persuasion We see diet ads that use contrast to convince us to use their products. The "Before" and "After" pictures are intentionally made to look like stark opposites. The "Before" picture is in black and white, with the person slouching, frowning, and pale. The "After" picture is of the same person in full color with a smile, erect posture, and tan skin. We look at the two pictures, see the comparison, and decide we want to be more like the "After" picture. How to Use the Law of Contrast By reviewing the examples that were just outlined, you can guess the steps you need to take when employing this law. But let's try to simplify the process a little bit by looking at a few different elements of the Law of Contrast. Starting High As the name "Starting High" suggests, make sure your initial request is really big-not so big that it is totally unrealistic, but big enough that you know you will get a "no." Then, follow this initial request with smaller offers that will bring about the result you really desired all along. For example, fundraising organizations often send letters asking for donations in amounts that are usually pretty high for most people's pocket books. Soon after the letter is sent out, the organization places a followup telephone call. The person making the call asks whether the letter was received and then makes a request for a smaller donation. Timing For contrast to be effective, it is important that the two scenarios, options, or offers are presented one right after another. Researchers Dillard10 and Fern11 argue that the timing between the initial and followup requests influences the successfulness of using this technique. Specifically, in order to increase compliance, the delay between the two requests must be short. If there is too much of a delay between the first and the second request, your prospect may not remember that you are comparing the two items or requests, and your ability to persuade will falter. The effects of timing play a key role in people's reactions and the actions they take. Let's say that you just found out your twelveyearold son took the family car for a joyride and was brought back by the police. You might be understandably upset. However, what if you just found out instead that your nineteenyearold son had taken your car out for a joyride seven years ago? In both scenarios you discovered the same news, but your reaction would be entirely different. You can see how the passage of time dulls the impact an event or situation can have. The same holds true with your requests-the passage of time will dull their impact. Situation "Situation" applies to most of the persuasion laws, and certainly to the Law of Contrast. You have to think about the situation that you are in before you can choose which method to use and to what degree to implement the law. It is easy to see that the feelings of a funeral attendee will be different from those of a wedding guest. Each event puts the attendee in a different frame of mind. persuasion