There are few things that work more to create a unconscious desire to buy or acquire something that scarcity. Even though
scarcity is the oldest trick in the book when it comes to sales, it still works. Any time something is in limited supply, or the time is
scarce, in the form of an impending end to a sale, buying desire can quickly reach feverish pitches.

Why is this? Is this some ancient form of mind control or conversational hypnosis? Is this massive brainwashing on a collective
scale? Some believe that we are trained by governments and industry to become attached to things that we can’t have, so that
we’ll continually be in a buying state of mind.

It’s actually the other way around. For hundreds of thousands of years, Mother Nature, or God, has been programming humans
through evolution to react strongly whenever scarcity rears its head.

Imagine this situation. You have a group of a hundred or so primitive humans. They are largely nomadic, and agriculture is a
thing in the distant future. They have to hunt for every meal. When somebody comes back with a particularly large catch, say a
giraffe, its time to eat, as they don’t know how long it will be until they catch another giraffe.

Now imagine two different genetic makeups. One is a person who takes his time eating, doesn’t push to the front of the line, and
passively waits his turn. The other is a person that when valuable resources show up, he steps on toes, pushes others out of the
way, and gets what he wants.

Which one of these pair do you think will be more likely to pass on his genes? Remember, to mind of a primitive human, an
attractive member of the opposite sex is also a resource. Men fight between each other for the best women, and women fight
between each other for the best men.

So here we are hundreds of thousands of years later. We’ve build cathedrals, sent men to the moon, and create beautiful works of
art that have lasted millennia. Yet deep within us all is that drive to “get it before somebody else does.”

There are plenty of ways that savvy markets use this aspect of the human condition. There are plenty of ways to imply scarcity
about any given situation. Time running out is a scarcity of time. If you receive special information, that is not given to the
general public, that information is trusted much more, as it triggers the scarcity response.

Even waiters, when they use the law of reciprocity when they casually mention to a customer that the fresh fish isn’t all that
fresh, can greatly leverage the effect simply by prefacing their statement with, “I don’t tell this to everybody…” This powerfully
combines the power of scarcity (scarce information) with the power of reciprocity (free, useful information).

When something is on sale, and there are only a few of them left, there is a powerful combination of scarcity and social proof.
Scarcity because the item is limited, and social proof because everybody else wants it. Is it any wonder that every year on Black
Friday (the Friday after Thanksgiving when all the sales start in the U.S.) there are many injuries, and sometimes even deaths due
to stampeding crowds after a discounted X Box?

It is all to easy to succumb to these ancient evolutionary hot buttons. One way to defend against the law of scarcity is to ask
yourself a few questions:

Did I plan to purchase this, or is this an impulse buy?
Could I get a better one someplace else?
Would I be better of waiting for the next model? (As many people should have asked with the recent iPhones).
Would I be so incredibly determined to buy this if there were an unlimited supply and nobody else wanted one?

Sure, it’s tough to think rationally when evolutionary programming kicks it, but if you want to avoid mindlessly following the
crowd, your rational mind is all you’ve got.

If you in sales, you should be applying scarcity every chance you get. Scarcity of time. Scarcity of product. Scarcity of
information. All of these will increase buying temperature of your potential clients, and can make you a lot more money.

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I had only three hours to get it done. I wasn’t sure if I would even come close, but I had her a promise. A promise I wish I never would have made. She has a way of doing things like that to me, my thinking, my decision making process. She has, or used to have, a way to make me reconsider things I previously thought to be unshakable. Such is her power. Or was. Until after what happened.

It wasn’t always that way. There’s been a time when we agreed with everything a hundred percent, fifty percent each way. We had an open line of communication, and discussed everything like rational adults. Then I began slipping. Others in my situation may have accused her of deception, and manipulation, but the weakness was all mine. Had I not allowed her those first few points with any argument (against my better judgment), things never would have gotten so messed up.

Human nature is an interesting thing. Many conflicts arise when one party accuses the other of willful deception or manipulation, when in reality it is merely an unconscious strategy that has worked for a long, long time. In many cases, the first things we learn is how to manipulate others. We cry, and we get attention. Pretty soon we cry, not because something is wrong, but because we want attention. And it works again and again.

As we get older, our strategies become more devious, complicated, and automatic. We unknowingly unleash some long, convoluted strategy to manipulate and deceive, but since it’s an unconscious process, we only have a vague idea of what our true intention are. We are just going by our gut “feelings.” Of course, to an outside observer with even a modicum of assertiveness, our ploy is quickly uncovered and exposed. We are accused of Machiavellian strategizing, and are aghast.

Who me? Are you accusing me of that? How dare you!

And the fight begins.

Primatologists have long known that even chimps employ deceptive, sneaky behavior to best their rivals. One famous case was when a young chimp was going after a piece of fruit left by a researcher. A much older, female chimp got there first, and took the fruit. The younger chimp let out a cry, that was (based on the researchers observations) reserved for when the chimp was in physical danger.

The chimp’s mother raced in, and upon seeing the older chimp, assumed the older chimp had done something to harm her son. A fight ensued, and the fruit was dropped, and the young chimp was successful in manipulating the situation.

Another example is when the researchers left out some oranges. They hid the oranges while everybody was sleeping, except for one chimp that saw the whole thing. Had he gone immediately to the oranges, he would have alerted the grownups, and lost his booty. So he remembered where they were hidden, and one by one, ate them in secret over the next several weeks while the rest of the chimps slept.

Some say it is our very nature to be deceptive, and the whole purpose of communication is manipulation, and to engineer our social standing in our groups. There are even some who believe the whole development of language stems from the same behaviors that chimps exhibit when they groom each other.

Chimp grooming is a highly complicated, tit for tat set of behaviors that has a large impact on how much social power one can develop. Much can be said for gossiping.

Of course, none of this mattered, as my time was quickly running out. As my deadline grew closer and closer, I realized there was no way I was going to make it. And she was going to be angry. Angry that I wouldn’t be able to complete a task that I’d allowed myself to be conned into agreeing to, knowing full well I had no chance of completing it. Are my strings that obvious?

I felt like a batter who had been duped by an inside out curve ball, forced to lean into the pitch, thinking I’m getting out of it’s way.

This was going to hurt.

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I used to have this friend that had a particular skill. It wasn’t anything that was going to make him rich, or famous, but it was really fun to watch. The interesting thing was that whenever he tried to purposely do it, like think about it beforehand, it never was quite as amusing.

It even was less funny to watch, and more obviously forced, when there was a group of people, and somebody mentioned this particular skill, and then everybody turned and expected him to turn it on right on the spot. He wasn’t a shy guy, so he never melted under pressure or anything, but it seemed to be much more spontaneous whenever he just launched into this particular behavior without any prompting, and kind of riffed off of himself. Especially when it happened at a party or something when there were plenty of people around, and they were completely taken by surprise.

I was reading this article the other day about something called a pattern interrupt. This is something from NLP that goes way back. What is likely the most taught, or talked about, or referenced example is the handshake interrupt.

Milton Erickson, the famous hypnotherapist invented this, mostly by trial and error. He would walk up to somebody, stick out his hand, and right in the middle of the handshake, he would suddenly shift into hypnotist mode, and pretty soon the person would be standing there staring at his or her hand.

The way it works is like this. The brain is a very lazy organ. Perhaps lazy is the wrong word. The brain is a very efficient organ. It doesn’t want to waste a bunch of energy figuring out the same things over and over. The brain likes to find patterns, so that it doesn’t have to expend a lot of energy. Most people are surprised when they find out that the brain burns over twenty percent of your daily energy. So it makes sense it wants to make things as efficient as possible.

So the way it does this is it looks for patterns whenever possible. Like when you first learned how to open a door, you pretty much knew how to open all doors. And when you first learned the alphabet, you could read any font, regardless of how esoteric or flowery it was.

If your brain had to stop everything, and spend all its energy trying to relearn how to open a door every time, then you wouldn’t get much accomplished.

One of the reasons, according to many evolutionary biologists, for the reason of our powerful brain was because we had to develop all kinds of complex social skills as we evolved on the African plains. So a large part of our brain goes into reading body language, and trying to decide who to trust and who we can take advantage of.

So it makes sense that patterns involving other people are very important to the brain. Once we figure out certain behaviors that we do over and over again, it can potentially save a lot of energy.

Meeting somebody for the first time is one of those patterns. If you can imagine what it would be like if we had to invent ways to get to know somebody every single time we met somebody new, it would be an extraordinary burden on our brain. Meeting somebody for the first time is extremely important, because how accurately we judge them can have a profound effect on our future safety, especially when you consider what it was like back in the caveman days.

If you made the wrong impression about somebody, perhaps thinking if they were harmless when they were really a wolf in sheep’s clothing, it could be devastating later on. So when you meet somebody for the first time, you need as much brainpower as possible to “feel them out,” so to speak. Which makes the handshake interrupt very powerful.

The automatic portion of the handshake, where you respond by sticking out your hand when somebody sticks out there, grab it and pump it a few times, and say the automatic “My names Jack, nice to meet you, nice to meet you too…” is rarely given any conscious thought.

So when Erickson would stop right in the middle of the handshake, people were completely thrown off balance. The mind is do entrenched in the automatic behavior that there is a complete and total shutdown of all thought for a few moments as the “targets” tried to figure out what was going on. And during this brief window, Erickson would see how much he could get away with.

A typical interaction would go like this:

Erickson (sticking his hand out) “Hi!”
Mark (Responding with his hand) “Hi.”
Erickson (freezing the handshake in the middle) “Nice to meet you my name is….”

And then he’d quickly grab the other guys hand with his non shaking hand, gently turn it and lift it so the other guy was staring at his palm. He would do this in less than a second.

