How To Get People To Do Stuff
Description
We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner-a large amount of everyday is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do.
In this book you'll learn the 7 drives that motivate people, the research behind each drive, and specific strategies to use.
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Content
Contents
The Need To Belong 10
When People Feel Connected, They Work Harder 11
Use Nouns, Not Verbs 12
Harness the Power of Others' Opinions 13
Make Sure the Right Person Does the Asking 16
The Brain Has a Special Response to People You Know 17
Incur Debt 21
Get People to Say No 23
Use Imitation 25
Mimic Body Language to Build Rapport 27
People Will Imitate Your Feelings 28
Go Viral 29
The Science of Bonding 30
How to Get People to Trust You 35
Syncing the Brains of Speakers with the Brains of Listeners 36
When Competition Works and When It Doesn't 37
People Follow Leaders 39
What Are You Saying with Your Hands? 44
Your Face and Eyes Are Talking, Too 46
You Communicate Meaning with Your Tone of Voice 48
Clothes Do Make You 49
How to Become the Leader in a Few Seconds 50
Rewards 52
Getting People to Do Stuff Automatically 54
What the Casinos Know 57
Choose from Five Basic Schedules of Reinforcement 59
Continuous Reinforcement: How to Get People to Do Something New 61
Variable Ratio: How to Get People to Keep Doing It 61
Variable Interval: How to Get Stable Behavior 62
Fixed Ratio: How to Get a Burst of Behavior 63
Why a Fixed Interval Schedule Isn't as Effective 66
Rewarding Baby Steps 68
Picking the Right Reward 71
When to Give the Reward 73
Negative Reinforcement 74
Punishment 77
Habits 79
The Science of Habits 80
How Habits Get Formed 82
How to Intentionally Engage the Unconscious 86
How to Create a New Habit in Less than a Week 89
The Power of Stories 94
I Feel Your Pain (Literally!) 98
Our Internal Stories Drive Our Behavior 100
How to Turn on a Persona 103
The "Crack" Strategy 106
The "Anchor to a Persona" Strategy 109
Start Small 112
Going Public 113
Writing Increases Commitment 116
Prompt a New Story 118
Instincts 122
Fear, Attention, and Memory 123
Fear of Illness and Death 125
Fear of Loss 126
Quantities Are Limited 129
When People Want Familiar Brands 130
We're Control Freaks 132
Safety and Participation 134
New and Improved! 136
Keep 'Em Comin' Back for More 136
Novelty and Dopamine 138
Food and Sex 139
The Desire For Mastery 141
Mastery Trumps Rewards 143
Make People Feel Special 146
Challenge Is Motivating 147
Autonomy Encourages Mastery 149
When Struggling Is a Good Thing 149
Give Feedback to Keep Motivation Going 150
Go with the Flow 153
Tricks of the Mind 159
Your Lazy Brain 162
Looking for Blame 163
Use Coherent Stories 165
The Power of Primes 166
Messages of Death 168
Anchoring: When a Number Is Not Just a Number 170
Familiarity Breeds Content
Make It Hard to Read
Lulled with the Status Quo
Make People Uncomfortable
Craving Certainty
Don't Make People Think Too Much or Too Long
To Sound Profound, Make Sure Rhymes Abound
Simple Names Are Best
How to Get People to Remember Stuff
The Schematics in Your Head
Two Words That Can Change Everything
Metaphors Have the Power to Change How We Think
Seize the Moment
Time Is Money
People Value Experience More Than They Value Things
Wandering Minds
Get People to Stop Thinking
Shoulda, Woulda, Coulda: The Power of Regret
Doing the Heavy Lifting
Using Drivers and Strategies In The Real World 209
