Persuade people into making a win-win deal

People feel obligated to return a favour

people act consistently with their values

the more we like people, the more we’ll say yes

People look at experts to show them the right way

the less available, the more people want it

People look at what others do to take decisions

use social proof from the same type of people as

your targets to increase the impact

show what the majority of people do to push people

to do the same - show gratitude to them afterwards

The more options, the less people take actions

Don’t put too many bonuses + always remind the

value each bonus brings

add a very expensive product to your offers to

increase sales of initial products you have

add clear next steps to cancel fear people have

You create a social obligation by helping people

Help people in a genuine and unexpected way

The impact of reciprocity decreases as time goes

→ give more and often

→ remind people indirectly about your past value

Give first without expecting anything in return

make people commit to something small first

label people based on their actions to keep them

committed to the same actions

ask people to make predictions about a future

outcome to help them take action on it

People will take action if they write it down

elderly people like being consistent with their

values, beliefs and habits

doing a favour once will help for the second time

high prices increases the perceived value

have 3rd parties speak about your success

Be upfront with your weaknesses & counter them

Take accountability on your poor performance

and share your action plan to fix it

Bring up common things you have with people

Match the behaviour of people you are dealing with

Look for and Focus on what you like about a

person, not what you don’t like

Make things more unique and limited

fear of loss > appetite of gain

justify your actions with “because”

use names that are easy to pronounce

keep things simple for clarity and referrals

Use riming statements to help people remember

compare your offer to one way better or worse

Show people their progress to an outcome to

motivate them to continue

Use ambiguous and mysterious names for products

Try to appear everywhere to act as reminders

Sad emotions will lead people to buy at higher

prices and sell at lower prices

Selling to sad people can lead to regret and a

bad long term effect

lack of sleep -> lack of focus -> more likely to

believe things

coffee makes people more persuasive

written communication lacks a lot of information

and lead to miscommunication

different cultures value different things

→ occidentals focus on the individual impact

→ Asians focus on the group impact

focus on building relationships with people

focus on the long term gains