“..as you look at your hand you can start to wonder about all those things you’ve forgotten, and you’ll be surprised how easy it is to stand here and think of all those wonderful things…” or something similar, that would take up as much of the guys brain CPU as possible.

Then he would walk away and leave the guy staring at his hand.

I think the reason my friend was so funny when he was so spontaneous, was that everybody was busy caught up in their pre-programmed “behavior” and they would be shaken when he started to act out his bizarre behavior. If you take any popular joke, a key element is something that is completely unexpected, especially if the joke is a play on words or something, and delivers a punch line that completely shakes up the imagine that you were led to automatically think.

The old Groucho Marx joke comes to mind:

“Last night I shop an elephant in my pajamas. How he got into my pajamas I’ll never know.”

Or the famous linguistic example of ambiguity:

“Time flies like an arrow. Fruit flies like a banana.”

I’m sure you can think of many others.

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“Get! The! Fuck! Out!”
“Wait, what?”
“Don’t make me say it again! Get Out! Now!”
He picked up a baseball bat and came after me; I wasn’t sure why he was so angry. I’d been saying the same things to him for the past several years, pretty much this guy’s whole life. Most of the time he just took it, without doing anything. Other times it had the effect I’d intended. To manipulate him into action.

But not today.

I turned to walk out, pretty sure he wasn’t serious. Until I heard things start to break. First a lamp, then he flung the clay ashtray that he’d made at summer camp at me, barely missing my head. Then I felt the air whoosh by the back of my head as his baseball bat barely missed smashing my skull in like that one time we threw a two day old pumpkin off the top of the library at school. Those were good times. This wasn’t. I knew I had to get out of there.

Quick.

“If you come back, I’ll kill you.” It wasn’t a threat, or a warning, merely a statement of factual cause and effect. If it rains, I’ll get wet. If the Dodgers lose, I’ll be sad. If you come back, I’ll kill you.

So what happened all of a sudden? He’d never exhibited any behavior whatsoever that indicated he was the slightest bit angry at me, despite my crafty manipulations to get him to do exactly what I wanted him to.

Most people aren’t aware of how easily you can manipulate people. You just go to know what buttons to push. Which ones feel good. The one’s that they are desperate to have pushed by others, but spend a lifetime without experiencing it. And the ones they are terrified of having pushed, and spend their whole lives cowering in fear of somebody uncovering their horrible secret.

It’s an art form, actually. You don’t really ever have to actually push their buttons. You don’t even have to pretend you are about to push them, like the amateurs do. All you have to do is to allude to having the knowledge, and the will to push them. That is where the skill lies. In alluding to pushing them with the complete and honest capacity to have no idea what they are talking about should you get called on it. To act and communicate in such a way as to have several different interpretations, one of which is that there buttons are going to get pushed.

That way you can leave it to them to imagine what might happen, and be manipulated by their own fearful hallucinations and worst-case scenario interpretations of what you mean. Kind of like in baseball, where you throw an inside out curveball, which looks like an outside in curveball. The only intention of a pitch like that is to confuse the batter into leaning into the pitch. It’s one thing to throw a fastball at a batter. Everybody knows what’s up. That’s why both benches always clear, and there’s always a fight. Clear and obvious aggression.

But an inside out curveball that you trick him into leaning into, is not only aggressive, but it’s aggressive with covert intentions. The worst kind. The kind you’d have to have a lot of chutzpah to retaliate against. Because any retaliation would be met with plausible deniability.

“What? You think I did that on purpose? I would never do that! What kind of person do you think I am?”

That is the secret to pure manipulation. The tone of voice, the presupposed meaning of your sentence.

“Oh, you’re wearing that tonight.”

That way you can get somebody to change their whole outfit, or feel self conscious about it without even coming up with a reason.

“What, what’s wrong with it?”
“Nothing, its..fine..I guess.”

A few short words can elicit a lifetime of shame and embarrassment, and make most people question their own decision. Since most people are motivated by fear, you almost never have to seduce the other way. Most everybody can easily be corralled their whole lives by the thought of their worse fears coming true.

Which is why when I got chased away with a baseball bat, I knew the jig was up. Because, you see, how I have nowhere to go. Since I’m not really a person.

I’m just a voice in that guys head.

Was a voice in that guys head.

Sometimes his second grade teacher, sometimes his mom, a couple of times his boy scout leader, once some pretty lady that worked in the ice cream shop downtown that yelled at him for spilling ice cream on the recently mopped floor. Being a voice in somebody’s head gives you great access to horrible memories, and you can pretend to be many different voices. You almost never get caught, and you always can trick your host into doing, or not doing, whatever you want.

Except the rare occasion, when you get caught. Most of the time when you get caught you are only questioned, sometimes argued with. But rarely threatened with a baseball bat.

Now that I’m out on the street without a host, I will probably die soon. We can’t switch heads. Once the jig is up, it’s up. When we’re gone, we’re gone. Does he have any idea how he will survive without me? I was only protecting him, after all. Protecting him from making foolish mistakes. Protecting him from embarrassing himself in front of his friends. Protecting him from doing something that he’d regret.

I’m starting to feel faint. Maybe I’ll sit down for a spell. Maybe he’ll come to his senses.

Wait, where am I?

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I was waiting in line down at this new electronics shop last weekend. They had this massive grand opening, and they were going to give away this really cool flat screen TV along with a home theater system. They said they’d give out free raffle tickets to the first five hundred people that showed up, and then they’d draw later on in the afternoon to see who won. The catch, of course, was you had to be there to claim your prize. And since they gave out the free raffle tickets at eight o clock in the morning, they were assured that five hundred people would not only likely buy something that morning, but make plans to come back later. Marketing plans like this are fairly obvious. Give somebody a gimmick to get them in the door, and then do your best to up sell them while they are there.

Car dealerships are notorious for doing this. They’ll run an add in the paper for a certain make and model for a ridiculously low price. Of course they’ll say in the small print that there is only one particular car at that price, you can tell as they list the VIN, or Vehicle Identification Number of the car in question. Sometimes they’ll have three or four at that price. People see the ad, and mistakenly believe (to the hopes of the dealer) that all of the cars are at that price.
Then when they show up, they’re told they all sold out. When that happens, the dealership has two powerful tools of influence naturally working in their favor.

The first is something called “Commitment and Consistency,” as pointed out in the often referenced “Influence, Science and Practice,” by Robert Cialdini. When people make a public commitment, they are much easier to be persuaded to do something that is along the lines of that commitment. Political campaigners know this. When they phone people the week before an election and ask them if they are going go out and vote, most people naturally say yes. Since they’ve made a public commitment, even to a complete stranger over the phone, they are much more likely to vote than the average citizen who hasn’t made such a commitment.

By going to the car dealership in search of a good deal on a car, you make a certain commitment. It’s not like the car salesman pulled you in cold off the street.

Another powerful factor they have working for them in this case is social proof. As much as we’d like to think otherwise, we humans are pack animals and are extremely susceptible to crowd behavior. We love to follow fashions, stick to the status quo (unless you are a singing basketball player), and follow the crowd. So when you show up, and the car you wanted is “all sold out (all one of them),” it gives the impression that many people are after the same car, which makes it more desirable.

So by putting those cheesy ads in the paper, and getting you to make a trip to the dealership, just by showing up you have two powerful forces of social influence guiding you to buy a new car.

It’s no wonder that stores use the same tactics. They work, and they work beautifully. Stores use them so much because they work so well. All those incredibly insane “door busters” that you see the day after Thanksgiving, or black Friday, are carefully designed instruments of social manipulation. In case you are unaware, the reason it’s called “Black Friday” is in reference to the black ink bookkeepers use when they are making a profit. In this case black is very good.

To make matters worse, sometime they’ll have free giveaways, but the “winner” is actually a ringer. A plant that works for the store. Even though this is clearly immoral and unethical, it’s pretty hard to uncover and prosecute. The only danger lies in a store being found out, and it’s business getting a bad reputation. Even when people have a suspicion that the winner may indeed be a “ringer,” they still line up, “just in case.” We humans can be terribly easy to manipulate sometimes.

If you can figure out a way to get the free stuff, without giving in to the temptation to buy whatever they convincing you to buy through their masterful social engineering, so much the better.

One thing I usually do in a case like the free TV giveaway is only take five dollars with me, and leave all my credit cards at home. That way even I’m persuaded by the slickest of salesman, I won’t be able to buy anything. Hopefully by the time I race home to get my credit card, I’ll stop and wonder if I really do need that beef jerky machine. It’s not like I eat beef jerky every day, or even once a week. Why in the world do I need to cook the stuff?

So as I was standing there in line, looking at all the awesome electronic gadgets that I would surely buy if I were rich enough, I started talking to the guy behind me. He was involved in several MLMs and told me places like this were a great opportunity spread his business. People were surrounded by all this stuff that they wished they had enough money to buy, so naturally they would be open to opportunities to make more money, at least in principle. This guy said that he had great success recruiting people for his “downline,” at these “free” offerings. He scans the paper every week, and goes to as many as these as possible. He said the best time is right before the actual drawing, when people’s interests are the highest.

He said he was kind of “piggybacking” on the social manipulation of the business. He would show up in the morning, talk to a few people in line, and not mention anything about his business. Then he would come back that afternoon, strike up a conversation again with the people he already met, like he was an old friend. Then while the excitement and expectation was high, he would slowly ease the conversation into his well-crafted sales pitch.

He said that if he only gets one person per “giveaway,” then it is well worth his while, because in the long run, each person that joins his “downline” is worth potentially thousands of dollars, if not more.

