Book Summary 6 — Pre-suasion
Key Insights
Framing — the way you ask questions
Lower voice, let them lean forward
Zeigernik Effect — you remember unfinished things better (cognitive closure)
- Use a mystery — grabs attention leave it hanging
Rhymes are more persuasive
Point out a weakness early on everything else will be believed
Family — doing something for them is as if doing for yourself (Buffett “let me tell you how things are as I would tell my family”)
Target chuting / Framing
asking a question if someone’s happy (not happy or unhappy) results in 375% more likely to declare happy Framing
- Surveys “Do you consider yourself a helpful person?” (77% vs 22% success rate)
Attention
- lower voice, let them lean forward
- focusing illusion (p33) Kahneman, “nothing in life is as important as you think it is while you are thinking about it”
- background (consciousness) awareness can imply things but also distract (same as noise)
- Focal is causal — whatever sticks in mind, is loud, is visible — make someone focus on something
- Background Love — messaging — be the one to stand out
- Background Fear — messaging — join us, be one of thousands before you
- the more options the more importance/attention we place on unique/distinguished
- Self-relevance — you focus on yourself / your speech / your act most (advertising say You instead of People)
- Next in Line Effect — if you’re the next to speak you don’t concentrate properly on what’s before or after you as you focus on what you’re about to do or done
- Zeigernik Effect — you remember unfinished things better (cognitive closure)
- finish writing / lecture midway (you will want to go back and write more)
- Use a mystery — grabs attention leave it hanging
- winning argument, counterargument best to shows how the source of argument is wrong or dishonest
Associations
- Wording plays a big part!
- pics and words highlighted make a difference (perseverance, success, winning race pic)
- metaphors important paint a picture
- heavy cv — more serious
- warm cup better social interaction
- more likely to do something / connect with someone who has something in common with you / is like you
- easy names (pharma, first last names) better association better performance
- rhymes are more persuasive
- external and internal geographies (change it to whatever is most applicable to the task) internal = visual cues around you
- you can make yourself happy (write down gratitude, choose to look at the bright side, limit time spent on negative)
- positivity paradox — someone coughs or itches you start coughing itching too
- don’t cram before exam fear not good get psyched get confident
- if/then better than just a goal (when/if I finish this then I will do that)
Liking
- show that you care and like someone (they will like you back)
Trustworthiness
- point out a weakness early on everything else will be believed
We-ness
Family — doing something for them is as if doing for yourself (Buffett “let me tell you how things are as I would tell my family”)
Home — whoever shares it is like family
Physical similarity
Hometown, Region
Doing the same things — body language
Music
sharing personal information
cocreation
Bossification — creative co-creation, make manager involved in decision making make believe it’s their idea
ask for advice
