Often one or some persuasive components in a message come naturally or accidentally to a communicator. For someone trained in Ethical Persuasion it is fun and useful to decipher which decision triggers are incorporated/brought to the surface in other people’s communication. I encourage my students to analyse communications to sharpen their persuasion skills, broaden their view and absorb creative thinking of others.
REX AIRLINES persuasive efforts on Linkedin
I like hearing about aviation and so this post by Rex Airlines came to my attention. Let’s have a look at it in greater detail.
A new aircraft arrives. This is new information and as it’s shared when it’s new it is more persuasive.
News is like bread; better warm.
✅ Principle of Scarcity
The quote by from Rex Deputy Chairman, the Hon John Sharp AM, brings the opinion of an expert to the message. People hand over decisions to those with more expertise.
✅ Principle of Authority
The quote highlighting more benefits of Rex and working to give trust to the statement that ‘Rex’s kind of service’ Australians are desperately in need for, meaning ‘is rare’.
✅ Principle of Scarcity
Quote or not, the communication is 100% praise about Rex. That will reduce the believability. The message could do more to be perceived as a trustworthy source of information.
❌ Principle of Authority
The statement about being ‘confident more Australians will switch the Rex’ is given some power by the Principle of Authority being used but could have been a lot more persuasive if ‘future social proof’ was used which I’m assuming Rex Airlines could easily demonstrate.
❌ Principle of Social Proof
Then of course there is the statement that reminds readers of Rex’s Australian heritage. A nice example of working to identify oneself as part of a same group as the audience.
✅ Principle of Unity
The statement ‘and why are so many Australians now choosing to fly with us’ paints a picture of many people, like the reader most likely Australian, choosing Rex Airlines. As people follow the lead of others, especially when they are numerous and similar to them, this is use of social proof.
✅ Principle of Social Proof
Of course, sometimes messages can’t be too long and you can’t incorporate all available principles. All up, a well written post and I congratulate Rex on their new aircraft acquisition.
EXCLUSIVE AVIATION ETHICAL PERSUASION SHOWCASE
I hope Rex’s leadership, sales team and HR department will join me at the upcoming Aviation Exclusive online showcase on persuasion, which I’ll host only a couple of times a year.
Next one (at the time of writing) on 15th November. More information here https://completeinfluence.com/for-aviation/
Genuine Communication
The thing about ethical persuasion is that it is all about bringing genuine facts that are in the situation, to the surface. Facts that fall in one of just SEVEN Principles of Persuasion (easy to understand but not easy to master by reading books or watching videos). Some come easy and even natural but one might not realise their power and omit one because it felt like a normal or too obvious thing to say.
Then there are the more subtle distinctions we get from deeper in behavioural science. That doesn’t come naturally at all.
It is about persuasion skills, not knowledge
Persuasion skills (not knowledge) allows us to move towards personal and business goals, that involve other people. Given its importance, very few people learn to gain the information and develope the skill of application. It’s a life skill and as Ethical use science shows, is the only long term effective approach… we simultaneously make the world a better place one interaction at a time.
As a past pilot (CPL) and the Australian Cialdini Certified Coach, partnered with Dr Cialdini, the undisputed authority on persuasion, I’m excited to offer persuasion insights, consultation and training to the aviation industry here and abroad.
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