And, of course, I didn’t win the TV, and I bought this cool little vacuum cleaner for my keyboard, that plugs into my USB port. And a new computer mouse, because my old one, was, kind of, you know, needed replacing. Or something.

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If you’ve ever bought a car, then you are familiar with something called “sales resistance.” As soon as the salesman or saleswoman came walking up to you, your defenses automatically went up. Another name for this is “conscious resistance.” It is widely believed that one of the functions of the conscious mind is to prevent extraneous and harmful ideas from invading our brains. To protect us from getting duped.

There is lot of information regarding the so-called “conscious” and “unconscious” mind. Sometimes the second is referred to as the “subconscious” or the “non conscious” or even the “other than conscious.” Talk about these things can tend to get fairly esoteric and metaphysical in a hurry, which can be less than helpful if you are looking for a specific solution to something. Think of your conscious mind as things that your brain has decided that you “need to think about” and the unconscious (or whatever else you want to call it) everything else. These things you’ve either done them enough times, or God or Mother Nature has decided through evolution that we needn’t worry about these things.

Your heartbeat, your breathing (most of the time), driving to work, scratching your nose, that memory of that time back in third grade when that girl did that thing that you thought meant one thing, but really meant something else. All of these are considered “automatic” and no needing conscious thought, until something specifically calls them to mind.

There’s nothing mystical or metaphysical about it, it is just a conservation of brain bandwidth. If you had to think about all those things, all the time, you’d go nuts, and end up in the corner babbling to yourself. Maybe there were some people who walked around holding all those thoughts in their minds all the time, but they likely were to busy thinking about all those things to reproduce, so there genes didn’t get passed down.

The commonly accepted belief is that we can pretty much hold between 5 to 9 things in our conscious thought at any given time. Once something new comes in, the oldest one drops off into unconsciousness. It’s still there in our brains; it’s just that we don’t access it because our brains have decided it’s not important enough to keep in our memory.

There are plenty of cases where witnesses to crimes supposedly couldn’t recall certain events, but under hypnosis they were able to come up with enough information to help get a conviction.

Back to the approaching car salesman. As soon as you see him coming up, your brain goes into defensive mode. He represents a threat, because his overt intention is to get you to give him a bunch of money. His job is to convince you to believe him enough so you’ll hand over a stack of cash (or sign a lengthy finance contract) based solely on his description of this item for sale. Since this represents quite a large amount of money, or resources, you are on high alert, as there is a potential for serious damage.

Those 5 to 9 things that you can hold in your brain suddenly are cleared and room is made to scrutinize his offer with as much brain bandwidth as possible. You suddenly forget what you want to eat for dinner, that report that you were worried about that you forgot to write before you left for work on Friday, and which of your kids’ friends house he wants to sleep over at tonight.

If you’ve ever sold anything, and felt that huge anxiety that comes with trying to persuade customers, this is why. They are looking at you with much more scrutiny that most people face. Even public speaking, while terrifying for many, doesn’t involve as much scrutiny as trying to sell somebody something. Especially a big ticket item like a car. Unless you are selling from the podium, there’s a good chance that while most of your audience is sitting there politely listening to your speech, they are also planning their shopping list, wondering what to buy their boyfriend or girlfriend for their next birthday, and so on.

The whole of sales strategies is designed and developed to overcome this “sales resistance” and convince the customer that they would be better of giving you their money in exchange for something than they would be to keep their money and get nothing. This can be incredibly difficult, but if can also be incredibly lucrative if you can figure out a way to do it consistent. There are three basic strategies that sales people use.

The Hard Sell

This is the most belligerent of the three. The salesperson hammers away at the prospect, and through brute force of willpower, overcomes the potential buyers resistance. This is the most confrontational, the most anxiety producing, and requires the most amount of mental energy. This is why most normal people loathe going to a car dealership. They fear, many times rightly so, that they will be hammered until their resistance is futile, and the best choice is to accept the salespersons offer, and then slink home, convincing themselves they made a good deal.

The benefits of this, from a sales perspective, is that most people really don’t have that strong of a resistance. After only twenty minutes or so, most people start to show signs of starting to cave.

The drawbacks are obviously a huge amount of stress and pressure, which can lead to health problems such as high blood pressure, not to mention to coping strategies salespeople are commonly known to adopt to deal with this stress, like smoking or drinking.

The Logical Sell

This is just laying out the features and benefits of your product, and hoping the customer decides to buy your product. Many times people that use this strategy are referred to as “order takers” because there’s not a lot of persuasion going on. Most retail outlets rely on this method. Give the customer as much information as he can handle, and hope he buys your product.

The main benefit of this is this is not confrontational in the least. Even if the customer decides not to buy your product, he will likely remember you as a helpful and friendly salesperson.

The main drawback is you likely won’t make a great deal of money using this strategy. You may very well eke out a living, but in most cases the pay is not that spectacular. Jobs that are highly paid that use this method are hard to come by, and usually involve working for a company whose reputation is doing a lot of the convincing for you. In order to make money this way, you need to get yourself in front of a lot of prospects, which can produce stress and anxiety almost as much as in the hard sell scenario described above

The Covert Persuasion Method

This is by far the most lucrative, and causes the least amount of stress and anxiety. This is based on the idea that all decisions are made on an emotional level, rather than a logical level. And by structuring your communication to elicit the proper buying emotions, the sale is easy. Probably the most surprising thing to most people is that you don’t really need to talk about the product at all to elicit the customer’s buying emotions. This is why it is referred to as covert persuasion.

The main drawback is that this takes quite a lot of face to face practice, and requires a lot well developed skills, like reading body language, facial expressions, using specific language patterns and using your mannerisms and gestures in specific ways.

There are a few people that are really good at this, and they make tons of money, and work a lot less often, and lot less hard than most people. If you’ve ever wandered into a store, not really sure if you wanted to buy something, and just from asking a few questions, and getting a few answers, you felt really compelled to buy something, you’ve likely experienced at least one aspect of covert sales.

Any method that is designed to move your emotional mind, rather than your logical mind, is using these methods.

These are much easier to do in a TV commercial, or a well-crafted newspaper or magazine add than they are face to face. The difference is that ads you see on TV are designed to hit the emotional hot buttons that we all have, like sex, safety, belonging to a group, etc.

To use these face to face, you need to elicit the individual hot buttons of the person you are speaking with, and then covertly fire them off while talking about your product, and then covertly connecting those emotional hot buttons to your product or service.

If you want to have some fun, next time you see a particularly persuasive ad on TV, try and figure out what emotional hot buttons the writers were trying to hit, and how they did them. Be careful, because many times their intention is only that you remember their product name, so next time you are in that market for that particular product, theirs will be the first one you think of. If that happens, they’ve successfully snuck their products name past your conscious resistance.

Be careful. It can be disheartening to discover that a many of your decisions and desires were covertly put there by skilled advertisers.

The best defense, of course, is a good offense. Before you buy something, make sure you have a clear, logical reason, and that it satisfies your criteria that you decided on before going to the shop or the dealership or website.

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There are two laws of influence that can be used in a particularly powerful combination. These two laws have been identified by Robert Cialdini in his bestselling book, “Influence, Science And Practice.” If you are interested in influence at all, and would like to either become better at it, or just to understand how pretty much everybody around you is using these techniques, you should read this book.

There is a vague belief that persuasion is kind of an “art,” and that people that are good at it are like musicians or painters who are born with some natural talent. But Dr. Cialdini has shown beyond a shadow of a doubt that persuasion is indeed a science, rather than an art. A science that can be learned and applied either to benefit an individual, a company, or the leader of a nation.

There are several examples of how these principles of influence have been used without much concern for ethical considerations, but they still work nevertheless.

There is one fantastic example that comes to mind, which I’d like to share with you today. This was illustrated in “Influence.”

The first principle this involves is one of “commitment and consistency.” This is the idea that people are much more willing to do something if they have already publicly stated they will something, or have done something before that is similar.

A great Internet example is “click through.” If you visit a website of somebody trying to sell you something, you’ll likely have to click through several different pages to actually get to the point where you type in your credit card number. The reasoning behind this is people are much more likely to take the next step if they’ve already taken several previous steps.

If you land on some web page, and read some advertising text, and there is a button at the bottom that says “Buy Now!” The percentage of people that click on it is fairly low. But instead, if you shorten your sales page, and on the bottom is a button that says, “Click to Read More!” You’ll get much more people clicking through. Once you get visitors to click through three or four pages, they’ll be much more likely to click on a “Buy Now” button.

Another example is in jury trials. When they finish a trial, and the jury convenes they will often conduct a “straw vote” meaning that just give their first impression, guilty or not guilty, before the jury starts to discuss the case. Here’s the interesting part.

In jury deliberations where each juror publicly states, out loud, whether they feel the defendant is guilty or not guilty, the deliberations last more than twice as long as those where they jurors submit their initial guilty or innocent vote via anonymous slips of paper.

When people state their opinions out loud, they are much less likely to later change them. But when they submit their opinions in private, on an anonymous slip of paper, they later change their minds rather easily.

Another principle is one called scarcity. I’m sure you are well aware of this. Limited supply. Sale only lasts for two days. Only the first one hundred customers.

Study after study shows that people will give something a much higher value when they think it is scarce. A group of researchers did an experiment where they had people sample a cookie. In one case, they convinced the samplers that there were plenty of cookies, and the test would be going for quite a while, etc etc.

Then they told a different group of testers that the cookies were a limited batch, and it was a recipe that was only being tried out for a short period of time, and the testers were lucky to be in on the experiment. Keep in mind the testers or samplers were never sold anything, so there was no buying pressure.

The results? The samplers who were told there were many more cookies of the same kind gave it an average rating. The testers who were told that it was a small group of cookies, and they were a select group of testers gave it an excellent rating.

