I moved into a new Airbnb a few days ago. The host met me there to let me in. Fine. But then he wouldn’t leave.
He pointed out where the bedroom is. He showed me where he keeps the ironing board. He mimed how to press the button that turns on the hot water heater.
And then he walked to the front door and said apologetically, “Well… I guess there’s nothing else…”
But there was. Three more times he started to leave… and three more times he went off on another tour of the apartment.
He highlighted the lacquered kitchen counter.
He explained the quirks of the TV to me, even though I told him I don’t watch TV.
And when he was finally leaving for real, he said:
“People tell me there’s something about this apartment. A good vibe. I don’t really get it. But a few people who stayed here made me an offer to buy it outright. They say it just makes them feel good to be here.”
I told him I’d keep my antenna out for the special vibe.
And the craziest thing happened.
I think the guy was right.
I’m not sure what it is. Maybe it’s the quirky mix of decor. Maybe it’s the shady maple trees in front that reach right up to the windows. Maybe it’s because I’m sleeping like a bear in the cool and dark bedroom.
Anyways, I probably would have let all this slip into oblivion. Except I’ve been reading Robert Cialdini’s Pre-suasion over the past few days.
And that book got me thinking. Because the first few chapters are all about the power of attention.
Draw somebody’s attention to a fact, says Cialdini, and that fact gains in importance. (“Good vibe, huh? Well, we’ll see.”)
Not only does a highlighted fact gain in importance, but other facts lose in importance. (It took me days to notice the apartment is very dark. Must be the maple trees.)
And there’s more:
Attention can create causality. Even where there is none. (“The kitchen counter really is nice. Could that be why I like this place?”)
Well… I guess there’s nothing else I want to tell you today.
(1… 2… 3…)
Except let me just add one last thing:
You probably already knew how important it is to manage the attention of people you want to persuade.
You probably even knew that you want to draw attention to things that help your case… and to keep attention away from things that hurt your case.
Whatever. I thought it was still worth pointing all this out to you.
Because now that the power of attention has been pointed out, maybe you will start to see its importance in a way you hadn’t seen before.
Maybe you will see how it’s being used on you to guide your own decision making.
And when that happens, maybe you will become more effective at persuading others… with a creative light show, which highlights just what you want, at just the right moment.
I guess there’s really nothing else. Except just one more thing:
I write an email newsletter. I’ve had a few people who subscribe to it say it’s surprisingly fun and valuable. I don’t really get it. But if you want to try it out, here’s where to sign up.