7 Secrets of Persuasion

1. The Lizard Inside: Understanding Our Automatic Mental System

"Our automatic, nonconscious mental system affects all our choices and is the sole influence in many."

The lizard inside. Our brain has two systems: the reflective, conscious system and the automatic, nonconscious system (the "lizard"). The lizard is faster, has greater capacity, and works effortlessly. It can't be turned off and focuses on the here and now.

Characteristics of the lizard:

• Processes 11 million pieces of information per second
• Makes decisions before we're consciously aware
• Guides most of our daily actions and choices
• Responds to immediate, certain, and emotional rewards

Understanding the lizard is crucial for effective persuasion, as it's the primary driver of our decisions and behaviors.

2. Speak the Language of the Lizard: Availability and Association

"For the lizard, what comes most easily to mind seems most true. The lizard can't tell the difference between familiarity and accuracy."

Mental availability. The lizard pays most attention to things that come easily to mind. Increasing the mental availability of your message or product makes it more likely to be chosen or believed.

Association. Ideas in our mind activate other associated ideas, creating a web of connections. By deliberately creating positive associations with your message or product, you can influence the lizard's perception and decision-making.

Techniques to increase availability and create positive associations:

• Repetition and frequency of exposure
• Vivid and memorable messaging
• Linking your message to familiar and positive concepts
• Using priming techniques to subtly suggest ideas

3. Action, Emotion, and Others' Preferences: The Lizard's Style

"Behavior engulfs the field."

Action speaks louder. The lizard judges based on actions, not motivations. It believes "you are what you do, no matter why you do it." This principle applies to individuals, brands, and persuasive messages.

Emotion is key. The lizard communicates through and responds to emotions. Emotional appeals are often more effective than logical arguments in persuasion.

Social proof matters. The lizard uses others' preferences and behaviors to form its own judgments and choices.

To persuade effectively:

• Demonstrate the desired behavior rather than just talking about it
• Appeal to emotions and create positive feelings
• Show that others (especially similar others) are adopting the desired behavior

4. Aim at the Act, Not the Attitude: Changing Behavior First

"Rather than attitude change being the most promising path to behavior change, it seems that the most promising path may run in the opposite direction."

Behavior first. Contrary to common belief, changing behavior is often easier and more effective than changing attitudes. When people act differently, their attitudes tend to shift to align with their new behavior.

The power of circumstances. Changing the situation or environment can be more effective in altering behavior than trying to change minds directly.

Strategies for behavior-focused persuasion:

• Modify the environment to make the desired behavior easier or more natural
• Create small, actionable steps towards the ultimate goal
• Use the "foot-in-the-door" technique to build momentum with small actions

5. Don't Change Desires, Fulfill Them: The Key to Persuasion

"The only way on earth to influence people is to talk about what they want, and show them how to get it."

Fulfill existing desires. Instead of trying to change what people want, show them how your proposed action or product can fulfill their existing desires. This approach is less confrontational and more effective.

Think big. Look for fundamental, universal human desires that your message or product can address, rather than focusing on small, specific attributes.

To apply this principle:

• Identify the target's existing desires and motivations
• Show how your proposed action or product fulfills those desires
• Frame your message in terms of the target's wants, not your own agenda

6. Never Ask, Unearth: Discovering True Motivations

"People don't know why they do what they do. But, if asked, they will come up with an answer and believe it to be true."

The limits of self-knowledge. People are often unaware of their true motivations and will confabulate reasons for their actions when asked directly.

Unearthing motivations. Instead of asking people why they do things, use indirect methods to uncover their true motivations and decision-making processes.

Techniques for unearthing motivations:

• Observe behavior patterns and choices
• Analyze correlations between perceptions and actions
• Use projective techniques and hypothetical scenarios
• Study people who already engage in the desired behavior

7. Focus on Feeling: Transforming Rewards into Emotions

"When we focus on feeling, we gain impact because we translate a rational reward into an emotional reward."

The power of emotions. Emotional rewards are often more motivating than rational ones. By focusing on feelings, you can make rewards more immediate, certain, and impactful.

Laddering up. Transform rational attributes or rewards into emotional benefits by asking "why" until you reach a fundamental feeling or desire.

Strategies for emotional persuasion:

• Identify the emotional payoff of your proposed action or product
• Use vivid language and imagery to evoke desired feelings
• Leverage the power of actor image to create aspirational emotions
• Frame rewards in terms of immediate emotional gratification

8. Create Experience with Expectation: The Power of Perception

"What we see, feel, taste, or smell depends to a great degree on what we expect to see, feel, taste, or smell."

Expectations shape reality. Our perceptions and experiences are heavily influenced by our expectations. By shaping expectations, you can actually change how people experience your product or action.

The confirmation bias. People tend to seek out information that confirms their existing beliefs and interpret new information in ways that support their expectations.

Techniques for shaping expectations:

• Prime positive associations before the experience
• Use branding and messaging to create positive expectations
• Leverage social proof to set high expectations
• Guide attention to positive aspects of the experience

9. Add a Little Art: Engaging the Automatic Mind

"People will infer qualities of the option you recommend and infer qualities of the people who take that option from how you say what you say."

The art of persuasion. Engaging the automatic mind requires more than just logical arguments. It involves the artful use of language, imagery, and presentation.

Rhetorical devices. Use figures of speech and unexpected elements to make your message more memorable and engaging.

Techniques for adding art to persuasion:

• Use metaphors and analogies to explain complex ideas
• Employ rhetorical questions to engage the audience
• Create unexpected connections or juxtapositions
• Use vivid storytelling to illustrate your points
• Craft messages that invite audience participation and inference

Last updated: October 7, 2024