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The instinctual, automatic part of our brain that controls most decision-making and behavior responds best to certain elements like availability, association, action, emotion, and social proof.
To persuade the "lizard brain", craft your messaging to appeal directly to the nonconscious mind rather than just presenting facts and logic.
It is often easier and more effective in persuasion to change specific behaviors and actions rather than trying to change abstract attitudes, beliefs and feelings.
Don't try to change or suppress existing desires that are deep-rooted in human nature. Instead show how your product, service or request fulfills universal needs hardwired into all of us - like status, belonging, esteem, achievement, self-actualization, certainty, variety, significance.
Tap into these latent motivations.
Asking people directly to explain their motivations and reasons for behavior yields limited insights, since much of our decision-making happens outside conscious awareness.
Mere features and factual benefits are not inherently persuasive on their own.
For emotional appeal, take care to translate the logical attributes of your product or argument into positive feelings and experiences that people intrinsically value - like pride, freedom, security, belonging, status.
Attach your case to people's deepest hopes, fears and ambitions. Demonstrate experiential and emotional payoffs, not just functional utility.
People's prior expectations, assumptions and beliefs heavily influence their actual perceptions, interpretations and experiences of events.
You can proactively shape experiences by carefully setting expectations - priming people to perceive your product or idea in the best possible light.
But beware unintended negative expectations that become self-fulfilling prophecies. Manage expectations strategically throughout the customer journey.
Subtly employ the arts of conversation, inference and the unexpected to make your messages "wantable" - engaging the nonconscious mind in ways that facts and logic alone cannot.
Using art, convey things the audience already knows deep-down but cannot articulate on their own.
The automatic mind relies heavily on mental availability and associations in memory to estimate value and likelihood. Make your product, idea or ask highly accessible through message repetition, vividness and salience.
Link your pitch tightly to positive existing associations that reflect people's highest aspirations - things like freedom, security, status, belonging. Forge neural connections to these conceptual networks.
This life is what you make it.
7 Secrets of Persuasion is a book written by James C. Crimmins and published in 2016. It provides an exploration of the science behind the art of persuasion and how people can use this knowledge to their advantage. The book covers a range of topics, including persuasion techniques, the power of emotions, and the neuroscience behind decision-making. It also provides practical advice on how to apply these insights to create persuasive messages that can influence people's decisions.
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