Let’s start with how you can not make a person change his/her mind: using logical arguments and facts proving your point. You might object, but the examples you would give as your objections, involve a certain context that promotes overpersuasion.
How can you make another person change his/her mind? Quick answer: through emotions.
Detailed answer: We tend not to change our own opinion. And we are inclined to find confirmation of our convictions, whereas opinions and facts contrary to our convictions we tend to reject.
Especially when it comes to the opinion of the majority, because evolution has contributed to our being conformists. It just increases our chances of survival. After all, anything new can be fraught with peril. It is interesting for our brain, to be sure, but while it remains an unexplored novelty for it, the brain simply will not take it seriously.
It is effective when a person sees that a certain view is supported not only by the majority, but by some authority figures as well. These can be either opinion leaders or specialists in a particular field. Nonetheless, these are separate elements of a great strategy.
As a neuromarketer, I disclose a strategy of overpersuasion. This strategy is used by big brands that can afford expensive marketing campaigns. This strategy is also used in social marketing. For example, China launched a large-scale campaign to reduce meat consumption by 50%. It’s probably the most powerful example of how this strategy can be used.
What does the strategy lie in? Careful readers of my blog know that there are studies confirming that the effectiveness of emotional advertising campaigns is two times higher than of those appealing to logic only. Campaigns that combine appeal to emotions and to logic are closer to emotional advertising campaigns, being still inferior to them in efficiency.
Nevertheless, when a new brand is launched to the market, people should first find out about this brand. In this case, launching an emotional campaign does not make sense, since it appeals to the unconscious.
And only when people find out with the help of their conscious about a new brand that has appeared, the appeal to the unconscious begins. Simply put (for the article not to expand to the size of a book), the appeal must be permanent and it should not reach the conscious. Constant repetitions are used. It’s the very conditioning that Ivan Pavlov studied in his experiments with dogs. Yes, now we have a much better understanding of the process, but the roots have been dating back to those times.
How can it look like with the ordinary reassurance? You convey a certain idea to a person, and then get him/her hear about this idea in a positive context all the time, being unaware that he/she is being persuaded. It’s definitely not a quick way, but there is no fundamentally different way.
Neuromarketers around the world are constantly working out the way to most effectively translate the brand/product/idea from the category of the new to that of the familiar. It’s the only way for your brand/product/idea to be bought and perceived.
Now let’s consider the emotions to appeal to.
Various positive emotions are to be used when you are after a long term. Therefore, they are perfectly fit for promoting the product and for some drastic changes in the society.
Fear is used as well. It’s made a really good use of in politics and in the news. When fear is appealed to? When you talk to someone who is interested in some way and is in a state of strain, as well as when you need a person not to do a certain thing.
For instance, the strategy of the kind was adopted by Donald Trump in his election campaign to the issues of immigrants, vaccinations and climate change. The issues may differ, but the mechanism itself is used in one way or another by literally all politicians with a fairly decent team.
Evolutionary psychology provides quite simple explanations:
1. To survive, we need to closely monitor the dangers;
2. To keep ourselves from danger as far as possible, we have a mechanism of fear triggered.
If you want to achieve long-term results, rather than instill fear into people to get them follow you or your news, you need positive emotions.
If possible, avail yourself of positive reinforcement as well. Our brain reacts to positive reinforcement by releasing dopamine, so it’s an extremely effective tactic that has been repeatedly proved experimentally.
If you work with people, you’ve got to have at least a general idea of the internal reward system. Positive reinforcement is used in many areas.
One of the most revealing examples is the adoption of positive reinforcement to increase the hospital staff’s hand hygiene compliance rate. In particular, Barnes-Jewish St. Peters Hospital (M.O.) managed to get the rate up to 99% in 2009 from 57% in 2004 by encouraging.
Reinforce the action you need with encouragement, food or anything like that. And never, ever scold, if something is done improperly. It’s about all animals, including humans. Do not expect the punishment to be followed by positive results. It will only create the negative somatic markers toward you in the brain. And then you’ll have to figure out why your child, your dog or your employee hates you. They may well be unaware of why they keep on hating.
I would point out that it does not mean at all that punishment does not work or is not to be used. It is to be used in the context of crime prevention in a very large society of people. But not with the employees even of an extremely large company.
If you use punishment whenever possible, you’ll get more problems than the positive stuff. Yes, it is difficult to build relationships with the help of trust, positive reinforcement and taking into account the psychology of motivation. Especially in a large group of people, and furthermore within a problem society. But it’s the only way to get higher ROI and a company you’ll enjoy being in.
Engage these principles along with an understanding of the effect of hormones on human behavior, and of the kind of circumstances that can affect the hormone level. Read my blog to further enhance your skills and benefit from it.
We are always ready to help you both with detailed advice and with development and implementation of the strategy, as well as with personnel training. Even if you are not in the area of sport. E-mail us email@example.com, and we will respond to you within 24 hours.
Meanwhile, let’s get back to overpersuasion. The technique which is going to be described now enables you to influence a particular person (or a group of people) at a particular moment. It uses mirror neurons. I suggest you read my article specifically on mirror neurons.
When you tell a certain emotional story, the brain activity of the narrator and the brain activity of the listener are being synchronized. The listener gets involved in the story.
Moreover, eventually the listener’s brain begins to forestall the mind of the narrator in an attempt to foresee the further development of the story.
This is the power of emotions as it is. You should keep in mind, however, that you still need to conciliate this person by creating a comfortable atmosphere, for him/her to be attuned to your story.
How can we use it in sports? I’ve dealt with the importance of emotions and story under the #AlienForClubs. I’m going to use it further on. Follow my Twitter, so you don’t miss it.
A lovely story is very important in sports neuromarketing. I think everyone who studies sports marketing separately learns how to use stories. And many, who study neuromarketing, learn how the stories work and affect our brain.
Take the story of Cinderella from FC Leicester City, or the heroic myths from FC Barcelona – you’d better study success stories, comprehend the patterns that have a positive effect on the brain, and create your own story that will later help you earn much more.
Now, let’s consider the situation when you have a club in a city with another strong club that the majority roots for. How do you go about this sort of thing?
If your club is new or doesn’t have a great deal of history, we act according to the strategy we already know: we present ourselves loudly and in various bold ways, and further on create the impression of being the club that many root for. An example of a specific strategy has been described for the New York Cosmos under the heading #AlienForMLS.
Naturally, this is only the first step. You lure people to the stadium, but you’ve got to show them that they don’t waste their time. It’s cool when the team plays well, but I hope you understand that people come to the stadium not so much to watch football and their favorite team, as to get emotions and feel the increase in the level of oxytocin.
This is what needs to be organized in a variety of ways. And we will gladly assist you in this regard. Write to my E-mail firstname.lastname@example.org, and we’ll contact you within 24 hours.
Completely free of charge and ready-to-use cool, high-quality strategies are always there for you under the #AlienForClubs heading.
Leon The Alien
Images: The Big Bang Theory, Giphy, weheartit