Alignment: When everything lines up, there are no contradictions to cause disagreement.
Amplification: Make the important bits bigger and other bits smaller.
Appeal: If asked nicely, we will follow the rules we have made for ourselves.
Arousal: When I am aroused I am full engaged and hence more likely to pay attention.
Association: Our thoughts are connected. Think one thing and the next is automatic.
Assumption: Acting as if something is true often makes it true.
Attention: Make sure they are listening before you try to sell them something.
Authority: Use your authority and others will obey.
Bonding: I will usually do what my friends ask of me, without negotiation.
Closure: Close the door of thinking and the deal is done.
Completion: We need to complete that which is started.
Confidence: If I am confident, then you can be confident.
Conformance: People are driven to obey rules.
Confusion: A drowning person will clutch at a straw. So will a confused one.
Consistency: We like to maintain consistency between what we think, say and do.
Contrast: We notice and decide by difference between two things, not absolute measures.
Daring: If you dare me to do something, I daren't not do it.
Deception: Convincing by trickery.
Dependence: If you are dependent on me, I can use this as a lever to persuade you.
Distraction: If I distract your attention, I can then slip around your guard.
Easy: I like things which are easy (and not things which are difficult).
Evidence: I cannot deny what I see with my own eyes.
Exchange: if I do something for you, then you are obliged to do something for me.
Experience: I cannot deny what I experience for myself.
Fragmentation: Break up the problem into agreeable parts.
Framing: Meaning depends on context. So control the context.
Harmony: Go with the flow to build trust and create subtle shifts.
Hurt and Rescue: Make them uncomfortable then throw them a rope.
Interest: If I am interested then I will pay attention.
Interruption: Break the flow.
Investment: If I have invested in something, I do not want to waste that investment.
Involvement: Action leads to commitment.
Logic: What makes sense must be true.
Objectivity: Standing back decreases emotion and increases logic.
Obligation: Creating a duty that must be discharged.
Ownership: I am committed to that which I own.