Serve Your Audience

Daniel Pink

Lesson time 05:15 min

Daniel teaches you how putting a purposeful, personal touch on your persuasive encounters can make all the difference.

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Topics include: Make It Personal · Make It Purposeful


[00:00:00.00] [MUSIC PLAYING] [00:00:07.23] - Ultimately, what we do as persuaders and sellers is we serve other people. We want to help move them to a better place. And if we think about our persuasion encounters as a form of service, we're going to do them better, and we're going to do better things. That's-- I think, one of my biggest learnings over the years is that to be a good persuader, the best way to do that is to be a decent human being. [00:00:36.39] [MUSIC PLAYING] [00:00:43.13] So there are two key ways to turn your selling into serving-- make it personal and make it purposeful. When I say make it personal, what I mean is this-- don't think about what you're doing as an abstraction. Put a human face on it. Think about how it's going to improve a single life. [00:01:03.68] So let me give you an example of making it personal. It's a beautiful study out of Israel, and it has to do with radiologists. Now, radiologists are people, doctors who read scans. So you go into a radiologist. You might have a broken arm. The radiologist will look at the scan and say, is there actually a fracture in the arm? [00:01:23.56] In this ingenious experiment, here's what-- they did something really, really clever. They gave scans to a group of radiologists just as they ordinarily would. That's our control group. But they gave another group scans that were accompanied by a photograph of the person. So if it were me, you would see my arm, but you'd also have a photo of me attached to it. It turned out that radiologists who had the photo attached to it spent more time, were more meticulous in analyzing the scan. [00:01:56.98] But what's super cool is what happened six months later. They went back to the same group of radiologists and showed them the exact same scan but without the photographs. And when they didn't have the photographs, the radiologist performed worse. And so making it personal actually elevated the performance of these radiologists. [00:02:20.26] And this is such an important lesson. We don't want things to be abstractions. And the more you can put a face on your persuasive efforts-- in this case, literally-- the more effective you'll be. [00:02:32.05] [MUSIC PLAYING] [00:02:38.81] Here's another example you might find interesting. It's a study of some hospitals in North Carolina. And what they wanted to do in these hospitals is encourage the physicians and nurses and other hospital personnel to wash their hands more frequently. So how are we going to move people to wash their hands? And in this experiment, they tried three different signs to try to persuade people. [00:03:00.82] So this is a classic kind of persuasion task. We're trying to get people to do something. We're going to come up with messages that are designed to persuade them. So they tried three different messages, posting them at different parts in the hospital. [00:03:14.14] One of the signs said hand hygiene prevents you from catching diseases, so an appeal to self...

About the Instructor

With four NYT bestsellers, Daniel Pink is an influential voice in the evolving landscape of sales and motivation. Now the author of To Sell Is Human teaches you science-backed principles for effective and ethical sales and persuasion. Learn tactics for achieving better outcomes in any interaction—at home or at work—and tools for framing your message, navigating cognitive biases, and pitching ideas, products, or yourself.

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Daniel Pink

NYT-bestselling author Daniel Pink shares a science-based approach to the art of persuading, selling, and motivating yourself and others.

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