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Benefit for Others

 

Techniques General persuasionKellerman and Cole's 64 Strategies > Benefit for Others

Description | Example | Discussion | See also

 

Description

Persuade the other person by showing them how other people will benefit.

You can point to how it will help people you care about, people they care about, or more general society. Show how a small action from them will make a big difference to as many other people as you can indicate.

Example

If you give just a small amount it will make a big difference to the homeless people in this city.

I don't want it for myself -- it's for my son.

Think of how your family will enjoy this. 

Discussion

We are significantly driven by what others think of us, and helping the vulnerable is seen as a worthy act. It is also considered good to help friends and even strangers, as it shows a kind and charitable nature. The prospect of being viewed as being a good person is a powerful persuader.

Also, when the subject of helping others comes up, refusal to do so would cast the person in the opposite light, making them appear unkind and ungenerous. This pull-push of appearing good or bad, depending on their choice, is enough to make people choose the good option with which you present them.

This method is less effective when it is obvious that you will gain significant benefit or the target person feels no empathy for the other beneficiaries.

Benefit for Others is sometimes written as Benefits (others).

Benefit for Others is the tenth of the 64 compliance-gaining strategies described by Kellerman and Cole.

See also

Vulnerability and Values

 

Kellermann, K. & Cole, T. (1994). Classifying compliance gaining messages: Taxonomic disorder and strategic confusion. Communication Theory, 1, 3-60

 

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