29 March 2013

Only Use These Powerful Persuasion Tactics Ethically in Your Care Home!

This is a fantastic video summarising the 6 scientifically validated principles of persuasion featured in the book Influence: The Psychology of Persuasion by Professor Robert Gialdini. It features some great examples with results that were achieved and I’m willing to bet that watching will trigger all sorts of ideas on how you can use these principles in your care home.

How to use the scarcity principle in your care home

My favourite persuasion principle is scarcity (No.2 in the video) and this has worked very well for me in all sorts of situations. However, let’s have a look at one of the ways you can use scarcity to your advantage when it comes to filling the empty beds in your care home.

This is best used when showing a prospective client around your home. Make sure you show them no more than two rooms. Choose the one you feel they like best and casually mention that there has been a lot of interest in the room and you’re expecting it to be filled very quickly so if they want to reserve it they’d better act now.

Is this an ethical use of persuasion?

You might feel that this is in some way dishonest and I suppose that if you have a home full of identical empty bedrooms it is probably is. That’s the thing about these principles they can be used for good and evil (I’m hearing Spiderman’s ‘With great power comes great responsibility’ speech in my mind now!).

I look at it like this. If you genuinely believe that this is the best thing for your potential client and they are going to truly benefit from taking a room in your home, then it’s perfectly acceptable to use this and other persuasion tactics like it.

What do you think?

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Simon Beck

Simon Beck is the founder of Care home Marketing Expert and author of 'Full Beds Forever - How To Market Your Care Home in 3 Simple Steps'. He is also a regular guest speaker at many of the care industry shows such as Naidex, The Care Show & Health+Care.