Some people are suspicious of statistical proof, so make sure your statistics are credible and sound. Know where you got them and who did the research. People know you can arrange statistics to say just about anything. Use statistics sparingly and only in conjunction with other forms of evidence. Besides, a roll of statistics can be very boring.
As you prepare your message, understand that we humans aren’t capable of absorbing all of the information you can gather. We are hit with data all day long and most of the time we don’t absorb it. In fact, we are very selective in what we allow ourselves to retain. When we hit information overload, we turn our minds off and retain nothing.
A study on comprehension of television messages produced very revealing results. After watching commercials and other forms of messages, an amazing 97 percent of viewers misunderstood some part of every message they saw. On average, viewers misunderstood about 30 percent of the overall content they viewed. Information is just poured out too fast. The evidence that you choose must be selective, precise, and powerful. You can’t afford to bombard your audience with too much information. Pride And Prejudice Persuasion
Dale Carnegie once said, “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion, creatures bristling with prejudice and motivated by pride and vanity.” In persuasion, your message has to focus on emotions, all the while maintaining a balance between logic and feelings. Logic and emotion are the two elements that make for perfect persuasion. We can be persuaded using only logic or only emotion, but the effect will be short-term and unbalanced.
When creating the logical side of your message, you have to understand the concept of the number seven. This is also known as channel capacity, which is the amount of room in our brains capable of storing various kinds of information. George Miller wrote, “There seems to be some limitation built into us either by learning or by the design of our nervous systems, a limit that keeps our channel capacities in this general range.” There is only so much room in your prospect’s brain to absorb logical numbers and information. This is why phone numbers only have seven digits. Pride And Prejudice Persuasion
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