Repetition as a Persuasion Tool: It Works
Written by Dave Lorenzo on December 1, 2020 / Inside BS Podcast
Repetition is an outstanding persuasion tool. The more we hear something the more likely we are to believe it. This episode takes us inside the secret of repetition as a tool for sales and marketing. Season 2 Show 59 Episode 179
Dave Lorenzo gives you the Inside BS of Persuasion with repetition in today’s show.
Frequency builds trust. This is true of frequency of interaction as well as frequency of communication. But it goes deeper than that.
The message you communicate will be more persuasive if you repeat it over and over again.
Why does this work?
Because it is a shortcut for our brain.
If we hear something over and over and over again, our brain takes it as a short cut to the truth. Subconsciously we receive the code: “Again and again, this is true, no need to vet that message.”
Of course con artists and charlatans know this and they use it to their advantage.
President Donald Trump is the perfect example. Right now, as we write and record this, he is telling anyone who will listen that there was fraud in the 2020 election. He offers no proof. There is no proof of wholesale election fraud. He’s filed court case after court case that has been thrown out because his team has offered no evidence of fraud.
Yet 40% of the American public now believes there was some fraud in the election.
While this is clearly a nefarious use of the concept, you can use it in a similar fashion to help your clients and grow your business.
Here is the Inside BS on persuasion: Here’s how to do it (listen to the show for detail):
First: Have a clear understanding of your message. What do you want to convey? What do your want your audience to think? What do you want the audience to do?
Next: Commit to the message. There is no half-measure that will work. You must be committed to forceful and frequent decimation of the message. Be so committed that you’ll repeat it over and over again until you cannot stand it yourself.
Finally: Create a few succinct phrases that you can use over and over again to reenforce your message. Then use them over and over again.
This was the Inside BS on persuasion. be sure and subscribe and listen each day as we reveal more Inside BS.