How to Elevate Your Influence Through the Power of Contrast
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Elevate Your Influence Through the Power of Contrast
You may be familiar with the acclaimed television series “Madman,” which revolves around advertising genius Don Draper.
This character, Draper, was inspired by an actual ad wizard and sleuth of influence – Rosser Reeves.
This is him:
Reeves was renowned for the way he differentiated, or contrasted, the products that he was advertising from their competitors.
Allow me to share with you a story that beautifully illustrates this…
On a splendid spring day, Reeves strolled with a colleague in New York’s Central Park, enjoying the park’s beauty, adorned with blossoming flowers, budding trees, and the vibrant greenery of spring.
Reeves and his associate passed a man sitting on the sidewalk with a nearly empty can and a cardboard sign that said the following:
Upon returning from lunch, Reeves and his colleague passed the man again. Reeves observed that the blind man’s can still had scant contributions. So, he reached into his coat. After pulling out a pen he added three words to the man’s sign.
The next passerby paused, read the sign, pondered, and then placed some coins in the blind man’s can. Similar reactions followed from others. Within 10 minutes, the can was nearly overflowing with money.
What do you think those three words could be that so profoundly altered the man’s situation?
I am blind, but God sees?
I am blind and you’re not?
I am blind, please please help?
None of these guesses are correct.
This is what Reeves had made of it:
At first, this addition may seem peculiar, but reflect on its effectiveness. The beauty of spring was visible to everyone… except the blind man.
Reeves brought into consciousness a contrast between the highly unequal experiences of the passersby versus those of the blind man. Thereupon, the sighted people became motivated to reduce this inequity by giving him some of their resources.
Crucial insight into the Contrast Phenomenon
The Contrast Phenomenon states the following:
Two things that are relatively different from one another will be perceived as even more different if they are presented together.
Please note that Reeves strategically placed his words before the blind man’s request. In doing so, he pointed out the unequal contrast up front to influence the decision maker’s next response.
This illustrates a key understanding applicable to many persuasion strategies:
It’s what you do before you do what you do
that counts.
Three examples of the Contrast Phenomenon
When making persuasive appeals, contrast is always available. Simply ask yourself: what can I compare my appeal to? And then, create a contrasting comparison. Three business examples:
1. Commitment & Consistency
Pitching a premium gym membership
“You’ve already committed to improving your health with your basic membership. Now, you may well want to consider the upgraded benefits of 24/7 coaching that’s included in our premium plan. You’ll significantly accelerate your progress toward a more robust and vibrant well-being if you upgrade.”
2. Scarcity
Encouraging participation in a truly unique event
“Attending outdoor concerts can be enjoyable. But this will be a once-in-a-lifetime open-air concert that will provide a truly memorable experience that lasts forever.”
3. Authority
Promoting a meal plan
“Following basic dietary guidelines is beneficial. However, you will significantly improve your overall health if you adopt this meal plan endorsed by nutrition experts.”
Now… It’s Up to You
A new week lies ahead, offering plenty of chances to strengthen your persuasive power with the Contrast Phenomenon:
👉 A sales pitch?
👉 A marketing message?
👉 A request for collaboration?
Grab your calendar and take a few minutes to plan when you’ll use the Contrast Phenomenon to get the YES you’re aiming for.
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