All this EU referendum stuff has illustrated two really important facts about persuasion and decision-making.
Numero uno: people make decisions based on emotions, not on facts. There’s been ridiculous rhetoric on both sides, but the Leave Campaign has done a particularly fine job of playing on people’s fears and frustrations, giving them something to blame (the EU) other than themselves for their dissatisfaction with their lives.
Like I say often: the things that happen to you are often not down to you; you can’t control them. But how you react to them, and the choices you make, are down to you.
Numero duo: you will never, ever persuade anybody to change their minds by shouting and raging at them. Or calling them idiots. They will dig their feet in further. And there’s been a lot of that from both sides, too.
There are very many lessons in persuasion from this ugly little bout of politics, if you’re paying attention. (And a whole bunch of lessons in how not to treat other human beings, too, I reckon.)
Anyway – I’d like to help you grow your business, and you do that by persuading more people to become customers and buy from you more often and at higher prices. I talk all about this in my book, Business For Superheroes. You can get yourself a copy here.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.