1. It’s Not About Us
Communicating the Benefits of Membership
using WIIFM Principles

2. Persuasion
Creating a change in a person’s
feelings, thoughts & behaviors

3. H3
• Head
• Heart
• Hands

4. Feeling Good
We do what we think will make us feel good
WII-FM

5. CARE

6. Empathy
The essential rule
when trying to convert someone is:
DON’T
- at least, not at first - just listen
Dennis Ross
The Missing Peace

7. Empathy
What do you need to know
about the other person?

8. 1. Credibility
• Character
• Competence
• Caring
• Confidence

9. 1. Credibility
I’d like to give more time and money, but . . .
84% said they doubted their donation would be
put to good use.
USA Today Survey

10. 1. Credibility
If people anywhere are to
willingly follow someone . . .
They want to assure themselves that
the person is worthy of their trust.
Kouzes & Posner

11. 1. Credibility
In a time of universal deceit,
telling the truth is a revolutionary act.
George Orwell

12. 1. Credibility
Motivation is getting people to do
something out of mutual advantage.
Manipulation is getting people to do
what you want them to do
primarily for your advantage.
Fred Smith

13. 2. Comparison
• Everybody is doing it
• Bandwagon
• Line experiment
• Pink ribbons
• Livestrong bracelets

14. 3. Community
• Relationships – Home-based sales parties
• Likability – Joe Gerard
• Attractiveness – Celebrity endorsements
• Similarity – Me too

15. 4. Commitment
• Foot in the door
• Start small
• Test drive
• Free trial offer
• Fence
• Marriage proposal

16. 5. Control
• Reactance
• Don’t tell me what to do
• Inoculation – Great nurses

17. 6. Connection
• Relevant
• Choose your audience
• You can’t persuade everyone

18. Susan G. Komen

19. 7. Clarity
• Simple
• Concrete
• Curse of knowledge

20. 8. Color
• Vivid – Paint a picture
• Detailed – Be specific
• Unexpected – Miller Time
• Story – Giving and statistics

21. 9. Christmas Cards
• Reciprocity
• Go first
• Seek first to understand . . .
• It’s not about you

22. 9. Christmas Cards
In order to have influence,
you must first be influenced.
Stephen Covey

23. 9. Christmas Cards
You can have everything you want in life
if you only help enough other people
to get what they want.
Zig Ziglar

24. Resources
• Influence
Cialdini
• Made to Stick
Heath
• Blink / Tipping Point
Gladwell
• How to win friends . . .
Carnegie

25. Rendall & Associates
David Rendall
(919) 222-6295
dave@drendall.com
drendall.com