Ben WiseGoogle · Head of Programmatic Media at Google | Speaker | Board Director | Startup Advisor

The Contrasting Effect

Name: The Contrasting Effect
Uploaded: 2024-05-26T13:36:28+00:00
Duration: 28 s
Channel: Ben Wise
Description: Ben Wise explains the contrast principle: put two things side by side and one looks better by comparison. He uses a story about looking older standing…

26 May 2024 · 0 min

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0:28

Ben Wise explains the contrast principle: put two things side by side and one looks better by comparison. He uses a story about looking older standing next to someone named Darren to show how visual contrast shifts what people perceive. Use this in sales by contrasting your offer with a worse alternative.

One of my favorite psychological concepts that I can use for persuasion is the contrast principle. It's pretty simple. You put two things next to each other that contrast and it makes certain things stand out. If I'm standing next to Darren, I look a little bit older. Look at all this gray in my beard. If you have something you want somebody to adopt, if you have something you're selling in or persuading, what can you contrast that with to make it that much more appealing to them? Put that out in front of them and you'll be much more successful.