… or how a pen, a 3-inch note, and a little low tack adhesive can help you get to yes!
In 1974, 3M researcher Art Fry wanted a better bookmark, one that would stay in place in his church hymnals. His solution was to add a small adhesive strip to the bookmark paper and thus marked the start of the 3M Post-it note. Post-its have since enjoyed widespread adoption in both the office and home, but would you believe that in addition to being a useful way to communicate, they can also dramatically increase your persuasion power?
Randy Garner is a professor of behavioural sciences at Sam Houston State University in Texas. In 2005, he published a paper in the Journal of Consumer Psychology documenting his famous Post-it note study.
Garner randomly selected 150 full-time faculty members at a university to receive a request to complete a five-page survey on the university campus climate. The surveys were sent through inter-office mail in the following manner:
- 1/3 had a handwritten Post-it note placed on the cover letter requesting the completion of the survey (Post-it conditions),
- 1/3 had a similar handwritten message on the cover letter itself (written message conditions),
- 1/3 received the cover letter and survey form alone (no written message, control condition).
The message on items a) and b) was, “Please take a few minutes to complete this for us. Thank you!”. Of course, there was no message on the control group’s (c) surveys.
An outstanding response
The startling results were as follows:
- The Post-it note group had 38 of 50 surveys (76%) returned
- The handwritten only group had 24 of the 50 surveys (48%) returned
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18 of the 50 participants (36%) in the no message group had the survey returned
What accounted for such a strong response in the Post-it note group? The researchers believe that the recipient viewed the application of the handwritten Post-it note message on the cover letter as a personal request or favour. When combined with the deluge of impersonal packages and mailings one frequently receives on their desk, the fact that someone had taken the time to use a handwritten Post-it implied that they thought it important enough that they make a personal invitation. The least the recipient could do was make an effort to comply with that request!
Personalizing your requests, even with a simple device as a Post-it note, can dramatically increase your powers of persuasion.
