7 Secrets of Persuasion - Deepstash

Keep reading for FREE

Persuade The Lizard Brain

Persuade The Lizard Brain

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.

  • Make your request or product mentally accessible through repetition and salience.
  • Link your product or idea to positive associations that people already value deeply like freedom, self-esteem, or achievement.


1.25K reads

Change Behavior, Not Just Attitudes

Change Behavior, Not Just Attitudes

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.

  • Make the desired action easy, normal, rewarding and congruent for your audience.
  • Tweak environmental factors that shape behaviors to cue the wanted response.
  • Promote step-by-step attainable actions rather than vague aspirations.
  • Remove friction and barriers to the behavior.
  • Shape the path of least resistance to guide people effortlessly into your preferred behaviors.


917 reads

Fulfill Innate Motivations

Fulfill Innate Motivations

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.

  • Present your solution as an optimal way to satisfy these drives.
  • Couch your pitch in the language of needs and desires that already resonate with people.


750 reads

Unearth Motivations Indirectly

Unearth Motivations Indirectly

Asking people directly to explain their motivations and reasons for behavior yields limited insights, since much of our decision-making happens outside conscious awareness.

  • Carefully study and observe actual behaviors to infer their emotional and psychological underpinnings.
  • Ask indirect questions to unearth true drives and triggers.
  • Understand that people often act first for unconscious reasons and rationalize after.


656 reads

Translate Attributes into Feelings

Translate Attributes into Feelings

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.


569 reads

Shape Experiences via Expectations

Shape Experiences via Expectations

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.


514 reads

Use Art to Engage the Nonconscious

Use Art to Engage the Nonconscious

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.

  • Promote curiosity.
  • Establish implicit understanding with the audience.
  • Imply associations and qualities of your product obliquely through narratives.
  • Surprise people and violate expectations to capture attention.

Using art, convey things the audience already knows deep-down but cannot articulate on their own.


470 reads

Stress Availability and Associations

Stress Availability and Associations

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.


433 reads

Leverage Peer Preferences

Leverage Peer Preferences

  • We are highly influenced by our perceptions of what is normal, popular and preferred by people similar to us.
  • Strategically leverage social proof - using ads, testimonials, expert endorsements and bestselling claims to convey your product or idea as approved, valued and adopted by peers.
  • Tap into the strong human need for social and cultural conformity.


432 reads

Focus on Feelings Over Facts

Focus on Feelings Over Facts

  • Mere facts, statistics and logical arguments rarely change instinctual, emotional choices and behaviors on their own.
  • Carefully trigger appropriate feelings - both negative and positive - to motivate action. First convince on the emotional level, then rationalize with data.
  • Understand that logic follows emotion. Moving stories change minds. Data at best reinforces existing feelings.


483 reads



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.

More like this

The Compound Effect

23 ideas

The Compound Effect

5 ideas


Explore the World’s

Best Ideas

200,000+ ideas on pretty much any topic. Created by the smartest people around & well-organized so you can explore at will.

An Idea for Everything

Explore the biggest library of insights. And we've infused it with powerful filtering tools so you can easily find what you need.

Knowledge Library

Powerful Saving & Organizational Tools

Save ideas for later reading, for personalized stashes, or for remembering it later.

# Personal Growth

Take Your Ideas


Organize your ideas & listen on the go. And with Pro, there are no limits.

Listen on the go

Just press play and we take care of the words.

Never worry about spotty connections

No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.

Get Organized with Stashes

Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.


2 Million Stashers


5,740 Reviews

App Store


72,690 Reviews

Google Play


Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.

Ashley Anthony

This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!

Shankul Varada

Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.

Sean Green

Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.

Ghazala Begum

Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.

Jamyson Haug

Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.

Giovanna Scalzone

Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.

Laetitia Berton

I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!

Read & Learn

20x Faster





Access to 200,000+ ideas

Access to the mobile app

Unlimited idea saving & library

Unlimited history

Unlimited listening to ideas

Downloading & offline access

Personalized recommendations

Supercharge your mind with one idea per day

Enter your email and spend 1 minute every day to learn something new.


I agree to receive email updates