonstrating the effectiveness of this technique. The first, a survey-based study, showed a 60% uplift in compliance when the request was framed to align with the participant's intelligence. The second, aimed at persuading car owners to use official service stations, achieved a 26% increase in agreement by associating the request with the desirable quality of being sensible.Bringing this concept into the realm of Managed IT Services (MSPs), we explore how businesses can capitalize on ego traps for marketing purposes and direct sales. Encouraging positive Google reviews by positioning clients as successful and advanced, subtly appealing to their ego. Additionally, in the context of IT Security product sales, MSPs can frame these solutions as the choice of security-conscious and forward-thinking businesses.While acknowledging the power of ego traps, this episode advises caution in their use, emphasizing the importance of authenticity to avoid potential backlash. The episode concludes with a reminder to be aware of such tactics, whether deciding to implement them or not, to navigate potential situations where others may use them.Mike Knight MBA FCIM  Director, MKLINK Ltd