Getting The minds Right For Business

Written by Raymond Leigh of The Baldchemist

Getting The Answers You Want

Influencing other's actions can be fairly easy. There are well-documented ways to manipulate others and I am not advocating Hitler's "Mein Kampf" or Mao's "Little Red book" although well worth a read for other reasons. But let's focus on getting the answers you want.
It's All Down To How You Phrase Your Questions

Mori Poll participants were given two options for combating a plague projected to kill 600 people.

* Plan A, would save 200 people. Plan B, had a 30% probability of saving 600. 78% of participants took the safe option; plan A.

* Rephrasing the question in terms of deaths; 400 guaranteed under Plan A, 66% probability of 600 under Plan B, reversed the result. 78% of participants chose plan B.

This is because humans are risk-averse when dealing with gains (let's keep what we have); but risk-prone when dealing with losses (let's hope for the best).
Too Much Choice

In another study by Mori they found that if you offer a shopper a one time only sale on a product, a Sony CD player say, most, 66% will buy it, happy to avoid further shopping. If you offer them two different products, one by Sony, one by Aiwa, both on sale, 46% will continue shopping rather than buy either.
Choice Makes People Less Likely To Make A Decision

This confirms our strategy when writing and showcasing product and services. Know who you are writing and creating for; make the buying decision easy for your punters with just one clear and compelling message.