The Zeigarnik Effect Revealed

[KEY POINT 1] If you have come here via Part 1 of the Zeigarnik Effect then you've already been PERSUADED by it!

Following on from Part 1, what McGraw’s results found were staggering:

• Once the experiment was interrupted and then ended, some of the subjects showed a HUGE desire to bring the experiment to a conclusion and ultimately finish the puzzle, however, the two groups acted completely differently.
  
  
• From Group A [The financial reward group] only 58% of the participants used their own FREE time and stayed afterwards to complete the puzzle
  
  
• From Group B [No financial reward group] a massive 86% of the participants used their own FREE time after the experiment to complete the puzzle
  

Not only that...

• Group A subjects on average invested 2:20 of their own time to complete the puzzle before giving up and going home
  
  
• Group B subjects on average however, spent 3:48 of their own time and satisfied their curiosity completing the puzzle before going home!

That’s a monumental difference of 28% with those who felt compelled to complete the puzzle and a staggering 39% difference in the FREE time invested by the groups in wanting to bring the task to a natural conclusion.

And Remember...

• The 86% of those who stayed behind and those who spend longer of their own free time completing the puzzle, came from the group who were given NO FINANCIAL INCENTIVE TO TAKE PART IN THE EXPERIMENT!!!

Question: Do you pay staff overtime?

[KEY POINT  2] On these results and many subsequent studies it now appears that adding a financial bonus for the completion of a ‘started’ project may not only mean staff members spend less time on the project before going home but that the ‘overtime’ financial rewards may not have ever have been required. [I've started so I'll finish]

So let’s now go back and have a look at the big Hollywood Blockbusters, your favourite soap operas and TV drama series.

What is it about these that literally compel the general public to want to see the next film, buy the next book or not want to be spoken to by a partner 5 minutes before the anticipated TV programme starts? [personal experience here]

Cleverly, the writers of the above have ALL utilised the Zeigarnik effect with astonishing success. Notice how they all end with a cliff-hanger, a moment of suspense or with an important question unanswered?

This is the Zeigarnik Effect... using the research of Blyuma Zeigarnik, the writers know that once your brain feels that a problem, quest or goal has reached it logical conclusion, then you'll have LITTLE to NO desire to stay interested in it, or to even remember it.

It was this brilliant discovery that Blyuma Zeigarnik found with the groups of waiting staff. If the order was still incomplete then they’d remember the details of that order whereas, those orders that had been served were essentially ticked off by the waiting staff's brains and then forgotten about... objective satisfied.

Your Company's Proposals!

[KEY POINT 3] How do you leave you sales presentations or sales telephone calls? Are you leaving the prospect with a COMPLETE picture with ALL the answers they require in order for them to make a buying decision? Or, would you NOW want to purposely leave them with an unfinished proposal, something you have to get back to them with that they'll be intensely curious about or maybe an important but hugely beneficial reason to revisit them in the near future. Just a thought.

Remember...

Once a task has been completed or they feel they have all the answers your prospects have little or no desire to want it anymore. Could this be the reason your proposals get forgotten and never actioned?

And finally...

Let’s have a quick review of this 2 part article and take a look at the 8 reasons why you have read this far.

1: {Subject Line} The Reason Why This Is The Most Read Article I’ve Ever Written Is...

2: {Unanswered Questions}

• What compelled hundreds of millions of people to read the Harry Potter series of books...
• Why are TV soap operas and drama series so popular...
• Why so some members of staff stay late and others are sat at their desks waiting for the clock to tick over to home time...
• Why do your business proposals always get forgotten and you never hear from the prospect again...

3: {Curiosity Headline} “So what!” you might be thinking. But wait! have you thought about...

4: {Curiosity Statement} I’ll tell you what in after this brief example...

6: {Take Action Statement} Do you want to know what these phenomenal results were and what the important implications are for you and your business?

7: {There’s More Statement 1} Not only that...

8: {What Have You Forgotten Statement} And Remember...

Do you think I've used the Zeigarnik Effect....

Notes:

• How could you use the Zeigarnik Effect to entice clients who use your services for coaching?
• How could the Zeigarnik Effect help you with 'Subscription' based programmes?
• How should you finish any on-going training / coaching?

To Be Continued ....

The Persuasion BluPrint - Vol 1 [6CD Audio Programme]

Persuasion Strategies for Sales Supremacy

The Persuasion BluPrint – Vol 1 is an exposé into the covert persuasion techniques, the psychological triggers and the short cuts of the human brain used by individuals and corporations that they know compel you to say YES!

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