We say “yes” or “no” to a message or a person long before we have time or information to process things rationally. Kevin Hogan, author of The Science of Influence, explains it this way:
“When you first meet someone, millions of neurons in the brain are activated…. [T]he unconscious mind goes immediately to work, makes all kinds of judgments and evaluations, and essentially pegs the person a winner or loser in approximately four seconds.”
When a message receives an instinctive “yes” response, I think of that message as having magnetic properties-it attracts the receiver with a nearly irresistible force. What gives such a message its pull? What makes it magnetic-or compelling or engaging? What makes people respond with a heartfelt “yes”?
Invest in Visual Appeal
Like it or not, our first instinctive test involves appearance. Research shows that people who are physically attractive receive more positive attention than those who are not. Of course, many people who are not perceived as exceptionally attractive are successful communicators. How do they do it?
Those who experience success are generally well-groomed and dress appropriately for specific situations. People who don’t bother with their appearance, and those who don’t bother to match an image to a venue, fail the visual credibility test. Sometimes a new suit is an investment, not an expense.
If the first impression comes from a website rather than a personal encounter, we still assess visual characteristics. We like clean, attractive lines, with plenty of blank space. We are attracted to color, to images, and to high-quality photos. We are engaged when we perceive relevance at a glance. While ทางเข้า ufabet ภาษาไทย most businesses do not need a glitzy website with animation, they do need an attractive, easy-to-navigate, customer-centered site.
Increase Your Credibility & Likability Quotients
In addition to testing messages for appearance, those who receive our messages test for credibility. According to Jay Conger, author of the article, The Necessary Art of Persuasion, credibility is a mixture of expertise and relationship. The quality of a message is judged by the character of the person behind the message.
Expertise, of course, is not limited to formal education. In many cases, a perception regarding expertise is developed through a number of encounters over time. To increase the expertise quotient of your credibility, be consistently knowledgeable, thorough, and prepared for meetings and projects.
On the relationship side, Conger maintains that “people who are known to be honest, steady, and reliable have an edge….” We give our support to people who have been generous and supportive of us in the past. If we believe someone has a sincere interest in our concerns, we are naturally receptive to their messages.
Both credibility and likability are essential traits of personal magnetism. Mitch Anthony, author of Selling with Emotional Intelligence, says, “Clients place as much emphasis on ‘likability’ as they do on ability.” Sales guru Jeffrey Gitomer reminds us that people buy from salespeople who make them laugh.