{"id":101036,"date":"2025-01-24T19:14:57","date_gmt":"2025-01-25T00:14:57","guid":{"rendered":"https:\/\/www.crazyegg.com\/blog\/?p=101036"},"modified":"2025-01-24T19:14:59","modified_gmt":"2025-01-25T00:14:59","slug":"persuasion-techniques","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/persuasion-techniques\/","title":{"rendered":"10 Persuasion Techniques That Don\u2019t Feel Fake"},"content":{"rendered":"\n<p>Persuasion techniques are reliable communication strategies that motivate people to act, feel a certain way, or influence their decision.&nbsp;<\/p>\n\n\n\n<p>I understand how the idea of learning specific persuasion techniques feels fake, weird, wrong \u2014 or worse.&nbsp;<\/p>\n\n\n\n<p>Is what you are about to read a blueprint for manipulating people?<\/p>\n\n\n\n<p>Yes.&nbsp;<\/p>\n\n\n\n<p>But it\u2019s a blueprint everyone uses.&nbsp;<\/p>\n\n\n\n<p>If you are a human adult in command of their reasoning, then you probably use \u2014 and are definitely influenced by \u2014 all of the persuasion techniques I list below.<\/p>\n\n\n\n<p>There is no high horse to ride on. We are all persuading one another all the time. Or being persuaded. Best to get on top of these tactics and understand how they work.<\/p>\n\n\n\n<p>And you will see that there are authentic ways to use these techniques that don\u2019t deceive people at all. Persuasion techniques themselves are not good or evil \u2014 it\u2019s all about how they are employed.<\/p>\n\n\n\n<p>You will be able to open more doors if you can learn more persuasion techniques and gain greater control over the ones you already use. Finding techniques you are comfortable with will deepen what you can put into the process, and make it more genuine throughout.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Anticipating Objections<\/h2>\n\n\n\n<p><strong>Preparing for common concerns in advance to address them proactively<\/strong><\/p>\n\n\n\n<p>One of the most reliable ways to win people over is by having rock-solid responses to their most serious doubts. This comes from researching your audience and figuring out the most common hang ups \u2014 the 5-10 things most frequently holding people back \u2014 and having a plan to respond.&nbsp;<\/p>\n\n\n\n<p>Showing people you\u2019re attuned to their needs is more persuasive than getting defensive.&nbsp;<\/p>\n\n\n\n<p>At best, you\u2019ll be able to convincingly address the biggest issues before your audience has even brought them up. At worst, you will be well-prepared to <a href=\"https:\/\/www.crazyegg.com\/blog\/objection-handling\/\">handle customer objections <\/a>and make it easier for them to move forward.<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask clarifying questions<\/strong>. Objections are always personal and nuanced, and motivating people to overcome them requires a more than a canned, generic response.<\/li>\n\n\n\n<li><strong>Listen to their specifics<\/strong>. Let people fully articulate their objections to surface information you can use to make your response more relatable.<\/li>\n\n\n\n<li><strong>Confirm the resolution<\/strong>. Check to make sure that you have fully resolved every aspect of their objection.\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">2. Storytelling<\/h2>\n\n\n\n<p><strong>Using a story to illustrate a point in a relatable, intuitive, or memorable way.<\/strong><\/p>\n\n\n\n<p>Storytelling can bridge the gap between what you&#8217;re selling and what people care about.&nbsp;<\/p>\n\n\n\n<p>Take the example of my friend who worked as a sales manager for a battery manufacturer. Their big selling point was that the batteries worked great in cold weather \u2014 but buyers didn\u2019t really care \u2014 until he told the story of a trucker stranded in sub-zero temperatures, waiting for a battery that would handle the cold. The story turned the technical specs into a relatable and emotional experience, and drove a number of his largest sales.<\/p>\n\n\n\n<p>A relevant story makes an abstract idea tangible and taps into people&#8217;s emotions. People might not dream of buying a better battery, but they can easily picture themselves helpless in the cold and wanting a solution fast.&nbsp;<\/p>\n\n\n\n<p>When you speak to people&#8217;s fears, desires, or experiences, you create a deeper connection. This is why brands use storytelling in case studies, customer testimonials, and even 10-second ads \u2014 they\u2019re simple, relatable, and easy to recall.