Use the 7 basic strategies to influence your audience, whether as a trainer, consultant, sales representative, coach, teacher, etc... Every time you need to convey a new thought, or when you want to let your audience convince themselves, you can use these strategies

1. INFLUENCE FOR
TRAINERS/COACHES/
SPEAKERS
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2. Instincts
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3. Fear
 grab attention
 show dangerous events
 triggers action immediately
 remember you?
 pictures/words inspire fear
 Fear of loss
 more motivation
 avoid trying something new
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4. Moods
 up
 will try something new easily
 bad
 avoid to try something new
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5. Control
 give choices
 limit to 3 (max 4)
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6. Feeling Save
 helps to do somehting new
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7. Chemicals released
 dopamine
 wanting
 searching
 stronger then endorfine
 released after consumption of little bit of info
 BREAKS!
 stimulated by unexpected things happening
 e.g.. warning for email
 USE
 make stimulus unpredictable and use Sensory channels (VAKS)
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8. Chemicals released
 endorfine
 liking
 satisfaction
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9. When you change your audience "persona", they
will change their behavior
Power of Stories
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10. Power of stories
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 persona=identity
 use persona , your audience is most willing to
connect to
 introduce a small crack in existing persona
 e.g.; once you go Mac, you never go back

11. tricks of the mind
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12. Lazy brain has 2 - systems
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 System 1
 automatic
 fast
 tries to jump in first
 easy
 intuitive
 best guess
 looks for what= normal
 System 2
 effortful
 slow
 pupils dilate

13. System 1
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 use Simple+familiar= good and true
 Familiar= good + true
 Familiar = more likely to occur
 e.g.. Yesterday customer said... and cashier did...
 Give examples of what occurred recently
 overestimation of likelihood

14. IF YOU WANT YES MAKE IT
EASY
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15. IF YOU WANT PEOPLE TO
THINK MAKE DECISSION
MAKING DIFFICULT
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16. Priming
 e.g.. Suitcase
 P...CK
 PACK
 Hockey
 P..CK
 PUCK
 when you want people to anchor with high number,
Give high number
 when you want people to anchor with low number, give
low number
 target narrow, use very specific number
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17. Confirmation bias
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 focus on what they believe
 Two things said together are perceived as cause
effect and what precedes is the cause
 Contradiction stress
 Go along with story
 Provide expert data to say the contrary
 Provide an easy solution to reduce contradictory
feelings

18. Uncertainty & Ambiguity
 to propel to action, use uncertainty & ambiguity
 to make uncertainty & ambiguity to go away,
provide easy solution
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19. Need to belong
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20. Need to belong
 let them feel connected
 use laughter to bond
 when asking, use nouns to invoke identity rather then
verbs
 Are you a learner<> do you learn
 Subtopic
 to get people to do something, be passionate about
what you aks
 to get people to do something, show others are
already doing it
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21. Desire for mastery
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22. Desire for mastery
 Reward unexpectedly
 linked with dopamine
 curiousity lets us survive
 better for long run motivation
 uses intrinsic motivation
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23. Habits
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24. Habits
 install new habits using cues and reward
 break desired habit in small steps
 make it as easy as possible
 No decission making required except to start
 anchor on existing habit
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25. carrots and sticks
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26. New behavior
 solution
 continuous reinforcement
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27. Stick behavior?
 solution
 variable ratio scheme ( sometimes after x, times, then
after y times)
 employee does not know when rewarded
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28. Stable behavior quality
 Quality job regularly
 Not necessary a lot
 Solution
 variable interval in time ( sometimes after 1 minute,
then after 50 hours, etc…)
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29. Burst of behavior
 fixed ratio
 e.g.. Frequent buyer card for 12 coffee's with 2 stamps
already on it
 more motivated when you show what is left
 not effective for getting consistent behavior
 People are more attracted by goal, when reaching
the end
 e.g./ You smell your stable?
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30. Carrots
 money
 food
 tickets for concerts
 jewelry
 clothes
 praise
 appreciation
 attention
 autonomy
 social interaction
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31. Rewards
 immediately after behavior
 AFTER!
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32. Lessons for using instincts, power of stories,
habits, need to belong, desire for mastery, lazy
brain and carrots and sticks in your
Trainings, speaches, coaching
Lessons learned for the trainer
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33. Examples of use of Instincts
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 Set for an Up- mood, save environment
 Use images or examples of context in which fear is
induced for the context of the audience(fear)
 Give them a choice from time to time (control)

34. Using power of stories
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 Let your stories really be your stories ( or the story
you heard)
 Give the audience a new persona ( you are all
warriors..;)
 Use an appropriate metaphor
 Use a small crack in existing persona
 Let them try something small that does not match with
their persona
 Use the “you” as much as possible

35. Using the lazy brain
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 Make it easy to decide
 Make it difficult if you want system 2 to come
into play
 Use uncertainty and ambiguity to get people into action
and provide easy solution
 Prime with “ easy”, “ in an eye-blink” to reduce
unwillingness to change
“people attending trainings do not change a lot..althoug
research by Harvard University says that people
regularly attending communication trainings improve their
listening skills and communication skills importantly enough
to raise their success factor by 65%, so let me help you…

36. Using habits
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 Repeat at least 6 times
 Connect with a already existing habit
 Make it small
 No threshold to act
 Easy to do
 Eg. When food in the mouth, just chew at least 6 times.

37. The need to belong
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 Make efforts to belong together to something
 Laugh together
 Same clothing
 Same reference
 Etc….

38. Desire for mastery
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 Give constant positiv feedback on new acquired
skills ( what is good…)
 Install the necessary breaks ( every 20 minutes)
 Don’t feed to much
 Feed the wandering mind ( by posters?)

39. Using carrots and sticks
 Almost everything can be a carrot
 Conditioning also by avoiding the nasty things
 Use the right carrot for the behavior
 Burst? ( fixed ratio)
 New ? Constantly
 Stick? Variable ratio ( each x, then y times)
 Constant quality ? variable time ratio
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