As it relates to persuasion, some tactics are largely common sense. Maintaining a friendly disposition, for example. But the degree to which such simple and easy fixes can have an impact is sometimes still surprising. As an article in the WSJ reports:
“People teamed in an investment game with online partners whose facial images appeared friendly and reliable entrusted their partners with 42% more money than those whose partners looked downbeat and threatening, says a 2012 study by British and U.S. researchers.”
“Facial expressions are important even when you think no one is looking. People tend to distrust others whose ‘dominant face,’ or habitual expression, is grumpy, disapproving or angry, says Judson Vaughn, an impression-management consultant. And suddenly switching that downbeat expression to a 1,000-watt smile, just because someone is looking, is likely to undermine trust even more, he says.”
For the genuinely friendly, capital raises may simply be easier.