Principle 11: Use Experiential Evidence

The Concept

An Excerpt from Influencing Like Jesus

Digging Deeper: Examples of Experiential Evidence

The Concept

We live in a “seeing is believing” culture. People are increasingly skeptical about the notion of truth, increasingly on guard against manipulators and sales gimmicks, and increasingly relying on personal experience as the consummate measure of right and wrong. As a result, it’s becoming increasingly important to let people experience the benefit or truth of our ideas—not just hear about them—as part of our influence attempts.

An Excerpt from Influencing Like Jesus

For some people, experience seems to be their only teacher. So let it be. Adopt Jesus’ approach to influencing that chronic doubter, that persistent pessimist, that unpersuadable person at work or home or anywhere else.

Jesus’ approach? Sure, you remember the story. You may have heard it dozens of times. The disciples are gathered in a room, still hiding out after Jesus’ death, when Mary Magdalene comes running in with the astonishing news that Jesus is alive again. Soon thereafter, Jesus Himself appears to his friends and imparts the Holy Spirit to them. But one of the disciples, Thomas, wasn’t there.

Here’s how John recalls the moment:

So the other disciples kept telling him, “We have seen the Lord!” But he (Thomas) said to them, “If I don’t see the mark of the nails in His hands, put my finger into the mark of the nails, and put my hand into His side, I will never believe!” (John 20:25)

Unpersuadable. None of the influence principles we’ve discussed in this study are working here. Telling Thomas the story of Jesus’ return wasn’t enough (Principle 7). The disciples’ trustworthiness and similarity to Thomas wasn’t enough (Principles 2 and 4). The “social evidence” that several of them were saying the same thing to him wasn’t enough (Principle 12). Only one thing would persuade Thomas: experience. He had to see for himself.

I suspect that Thomas might have been a difficult guy to live with for the next eight days, until Jesus returned again. He might have even fit the profile of the person you were thinking about a few minutes ago, insolent and disbelieving. But then Jesus does re-appear, this time with Thomas in attendance. Can you see the expression on Thomas’ face?

In all likelihood, that sight alone is all that Thomas needed to believe, but Jesus chose to give him the full treatment:

Then He said to Thomas, “Put your finger here and observe My hands. Reach out your hand and put it into My side. Don’t be an unbeliever, but a believer.

Thomas responded to Him, “My Lord and my God!” (John 20:27-28).

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Digging Deeper: Examples of Experiential Evidence

Some everyday examples of experiential evidence test drives taste tests in grocery stores free samples of fudge outside the candy shop invitations by colleges to visit their campus fragrance ads in magazines that are more than a little aromatic free internet samples of productivity software, video games, music clips

Sensitizing managers Some companies (e.g., ServiceMaster, Southwest Airlines) actually require managers to spend one day a year or even one day a quarter doing the jobs of employees they manage. Why? To get them to walk in their employees' shoes--to get them to experience for themselves the nature of their employees' jobs, their trials, their challenges. And to stimulate creative thinking about how to improve the work system and employee work lives. Cost accountants say this is an incredible waste of money. But savvy CEOs know better.

Experiential Evidence in Advertisements

Bounce: Simply scratch here to experience it for yourself

The Joy of Smoking: When "seeing" is just not enough

Turkish Airlines: This ad asks you to do everything except taste Turkey

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