The Single Biggest Way to Be More Persuasive

By Jeff Haden | April 29, 2011  (original post on: http://www.bnet.com/)

First a confession: I don’t like to be touched — loved ones excluded, of course. Naturally that means I don’t initiate any casual touching. Shake hands? Sure. Casual hugs, bro’ hugs, arm patting, or back slapping?

Uh-uh.

So while it may not be news to you, I was surprised by research showing how powerful nonsexual touch can be. (Yes, I am aware sexual touch can be powerful too.) Touch can influence behavior, increase the chances of compliance, make the person doing the touching seem more attractive and friendly… and can even help you sell a car.

Here are a few examples from a summary of research on the very cool PsyBlog. When touched, people are:

* More likely to provide help. 90% of strangers who were touched lightly on the arm helped the experimenter pick up dropped items. If not touched, only 63% helped.
* More likely to comply. 81% of participants agreed to sign a petition if touched, while only 55% agreed when not touched.
* Even more likely to comply if touched twice. Researchers asked strangers to fill out a questionnaire. People who were touched twice were more likely to agree than those only touched once. (Here’s a shocker: Results were highest when females touched males.)
* More likely to generously tip. Waitresses who touch customers are more likely to receive a bigger tip. (From a 1984 study, before the non gender-specific word “server.”)
* Able to perceive unspoken emotions. Participants in a study tried to convey twelve different emotions by touching another blindfolded participant on the forearm. The rate of accuracy for perceiving emotions like fear, anger, gratitude, sympathy, love, and disgust ranged from 43% to 83%.
* More likely to buy a car (maybe). Researchers approached random men shopping for used cars. Half were touched for one second, the other half were not touched. Those who were touched later rated the “toucher” as more friendly, honest, and sincere. Would creating that perception help a salesperson make more sales? You would certainly think so…

Sure, you can misuse the power of touch. Touch can help improve the likelihood of compliance, so a couple of strategic pats on the arm might, for example, help you talk a hesitant employee into accepting a crappy assignment.

So use your new powers for good, not evil. Since touch helps convey sincerity, when you congratulate employees make direct eye contact and shake hands. Or pat them lightly on the upper arm. Show your sincere appreciation not just with words, but with actions as well.

And start hugging your mother more often. She deserves it.


Read the original post on bnet.com


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Bloggers Trusted More Than Celebrity Endorsements - CRM Magazine

According to a new study from BlogHer, people are now more influenced by the opinion of a blogger than a celebrity when it comes to learning about products or making a purchase.

The BlogHer 2011 Social Media Matters Study, co-sponsored by Ketchum, also shows that 78 percent of female American adults online actively use social media, and of those, 20 percent are motivated to consider products promoted by a blogger they know and trust than by promotions featuring a celebrity (13 percent).

"Over the last four years we have measured and reported the growing trust women have in the bloggers they read, and how that translates directly into influence and purchasing decisions," said Elisa Camahort Page, BlogHer co-founder and chief operating officer. "In 2011, we can see that this trust has paid off, as readers report that high satisfaction with the results of such purchases regularly sends them back to blogs and social media to seek out recommendations by bloggers they trust."

This year’s survey shows that blogs play an increasingly influential role in people's purchasing decisions:

• Fifty-three percent of U.S. women blog readers have purchased a product based on a blog recommendation. That number soars to 80 percent of the BlogHer population.
• The general population trusts blog advice because of their satisfaction with past purchases based on blog recommendations.
• The top three types of products the general population seeks reviews and recommendations for on blogs are consumer electronics (35 percent), computer hardware/software (33 percent) and movies (33 percent). Among the BlogHer community, the priorities shift to food/beverage (67 percent), clothing/shoes (67 percent), and movies (62 percent).
• Forty-seven percent of U.S. blog readers tap into blogs to find new trends or ideas, 35 percent to find out about new products, and 25 percent for help with a purchasing decision.

"With social media being viewed as one of the most promising media vehicles by CMOs and other senior marketers, the findings in this study will be particularly useful in developing strategic marketing initiatives," said Kelley Skoloda, partner/director of the global brand marketing practice at Ketchum. "Consumers are adopting social media and digital applications at unprecedented rates, so marketers have more opportunities than ever for two-way conversation and relationships. Marketers must seize these opportunities now or risk falling behind their competitors in the race for online consumer engagement."

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Bloggers Trusted More Than Celebrity Endorsements - CRM Magazine