But they were the same exact cookie. Simply by telling people it was scarce, it made the cookie taste better.

Now for the powerful, Christmas time combination. I have no idea if this still happens today, but this story was illustrated in “Influence,” the book I mentioned previous.

There was a toy manufacturer. They made a toy, and put all kinds of TV commercials on, directed at little kids. They used all kinds of marketing tricks, mainly scarcity. Only a limited number of dolls made. Get yours today. Everybody wants this doll for Christmas.

Only when the parents went to the store to get the doll, they were all sold out. So they had to get a substitute gift for their kid. Then, a couple months after Christmas, they somehow found a hidden warehouse filled with these dolls. Of course, the kids saw this, told their parents, and their parents were pretty much obligated to buy the toy, as they had promised to buy it at Christmas but couldn’t find it.

Here’s how it works. Kid sees toy, bugs parent. Parents promises kid to buy them that particular toy. When buying time comes, toy isn’t available. Parent buys replacement gift. Two months later, toy reappears. Kid says, “But Daddy, you promised!” Daddy now has to go and buy gift.

Simply by manipulating the supply of the toys (scarcity) to increase demand, and depending on commitment and consistency (Daddy, you promised!) the toy company was able to double it’s Christmas sales. They sold a slew of replacement gifts (jacked up in price because of daddy’s guilt for not finding the promised toy) and then again a couple months later, when the original gift magically appeared, they had an increase in sales when all their competitor were suffering from a post Christmas slump

The beauty (or evilness, depending on how you look at it) of a plan like this is that this is almost impossible to defend against. What parent is going to tell their child they can’t have what the TV has said every other kid is getting? What parent is going to break a promise to their kid?

Everywhere you look, there are advertisements developed by companies who know and apply these principles on a daily basis. It helps to understand these principles so that you can use them yourself (in an ethical, win win scenario, of course) and to defend against them when they are used against you.

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I was reminded of back when I was in first grade, and our class was out walking around on the streets outside of school. We were crossing a major intersection, and the teachers (we had a couple of classes joined together) were telling us the importance of staying inside the lines on the crosswalk. This was a long, long time ago, and I’ve killed many brain cells between then and now, but I’m pretty sure one of the teachers put the fear of death into us to keep us inside the lines. We were told that if we stepped outside the lines while crossing the street, we were likely to be run over, as cars only had to stop if we were inside the lines.

And as I walked across the street, my mind drifted onto another conundrum. When does social proof overcome childhood conditioning? I’ve noticed that many times people here will stay firmly inside the lines of the crosswalk. No doubt that people around the world were taught a similar lesson about staying between the lines.

But sometimes, during say a nice Sunday afternoon when there are many people out window-shopping and such, the streets can get pretty crowded. And a large crowd can cross at once. And I’ve noticed while there is a big crowd, even though there is enough space to stay inside the lines, people seem to drift out and walk completely out in the open. Keep in mind that traffic is stopped from all directions; it’s even illegal to make a right or left turns at this point.

In a book on social influence, experimenters went out and stood in crowds waiting to cross a street. They would cross while the light was still red, and more often than not, people would join in. A few times, nobody crossed along with the experimenter disguised as a crosswalk rebel, but usually at least a few people did.

The funny thing is, that when asked about it afterwards, when it was explained that it was a social research experiment for a local university, even the people that didn’t cross when the rebel did explained that they felt an unconscious urge to do so.

Which again, begs the question I posed above. When does social proof, the unconscious desire programmed into our brains by evolution to go along with the crowd, override the messages taught to us as children? Obviously, everybody knows that you have to stay inside the lines, and wait until the light turns green.

Buy why do people feel such a strong pull to overcome these truths taught to us by our parents? At what point do we disregard what we’ve brought up to believe is right and correct, and simply follow the crowd without question?

In the past, our distant, pre-agriculture past, following the crowd meant safety. But what about today? Is it always a good idea to follow the crowd? I doubt a German Jew from the last century would agree that it is.

Usually, you won’t get into too much trouble by simply allowing yourself to be persuaded by the behaviors of large groups. You might buy some junk product that isn’t all that, or be caught on video doing the Macarena at a baseball game, but you usually won’t get into too much trouble.

But one powerful question to ask yourself, if you ever find yourself blindly following the crowd is:

“Would I be doing this if nobody else was?”

And really be honest with yourself, you may be surprised what happens.

I was once in High School, sitting and talking to a friend of mine in algebra class. The teacher usually had us work by ourselves in the last ten or fifteen minutes of class. My buddy and I were talking about the mindless sheep attitude of most people (we were both in our high school rebellion stage). We decided to give the system the finger, break from the crowd and stand up to leave before the bell rang.

Much to our surprise, as soon as we stood, so did everybody else. And while everybody filed out of class before the bell rang, the teacher didn’t even blink.

When you choose not to follow, you’ll be surprised how easy it is to lead.

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It’s hard enough to clear air after a particularly nasty fight, even harder when you aren’t sure why you were fighting to begin with. Underneath our words and sentences are emotions so deep and complex many are afraid to even acknowledge their existence.

It’s no wonder that communication can sometimes be difficult. Sometimes the words themselves with are seemingly impossible to argue with, even though they give you a deep “icky” feeling inside. Many times we unconsciously try eliciting an emotion in somebody else through manipulative tactics because we aren’t willing to address, or even understand our true needs.

For example. Lets say your girlfriend or boyfriend says to you:

“If you loved me, you’d know when I was angry.”

If you address this accusation at any logical level, you are doomed from the start. Simply by engaging in the conversation, you will be at an emotional disadvantage.

If you disagree, and try to assert that you do indeed love them, you are admitting you don’t know when they are angry. There’s just another reason. So you are admitting that you can’t read the emotions of your partner.

If you disagree, and say you know when they are angry, you are tacitly admitting that you aren’t being clear, because they don’t feel that you know. Another defensive position.

If you agree, then you are tacitly admitting that you don’t love them, because the “If you loved me..” is in the second conditional, meaning a description of an event that isn’t likely true. Yet another defensive position.

No matter how you respond to the actual words or logic in the sentence above, you are doomed to fail. The sentence is constructed to elicit a defensive emotional position, no matter how answer it. Of course, you will feel obligated to apologize for your horrible actions, thereby making this an extremely useful manipulative tactic to solicit an apology or admission of wrongdoing, or an admission of responsibility for your partner’s cruddy emotions.

However, there is another way. Ideally, you want to let your partner know that while you acknowledge their emotions, you are not responsible for them. They are. To do this in the above example, you need to keep your cool, and not get drawn into an argument, no matter how covertly it has been set up.

There are a couple ways of doing this. One is to simply be vague, and not give credence to what they say. This is good for dealing with people that you don’t really have a vested interest in creating a lasting emotional relationship with (like a coworker or somebody else you are kind of forced into dealing with.)

In this case you just pause, as if you are thinking and say:

“Hmm, maybe you’re right.” And then go on about your business. Because the above claim (if you loved me, or cared about me you’d..whatever) has many different levels of meaning, it puts the ball back in their court to explain exactly what they mean.

If you are interested in keeping a health relationship, you’ll need to ignore the surface language, and address the likely underlying emotions. In this case they are either feeling unloved, or they are feeling angry. Just pick, and carefully ask for more information. Be sure to keep an even keel, and not get drawn into an argument.

“What is it about me that makes you think I don’t love you?”
“And why does that (whatever that is) mean that I don’t love you?
“What is it about me that makes you feel angry?”
“Why does that (whatever that is) make you feel angry?”

The trick is to let them know you are interested in them feeling better, while at the same time making them aware that they are responsible for their own emotions.

This can take some practice, but it is very powerful in getting to the bottom of difficult emotions and feelings that can clutter up an otherwise health and rewarding relationship.

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The human mind comes pre programmed with various “hot buttons” that were extremely beneficial to humans in the days before agriculture. Decisions had to be made quickly and effectively. Whoever happened to feel a need to sit around and analyze every situation before acting usually didn’t live long enough to pass on that characteristic, so we are left with a predisposition for quick thinking.

If you were a caveman, and took three hours to decide weather or not to throw your spear at a wooly mammoth, you would never eat. If it took you several minutes to contemplate which direction to run if a tiger started chasing you, you wouldn’t last very long.

If you are ever conflicted in a decision, it’s only because today’s society presents us with a multitude of element that push those few “hot buttons” that we have built into our thinking process.

These “hot buttons” have been demonstrated beautifully by Robert Cialdini in his book “Influence – Science and Practice.” It is likely the most referred to book on influence and persuasion.

The topic of today is something called commitment and consistency. Basically, you tend to do things the same way you’ve done them before, or you tend to choose things the same way you’ve chosen them before.

Brand loyalty, staying in relationships or jobs that seem contrary to our best interests, and taking the same route to and from work area all based on this principle. Humans like what is comfortable. And when we do something, and it works, we usually do it over and over again.

Sometimes this can have a negative effect. If you try something, and get a little bit of a benefit, but not quite the benefit you were after, it can be hard to try something new, as we want to hang on, sometimes subconsciously, to that small benefit that we got, whatever it was. It may even be something that we are completely unaware of.

There are a couple of interesting experiments presented in Cialdini’s book. One is that they went through a neighborhood, and asked people to put up a huge sign in their front yard. Most, of course, said not.

Then they went through another similar neighborhood, and asked neighbors to put up a very small sign in their yard. A few said yes. They came back later, and the people that had allowed a small sign in their yard (no big deal) overwhelmingly said yes to a large sign. Because they had already committed to putting a sign up, agreeing to put up a much larger sign was simply behaving in a way that they had behaved in the past.

