Effect
Imagine sitting at a restaurant table with a group of people, saying, "Before you decide it's impossible for words alone to influence your choices, consider why corporations spend 26 billion dollars a year in product and brand advertising."
"A friend in the ad business, John Shrell, agreed to share a few insider tips to show how it works," you continue, "With the condition that he be allowed to verify my success. So when we finish, we'll have to make a phone call to satisfy him. He owes me lunch at (a local fine restaurant) if I show him I've learned enough. Here's his toll-free number." You write it on a paper napkin of a packet of Sweet'n'Low and toss it on the table in full view.
Nearby items are quickly grouped in the center of the table - a salt shaker, a spoon, a glass, a packet of Equal, a napkin - the normal things found on most restaurant tables. Then you continue, "All but one item will be eliminated in the fairest way possible."
Here's how it's done," you explain, "Everyone will take turns pulling two items slightly away from the others. One of them will be eliminated and the other will be returned to the center. But first, I'll attempt to influence your decision by using marketing terms. Just keep in mind, the final choice will always be yours."
As each pair of items is selected, you describe them with advertising hyperbole and 'buzz words', "You are deciding between a clean, shiny spoon and a sensible, conventional pepper shaker," or "You're evaluating the fragile shaker full of sweet, delicious sugar and a sturdy cup for a man-sized serving of robust coffee."
One by one the participants around the table cull the assortment of items until only one remains, for example, the napkin. "I'm surprised," you admit, "how dependable certain words are for influencing choices."
"But don't take my word for it," you continue, "Let's call John to verify." Offer your cell phone to the person holding the number you wrote earlier. "Go ahead, make the call. Let John know he owes me lunch." A voice mail message answers the call on John's line; he apologizes for being unavailable to take the call, and asks the caller to leave a 30-second message - especially if the caller is holding the thought of a napkin!
Influence U is small enough for your shirt pocket and always ready to go. All you need is a cell phone (required), a restaurant, coffee shop, or diner - and someone you want to blow away.
