Over a 26-year career at DDB Chicago, an advertising agency, Jim Crimmins has gained insight into how to craft a message to persuade others. Formerly DDB Chicago’s chief strategic officer, Crimmins is now a Chicago-based marketing consultant and author of 7 Secrets of Persuasion.
Executive: What’s the most important lesson you’ve learned on how to persuade people?
Crimmins: It’s what Dale Carnegie once said, that the only way to influence people is to talk about what they want and show them how to get it. The trick is not to try to change what people want. You want to give them what they want.
How do you find out what they want?
The mistake that many leaders and pollsters make is they ask people directly, “What do you want?” The fact of the matter is most people don’t really know what they want. But when asked, people will immediately make up an answer. So to find out, you can do it in two ways. First, observe ho...(register to read more)