So how can you use this to influence others? There are two. One is similar to the sign experiment. You simply get the person to do something that seems no big deal, on a small scale. Then later, you ask them to do something much bigger, but seems to be similar to the smaller thing they did.

Salespeople do this all the time. They get small commitments to follow them from prospective customers. (Follow me, sit here, etc) and then slowly build up the level of compliance, until signing a contract is simply the next step in the process.

Seducers use a similar strategy. They meet a girl, buy her a drink, convince her to go to a different area of the bar or club, where they can “talk.” Then they go to another bar in the same neighborhood. Then they go to a small café somewhere closer to the guy’s apartment. Before you know it, they are in bed together. A string of small commitments, slowly growing in size and importance until going home with some guy she just met only three hours ago seems like no big deal.

Another, trickier way to do this is to find things in the persons past that they have already done, and convince them that their previous behavior is very similar to the behavior you want them to perform. This has to be done very carefully, and not blatantly. It takes practice, but once you get this down, you can be powerfully persuasive.

One way to do this (As described beautifully by Cialdini, Goldstein, and Martin in “Yes,” the follow up to “Influence”) is to assigning a positive label to your “target” because of their previous behavior. Then simply imply that if they choose not to comply with your request, they will lose that label.

Again, this can be tricky, and takes some practice to do conversationally, but it can be extremely powerful. Once you convince somebody that they will lose something they like (the positive label you gave them) they will do almost anything to keep it.

One extremely important caveat. Although these techniques are very powerful, if you use them without the other person’s interests in mind, they will backfire horribly. You will be despised more than the most unethical car salesman there is. But when you do this with the utmost sincerity in helping the other person achieve their underlying needs, you can’t go wrong.

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They do take some time to learn, but once you have them down, you’ll notice that you are using them in your everyday speech. When you combine an unconscious skill of embedded commands with a strong win/win intention or outcome, you can be a powerfully unstoppable and charismatic force.

It’s no secret that most people would rather rally around a strong, charismatic leader than step up the plate themselves. Humans are designed to follow one leader in every group of people. Many studies of psychology and sociology have been done that illustrate this simple point. If you’ve every been in a business meeting, you know that most people would happily submit to a powerful, authoritative leader than take responsibility for themselves.

When you develop the use of embedded commands, you will be tapping into peoples deep evolutionarily based need to follow directions, and become incredibly influential. And the great thing is that they are very simple to use and apply.

First, take a short sentence, which is in the imperative form. A short command. Some examples.

Eat sushi.
Drink CC Lemon.
Watch Television
Add water.
Buy my product.
The structure is the first word is a verb in its basic present tense form. Then you have two or three words after it, that go along with the verb.

Next, you need to say them with the right tonality. Pretend you have your own personal robot. They will do everything you ask, and their feelings won’t get hurt. Say each of the above sentences with a slight downward tonality.

Ok? Ok. Next, take the above small snippets of speech, and put them into a larger sentence. This is where it gets tricky. You’ll need to say the command part a little bit different from the rest of the sentence. But make sure not to linger too long when you say the command, otherwise the people you are talking to will know that something is up. Pause just a little bit before the command, and a little bit afterwards, and then continue on with your sentence as if nothing happened.

This way, even if the person you are speaking with suspects something is up, by continuing on as if nothing happened, they’ll quickly forget their suspicions. Even if they notice something is up, they likely won’t know exactly what it is (other than maybe, you are talking funny, but this rarely happens.)

For example, let say you want to convince your girlfriend to eat sushi. You could try looking at her like Rasputin, and say EAT SUSHI! But she’ll likely think you are a nutcase. Or you could say something like this:

The other day, I was listening to this doctor on a radio talk show. He was discussing a study about people who eat sushi, and how they are healthier. He says that when you eat sushi, you get lots of good monounsaturated fats, and people that eat sushi on a regular basis tend to live longer. Hey, I’m getting kind of hungry by the way; do you want to get something to eat?

I remember when I was a kid; I went to some amusement park. In the amusement park they had this animal show, where they had a dog and a cat do a bunch of tricks. They had a sort of joke trick, where they would pull a kid out of the audience, and the trainer would tell him to whisper an article of clothing in the dog’s ear, and then he would go and get it.

Every time they kid would whisper women’s underwear, and the dog would come back with a bra, and you could hear a woman scream from backstage. They called me up on stage, and sure enough, I chose to whisper in the dog’s ear a woman’s bra. I thought it was my own choice to choose a woman’s bra, but my brother later explained what was up.

He would describe all the things I could choose, but he always used embedded commands (although at the time I had no idea what they were) when he mentioned to “choose a woman’s bra,” so inevitable, all the kids that went up on stage would choose that. And that was the only thing the dog was trained to go and get from back stage. It was a pretty good way to set up an easy trick.

These are great to use over the phone if you are in sales, or are talking to your girlfriend or boyfriend. They are particularly powerful if you start with a command that is easy to accept, and slowly lead to a more powerful command that you’d like your listener to perform.

For example

Become interested.
Get curious.
Get excited about this.
Want this.
Make a decision
Get this.
Buy this.
Do this.
Choose now.
Be happy.
Share with your friends.

Whatever it is you are talking about, if you start slow, and work your way up to a big finish, this can be very powerful. At first you’ll have to think these through before you deliver them, but after a while (with practice) you’ll be able to choose a destination and then automatically give people easy steps to get there by following your commands.

Of course, like any other powerful persuasion techniques, these should be used with caution. The quickest way to make a bad name for yourself is to convince somebody to commit money or emotions to something that isn’t in their best interests. The reasons powerful leaders are so powerful, and that people trust them is because they truly have the people’s interest at heart. You don’t have to look back through history to find reviled, hated and despised dictator that took advantage of their leadership.

When you use these ethically, they can be a lot of fun, and make a lot of people (including yourself) very happy.

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Due to hundreds of thousand of years of evolution, the human brain has developed several “short cuts” in thinking. If you were a caveman living a hundred thousand years ago, it wouldn’t have served you very well to sit back and contemplate all your options when your whole tribe was on the move. Those that had a compulsion to follow the crowd generally lived long enough to reproduce, and pass on this compulsion to their offspring. Rebels didn’t.

Despite our tendency to fancy ourselves as independent thinkers and individuals, we are very strongly influenced by group thinking. Fashion, movies, bestsellers, product endorsements all make it much easier for us to make decisions. Our modern thinking brains are the same brains that kept us alive and thriving on the plains of Africa for hundreds of thousands of years, and they still operate on the same principles, despite what modern science may try and lead us to believe.

The other factor, authority, is as equally as powerful, for the same reason. Most ancient tribes had a single leader, or small group of leaders. When they made a decision, you followed it, or you were banished or shunned by the tribe. Those that had the compulsion to follow orders from those that had demonstrable authority usually did better than the rebels.

The most famous experiment that demonstrated this was one you’ve likely heard of if you’ve studied psychology. Researchers set up an experiment where they would ask a test subject questions, and then have another test subject give him an electric shock if he got the answer wrong. (This test was performed several years ago. Today if any scientist even proposed such an experiment he would be shunned from the scientific community.) The inside scoop of the experiment was that the leader, dressed in a doctors white coat, and the person receiving the “shocks” were both in on the experiment. No actual shocks were given, and the receiver only pretended to be in pain.

The person giving the shocks, however, didn’t know this. The test was to determine just how far they’d go in listening to an “authority” figure. Much to the horror of the testers, the test subjects (the people giving what they thought were real electric shocks) went much further than anybody expected.

A huge percentage of the test subjects continued to give “shocks” despite the receiver begging them to stop. Only a small percentage refused to do so. At one point, the receiver even pretended to be having heart difficulties. Even so, shocks were still obediently delivered.

If the shocks had actually been real, and not pretend, the voltages would have been enough to kill the test subjects.

Let’s recap, just so you understand the significance. Normal, everyday people, just like you and me, were persuaded to give a potentially lethal electrical shock to a complete stranger, despite his pleadings against it, simply on the word of an authority figure.

The test designers were so horrified by the results, they made sure an experiment of this nature was never performed again.

When you combine social proof, described above, and authority, you get a persuasive message that is virtually impossible to resist. Cult leaders, dictators, and unscrupulous marketers have known this, and have used this.

Jim Jones persuaded people, mothers with their children, to kill themselves. Adolf Hitler persuaded a whole country to willingly murder six million Jews.

These two can be used together to persuade people powerfully. If you are a salesperson, or somebody that persuades others for a living, these two tools can be extremely useful, if used ethically.

When you persuade using these to influence factors in a win-win situation, you will be unstoppable. You can make more money, and attract more lovers than you ever thought possible.

However, be careful. Just the slightest bit of unethical behavior can quickly turn against you. If you use these two techniques to persuade or manipulate people against their best interests, you will soon find yourself as hated as Adolf Hitler.

Be careful.

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This morning, however, he was different. He stopped and said good morning, and his body posture indicated he wanted to speak to me. So I naturally acquiesced, realizing the opportunity to speak a perhaps wise old timer. Maybe he was going to let me in on some of the secrets of life only available after several decades of successful living.

“You walk every morning, huh?” He said.
I nodded.
“How far?” he asked.
I replied that I wasn’t sure, but judging by the time, perhaps three or four kilometers.
“That’s good. You’ll live a long time.” He then described the neighborhood that I live in, telling me about the people that live here.

My neighborhood is surrounded by small, privately maintained rice fields, and apparently they have been in the family for at least two or three generations. Land is expensive, and usually a son will get married and then live with his parents, and eventually inherit the land.

