How to persuade someone – Find your why lifestylevswork.com /2016/07/29/how-to-persuade-someone/ KrisHuwald
The most valuable marketing Strategy. Learn how to persuade someone!
Being able to persuade someone is much different to just trying to convince the other person with rational arguments. This way you will NEVER convince anyone to purchase anything. People do not buy what you do, they buy why you do it. They want to make business with people who have the same beliefs than they have. As you need to develop trust and a relationship for doing business with anyone, the only way to do so is to trigger the emotional parts of their brain – their limbic system. What I am about to tell you is a biological approach toward the question ‘how to persuade someone’ and make them become your customer and friend. This very simple system is designed by Simon Sinek and intents so present one of the most valuable sales strategies justified by the way the human brain works. The following diagram is called ‘the golden circle’ :
Now look at the statistics. Most of the organisations marketing strategies work from the outside of the circle to the inside. They will be promoting their product with all the facts and features it has ( WHAT) and then explain how it all works together (HOW) . Finally, they will put out an offer asking if you want to buy. This example will not trigger any emotion and so will NOT result in sales no matter how amazing the product may be. Now take a look at the inspired organisations who’s marketing strategy is in the reverse order, from the inside out. They will NOT be promoting their products but their beliefs and their purpose of creating something. Those companies will focus on the WHY and so trigger the emotions. They will build massive trust and deliver a great ‘gut feeling’ in such a way that when they start talking about the HOW and the WHAT it is just a matter of course that you feel good purchasing whatever they have to offer. They solely focus on sharing their ‘WHY’ and so building a great relationship.
The Biological background – How to persuade someone – Why does it always work? If you take a look at a cross section of the brain you will see that it has a very similar structure to the ‘golden circle’. The outer Layer (WHAT) is called the Neocortex , the section of the brain that is responsible for any kind of rational and analytical thinking . Also, it is the part that understands and uses language. The inner layers (WHY and HOW) are called the limbic system, the section of the brain that is to perceive emotions. It is responsible for human behaviour, decision making , feelings like trust and has no capacity for language.
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Understanding this, it would not make any sense to market from ‘the WHAT to the WHY’ even though people are able to understand vast amounts of information this way. It would not drive any purchasing behaviour. The limbic system is not able to understand all the information and so cant find any use in it. Their gut is saying NO. Talking straight to the WHY, however, seems to be the only ‘ rational’ way of marketing if you are willing to sell . You will be directly talking to the section that is able to make decisions, that is able to feel and control your behaviour. Subsequently, you allow the prospect to rationalise those feelings with showing them the HOW and WHAT. This will inevitably lead to a good gut feeling. Knowing how the brain works and now implementing this knowledge into your life will not only scale your business income but also improve your friendships. It all starts with the why and if you get to discover your why the only thing you have to do is share it. Share your beliefs and likeminded people will follow you. You will be able to have a life of abundance in every kind of way. “Do NOT do business with everybody who needs what you have, the goal is to do business with people who believe what you believe”
-Simon Sinek
Kris Huwald – How to persuade someone – Find your why Kris Huwald, Digital Marketer, Personal Development Coach, Traveller, Entrepreneur, Information Publishing and Personal Trainer
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