LIVE Winning With Influence – Part 2

6 Proven Principles of Persuasion

JEFF HILLER / Highbar Training

Using behavioral influences to talk colleagues & clients into agreeing with your POV

About the Speaker:

Jeff Hiller founded Highbar Training and has coached 10,000+ senior leaders and managers at 50+ agencies and PR firms including Omnicom, IPG and Publicis groups. His high energy, interactive programs rely on personal, real world experience as an ad exec, marketer & sales manager. Jeff was VP Account Director at $1B ad agency Leo Burnett, earning 7 EFFIE Awards; Houston Rockets Marketing/Creative Director; VP Marketing for Four Hands, a 3-time Inc 500 Fastest Growing company; L&D Director for JB Training Solutions. Jeff also works with advertiser clients such as Marriott, Phillips 66 and speaks regularly at SHRM, PIHRA and ATD events. Jeff graduated from Dartmouth and lives in Austin.


Quality of thinking and depth of explanation are only part of what gets people to agree with you. Being persuasive is another skill entirely. Research reveals 6 principles programmed into all of us that can influence others to go along.

In Part I, we covered three core principles: Herd Mentality, Fidelity & Reciprocity. In Part 2, we briefly profile those then get into detail on the final three. Authority relates to reinforcing perceived expertise with the power of the outside voice. Scarcity applies the hard to get principle, how holding back can be used to build momentum. And the great equalizer Likability, how to actively develop connections in the moment so people want you to win.

Learn the principles, why they work and even more importantly, how to apply them to all aspects of the ad business with specific examples for different agency disciplines. You’ll have more success when you know how to position good ideas to get the best response possible.

Key Takeaways

  • Recognize 6 universal principles that influence behavior
  • Techniques for applying them in your everyday work life
  • Concrete examples for use in real ad world situations

Who Should Attend

All levels of agency disciplines incl. Account, Strategy, Planning, Creative etc. involved in making recommendations internally and externally.

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