It’s an interesting way to pass on wealth, through family bloodlines. Back in the old old days, it was important to from alliances with several families, and marriages were very strategic, in order to protect land ownership. Nowadays it doesn’t seem to be that way anymore, even here in Japan. Most people when they grow up don’t wish to inherit their families rice field. They’d rather move to Tokyo to get an office job.

I was reading an interesting book about land and wealth and families, and how it had a dramatic effect on the evolution of religion in Europe. Rich and powerful families would own lots of land, and do their best to keep it in the family. Quite often the most powerful landowners were often the same people that were in the government, so if you didn’t own land, you were pretty much at the mercy of those that did.

Marriages were strictly controlled, and the power and wealth of the time was effectively kept in the hands of the few. But when the Church became more and more popular, an interesting struggle began.

On the one hand, you had kings and monarchs that could protect their wealth and power through bloodlines, and marriages selected to keep the wealth in the family. Strategic marriages were extremely common in those times, and often times you had marriages between cousins to maintain the family power.

On the other hand, you had the Church. The Church had no method like bloodlines or arranged marriages to maintain its power. But eventually, the church became the de facto governing power in much of Europe.

This happened through the development of moral laws, primary to control the sexual behaviors of people. By controlling the sexual behavior of people, the church basically controlled those arranged marriages that he kings and nobles used to protect their bloodlines. The church enforced all kinds of moral laws regarding whom you could marry, effectively limiting the power of the monarchs to choose their own bloodlines.

Soon the church was dictating through its enforced moral laws, which families were marrying who.

An interesting way this happened stems from the idea of the “first son.” Generally, the first-born son was the inheritor of the father’s wealth, and the second son was generally left to the good graces of the first son, which generally weren’t very much.

So another interesting thing happened which gave the Church even more power. The groups, which entered into the monastery, or priesthood, and soon became the group that was dictating moral law to the rest of society, were these second sons.

The second sons that were being shut out of the family fortune, were collectively entering the church to create moral laws to diminish the wealth and power of individual families, and increase the wealth the and power of the church.

And that is how the Catholic Church quickly became the most powerful force in Europe. By effectively controlling the sexual behavior of others.

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Others have argued that our brains developed such large size due to our need to communicate. But why so large? Scientists have known for years that other mammals communicate through verbal interaction. Dolphins, whales, wolves. This is certainly not related to humans. But why did human’s language become so much more complex than others?

It might be easier to understand when you change your paradigm of the purpose of language. Most assume that the purpose of language is merely to exchange information. Researchers are beginning to wonder if this is a foregone conclusion. Some argue that the entire purpose, the entire driving force of language is not to communicate information, but to persuade. Even when a simple communication of information is the apparent goal, the underlying intent, even if it’s subconscious, is to persuade. Persuasion with statistics is but one of the many ways to convince others of your way of thinking.

If you could remember back to when you made your first sound, you would probably recall being under a great deal of stress. You had just come out from the safety and protection of your mothers womb, and were thrust, painfully so, into a harsh and unfamiliar environment. You had to breath for the first time. It was cold. You couldn’t feel the familiar thump-thump-thump of your mother’s heart. Naturally, your first response wasn’t to shout for joy to the skies, or voice your appreciation for your new discovery, but more likely to curse the gods for your predicament.

Then a funny thing happened. The more you cried, the more attention you got. Attention that brought you back to what you were missing. Comfort, attention, protection. The more you cried, the more you learned that you were cause, and the new world in which you lived was effect.

As you grew up, that repeated over and over again, thousands of times. You had a feeling; you expressed that feeling through your voice and actions, in attempt to manipulate your environment. Sometimes it worked, sometimes it doesn’t. Many people go through their whole lives frustrated because it is not as simple as it was when you were a baby. When we all reach the age of two or so, suddenly a simple cry doesn’t bring with it the immediate and comforting response we expect. And that is both frustration and worrisome. Does that mean that our world doesn’t care that much about us any more? Or does that simply mean we need to change our strategy? To formulate a new way of expressing our desires with a greater probability to getting them realized by others?

Luckily, there has been a whole lot of study in that area. There are specific ways to structure your communication to persuade others to give you what you want. Good ways and bad ways. Ways that will leave a good taste in the mouth of those that help you, and those that leave them with a funny feeling that they’ve been had. Ways to help you out in the short term, and ways to ensure your long-term success.

Just as surely as you expected your mother to pick you up when you cried, you can be sure of others actions based on your communication. It’s not that the world doesn’t care any more, it’s just that you need to be more specific with your requests, and frame them in such a way that the person fulfilling your requests will be happy for doing so. There are numerous strategies and methods I will share with you over the next several weeks that will give you incredible power over others, so much so that they will enjoy doing that.

Stay tuned.

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So I was just looking in shops, occasionally flirting with girls I passed on the street when I bumped into an old friend. He’s the kind of friend that one would consider low maintenance. The kind that you only need to send a random email to every few months to keep each other up to date on things. Then when you get together, you can quickly remember all those good times you’ve had together, and all those good feelings can help you to really enjoy the present. Other friendships are so lucky, and you have to consistently keep them going. It’s almost like when you were a kid and you convinced your mom to buy you a hamster. It looked really cute in the store, but when you got I home and realized what pain it was to maintain, it didn’t seem so cute any more. And the paradoxical thing is that although it became a pain, this slowly turned into a commitment that through completely different reasons caused you to maintain an interest.

Just before I bumped into my friend, I noticed a commotion across the street. It had seemed that there was a sizeable crowd gathered. I don’t know if you’ve noticed, but we humans are highly susceptible to follow the crowd, even though many of us don’t like to admit it. When we see a crowd it becomes very hard to resist finding out what the heck is going on.

So naturally I crossed the street to investigate. It was a new surf shop that mainly had surfboards and peripherals. I’ll admit I know absolutely nothing about surfing, which is embarrassing having grown up in a beach town where surfing is popular. The draw was two girls dressed in bikinis, which were one of many clothing items that the store apparently carried. The two girls were professional models who were hired for a couple hours. Their job was to stand outside during lunchtime and attract as many customers as possible. Obviously it worked

Despite my complete lack of knowledge regarding surfing, I nevertheless had to take a look inside. It’s interesting when you look at something. As I was looking at all the surfboards on display, I couldn’t help but notice that some were really interesting, and I couldn’t help but to get really curious about their design and origin. Others that I didn’t think were as interesting only earned a passing glance. Which is interesting in and of itself, the way interest is generated and all that. Why would one surfboard catch one person’s interest, and another surfboard seem completely boring? Not to mention all the accessories, not that I have any idea what they are used for. I ended up spending about twenty minutes walking around the inside of that surf shop. I guess the owner really knew what he was doing when he hired those two bikini models.

After I found out that my friend hadn’t eaten yet either, we decided to head down to a Thai restaurant. There, you can order based on scale of hotness. I always appreciate a spicy meal, so I endeavor to go as hot as I can take it. My friend, on the other hand, being from the south, doesn’t have much of a taste for spicy food, and likes to keep to dishes of four or less.

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That way the product would be magically attached to this earworm and when people decided to buy a product, that would be the first one on their minds.
Because most people have inherent experience being persuaded to do things, clean your room, finish your vegetables, and everything else humans get conned into doing, they felt that learning persuasion, as a science wasn’t something that needed to be done.

Enter NLP.

In the seventies, a group of guys discovered some incredible language patterns that some therapists had learned to use on their clients with almost magical success. They modeled these patterns and found that when string words together in a certain way, they would have a certain effect. If this sounds similar to coming up with a jingle or a slogan, you are absolutely correct. The difference between them and a jingle or a slogan is that these new patterns had more of a scientific basis them. Jingles or slogans were generated largely by how the ad executives felt about them. How they thought they would work based on their feelings.

These new patterns had a certain degree of structure and repeatability. Meaning that a message structured the same way would generate the same effect in various individuals on consistent basis.

With jingles, they sort of “hoped” that they would work and just threw them out there. Many times when they didn’t work, they would blame the market, or the economy, or the product. They never really sat back and said “Jeeze, this jingle really sucked ass.”

Language patterns on the other hand, had a consistent effect, regardless of the market, or the product or the economy.

But with this new language technology, another problem exists. Before, people had to really focus on creating a good product that many people would get real value from. With these new patterns, it became possible to create the illusion of short-term value that would slowly fade over time, leaving a bad taste in the consumer’s mouth. It became easier for people to focus less on the steak, and more on the sizzle.

The thing the many of these persuasive language-using salesmen don’t understand is that when they say, “sell the sizzle, not the steak,” the underlying presupposition is that the steak is a quality steak, not some old leathery piece of meat that has been in the freezer for six months.

With this new language technology, it has been possible to sell the sizzle, when the steak is really not worth your chewing effort.

If you can combine a decent product that will provide long term value for your customers, with some of these persuasive language patterns, your success is virtually guaranteed. Not only will people be convinced to buy your product over all of your competitors, but also their appreciation of your product will generate sales and referrals and additional income for you.

That is what they mean when they say “Win-Win.”

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I was reading this interesting book on metaphor. The book was talking about how all word are really metaphors for things that, with our limited capacities of understanding, can only approximate through our language. The best we can do as communicators is share our metaphors with each other, and hope that our underlying understanding of what it is that we are talking about overlaps enough so that we can communicate our ideas and feelings to each other. Sometimes though, when people communicate, there are several different meanings on several different levels, and you can never be quite sure what it is that this person is saying, even if you can lip read and have a clear view of their mouth.

But as this guy kept handing out his business cards, and judging by the expressions on the faces of the people that were on the receiving end, I got the sinking suspicion he was trying to sells something. I don’t think he was giving out free information like how to keep your car in tip top shape or how to make sure that when you bake your thanksgiving turkey it comes out with a moist juicy inside, and a crunchy delicious outside. I got the sinking suspicion he was a network marketer of some sort.

