People often prefer to use comparisons to evaluate a choice, rather than judging one option in isolation. (Trying to determine if a vendor’s quote is fair? Get some other bids.) You can use this to your advantage when trying to persuade someone to accept your idea or buy your product. For example, if you're presenting a business plan for a new product to your board, first review the products you’ve decided not to pursue. Doing so gives your audience different options to consider while giving you a reputation as someone who supports open decision-making. This doesn't mean you should invent lousy alternatives to make your idea appear more impressive. Instead, it’s a way to guide your audience through your own decision-making process – what you’ve tested, why something worked or didn’t work – while making a more convincing case for your idea. Providing testimonials can also achieve the same effect.
Adapted from “
To Persuade Others, Give Them Options” by Steve Martin.
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