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Monday, December 1, 2008

Which single word will strengthen your persuasion attempts?


The Answer is Because

I have been reading Yes!50 Scientifically Proven Ways to Be Persuasive by Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini as part of a business book club, sponsored by the Miami Herald Newspaper.

My favorite tip was 35: "Which single word will strengthen your persuasion attempts?" The answer is "because."

An example of the use of because is in the Wizard of Oz. Dorothy, Scarecrow, Tin Man and Lion sing along the yellow brick road, "We are off to see the wizard because because because because of the wonderful things he does."

Behavioral scientist Ellen Langer did a study. They arranged for a stranger to approach someone waiting in line to use a photocopier and ask, "Excuse me, I have 5 pages. May I use the copy machine?" 60 % said yes. However, when the person made a request with a reason, ("May I use the copy machine because I am in a rush?") 94 % said yes. And here is the kicker. Even when the reason was rather hollow (May I use the copy machine because I have to make copies?") 93% said yes.

However the use of because has its limitations. When the researchers increased the amount of pages to 20, the percentages changed dramatically and there was only significant compliance with a good rationale. The lesson learned is to give a rationale and make it a good one. We can no longer say "because I said so, that is why."




Mary Greenwood, Mediator, Attorney and Author of
How To Negotiate LIke A Pro: 41 Rules for Resolving Disputes, Winner of six book awards
Best How To Book, DIY Festival
Runner Up, New York Book Festival, E-Book and Self-Help Category
Finalist ForeWord Magazine Book of the Year Awards
Finalist, Best National Book Awards, Self-Help Category
Honorable Mention, London Book Festival
How To Mediate Like A Pro: 42 Rules for Mediating Disputes
Winner of five book awards
Best National Book AWard, Law Category
Best E-Book, New York Book Festival
Best How To Book, Beach Book Festival
Best E-Book, Indie Excellence Awards
Spirit AWard, South Florida Writers Association
Email: howtonegotiate@aol.com
www.marygreenwood.com

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