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The Nine Laws of Persuasion
Tristan Loo
There are nine distinct laws of persuasion that govern the
human decision-making process. While these laws of persuasion
do not universally apply to everyone, they do apply to the
greater majority of people that you will encounter. To become
a great persuader and to influence people with your communication,
you will need to master these nine laws of persuasion.
Persuasion Law #1: The Law of Scarcity
The law of scarcity states that when a person perceives that
something or someone they want is in limited quantity, then
the perceived value of that which they desire is greater than
if it were overly abundant.
Example: If I went to a party with my girlfriend and she picked
up an interest in talking to other guys there instead of me,
then my interest and perceived value in my girlfriend would
increase dramatically because of the implied scarcity that
I have attached to her.
Persuasion Law #2: The Law of Reciprocity
The law of reciprocity states that if a person gives another
person something or performs a service of perceived value,
then that other person will be so inclined as to give something
back of equal value.
Example: If my neighbors invited me over to their house for
dinner, then I would be inclined to return the favor by inviting
them out to dinner at a later time.
Persuasion Law #3: The Law of Association
The law of association states that people are more likely
to accept, try, purchase, or like things which are endorsed
by other people we like or have respect for.
Example: Commercial producers always want to use high profile
celebrities to endorse their products or services because
the majority of the public will associate the celebrity's
popularity with that product and boost sales.
Persuasion Law #4: The Law of Contrast
The law of contrast states that when two items or people are
different from each other, we tend to see them as even more
different if they are placed close together.
Example: I was at a major electronics retailer recently and
was purchasing a laptop for $1000. After I committed myself
to the purchase, the salesperson offered me an insurance policy
for an additional $150 dollars. Afterall, $150 is a small
amount compared to the $1000 that I just put down. Fast food
restaurants use the same tactic of contrast when they ask
you if you want to "super size" your meal for only a buck
extra.
Persuasion Law #5: The Law of Expectancy
The law of expectancy states that when a person whom you respect
expects you to produce a certain result, then you will tend
to work towards fulfilling that expectation, whether the end
result is positive or negative.
Example: There was a case that I remember in a hospital where
an outpatient was being treated for a minor, non-life threatening
ailment, and somehow the patient charts were switched on the
poor guy. The doctor came in and looked at the charts and
told the otherwise healthy patient that at best he only had
a day to live. That guy died the next day.
Persuasion Law #6: The Law of Consistency
The law of consistency states that when an individual announces,
either verbally or in writing, that they are taking a position
on an issue, then that person will strongly defend that position
regardless of its validity or even in the face of overwhelming
evidence against it.
Example: When former President Clinton denied that he had
"sexual relations" with white house intern Monica Lewinsky,
he aggressively defended it despite the fact that the majority
of Americans were convinced he had cheated on the first lady
and should just own up to it.
Persuasion Law #7: The Law of Power
People who are perceived to have greater strength, fame, expertise,
or authority have power over other people who accept this
perception of that person.
Example: A doctor has a great amount of perceived power over
a patient because of their extensive training. Their word
is usually gospel.
Persuasion Law #8: The Law of Friends
The law of friends states that when someone you trust or like
asks you to do something, you are strongly motivated to fulfill
that request.
Example: If an attractive girl asked a single and available
guy for a favor, then that guy would be strongly motivated
to fulfill her request.
Persuasion Law #9: The Law of Conformity
The law of conformity states that an individual is more likely
to agree to proposals that are well received by the majority
of other people in their group.
Example: At a company meeting the CEO asks for a show of hands
who likes the new idea. Approximately 85% of the meeting participants
raise their hands. John Doe also raises his hand, not because
he liked the idea, but because he felt the pressure to conform
with the majority of the group.
Tristan Loo is the Founder of the Synergy Institute,
a Personal Development Firm based out of San Diego. Tristan
is a former police officer, personal development coach, conflict
negotiator, and author. Visit
the Synergy Institute Website.
Article Source: http://www.upublish.info
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