persuasion I don't know what I am doing wrong and can't seem to get anywhere. I am not sure if I am doing it right or what to do next. Do you have ideas about how I could mend this fence? Could you come take a look?" You will see a marked difference in response between the first request and the second. People have an innate desire to feel wanted and needed. When you fulfill this need, you open the door to persuasion and action, a fact that has been Proved beyond a doubt by records kept on industrial workers. Workers who have no voice whatsoever in management, who cannot make suggestions, or who are not allowed to express their ideas simply do not do as much work as workers who are encouraged to contribute. The same is true in families. Familyrelations expert Ruth Barbee said, "It is surprising how willingly a child will accept the final authority of the father, even if the decision goes against him, provided he has had a chance to voice his opinions, and make his suggestions, before the final decision is reached."4 Our opinions play an enormous role in changing our minds about issues. For action to occur, the change must be internalized. Consider this example: Suppose you surveyed people's opinions on some topic, let's say capital punishment, then divided them into two groups. Both groups are to write an essay on capital punishment that is against their true views. One group is "required" to write the essay, while the other group is asked to "volunteer" to write the essay. Both groups are then surveyed again for their opinions on capital punishment. What do you think the results would be? When this experiment was actually tried, the individuals who were required to write the essay showed almost no change at all in their opinions. Those volunteering to do so showed changes in opinion when tested later, even though their essays were written from a standpoint in conflict with their true views. From this, we learn two things: First, there was greater compliance from those who were given the choice and not forced to participate; second, as discussed in an earlier chapter, when people feel conflict or dissonance internally, they will often adapt or even change their position. Visualization Another participation technique is to use visualization. No one can follow through on an act or message without first thinking or seeing in his or her mind that it is possible to accomplish it. You can mentally achieve participation by helping your audience visualize and see in their mind how your product or service will help them. Real estate agents attempt to help their clients visualize living with their family in a certain home. When showing the home, the agents want the people to envision it as their own. A group of researchers went doortodoor selling cable TV subscriptions. When they included the phrase "imagine how cable TV will provide you with broader entertainment," they immediately achieved more success. persuasion