Our brain is programmed to save time and energy when making decisions and it achieves this through mechanisms known as heuristics.
These heuristics (there are hundreds) are the basis on which our brain works and help us live without statistically calculating or rationally analyzing each of the actions we do. For this reason, heuristics are a way of disguise the emotional, the subjective, the rational
Heuristics are the parents of prejudices our musical tastes, our assessment of brands, who we trust with our secrets… The sciences of communication and marketing, being aware of this and seeing the power of influence they had on human beings, analyzed them and began to use them in your messages to persuade people so that they could consume their products or messages.
This was called the principles of persuasion. Understanding how the brain works is the best way to influence it. Is persuasion the same as manipulation? They are different things. Persuasion is the search for influence on the other person’s behavior making your intentions clear. Manipulation is the intention to influence but, yes, without showing your intentions. Persuading is fine. Manipulating is wrong.
The principles of the art of convincing or persuasion
We persuade when we want to see a movie and our partner another, when we present a project, when we try to be attractive to other people, etc… in short, we persuade almost every time we are in contact with another person. To do it honestly and effectively it is important to learn social skills
What are these principles of persuasion based on the functioning of our brain? I present to you 3 of the keys to persuade using the brain’s mechanisms:
1. Scarcity
Opportunities seem more valuable to us when availability is limited If we see that the quantity of something is small, we like it more. Does that child who only wants a toy because he can’t have it sound familiar to you? Well, as adults we don’t change our attitude much. Hence advertising tricks such as “limited editions”, “short-term special offers” and a long etcetera.
2. Authority
Authority is a great tool for persuading. Human beings obey because it is profitable for them. If I obey, I save myself from thinking about which is the correct option.. I just have to follow the instructions of the one who “knows”.
That is precisely what experts use when Nordic models dressed in a doctor’s coat telling you that this product is reliable. But not only experts in something, but those with high status also serve as authority figures. If Iniesta advises me to take those popsicles, it will be because they are good and tasty. Who knows more about ice cream than Iniesta?
3. Social proof
Our brain tries to make decisions based on what is correct. And many times to know what is correct, he turns to observe what most people do If you walk down the street and you are suddenly surprised by everyone running in the opposite direction, your brain will not weigh different options, it will imitate other people.
It makes a lot of sense that we try to act like others to avoid making mistakes in things that others have already learned to do. That’s why in the advertisements you will have heard things like “this product is being a success” or “the hottest album” or anything similar… If others like it it will be because it is good.
