WIIFM? How to Use Self-interest to Influence and Persuade

The video tutorial explores the concept of self-interest in influence and persuasion, as discussed by Robert Chaldini. It highlights the three levels of self-interest: needs, self-image, and desires, and explains how marketers use these to appeal to consumers. The FAB (Features, Advantages, Benefits) model is introduced, emphasizing the importance of benefits in driving sales. The tutorial also provides strategies for researching and appealing to self-interest through effective communication and understanding of others' needs and desires.

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