Science of Persuasion

In the increasingly overloaded lives we lead, more than ever we need shortcuts or rules of thumb to guide our ______.

6 Shortcuts

  1. ______
  2. ______
  3. ______
  4. ______
  5. ______
  6. ______
  1. ______
  • Obligation to ______when you ______
  • Likely to say ______to those they owe
  • Be the first to give and be sure what you give is ______and ______
  1. ______
  • People want ______of those things there are ______of
  • Need to point out the benefits and what’s ______about your proposition and what they stand to lose
  1. ______
  • People will follow the lead of ______, knowledgeable experts
  • Displaying degrees and wearing a uniform signals to others what makes you credible, knowledgeable authority before you make your ______
  • Arrange for someone to tell how “______” you are
  1. ______
  2. Activated by looking for, and asking for small initial ______that can be made
  3. Look for voluntary, active, and public commitments
  1. ______
  2. People prefer to say yes to those they ______
  3. Why Like? = 3 Important Factors

1. People who are ______to us

2. People who pay us ______

3. People who ______with us

  1. ______
  2. People will look to the ______and ______of others to determine their own
  3. Rather than rely on our own ability to persuade others we can point to what many others are already doing especially many similar others

6 Scientifically Validated Principles of Persuasion that provide for small, practical, often costless changes that could lead to big differences in your ability to influence or persuade others in an entirely ethical way

Science of Persuasion

In the increasingly overloaded lives we lead, more than ever we need shortcuts or rules of thumb to guide our decision making.

6 Shortcuts

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus
  1. Reciprocity
  • Obligation to GIVE when you RECEIVE
  • Likely to say YES to those they owe
  • Be the first to give and be sure what you give is PERSONALIZED and UNEXPECTED
  1. Scarcity
  • People want MORE of those things there are LESS of
  • Need to point out the benefits and what’s UNIQUE about your proposition and what they stand to lose
  1. Authority
  • People will follow the lead of CREDIBLE, knowledgeable experts
  • Displaying degrees and wearing a uniform signals to others what makes you credible, knowledgeable authority before you make your INFLUENCE ATTEMPT
  • Arrange for someone to tell how “BRILLIANT” you are

4. Consistency

  • Activated by looking for, and asking for small initial COMMITMENTS that can be made
  • Look for voluntary, active, and public commitments

5. Liking

  • People prefer to say yes to those they LIKE
  • Why Like? = 3 Important Factors

1. People who are SIMILAR to us

2. People who pay us COMPLIMENTS

3. People who COOPERATE with us

6. Consensus

  • People will look to the ACTIONS and BEHAVIORS of others to determine their own
  • Rather than rely on our own ability to persuade others we can point to what many others are already doing especially many similar others

6 Scientifically Validated Principles of Persuasion that provide for small, practical, often costless changes that could lead to big differences in your ability to influence or persuade others in an entirely ethical way