And judging by his approach, he seemed to be going for the shotgun marketing technique, or what is sometimes called the spaghetti marketing technique. This, as you are well aware, is when you throw your pitch to as many people as possible, and inevitably you will get a few that buy into your ideas. If you do this enough, you will likely be successful, so long as you follow the old ABC rule of sales: Always Be Closing.

“That works, but it takes a lot of energy. And the thing is, for every sale you get; you are going to have a few people that are angry that you approached them. Which is fine, you have a thick skin. But some people starting out, that’s not the best way to go.”

I heard a voice from behind me say. I looked, and I guess it was obvious that I was watching this guy.

“Oh?” I said.
“What do you recommend?”

“Well, the best way is to have a business card with a website on it. Then just give out the business card to as many people as possible, but without asking for a sale. Just tell them to visit the website if they are interested in the general kind of products you are offering. The on the website you have information about your product, and an email form to fill out if you are interested in more information. The people that fill in the information are called warm leads. These are much easier to convert to sales than cold leads, like that poor fellow is trying to do.”

“Hmm, sound interesting.” I said.

“What do you do when they say they want more information?”

“It’s all about criteria. All you need to do, is to find out what’s important to them. Once they tell you what’s important to them, all you have to do is show them how they will satisfy that need in buying your product.”

“Interesting. You are in sales, I take it?” I asked him.

“Oh, no,” he said.
“I’m an architect. I just like studying human behavior as a hobby.”

“So where did you learn this?” I asked him.

“I took a seminar from a guy a few years back, and he said that selling things to people, ideas, products, new behaviors is all really part of the same structure. People are a walking set of unmet needs. And these needs go very deep. He said that when you can elicit just one or two of these needs, and show them how it can be satisfied by one of your products or ideas, or new behaviors, they will not only eagerly accept it, but they will thank you afterwards.”

Hmm, interesting, I thought, turning back to my book on metaphors. In case you’re interested, the book is “Metaphors We Live By,” by George Lakoff. It’s fascinating, and I highly recommend it.

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I don’t know why I had this flash of insight while I was sitting there in the airport, but I took out my notebook and scribbled it down, hoping that I’d remember to look at my notebook later so I could reverse the order of the way I was doing things in hopes of doing them better.

I read this in a book by about developing creativity. Always keep as small notebook with you, that way when you have a flash of insight, you’ll be able to remember it later, and use it to help yourself get whatever it was you wanted to get.

After I wrote this down, I couldn’t help but notice all the people milling about in the airport, waiting for people. Some looked happy, some looked a little sad. You could tell which people were separating, and which were reuniting. It is always nice to see people get together and express an open appreciation for each other, and it always makes me a little sad when is I see people saying goodbye.

It reminded me of a book I was reading the other day, which was about job relocation. The author was talking about how when people change jobs, which in this day and age should be a given, considering that the average person has at least five careers in their life. When you change jobs, the skills that are the most important are not the technical skills that change with every job, but your people skills. Those that have the best people skills will always be in demand, and always make the most money. So the bottom line, according to this book I was reading was that you need to always be working on and improving your people skills.

One way to do this is to always make it a habit of talking to strangers. I think it is an exercise that was inspired by Ben Franklin, who said to “Always look for the virtue in others.” The exercise is to start an innocent conversation with a complete stranger, and try to covertly extract a virtue or two from them, and then share their own positive qualities with them. This will greatly increase your self-confidence and ability to interact with others to get what you want and to promote yourself.

And when my friend finally showed up, I was surprised that I had remembered the correct gate. Imagine that.

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So our teacher recommended a movie that we watch. It was about animals and different tribes in Africa. There was on famous scene that stands out. I’ve heard this particular scene brought up in several different conversations related to several different things, so it’s likely that you’ve seen it or have at least heard about it.

It goes like this. These tribesmen knew a troupe of monkeys had a secret water stash someplace. But the monkeys were smart, and they never hit up their secret stash when they knew they were being followed. So the tribesman had to figure out a way to outsmart the monkeys. They found a small hole that went into a rock. It was maybe a few inches deep, and then opened up into a much large hole after an inch or so. They sat next to this hole until the a monkey happened by. Then they carefully, and obviously took some pieces of something out of a pouch, and then put them one by one into the hole, making sure the monkey would watch. Then they left. The monkey, being a curious little monkey, wanted to know what was in the hole. So he went over and stuck his hand in to grab the small mystery items. He could barely fit his monkey hand in the hole, but once he felt around and picked up all the mystery items, he couldn’t retract his hand, because when he clutched his fist to hold the items, it couldn’t come out of the hole.

Later on the tribesmen came back. They monkey was still stuck. They started feeding the monkey very salty snacks. The monkey kept eating, but his hand was still voluntarily stuck in the hole. All he had to do was release the mystery items, and he would be free. But his curiosity demanded that he hold the items. His monkey brain also demanded that he eat the free snacks. As time went by, he became thirstier and thirstier until he couldn’t bare it any more. He finally released the mystery items, and ran to his secret water source. He was so thirsty that he forgot to practice monkey stealth, and lead the tribesman directly to the secret monkey water source.

Now think about this poor monkey. He had set up a system where he had a resource, which he took pains to protect. Then he suddenly came across something that he became really interested in. Something he had to have. Like he said to himself “You really have to get this.” Or maybe he said to himself “You really need this here.” I don’t know. But he had a system set up, and he was derailed by his curiosity over something that might or might not have been an additional resource. Something he hadn’t set out looking for, something he hadn’t decided beforehand was important. He saw something, wanted it, and without any thought or planning wasted a lot of his effort chasing something that he didn’t even know the value of.

To make matters worse, when he had what he thought might be important in his grip, it became severely restricting. He couldn’t move. That which he had convinced himself was important had power over even his physical movement. To make matters worse, while he was in the clutches of this unknown, perhaps worthless item (most likely a handful of useless pebbles), he gave in more to his greed and gobbled up the free food that was given to him, which further reduced his power and choice.

Pretty soon the poor monkey was so desperate to overcome his sudden problems he decided the best course of action would be to reveal his secret resource to all who wanted it, perhaps diminishing its value completely. To chase something that might turn out to be completely worthless, the monkey gave up everything. Of course he was only a monkey. He didn’t know that the best way was to never be dependent on free stuff. To take your time to investigate things that falls out of the sky. And had he not been a monkey, he might have learned the most powerful lesson of all. When you find yourself in times of trouble, the best course of action might be to just release, and take a step back, instead of holding on tightly to something that is causing you all kinds of trouble.

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One of the friends I used to work with was a very picky eater. She would take forever to choose what she wanted from the menu. Whenever somebody suggested something, she’d come up with a reason why it wouldn’t be good. Not fresh. Too expensive. Vegetables out of season. And the funny thing was whenever she finally decided to order something, she would invariably see something that somebody else had ordered and decide to change her order. Many times it was something that somebody had suggested earlier, and she’d dismissed for some reason or another. I always felt sorry for the waiter or waitress that had to go back and explain to the chef that he or she would have to start over again.

It’s funny how social proof works. You see somebody standing on a street corner looking up at the sky, and you look at the person. But if you see ten people looking up at the sky, you will almost automatically look up at the sky. This phenomenon has been described by many scientists as a shortcut of thinking. Instead of walking up and asking each person what they are looking at, and then making a determination whether or not to take a gander, the brain automatically floods the body with a strong desire to follow the crowd. It’s as if the ability to think for yourself gets temporarily shut off. This can be helpful, and invariably was helpful during our period of evolution. If you saw a bunch of your cavemen neighbors running very fast one direction, you either had the instinct to immediately join them or get eaten by whatever was chasing them. It can have huge negative effects when you are following the crowd in a bad direction, like in Nazi Germany, for example. Certain traits of human nature can be used both for good and evil. It’s important to monitor your thoughts and actions, and make sure they are your thoughts and actions, and not because somebody or some group of people have hijacked your brain.

But my friend finally realized that it was ok to take the advice of friends. And she learned to take her time to make a decision, so that when she finally made it, she was able to stick with it. And the rest of us were happy because we were all secretly a little bit embarrassed for the waiter. All in all it was a good decision.

And since I’ve been feeding the fish, my favorite part is watching how all the fish that are nowhere near the place where I throw the bread into the water come rushing over as soon as they see one of their fish buddies eating. I guess they follow the rules of social proof as well.

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If you can turn off your automatic impulse buying response for a moment, you can learn a lot about persuasion from those infomercials. They grab your attention, lead you through a fantastically engineered sales presentation, and then make you think that you can’t afford not to buy what they are selling. Two of the techniques that they use fairly well are the principles of pacing and leading.

If you’ve read my article on rapport, then you know what I mean when I say pacing. Pacing is when you match the other persons reality as much as possible. You do and say things that they will agree with. You do this enough times that they slowly begin to turn off that “critical factor” that we all have in our brains that tell us be careful of things that we are not sure of. Once this “critical factor” is shut off, we will follow anybody,  anywhere. If you can pace somebody to the state where they have shut this off, you will be in a good position to begin to lead them.

When leading somebody, it is important to take them in small baby steps first. If you ask them to take a big step too soon, it will jar them back behind the protective guidance of their critical factor. If you’ve ever bought something from an infomercial, you’ve realized that the whole system is seamlessly set up to increase the amount of money you’ll spend. You start to watch the show. They are talking about how you hate to cook (uh huh). You have a long day at work, and when you come home you don’t want to slave away in the kitchen (uh huh). You wish there were a better way (uh huh). You’d like to spend only  few minutes to create a delicious meal for the whole family (uh huh).

