persuasion psychology

I don’t care what you’re doing in business. Selling is at least half the challenge. No matter what product and service you want to sell, getting people to buy is a real challenge.

This section is designed to be a persuasion psychology masterclass and covers triggers to get people to buy.

95% of purchasing decisions are driven by subconscious mental processes

Do not assume a good product will sell.

The propensity to buy is almost subconscious.

But I warn you: The techniques outlined on this page are incredibly powerful. Use them to help people make good decisions. Don’t use them to manipulate or harm. It’s bad karma.

VECTOR 1: EXPLOIT COGNITIVE BIASES

Human brains are not wired logically. They’re pattern matching, shortcut taking, bias-filled decision machines. Your job is to understand the bugs in human thinking and use them ethically to guide better decisions in the public.

Here are some cognitive biases to leverage to get someone to the table:

ANCHORING THE PRICE:

Set high initial price anchors to make real prices seem reasonable
Use "decoy pricing" to make preferred options obvious choices
Create comparison anchors that favor your solution
Example: "Most consultants charge $50K for this. My fee is only $25K."

TAP INTO CONFIRMATION BIAS

Present information that confirms prospect's existing beliefs
Use their own words and values to support your solution
Create "aha moments" that feel like their own discoveries
Example: "You're absolutely right that ROI is the most important factor... related to topic X - that you know they’ve written about before”

LOSS AVERSION

Focus on what they'll lose by not buying
Highlight the risks of doing nothing
Create "missed opportunity" scenarios
Example: "Point out what’s happening in AI. Highlight where it’ll hit their bottom line. Give them a path to profit from it."
This will work even better if the client knows the risk and already agrees with it.

TELL STORIES THAT HAVE REAL EXAMPLES

Highlight real stories, that are vivid - that are public and tie your work to that
Show them where things go wrong (or right)
Link the situation to their situation, and frame it emotively.
Create a pathway out, with clear steps to reduce all risk.

HALO POSITIVE ASSOCIATIONS

Highlight positive outcomes to halo the whole offering
Use prestigious outcomes, clients or credentials to lift overall credibility
Create the mental frame they will access bigger networks if they buy from you

Once you have them at the table, you need to help them make a decision:

DON’T MAKE DECISIONS TOO COMPLEX TO GET THEM TO MAKE ONE:

Limit options to 3-4 maximum to prevent decision paralysis
Create clear "good, better, best" hierarchies
Guide toward preferred choice through strategic positioning
What this could look like: Offer 3 packages with middle option most attractive

HELP THEM CUT THROUGH THE OPTIONS AND GIVE THEM A PATH

Ideally you want to offer a bare bones offer they’ll be happy with
And upsell and upsell - for features of value
You need to help them understand the differences up front
If the nuances are too confusing, they may just abandon it entirely
Create an experience that advises them how to make the optimal choice
Help them eliminate options to get what they want
Implementation: "If you want X outcome, you’ll like option A or C depending on your budget. The budget option will get you where you want to go. But the more expensive option will offer Y benefits..."

CUTTING THROUGH BIAS

Acknowledge the traditional frame: “Say up until now, this is how it was done, but as a social proof example - this is how people are doing it now. People are finding it better for reasons X, Y, Z”
Talk about what went wrong with older versions of products and why it’s changing.
Contrast the status quo vs the benefits of change.
Use ‘what if’ we did X, and highlight what it’d look like if they did it.
Let them imagine the difference.

Getting inside the customer's brain: An attack of cognitive bias

How to go about it Cognitive Redirection:

IDENTIFY: Which biases are strongest in your prospect
ALIGN: Match your messaging to their dominant cognitive patterns
AMPLIFY: Strengthen existing biases that favor your solution
REDIRECT: Channel biases toward beneficial decision-making
REINFORCE: Confirm their decision matches their bias patterns

Here you want to go after the bias centers of the brain to sell them something.

Here’s some bias centers to exploit:

SUNK COST FALLACY UTILISATION

Highlight investments already made in current direction
Show how changing course preserves rather than wastes prior investment
Create commitment escalation through progressive investment

BANDWAGON EFFECT ENGINEERING

Show how others like them are choosing your solution
Create momentum through visible adoption patterns
Use peer pressure and social conformity drives

REFRAME THE CONTEXT

Present same information in ways that favor your solution
Use positive framing for benefits, negative framing for problems
Control perception through strategic information presentation

IMPLEMENT OPTIMISM BIAS

Specifically address unrealistic optimism but drive home realistic outcome expectations
See if they agree, and adjust accordingly
You want them to decide the risk pattern.
You’re there to help them actualise the decision.

