The saying “don’t judge a book by its cover” implies that it is a mistake to determine the value of something based on appearance alone. But often we don’t have time to review all available information and instead rely on simple cues and signs.
Take job titles, for example. Studies have shown that business proposals made by someone using a professional title such as director or VP will often be perceived as more credible and persuasive than the same proposal made by someone not using such a title — even if they are the same person. When we hear a message from a source that conveys their expertise first, it very often makes their message more persuasive, too.
Remarkably, researchers have found that certain job titles not only increase others’ perceptions of your persuasiveness — they can actually increase people’s perception of your height.
In one study a man was introduced to five classes of students as a visitor from Cambridge University. However, his position was introduced differently in each class. In the first, it was as a fellow student, in the second a demonstrator, the third a lecturer, the fourth a senior lecturer and the final class heard he was a professor. After each presentation, the class was asked to guess his height and it was found that elevating the job title also elevated this. When introduced as a professor, he ‘grew’ 2½ inches taller in the eyes of his audience.
Height appears to be an important predictor of authority. Popular politicians are often thought to be taller and studies have shown perceived height is a key factor in whether a politician get elected. In general, the taller candidates win more often than not.
Clearly I’m not suggesting that in order to make your business presentations more persuasive you should take to wearing high heels. But presenting your credentials before a business presentation can do much to make your proposal more persuasive. Even the clothes you wear can influence the success of your presentations.
In one experiment, a man in a suit and carrying a briefcase at a pedestrian crossing was followed by three times as many people when he walked directly into the road against the lights compared to when he wore casual clothes. This explains why staff on department store cosmetic counters are often dressed in white uniforms — it conveys a sense of expertise.
The same is true for our business presentations. So when we are dealing with someone for the first time, it is important to dress at a level that matches our true credentials even if the company we are hoping to do business with has a more relaxed dress policy.
Steve Martin is co-author of Yes! 50 Secrets from the Science of Persuasion. Visit scienceofyes.com
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