Wouldn’t you know it? Here we have a brand new tool that can help you! (ok!) You can use this tool to slice (ok!), dice, (ok!) and puree (ok!)! And it’s not three hundred dollars, not even two hundred dollars, not even one hundred dollars. You can buy now (ok!) for the low low price of 39.95 (ok!).

Think about the actual product you are getting for your money. If you were sitting at home, and some guy knocked on your door, with the exact same product with the exact same price, you’d likely tell him no thanks. But watch a twenty minute infomercial, complete with studio audience and genius level engineered persuasion tactics, and you are rushing for your phone with your credit card in hand.

Same product and price, but two completely different methods of information delivery. Do you think it pays to be able to harness the power of persuasion? Do you think you owe it to yourself to learn this powerful technology?

Who would you rather be, the poor guy going door to door and getting rejected over and over, or the multi millionaire selling the same product on TV? Stay tuned for more articles on how to become a powerful persuader. Bookmark this page so you can come back and read articles under the “persuasion” category any time.

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What’s missing from this is a feeling of connection. A deep feeling of similarity with this person. Similar beliefs, ideas, experiences. It’s very hard for somebody that hasn’t known you for a long time to create this feeling. But what if there was? What if there were a secret method, known only to a few of how to create this feeling?

This technique is called rapport. The word rapport is probably familiar to you, but unfortunately it gets thrown around so much, not too many people really understand the power behind it. Rapport is that deep feeling that you experience when you are really connecting with somebody on an unconscious level. And the best part about it, is it’s really easy to do.

Here’s how.

The first step in rapport is to match body language of the person that you want to persuade. Mirror them as much as you can without getting caught. When they shift, you shift. This is so simple, yet so mindbogglingly powerful its amazing so many people don’t use this on a daily basis. If they are slouched a little bit, you slouch a little bit. If they are resting their elbow on the table, you rest your elbow on the table. I’m not going to even begin to describe how powerful this is on a first date, because I’m sure you can think of many ways you can use this.

The next step is to match their speech, as closely as possible. This one is a lot more complicated, because most people feel weird when speaking in a voice that is not ‘normal’ for them. It gets easier the more you do it, though. It’s important to match their tone and speed. If they speak really fast, you speak really fast. If they speak slow, and pause a lot, you speak slow and pause a lot.

The next step is to see their point of view. This doesn’t mean agreeing with everything they say. This means listening, not interrupting, and really making an effort to see things from their point of view. Even if they have a belief which is diametrically opposed to yours, one such controversial topics such as abortion and gun control, hold your tongue. Listen patiently, and at least let them know that you respect their opinion, and you can see how they would have such an opinion. This is a major stumbling block for people. So much so that some people refuse to date or even be friends with people that have opposite opinions than theirs. This can be very limiting, as being able to see opinions from viewpoints than your own can be very rewarding.

These are just the beginning steps of developing deep rapport with somebody that you want persuade. But because they are so powerful, once you master these, you will have an edge over almost anyone you meet.

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And try as you might, you just can’t get the other person to see things this way. No amount of arguing, convincing, masterly designed powerpoint presentations can sway them. You may as well be banging your head against a brick wall, for all the good you are doing.

But what happens when you stop, now, and consider that there may be a whole new level of communication that you are forgetting about? What if you could realize that there is a layer of communication that supersedes mere logic and cause effect language? When you realize that exists another set of language skills at a completely different plane of thought, you can begin to leverage that to your advantage. When you do this, you will naturally begin to persuade people at will.

What I’m talking about is the language of structure. Language structure is very difficult to wrap your mind around because it is designed to take place outside of conscious awareness. Linguists have known for years, thanks to Noam Chomsky, that there is a ‘deep structure’ to language that children pick up automatically, without any conscious thought whatsoever. In other words, children consciously how to say words like ‘horse,’ television,’ ‘hot,’ ‘cold,’ and so on. But when they begin to string words together, the grammar rules of how to do this is completely unknown. Many scientists agree that we have some kind of ‘grammar structure’ organ in our brain, that is preprogrammed to learn grammar at a completely unconscious level.

Because people learn and use the structure of language at a deeply unconscious level, you can use this to your advantage. For example, it has become widely known, due to the work of Richard Bandler and John Grinder, that people take in, and express information through three main channels. Eyes, ears, and touch. Or to use the technical terms, visual, auditory, and kinesthetic. We also use words that are based on these senses in our speech and our writing.

Some people rely heavily on visual words: See what I mean? I can’t get a clear picture of what you are talking about. That idea is not clear to me.

Others are use more auditory words: Nice to hear from you again. I hear what you’re saying. Mexican food? Sounds great! Have you heard the latest news?

Still others use mainly kinesthetic words: I haven’t been feeling myself lately. I feel you, I really do. I feel uncomfortable with that idea.

Most people use a combination of all three. The trick is to listen to the person you are trying to convince, and pay attention to which category they rely on most. Then just simply use words from that same category when you are convincing them how great your idea is. You’ll be amazed not only how well this works, but how incredibly sneaky it is, because nobody will have any clue that you are doing it.

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First, lets review. What we are after here is win/win manipulation (or persuasion or influence.) Which means that you want to convince somebody to do or feel something and have them be happy that you did. Before we go further, lets find an experience where somebody did this to you. Think of something you bought at least three years ago, that you still use and enjoy. There was a time in your life where you didn’t know that thing existed, or that particular model or brand. And you were in a state of mind where you were thinking about buying this, maybe not.

But then you walked in, and saw this sitting there. And you interacted with somebody that was involved in selling you this item. And you paid for it, either by check or credit card or cash or payment plan. And then you came into possession of this thing. With me so far? The salesman that persuaded you to buy this, at least in respects was happy. You are happy, because here it is, so many years later, and you still are using and enjoying thing. Aren’t you glad that they persuaded you to do something? What do you think of now, when you think of the person that you interacted with. Were they friendly? Helpful? Wasn’t it odd that you’d never met them before, yet you had such a positive interaction with this person that you can still remember them fondly so many years later?

This is the natural result of a successful outcome of a win/win manipulation. Everybody is happy. So lets explore the different methods of doing this.

Brute Force

This is the simplest, the oldest, and the most common. This doesn’t necessarily mean physical force. It can be peer pressure, social pressure, or other pressure where you are in a situation where you feel you experience emotional discomfort if you didn’t do what was asked of you. Surprisingly enough, many of these appear as win/win, at least in the short term, because the relief due to relieving the stress of even an imagined negative outcome can feel like a win. Once you give in to the pressure, the pain goes away. Unfortunately, the win can be deceptive, and short term.

Covertly Harnessed Natural Desires

This where most advertising gets its juice. Everybody wants safety, sex, money, love, affection. And to be free from pain. Advertisers usually use these in a unique way to get you to buy their product. They ingeniously hook their advertisement into your base human desires, making you feel as if you just have to have what it is that they are selling. Politicians use this method when they convince you that by voting for them, you will be safer, richer, have more opportunity, and freer from debt. Usually the best politicians are the ones that do the best job of doing this. 

CriteriaWhen someone you use this in a skillful and respectful manner, everybody gets a good long term win. This is when you find out what is important to a person, and craft your message so that it fits to what they think is important. This requires a personal, one on one approach, and only the most skilled and advanced salespeople and persuaders know how to do this. When done on a large scale, it is difficult to match each individuals criteria other than in a vague sense, and is almost impossible to follow through. 

So now you know three basic ways to influence people. Remember, when you sincerely have a desire to find out what is important to somebody, and you find these things out in a respectful way, you are more than halfway there to having them happily do whatever it is that you want.

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The truth is, humans learn to be manipulative since the day we learn to cry. We cry, not because there are any rational thoughts in our brain, only because we know that when we make certain contractions in our throats and force air out, it makes a loud sound. We don’t know emotions, or feelings, or thoughts, we are still at the very early stages of the discovery period of our lives. We scream, and then something cool  happens. Those big people come and pick us up. Wow. Then they put us down, and leave. We take in a deep breath (although we don’t know yet what breath is) and do it again, and they return. Wow. We have discovered a new power within us. We can control parts of our bodies, and other people will respond. When we grow older and begin to learn to use words and phrases, we also discover how certain words, phrased certain ways, can get people to do what we want.

Evolutionary Biologists are starting to wonder if the purpose of language itself is for persuasion rather than simple data transfer. Think of the things you’ve said to people recently. Although they may have been factually based messages, wasn’t there underlying purpose to persuade somebody to think a certain thought or to feel a certain emotion? Isn’t a pure transfer of data anyway a persuasive effort to get somebody else to think the same thoughts that you are thinking? When you call your husband or wife to say you are running late, aren’t you using your language to persuade her to remain calm? When you write the correct answers on an exam, aren’t you using a specific form of persuasion to get the professor to give you a good grade? Isn’t television, radio and the recent explosion of the internet merely other means of grabbing your attention in an attempt to persuade you to buy the advertised products?

One of the forgotten elements of persuasion and manipulation is the win/win concept. Everyone persuades, everyone manipulates, all the time. The only times that it sticks out is when somebody selfishly disregards the win/win model and reverts to the win/lose, or the more popular win/i don’t care.  And when you think about it, the different kinds of manipulation are not good or bad, they are just effective and ineffective. Suppose you were to realize that the most effective form of persuasion and manipulation model is the win/win model? And suppose you took it a step further, and discovered that the easiest, friendliest way to manipulate and persuade somebody was figure out a way to let them win first, and then by winning, they would in turn feel compelled to help you get what you want, since you’ve already helped them get what they want? Imagine if you could let go of any expectation long enough to help somebody get what they wanted, with the full knowledge that the laws of karma would reciprocate, somehow, someway? What would happen if everybody lived according to this model? What kind of world would it be?

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