This week’s learning draws inspiration from ‘Influence’ by Robert Cialdini, Noah Goldstein, Steve Martin.
2 test groups of people were asked to donate to a Cancer cause.
The 1st group was asked – ‘Would you be able to help by giving a donation?’
While the 2nd was asked – ‘Would you be able to help by giving a donation? Even a penny with help.’
They found that this small disc in copper and zinc (i.e. the penny) was worth its weight in persuasive gold! People in the ‘Even a penny will help’ were almost twice as likely to donate to the cause – 50% vs 28.6%.
But, what about donation size? Again, the research team were amazed – there was NO difference in the average donation per contributor.
Small changes to our sentence formation make huge difference in determining our persuasive power
3 Applications that came to mind –
‘Even a minute will help’ – To a member of senior management with whom we want a meeting
‘Even a brief initial phone call will help’ – To a client who doesn’t seem to have the time
‘Even a penny will help’ – If we are indeed collecting donations!
3 Applications that came to mind –
‘Even a minute will help’ – To a member of senior management with whom we want a meeting
‘Even a brief initial phone call will help’ – To a client who doesn’t seem to have the time
‘Even a penny will help’ – If we are indeed collecting donations!
Here’s to trying ‘Even a penny will help‘ this week!
A Learning a Day 