<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keep it simple<\/strong>: A good story is like a joke: clear, structured, and easy to retell.<\/li>\n\n\n\n<li><strong>Be relatable<\/strong>: Choose scenarios your audience can connect with, obstacles they are likely to face, and decisions they have to make.<\/li>\n\n\n\n<li><strong>Avoid pure fiction<\/strong>: Make sure the story stays believable, as exaggerating outcomes can hurt your credibility.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. Authority<\/h2>\n\n\n\n<p><strong>Using experience, expertise, and credentials to strengthen the appeal of your argument.<\/strong><\/p>\n\n\n\n<p>Authority is relative \u2014 someone doesn\u2019t have to <a href=\"https:\/\/www.crazyegg.com\/blog\/subject-matter-expert\/\">become a subject matter expert<\/a> to persuade us; they just need enough credibility to feel trustworthy in comparison to our own knowledge.<\/p>\n\n\n\n<p>For example, I have a friend who lived in Tokyo for three years. When she tells me that she found a good ramen place, I trust her judgment. She\u2019s not a credentialed wheat noodle critic, but her personal experience signals credibility.<\/p>\n\n\n\n<p>This technique is very straight-forward \u2014 take every chance to foreground any authority you have in order to reinforce your credibility.<\/p>\n\n\n\n<p>It\u2019s why every new brand goes out and applies for awards, credentials, certifications, and the like. There are many such opportunities available in every industry. Each credential turns into a trust badge on their website, a clear authoritative signal that the brand is recognized by institutions that matter.&nbsp;<\/p>\n\n\n\n<p><strong>Tips<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Validate your position<\/strong> by connecting it with established best practices from authoritative institutions.<\/li>\n\n\n\n<li><strong>Adapt to your audience<\/strong> and establish authority in ways that resonate \u2014 a casual story for a friend, or professional credentials for a client.<\/li>\n\n\n\n<li><strong>Be genuine<\/strong> because inflated credentials and fake expertise will undermine trust.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">4. One Striking Detail<\/h2>\n\n\n\n<p><strong>Using a unique, striking, and relevant detail to make your message stick.<\/strong><\/p>\n\n\n\n<p>It\u2019s really hard to motivate people with broad statements and technical data \u2014 they\u2019re forgettable. But a single, vivid detail that creates an emotional connection can be extremely powerful. History is full of episodes where a single phrase or photograph galvanized entire nations to rally behind a cause.<\/p>\n\n\n\n<p>The deliberate use of this technique is everywhere in politics, but also in marketing and everyday story swapping. The striking detail is persuasive because it is what people remember and retell.<\/p>\n\n\n\n<p>Think of how Apple introduced the iPod in 2001 as, \u201c1,000 songs in your pocket.\u201d It\u2019s a crisp little detail that was wildly shocking at the time.&nbsp;<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make it relevant<\/strong>. Choose details that connect directly to your audience\u2019s experiences or aspirations.<\/li>\n\n\n\n<li><strong>Be as specific as possible<\/strong>. Select concrete details that set your product apart or ground abstract benefits in everyday life.<\/li>\n\n\n\n<li><strong>Highlight details with emotional resonance<\/strong>. Select details that lean into the fears, anxieties, hopes of your <a href=\"https:\/\/www.crazyegg.com\/blog\/target-audience\/\">target audience<\/a>.\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">5. Clarify Next Steps<\/h2>\n\n\n\n<p><strong>Breaking down the path forward into simple, clear steps.&nbsp;<\/strong><\/p>\n\n\n\n<p>People will put off decisions at the slightest sign of friction. You should take every opportunity to highlight a well-defined path forward that removes ambiguity and guides your audience towards conversion.<\/p>\n\n\n\n<p>For example, an online store might reassure buyers with: \u201cAfter you place your order, we\u2019ll process it within 24 hours and send you a tracking number.\u201d Knowing what happens next builds trust, nudges people toward action, and <a href=\"https:\/\/www.crazyegg.com\/blog\/ecommerce-conversions\/\">increases ecommerce conversions<\/a>.