Using Visualization

Persuaders help audiences visualize the potential benefits of their proposals.

Persuaders help audiences visualize the potential benefits of their proposals.  For example, researcher posing as salespeople went door-to-door "selling" cable TV subscriptions.  Some potential customers received a straight pitch stressing cable TV benefits.  

Others were invited to image how cable TV would provide them with broader entertainment. The results? Among people who received the straight pitch, only 19.5 percent signed up.  Among those who imagined using the service, a whopping 47.4 percent decided to subscribe to cable TV.

ACTION POINT: Encourage your listeners to imagine the results of the ideas you are presenting.