It’s always a treat to hear from Australia’s only Cialdini Method Certified Trainer® Anthony McLean. Anthony is the founder of the Social Influence Consulting Group. I follow him on several social media sites (Facebook, LinkedIn and Twitter) and can tell you he’s doing outstanding work! If you’re a parent you’ll really appreciate this week’s post. 
Brian Ahearn,
The Answer is Reciprocity
What could make a concept circulate via news and social media for 13 years that does not include a scam warning, a joke or someone doing something stupid? The answer is Reciprocity!
On Friday I read a post on LinkedIn that contained this picture:
What was your reaction when you read it?
Mine was: Wow!
As a student of Persuasion I was impressed at the simplicity of the approach yet the absolute power of its message.
For context here is the back story. This particular sign is in the window of Plaza Dry cleaners in Portland Oregon and there are links to it on their Yelp page dating back to October 2011.
But it didn’t start there. A New York Daily article from 2011 traced this “free dry cleaning for unemployed people looking for work” approach to an Upper East Side dry cleaner, First Professional Cleaners. The owners Carlos and Arelis Vasquez first posted the handwritten sign after September 11 as their way of giving a helping hand to those in need. Carlos Vasquez said the approach had paid dividends with many people who used the service and then secured jobs. Vasquez would take the sign down when employment was high and posted again it when times got tougher such as after the GFC.
It is no surprise that the idea got news and social media attention and in 2011 it went viral with dry cleaners all over the US following suit (no pun intended).
Vasquez’s gesture however; of giving to those who need a hand, at a time they need it most; was meaningful to the recipient; it was customised for the job seeker, in that it was not an option that was open to everyone in the community; and it certainly was unexpected for most.
Therefore the very simple message contained in a handwritten sign saw a well intended gesture turn into a 13 year viral international marketing campaign. How does your marketing stack up to that?
Here’s the Challenge for You
By giving first and triggering Reciprocity, what impact do you think a sign such as this have on a small community business?
Here are my views on the impact to the business:
1. The business will directly benefit from those who take up the offer.
If they get a job they will need to clean their clothes somewhere – obvious Reciprocity.
They will create a raving fan/advocate for the business who will tell everyone about the service and why they love them so much! Simple Consensus at play.
Even if the unemployed customer doesn’t get the job, they will still be positively engaged with the business and spread the word about the good deeds of the business who at least tried to help them out – the businesses success is not tied to the outcome of getting the job. The relationship was formed in helping them try and get it!
2. Those who currently use the dry cleaner will feel better about the type of business they use to clean their clothes. They will be more inclined to remain loyal to that business for longer because of what they stand for and the values of the business. By existing customers identifying with the values of the business this builds Liking and a relationship directly with them.
Existing customers also now have a good news story to tell their friends about the type of businesses they use and derive positive association and validation through their choice of cleaner.
3. Those who have a job and don’t use the dry cleaner will be more inclined to use them because of what they are giving to the community – again the similarity through values and Liking is addressed in point 2.
The Contrast Phenomenon is also in play if their existing cleaner does little to engage with them and maintain the relationship. The sign could be the trigger to try something new! Without this trigger there is not impetus to change so people often keep doing what they have always done. With the trigger there is an opportunity for change.
4. Internally of the business, the owners, the employees, and even their suppliers, all become more engaged and essentially proud of the place they work. It allows the employees to live their brand and have a positive good news story to tell about work and also the impact it is having on the lives of others. It gives them ownership and they play a direct part in that good news story. As a result they become a happier. more productive and engaged workforce.
5. Rather than “giving back to the community”, this is a classic example of “giving to the community”. Giving back implies the community had to go first. In this circumstance the unemployed and the community didn’t need to do anything to benefit from this gift. In “giving to the community” this small business stands to reap the numerous benefits mentioned above and because it is a genuine approach rather than a marketing scam, the cash register will ring as a result and people will feel good about it.
6. Finally this is an example of where things are done with no expectation of return, therefore the return is often greater. In terms of media and PR this story has gone international and equates to millions in advertising spend. By way of example I am in Australia talking about a business in New York and I feel more positively toward them – all because they went first and gave something meaningful to those who most needed it.
How can you do something for others in your business?
Not for the desire of return, but just because you identify with it and it is within your means to do so.
Don’t ever be afraid to tell people about the great things you are doing for others. I can’t value you if you don’t tell me what you have done!
