The Golden Rule of Persuasion

The golden rule for being persuasive is straightforward:

You have to put in the work, period.

The golden rule of persuasion is to lay the groundwork; never suggest anything to anyone who isn’t ready to comply — yet.

Learn more: The Golden Rule of Persuasion

Persuasion Approach: Priming

Priming is a valuable approach to persuasion:

Priming (in persuasion) = the proactive process of moving an audience into an actionable state of mind through multiple PR activities in a pre-planned sequence.

This proactive approach is crucial in today’s information-saturated environment, where capturing and retaining audience attention is increasingly challenging.

“Priming can enhance memory recall, facilitate brand processing, and influence product preferences through various media.”
Source: Current opinion in psychology ¹Wänke, M. (2016). Primes as hidden persuaders. Current opinion in psychology, 12, 63 – 66. https://doi.org/10.1016/J.COPSYC.2016.05.004

The Priming Wheel

Inspired by the Priming Wheel, there are many examples of potential priming activities in PR.

Priming Wheel - Persuasion - Doctor Spin - The PR Blog — Doctor Spin’s Priming Wheel.

Here are a few examples:

Curiosity trigger. Encourage the recipient to seek information more actively. For example, entice them with an interactive element like a clickable link to get started.
Emotional hook. Connect with the recipient on a personal level. Share a story that they can emotionally relate to, fostering a deeper connection with your message.
Social proof. Alleviate the recipient’s apprehensions by presenting evidence of success from others. Utilize testimonials as a reassuring demonstration of third-party endorsements.
Small ask. Gently nudge the recipient towards a low-effort commitment. For instance, request them to briefly describe a challenge they’re facing in exchange for a reward.
Value demonstration. Showcase the benefits of your proposal. Use visual or descriptive methods to highlight the advantages, focusing more on the benefits than the solution.
Mutual benefits. Build trust by illustrating how the recipient’s success benefits you. Clarify the reciprocal nature of the benefits, reinforcing mutual interest.
Trust test. Gauge the recipient’s trust in you by asking them to take a small, trust-based action. For example, encourage them to share your message with their network.
Common enemy. Unite the recipient against a shared challenge or adversary. Provide a tangible depiction of this ‘enemy’ to solidify a sense of joint purpose and struggle.
Negative reinforcement. Illustrate the negative outcomes of not taking action. Present a vivid picture of the worst-case scenario to underscore the importance of compliance.
Big ask (“The Sale”). Make a compelling case for immediate action. Present your offer with a sense of urgency, like a countdown, to prompt an immediate decision.
Feedback loop. Reinforce the recipient’s confidence in their decision or purchase. Offer encouragement and express solidarity, strengthening their conviction in their choice.
Referral ask. Show appreciation for the recipient’s opinion and network. Invite them to refer colleagues within their industry in exchange for a reward, demonstrating respect for their influence and judgment.

“Priming social concepts can have multiple effects across psychological systems, but understanding how these effects occur and how they are distilled into nonconscious social actions is crucial for understanding nonconscious behavior.”
Source: European Journal of Social Psychology ²Bargh, J. (2006). What have we been priming all these years? On the development, mechanisms, and ecology of nonconscious social behavior. European Journal of Social Psychology, 36 2, … Continue reading

Learn more: Priming in PR: The Subtle Art of Pre-Suasion

Persuasion = Groundwork + Readiness

Readiness is crucial for effective persuasion. Like a skilled gardener preparing the soil before planting seeds, successful persuaders understand the importance of laying the groundwork before pitching.

Attempting to sway someone’s opinion or behaviour before they’re receptive can be counterproductive, potentially leading to resistance or rejection. Instead, it is essential to assess the audience’s readiness and cultivate an environment open to receiving and considering the proposed idea or suggestion.

Stakeholders, influencers, and publics may not be ready to entertain specific ideas due to their emotional state, prior experiences, or competing priorities. By respecting readiness levels, persuaders can increase the likelihood of achieving their objectives.

The groundwork involves building rapport, establishing credibility, and understanding the audience’s needs and perspectives. These all contribute to a more persuasive interaction when the time is right.

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Persuasion in Public Relations

Persuasion Definition, Meaning, and Ethics
Persuasion Strategies (and When To Use Them)
Persuasion Techniques
The Golden Rule of Persuasion
Priming in PR: The Subtle Art of Pre-Suasion
Framing in PR: How To Bypass Confirmation Bias
Ethos, Pathos, and Logos in Public Relations
The Priming Wheel: 12 Steps to Yes
“Pre-Suasion” by Robert B. Cialdini (to be published)
The Value Triangle: How To Manage Client Expectations
The Power of Artificial Scarcity

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Annotations[+]

Annotations
1	Wänke, M. (2016). Primes as hidden persuaders. Current opinion in psychology, 12, 63 – 66. https://doi.org/10.1016/J.COPSYC.2016.05.004
2	Bargh, J. (2006). What have we been priming all these years? On the development, mechanisms, and ecology of nonconscious social behavior. European Journal of Social Psychology, 36 2, 147 – 168. https://doi.org/10.1002/EJSP.336

The Golden Rule of Persuasion

Persuasion = Groundwork + Readiness

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