The Next-In-Line Effect

The Next-In-Line Effect can be used to increase or decrease attention and memory.

You’re next in line and the auditorium is absolutely packed.

You’re on the side of the stage watching the speaker before you wrap up. You rehearse your presentation in your head, over and over and over.

Then you go up and…absolutely nail your talk. Everyone congratulates you, and you feel stellar…until someone asks you what you thought about the speaker before you.

But you can’t remember what that speaker even talked about.

Welcome to the Next-In-Line Effect. Do you know what it is, and how you can use it to your advantage?

WHAT IS THE NEXT-IN-LINE EFFECT?

The next-in-line effect is an example of your self-reference bias. This bias means that you are more influenced and affected by information if it implicates you.

And you already know how the word “you” in copywriting triggers the self-reference bias. So you know that this bias can be potent.

As Robert Cialdini talks about in Pre-Suasion, the Next-In-Line Effect comes up in two ways:

• First, on the front end, you will pay less attention to something if it comes right before you are in the spotlight.
• Second, on the back end, you will pay less attention to something if you come right after that thing.

HOW YOU WILL LEVERAGE THE NEXT-IN-LINE EFFECT

ext time you have to give a presentation, think about how you can use the Next-In-Line Effect to your advantage.

• Increase Others’ Attention — If you want someone to notice you, make sure you’re not going right before or right after them.
• Hide From Attention — If you want to remove yourself from someone’s attention (e.g., a boss), try and position yourself right before or right after that person.
• Increase Your Attention — If you want to pay attention to someone’s performance, and you’re set to go before or after them, consider recording their performance and watching it later. That way, you’ll actually process the content of it better.

How have you leveraged the Next-In-Line Effect to persuade and influence? Where have you seen it used by others? Share your expertise in the comments.

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