Here’s a powerful persuasion tool. It works whether you’re dealing with people personally or in your marketing copy: Tell them they can’t have something.
As Scott Moldenhauer, an expert on consumer behavior and persuasion, points out, “Repeatedly, psychologists have shown that human beings find more value in things that they have a hard time obtaining.”
So whenever you want to convince someone to do or buy something, try telling them it’s not for them. For example, if you’re selling a wilderness vacation, try saying, “This trip is great, but I don’t think it’s for you. It’s for someone who is more adventurous.” Don’t be surprised if they insist they want it.
[Ed. Note: Larry Fredericks is an entrepreneur with a history of successful business dealings in retail, direct mail, the Internet, and real estate. He is also the creator of the Master of Persuasion program. To learn more, click here.]
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