Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


WIIFM? How to Use Self-interest to Influence and Persuade

Self-interest is a given and goes without saying. It is obvious that people do what they see as being in their best interests. So, why am I bothering with it?

Because appealing to self-interest works. It is the ‘What’s in it for me?’ principle – the ‘What about Me? – or WAM’ factor.

Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details

Influencing and Persuading
This video is part of course module number 2.6.3
Program 2: Manager as Communicator
Course 6: Influencing and Persuading
Section 3: The Psychology of Influence and Persuasion

Other videos in this section include:
🎬 Power of the Word ‘Because’ in Influence and Persuasion https://youtu.be/ycoBykhpkes
🎬 Peer Pressure: The Awesome Power of Social Proof https://youtu.be/1HWkoIAgOuc
🎬 Use the Power of Scarcity with Integrity https://youtu.be/jAh–JIlxaU
🎬 Getting Agreement by Slicing up the Pie https://youtu.be/i9SNyDM4eFw
🎬 The Jiminy Cricket Effect: Cognitive Dissonance and the Urge for Consistency https://youtu.be/dzUMLoWQgKo
🎬 Momentum: How to Make it Easy for them to Say ‘Yes’ https://youtu.be/uQwP5EEbcY0
🎬 Paradox of Choice: Influencing through Selection https://youtu.be/Iuf7s_rb_hE

= = LESSON NOTES = =
Self-Interest works at Three Levels
• Needs
• Self-Image
• Desires

Marketers appeal to those three levels
FAB: Features – Advantages – Benefits

The Way to Appeal to Self Interest
…is simple. Research what I want and need.

= = RECOMMENDED EXERCISE = =
Next time you need to influence them, find out what they want or need.
1. How will you do this? Make a plan (1 MC CPD Points)
2. Evaluate what they need (1 MC CPD Points)
3. Devise an influencing or persuasion strategy that appeals to the WAM factor (1 MC CPD Points)

= = DOWNLOADS = =
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

= = RECOMMENDED READING = =
📖 My own book on Influence (introductory level)
– How to Influence in Any Situation (Brilliant Influence 2nd Ed) https://geni.us/dAS7
📖 Excellent books at a more advanced level
– Influence: Science and Practice (a classic) https://geni.us/DIX0kFL
– Influencer: The New Science of Leading Change https://geni.us/3nBJM
– The Influence Agenda (for Stakeholder Engagement) https://geni.us/InfAg
– Methods of Persuasion https://geni.us/EVYP
– Presuasion https://geni.us/aBZo0XO
– 5 Paths to Persuasion https://geni.us/Vg2vB

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

= = MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS = =
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 1 MC CPD point
– If you also carried out all of the recommended exercises, score a total of 4 MC CPD points

00:00 – Influence: The Science and Practice by Robert Cialdini
00:24 – Self Interest
00:52 – Why discuss Self-interest?
01:26 – Bribery, inducements, and threats…
01:38 – Three levels of Self-interest
02:06 – Marketers’ FAB: Features, Advantages, and Benefits
02:36 – Self-interest and FAB
03:24 – How to appeal to self-interest
03:55 – Looking for overlapping interests

#Self-Interest #ManagementCourses #WIIFM

source

Momentum: How to Make it Easy for them to Say ‘Yes’
The Jiminy Cricket Effect: Cognitive Dissonance and the Urge for Consistency
Getting Agreement by Slicing up the Pie
Use the Power of Scarcity with Integrity
Peer Pressure: The Awesome Power of Social Proof
The Power of the Word ‘Because’ in Influence and Persuasion
Forgiveness: How to Get Forgiven
How to Change Someone’s Mind
Get a Favor: How to Get Someone to Help you or Do You a Favor
How to Win an Argument
Social Proof: Recruiting Support for Your Verbal Persuasion
Help them Persuade Themselves: the Influence of Questions
Persuasive Language: How to Influence with the Words You Choose
Rhetoric: The Golden Key to Verbal Persuasion
KISS: Keep It Short & Simple when You Want to Influence & Persuade
Matching & Mirroring: How to Influence by Building Rapport
Tit-for-Tat: How to Influence with Reciprocation
How to Influence People by Appealing to their Emotion
How to Use Reason and Logic in Influence & Persuasion
How to Build Trust. And Why it Matters in Influence & Persuasion
How to Use Your Authority to Influence and Persuade
How to Influence by Making People Feel Good
Appearance Matters in Influence & Persuasion
Ethos: the Importance of Character in Influence & Persuasion
The Core of Influence & Persuasion: Ethos, Logos, and Pathos – Character, Reason, and Emotion
The Good, The Bad, and The Ugly: the Ethics of Influence and Persuasion

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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