From the course: The 10 Essentials of Influence and Persuasion

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Personalize to persuade

Personalize to persuade

From the course: The 10 Essentials of Influence and Persuasion

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Personalize to persuade

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- At the root of successful persuasion lies an inescapable truth. It's personal, why? Well, because people's attention is invariably directed towards those things that seem relevant and personal to them. And given that to persuade people, you first need their attention. It kind of makes sense to do your best to personalize your appeals in order to make them more influential. It's so easy to forget this. Consider the ubiquity of modern day business tools like email and text-based messaging platforms. While there can be no doubting the benefits they bring in terms of speed, convenience and reach are overuse and dependence on mass messaging comes at a cost and that cost is a reduced influence. Take by way of an example, research conducted by organizational psychologists at Cornell University. This studies find that person to person requests are up to 34 times more effective at generating a personal positive response…

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