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Persuasion Principles Cheat Sheet by

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Persuasion Principles

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.


Persuasion Principles P - Z

Pass­ion: Enthusiasm is catching.
Peer Pressu­re: We do what we think others want us to do.
Perc­ept­ion: Perception is reality. So manage it.
Pers­ist­ence: In all things, persis­tence pays.
Plea­ding: Asking with attitude.
Posi­tiv­ity: Use positive methods.
Prim­ing: Prior inform­ational influence.
Pull: Create attraction that pulls people in.
Push: I give you no option but to obey.
Repe­tit­ion: If something happens often enough, I will eventually be persuaded.
Scar­city: I want now what I may not be able to get in the future.
Simi­lar­ity: We trust people who are like us or who are similar to people we like.
Simp­lic­ity: Simple means easy to understand and agree.
Social Compli­ance: The pressure to conform.
Social Proof: When uncertain we take cues other people.
Spec­ifi­city: People fill in the gaps in vague statem­ents.
Subs­tit­uti­on: Put them into the story.
Surp­rise: When what happens is not what I expect, I must rethink my unders­tan­ding.
Tens­ion: I will act to reduce the tension gaps I feel.
Thre­at: If my deep needs are threat­ened, I will act to protect them.
Trust: If I trust you, I will accept your truth and expose my vulner­abi­lities.
Unce­rta­inty: When I am not sure, I will seek to become more certain.
Unde­rst­and­ing: If I understand you, then I can interact more accurately with you.
Unth­ink­ing: Go by the subcon­scious route.

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