<\/p>\n\n\n\n<p>In face-to-face negotiations, clarifying the next steps can eliminate uncertainty, remove ambiguity, and reduce tension. People have to mentally commit first, and that is easier to do when they have a clear idea about what\u2019s ahead.&nbsp;<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spell it out<\/strong>. Break the process into small, logical steps so there\u2019s no room for confusion.<\/li>\n\n\n\n<li><strong>Reassure along the way<\/strong>. Highlight safeguards or guarantees that address common fears, like refunds or customer support.<\/li>\n\n\n\n<li><strong>Motivate at every step<\/strong>. Show how each step leads to a safe and positive outcome.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">6. Asking Questions<\/h2>\n\n\n\n<p><strong>Getting to know your audience better through proactive questioning<\/strong><\/p>\n\n\n\n<p>More than one of my friends, after a bad date, has remarked, \u201cThey didn\u2019t ask me a single question about myself!\u201d&nbsp;<\/p>\n\n\n\n<p>I get it. It\u2019s hard to be persuaded by someone who doesn\u2019t seem to care what you have to say. Plus, questions provide excellent opportunities to engage the listener, gain new information, and give them the chance to think out loud about their own decisions.&nbsp;<\/p>\n\n\n\n<p>This last bit is often the most important. Allowing people to articulate their thoughts, beliefs, and reasoning causes people to think critically about their position. This makes it possible for the other person to reflect, question their assumptions, and consider new perspectives.<\/p>\n\n\n\n<p>Gathering new information is important, but it\u2019s hardly the only thing you can use questions to accomplish.<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask open-ended questions<\/strong>. These encourage deeper thought and more detailed responses.<\/li>\n\n\n\n<li><strong>Avoid leading questions<\/strong>. Let people come to their own conclusions rather than pushing them in a direction.<\/li>\n\n\n\n<li><strong>Listen more than you talk<\/strong>. Use their answers to shape how you proceed.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">7. Framing<\/h2>\n\n\n\n<p><strong>Shaping and presenting your message to influence how others interpret it.<\/strong><\/p>\n\n\n\n<p>Explicit framing, like telling someone, \u201cConsider how much money you\u2019ll save,\u201d directs their thoughts, though it can feel overbearing or preachy.<\/p>\n\n\n\n<p>Implicit framing is simply presenting information in a way that aligns with your goals. This is usually what people are talking about when they speak of framing as a persuasion technique.&nbsp;<\/p>\n\n\n\n<p>By highlighting certain aspects and downplaying others, framing shapes the way an audience thinks about a situation or choice.&nbsp;<\/p>\n\n\n\n<p>For example, the claim that, \u201cThis product removes 99% of stains,\u201d is much more appealing than, \u201cThis product leaves 1% of stains,\u201d even though the claims are identical. It\u2019s impossible to imagine a stain removal brand being confused about which framing will perform better with customers.<\/p>\n\n\n\n<p>Another great example of implicit framing are prescription drug commercials, which always show people leading happy, active lives. None of what\u2019s happening on screen has any relevance to the disease in question, but it frames the <a href=\"https:\/\/www.crazyegg.com\/blog\/call-to-action-examples\/\">call to action<\/a> of asking your doctor as a key to living the life you\u2019ve always dreamed.<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use positive framing<\/strong>: Draw attention to what people stand to gain to encourage optimism and action.\u00a0<\/li>\n\n\n\n<li><strong>Use negative framing<\/strong>: Emphasize the risks or potential losses to create urgency or caution.\u00a0<\/li>\n\n\n\n<li><strong>Highlight contrasts<\/strong>. Show different angles or situations to frame an issue in a way that allows your audience to see it from a new perspective.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">8. Callback<\/h2>\n\n\n\n<p><strong>Referring back to an idea from earlier in the conversation<\/strong><\/p>\n\n\n\n<p>You can refer back to your own ideas or the other person\u2019s ideas with this technique. It\u2019s usually more powerful when you refer back to something they said and frame it in a new light.