Elements of the Act of Persuasion
Not to persuade against someones will, but leading a 
person to a decision that they are happy to make. In selling as in life if you ‘force’ a person into a decision, or rush them into a decision, especially a buying decision, you will lose a customer. And if you rush someone in human relations decisions you lose a friend and possibly make an enemy.
6 Factors:
1)Simplicity – Easy to follow, easy to swallow. Do everything in threes – ‘we cannot dedicate, we cannot consecrate, we cannot hallow this ground” – the tricolon. Three is reinforcement, two is not enough and one , who hears one? ( I’m from Canada – and they say you have to tell a Canadian 5 times before we get it, I said you have to tell a Canadian 5 times, it is said you need to tell a Canadian five times – I said 5 times ..anyway – you get the picture)
2) Perceived Self Interest – When a customer is given a loyalty card with six holes to fill that’s one thing. If you give them a loyalty card with 8 holes, 2 already filled in, that is much more compelling. Present things in such a way that it appears not be in your interest but theirs.
If as a waiter you offer your customers two candies, that one way to get a tip,. A better way is to give them one, then hesitate turn back and give them another. Its still two candies, but the effect is more powerful
Here is my free giveaway, and when it is taken add -Oh By the Way here’s another fee unannounced, unforced free gift. Very powerful.
3)Incongruity – Do something unexpected, catch people unawares, don’t do the expected. Your audience will be intrigued. Just be careful you don’t go too far. No-one likes perceived crazy people.
4)Confidence – ‘Click here’ ‘Buy now’. ‘Subscribe today’. A confident call to action. And because you are confident, and you portray that you are in charge and know the way, therefore all should follow. Everyone wants a leader at some point in their journey.
5) Empathy – “I understand how you feel, I felt the same way myself,then I found out that…”. The feel, felt, found method. I am like you, I felt lost too, but then I found… this. Click here.
6) Humor – Humor is human, humor is disarming, humor is likability.Logic is one thing,but humor is unstoppable.”Buy my product now -it will make you wealthy, wise and the envy of all your friends -and have a very large penis, unless you’re female, then of course it will give you large breasts…(see also incongruity above).
(We think) funny people cannot be evil people.People who have a sense of humor will not hurt us.
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