5 Ways to Win People Over
3. Tell Someone (Nicely) What She Has to Lose
Although most folks say they want to hear what they can gain by taking your advice, they’re actually more influenced by what
they have to lose by not heeding it. For example, you’ll get further with your boss if you emphasize the revenue you’ll miss
out on by not pursuing a project, rather than by citing any potential benefits. That’s why the phrase “Don’t miss it!” is more effective
in ads than “Take this opportunity.”
Noah Goldstein, Ph.D., is an assistant professor at the Anderson School of Management, at the University of California, Los Angeles, and a coauthor of Yes! 50 Scientifically Proven Ways to Be Persuasive ($25, amazon.com).
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