&nbsp;<\/p>\n\n\n\n<p>People often feel like the other person isn\u2019t fully paying attention. Calling back to an earlier point cuts against this expectation and demonstrates that you are actively listening. It also gives you the opportunity to revisit key points from a new angle.<\/p>\n\n\n\n<p>On a deeper level, this technique creates shared references that can build intimacy and trust \u2014 even during a relatively short interaction.&nbsp;<\/p>\n\n\n\n<p>Think about how standup comics use callbacks to unify their audience. It\u2019s more intimate when the comic refers back to something that everyone is \u201cin on\u201d as opposed to referencing things only some folks know. You can use the same technique to connect on a more personal level with your audience.<\/p>\n\n\n\n<p><strong>Tips<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask good questions early<\/strong> to uncover details you can use later.<\/li>\n\n\n\n<li><strong>Reframe callback information <\/strong>to strengthen your argument.\u00a0<\/li>\n\n\n\n<li><strong>Avoid weak connections<\/strong> because a forced or irrelevant callback can backfire.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">9. Anchoring<\/h2>\n\n\n\n<p><strong>Using a reference point to set expectations or influence decision-making.<\/strong><\/p>\n\n\n\n<p>Anchoring works because people tend to focus on the first piece of information they get and use it to make sense of everything that comes after. By introducing an anchor, you can set a reference point that people use to compare other options.&nbsp;<\/p>\n\n\n\n<p>You can use high anchors or low anchors to influence how the other person perceives your offer. When someone \u201cstarts high\u201d while negotiating their salary, or begins with a \u201clowball\u201d offer for a used car, they are using an anchor to direct the discussion in their favor.&nbsp;<\/p>\n\n\n\n<p>I see anchoring used all the time on pricing pages for software products. For example, you might see a prominently displayed &#8220;Enterprise Plan&#8221; at $2,500\/month. This high anchor makes the &#8220;Pro Plan&#8221; at $500\/month feel more attainable and like a great value in comparison.<\/p>\n\n\n\n<p>By deliberately using anchors, you can highlight savings, suggest value, and steer people\u2019s perceptions of quality.<\/p>\n\n\n\n<p>Tips:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use a low anchor<\/strong> to attract hesitant buyers and establish trust.<\/li>\n\n\n\n<li><strong>Use a high anchor<\/strong> to make subsequent options seem more affordable or appealing.<\/li>\n\n\n\n<li><strong>Keep anchors realistic <\/strong>so that they don\u2019t backfire and cause people to dismiss your offer entirely.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">10. Loss Aversion<\/h2>\n\n\n\n<p><strong>Appealing to people&#8217;s natural desire to avoid losing what they already have<\/strong><\/p>\n\n\n\n<p>Loss aversion is a well-documented concept in psychology and behavioral economics. More often than not, people are more motivated to avoid losses than they are to gain benefits. This psychological tendency makes loss aversion an important tool for persuasion.&nbsp;<\/p>\n\n\n\n<p>Focusing on what someone stands to lose \u2014 whether it\u2019s time, money, or opportunity \u2014 can create more urgency than showing people what they stand to gain. Once you can recognize this cognitive bias, you will see it employed in sales tactics everywhere.&nbsp;<\/p>\n\n\n\n<p>For example, I recently tested a new SEO tool and just received an email with the subject line: \u201cDon\u2019t risk losing access to your saved files \u2014 upgrade now to keep them safe.\u201d Rather than explain the benefits of the tool, the company has framed my decision to upgrade as a way to avoid loss.<\/p>\n\n\n\n<p><strong>Tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Clearly state potential losses<\/strong>. Be specific about exactly what people miss out on if they fail to act.<\/li>\n\n\n\n<li><strong>Use time-limited offers<\/strong>. Emphasize scarcity, such as a limited-time discount or a soon-to-expire feature.<\/li>\n\n\n\n<li><strong>Make it personal<\/strong>. Connect the loss to personal stakes, such as wasted time or missed opportunities.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Persuasion techniques are reliable communication strategies that motivate people to act, feel a certain way, or influence their decision.&nbsp; I understand how the idea 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