6 persuasion tips for breastfeeding moms and advocates

They're made for babies, too. (Photo by Hector Landaeta, taken from www.sxc.hu)

“Welcome to the Milk Mama Diaries Carnival (August). For this month, we join the World Alliance for Breastfeeding Action in it’s “Talk to Me!” theme where participants will share personal experiences, insights or recommendations in communicating breastfeeding intentions and goals to their support system. Please scroll down to the end of this post and check out the other carnival participants.”

By Anthony O. Alcantara

As long as God has not nullified his command to “Go forth and multiply,” there will always be babies.

And the job of breastfeeding advocates, especially with this wonderful onslaught of babies in our world, is to “go forth and demystify” the idea of breastfeeding.

But how do we persuade people that female breasts exist for babies? That breasts are not merely decorations to be used on special occasions? That babies need the life-giving milk from their mothers? That people who run companies making milk formula are actually aliens who want to experiment on humans?

We can turn to Robert Cialdini, a psychologist who specializes in influence, for answers. I’m pretty sure he’s not an alien.

I already wrote a piece on persuasion a long time ago. But now I take the liberty to apply Cialdini’s  framework for the use of breastfeeding moms and advocates.

Principle 1: Reciprocity

This means that we feel the need to return favors to other people.

Let’s say Pedro is trying to convince his skeptical wife Maria to breastfeed their soon-to-be-born daughter.

“Honey, do you remember the shopping money I gave you so you can buy all those clothes to make you look pretty despite that big belly? Can you please consider breastfeeding for at least a few months?”

Principle 2: Authority

If reciprocity doesn’t work, there are other tools Pedro can use. The principle of authority shows that people have the tendency to respect experts who know better. Research is important.

“Honey, did you know that breastfed babies rarely get sick? According to a reliable study about breastfeeding, these babies are also smarter then formula-fed babies.”

“If mom breastfed me, I should have been a super genius.”

“Me too. Now I’m left with only two working neurons.”

Principle 3: Commitment/Consistency

There’s another principle that Pedro can use. People have this need to be consistent to their beliefs and values.

“I know you love our baby so much, dear. Do you promise to give her everything to give her a great life?”

“Yes of course.”

“Maybe we should consider breastfeeding, don’t you think?”

Principle 4: Scarcity

People want what others can’t have. Most of us indeed want gadgets, cars or club memberships that others can only dream of. It’s a natural inclination.

“Maria, do you know that fewer and fewer moms breastfeed despite the obvious benefits? These rare moms who breastfeed are indeed doing something good for their babies.”

“Yes, I know my friends didn’t even consider breastfeeding.”

“They probably don’t know what their kids are missing.”

Principle 5: Liking

This principle shows that we say yes to people we like. Liking can take several forms. We tend to say yes to people who are similar to us physically, culturally or in terms of social status. We also tend to like people who praise us.

“There’s this La Leche League group with moms like you who have the same problems with breastfeeding. They’re your age. I think one of your friends way back in elementary school is a member. Maybe you can have friends there who can support you.”

“Yeah, at this stage I need all the support I can get.”

Principle 6: Social Proof

This principle only shows that people tend to follow what others do.

“What’s this in the newspaper? There is an increasing number of moms who wish to breastfeed. They’re just few, but it’s becoming a trend.”

“Oh that’s interesting.”

“And more and more hospitals are now supporting breastfeeding. Maybe there’s something to this breastfeeding thing after all.”

Now Pedro can use these principles in combination for maximum effect. Lots of promising one-two-three combinations that can be used over time.

Will they work? Despite my contrived examples above, I think they will, if used properly.

Now go forth and spread the good news. And don’t forget to thank Robert Cialdini.

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TouringKitty’s Communication Through Breastfeeding (Twitter: @Touringkitty) (This is my wife’s blog and twitter account. We’re reaching another milestone with our baby soon.)

DaintyMom’s Creating a Pro-Breastfeeding Culture in the Family (Facebook and Twitter: @Dainty_Mom)

Wifely Steps’ On Breastfeeding: Say It, Claim It, Get Support! (Facebook and Twitter: @macaronigirl)

Truly Rich Mom’s How To Get Others to Support You in Breastfeeding (Facebookand Twitter: @tinasrodriguez)

EthanMama’s My Best Breastfeeding Support System – My Husband (Twitter: @ethanmama)

Raising Baby Lia’s A Shoutout to my Breastfeeding Buddies

Jen CC Tan’s I’m Breastfeeding, and That’s That! (Facebook and Twitter: @next9baby)

Project Blog by Kate’s Talk and Make it Happen (Facebook and Twitter: @kate_demetrio)

My Mommy Kwentos’ How I Recruited my Top Breastfeeding Buddies (Facebook)

Apples  & Dumplings Communicating and First Time Breastfeeders (Twitter: @apple_dumplings)

I’m a Newbie Wife’s How I Taught My Family to Breastfeed

Mec as Mom’s Pre-Natal Pediatric Consultations Are Necessary

Escie’s World’s Ready, Get Set, Go! for Breastfeeding (Twitter: @Escielicious)

Nanaystrip’s BreasTALK : Text, Retweet, Share your Knowledge and Experiences (Twitter: @bunsonimaestro)

Legally Mom’s Breastfeeding Talk Between Me and My Formula Fed Daughter (Facebook and Twitter: @legallymomPH

Chronicles of a Nursing Mom’s Effective Communication Bucket List (Facebookand Twitter: @mamababylove)