When it is genuine it is never seen as bragging. When smugglers do it, it all too obvious.
Have a great week.
Source:
http://www.nydailynews.com/2.1353/east-side-dry-cleaner-helping-jobless-free-spruceup-interview-garb-article-1.369155
Aligning the Principles of Influence with Aristotle’s Ethos, Pathos and Logos
Aristotle is credited with the following definition of persuasion: “The art of getting someone to do something they wouldn’t ordinarily do if you didn’t ask.”
Pause and think about it for a moment. Isn’t that a great definition? If someone is already doing what you want there’s no need to communicate in order to change anything. Unfortunately, all too often others aren’t doing what you’d like and you need to communicate with them in a way that changes that.
If I could change one word in Aristotle’s definition it would be to substitute “science” for “art.” In my mind art conveys natural talents or gifts that some people might feel they lack. Science on the other hand is something that can be learned by anyone.
When it comes to the science of influence it may surprise you to know we have more than six decades of research from social psychologists and behavioral economists on the psychology of persuasion. That means we now have scientifically proven ways to communicate more effectively. In the business world we might say there are “best practices” when it comes to effectively communicating.
Aristotle taught people three criteria for effective persuasion: ethos, pathos and logos. We’ll take a look at each and see how Robert Cialdini’s principles of influence come into play.
Ethos refers to someone’s character and credibility. Two principles of influence come into play to establish ethos: liking and authority.
We know it’s easier to say “Yes” to people we know and like. That’s the principle of liking. If someone likes you the “halo effect” comes into play and they naturally give you the benefit of the doubt on many other attributes, which makes it easier to effectively communicate.
Influence Tip – A great way to get the liking principle going is to offer up genuine compliments. When you do that people feel good and associate those positive feelings with you.
We also know it’s natural for us to pay closer attention to people we view as credible – those who are wiser than we are, experts in their fields. This is the principle of authority at work.
Influence Tip – The more someone knows about your credentials and experience the easier it is to tap into ethos, so make sure they know your credentials before you speak.
Pathos is the connection the persuader makes with another when communicating. Liking and reciprocity both help build relationships so they’re what you want to try to tap into when establishing pathos.
The more someone likes you the easier it is to connect. Once you find out you have a few things in common with your audience they feel a sense of camaraderie and they’re open to what you have to say.
Influence Tip – Make sure you look for things you have in common and mention them early on. If you’re being introduced make sure a few personal items are shared before you speak. Something as simple as being married or having kids can get the ball rolling. You want your audience to know you’re just like them to make a connection.
Reciprocity tells us people feel obligated to give back to those who’ve first given to them. By doing something for others, helping them in some way, they will feel obligated to at least listen to you. Reciprocity, builds relationships because when you help others they feel good about you.
Influence Tip – Look for ways to genuinely help people before you ever ask anything of them. Once you’ve done that and need their help they’ll be much more likely to say “yes.”
Logos is the logical use of words. It’s the factual argument to be made. Consensus, consistency and scarcity come into play here.
Consensus tells us people tend to move with the crowd. When we know large numbers of people, or people just like us, are doing something we are more likely to go along with it. This is logical because historically there’s safety in numbers. As the old saying goes, “Everyone can’t be wrong.” Well, at least the majority of the time everyone isn’t wrong so it’s usually a good bet to follow the crowd.
Influence Tip – Make sure you talk about what others are doing to “invite” your audience along because it’s only logical for them to move with the crowd.
People work very hard to make sure their words and deeds match. In fact, we all feel internal psychological pressure and external social pressure to be consistent in what we say and do. This is the principle of consistency.
Influence Tip – Find out whatever you can about your audience before you speak and make sure you relate your request back to what they’ve said, done, believe, etc. After all, it only makes sense for people to stay true to themselves.
Scarcity alerts us to the reality that when something is rare or dwindling in availability it makes us want it more. Again, quite often it’s the logical thing to seize opportunities before they go away. Doing so also helps us avoid regret over lost opportunities.
Influence Tip – It should be your goal to share what makes you, your organization, or your offering unique in some way. In other words, what does somebody stand to lose by not going along with your request?
So there you have a quick summary of Aristotle’s methodology tied to Robert Cialdini’s principles of influence. Tying the concepts from these brilliant thinkers is a great one-two combination for more effective persuasion.
** To vote for Robert Cialdini, President of Influence At Work, for the Top Management Thinker of 2013