Discover how to distinguish between two types of message framing—pain and gain—in order to more strategically phrase requests.
- Demonstrate pain and gain. Penalties and rewards, losses and profits, negative or positive implications, the pains and gains that matter to us are very motivating. I put pain first as a reminder that people generally tend to be more motivated, often two to three times more, to avoid a loss than seek a gain. This is why the additional fees for airline tickets, hotels, online purchases, rental cars and so on, are tacked on at the end of the transaction. By then, we don't want to lose all that time and effort we've put in, and have to start all over again somewhere else. Here's what to do. First, generate answers to these questions. What concerns, risks, headaches or problems do you prevent? If they follow your advice, what penalties can they avoid? And, how does your recommendation help them achieve what they want? What rewards can they gain? Second and finally, choose the pains and gains most relevant to them and emphasize those. Use this method to reduce your pain and increase your gain.
- Name a feeling that might inhibit you from inspiration-based influence.
- Explain how to most appropriately balance short-term and long-term results.
- Assess why “pains and gains” is a powerful motivator.
- List the steps of the advice influence technique.
- Identify the first thing you do when using social proof.