Image title is "The hidden science of persuasion" with three characters - Wally, Donald and Kim
Date: 03/10/2018 | By: Philippe Ingels

How do you persuade someone who’s terrified of heights to walk across a tightrope? If you don’t know the science of persuasion, it’s going to be a challenge. Picture the scene…

You are on a cliff edge, looking across empty air 500 metres above the ground. Your foot hovers over the ledge.  In front of you is a rope just centimetres wide. Your acrophobia kicks into high gear. You’ve been persuaded to cross to the other side.

In Marketing and Sales, there is nothing more important than knowing how to persuade people to go from “sorry, not interested” to “I want that now!”
BizSmart Select Member Philippe Ingels of video animation company WAKSTER has 32 years’ experience in the art of persuasive communication. He has never walked across a tightrope but he has jumped out of a plane a few times.

Listen to his webinar to discover some of the hidden science behind the art of persuasion, and the answer to the question: can you persuade an acrophobe to walk across a tightrope?




Or read on to find out more about the hidden science of persuasion.


The Hidden Science of Persuasion

Starring Wally, Donald and Kim



Wally sells tightropes


Or at least he hopes to.


He has to sell them to an audience suffering from acute acrophobia (an irrational fear of heights).


Translated into marketing speak that means people suffering from severe Attention Overload Shock. A stampeding crowd, decidedly reluctant to look at the possibilities for fear of wasting even a moment of their precious time and goldfish level attention span.


After saying “excuse me” more times than we cared to count …


… Donald dropped in to help the desperately failing Wally.


In Marketing and Sales there is nothing more important than knowing how to persuade people to go from saying “sorry, not interested” to “I want that right now!”

So Donald said: “Wally, there are three things you need to do to start the process of persuasion.



  • You have to attract attention

    You’re not going to persuade anyone of anything if they don’t know you exist.

    • Evoke an emotional response such as shock, surprise, curiosity or awe
    • Repeat, repeat, repeat
    • Make good use of visuals, motion, sound, colour and layout
    • Be different and unusual.


  • You have to hold that attention

    You can’t persuade someone of anything if they don’t stop to listen and pay attention to your message.




    • Start by evoking an emotional response such as a sense of anticipation and curiosity


    • Make good use of storytelling techniques: start with a bang, introduce strong characters, create drama, control the pacing, focus on the human element, and use visuals
    • Above all make it entertainment and keep it short.


In short, tell a riveting story.

  • You have to make your message easy to recall

If they forget you, you might as well not exist.



    • After you’ve grabbed someone’s attention, it might be days, weeks, even months before they are ready to take action.

      The more emotional impact you create with grabbing and holding attention the longer they are going to remember you.”


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