VECTOR 2: EMOTIONAL TRIGGER ENGINEERING

Logic makes people think. Emotion makes people act.

Master the emotional triggers that drive immediate action and long-term commitment.

FEAR-BASED MOTIVATION

Identify legitimate fears and risks they face
Amplify consequence awareness without creating panic
Position your solution as fear resolution and safety
Implementation: "The cost of a data breach could destroy your business..." Sound familiar?

ASPIRATION AND DESIRE AMPLIFICATION

Connect to their deepest personal and professional goals
Create vivid visions of their ideal future state
Make your solution the bridge to their dreams
Implementation: "Imagine walking into your office knowing you've built something legendary..."

PRIDE AND STATUS ELEVATION

Appeal to their desire to be seen as successful and smart
Create exclusive positioning and insider status
Make buying a demonstration of sophistication
Implementation: "This is the same system that Top CEOs use..."

GREED AND OPPORTUNITY MAXIMISATION

Show massive potential returns and missed opportunities
Create urgency around limited-time wealth creation
Appeal to their desire to maximise every advantage
Implementation: "This could generate $10 for every $1 invested..."

ANGER AND FRUSTRATION CHANNELING

Identify what makes them angry about their current situation
Channel that anger toward taking decisive action
Position your solution as revenge against their problems
Implementation: "Aren't you tired of watching competitors pass you by?"

EMOTIONAL CONTRAST CREATION

Create emotional valleys (problems) followed by peaks (solutions)
Use pain relief sequences to maximise emotional impact
Build tension that can only be resolved through purchase
Implementation: Build up problems, then provide relief through your solution

EMOTIONAL CONTAGION DEPLOYMENT

Project the emotional state you want them to feel
Use mirroring and matching to create emotional synchronisation
Transfer your confidence and enthusiasm to them
Implementation: Embody the success and confidence they want to feel

NOSTALGIC EMOTIONAL TRIGGERS

Connect to positive memories and past successes
Use "remember when" to create positive emotional states
Link your solution to recapturing past golden moments
Implementation: "Remember when your business was growing 50% year over year?"

FUTURE PACING EMOTIONAL VISUALISATION

Create vivid emotional experiences of future success
Make them feel the emotions of already having succeeded
Use sensory-rich language to create mental reality
Implementation: "Picture yourself six months from now, completely stress-free..."

HOW TO IMPLEMENT THESE EMOTIONAL ENGINEERING TACTICS

The sequence

UNDERSTAND: the emotions driving a decision for the customers or customer you're targeting
AMPLIFY: Intensify relevant emotions through storytelling and imagery
ASSOCIATE: Link positive emotions to your solution
ANCHOR: Create emotional anchors that trigger buying feelings
TRANSFER: Help them feel successful emotions before buying

Warning: As a rule you should only amplify emotions that lead to positive outcomes. Manipulating genuine emotions or creating false fear will be seen as really negative by a lot of people.

You’ll see it in the way others use these tactics. People will create artificial urgency to prevent rational thinking, and people will resist this if they see it. You should be intentful on whether you want to go here or not.

On the other hand, some people may not like it, others may love it. The chaos of argument is great fuel to get some onside while others peel away. But just know what you’re causing.

VECTOR 3: Social proof mastery

We’ve already been over this topic - but this is a masterful art worth considering from a specific tactic point of view. Here are some social proof tactics to leverage:

EXPERT SOCIAL PROOF LEVERAGING

Collect endorsements from recognised industry authorities
Create expert panels and advisory relationships
Use media mentions and expert testimonials
Implementation: "As featured in X and recommended by industry experts..."

CELEBRITY AND INFLUENCER SOCIAL PROOF

Associate with well-known figures in your industry
Create influencer partnerships and endorsements
Use celebrity clients and high-profile success stories
Implementation: "The same system used by [recognisable name]..."

USER SOCIAL PROOF ACCUMULATION

Collect customer testimonials
Create case studies with specific results and outcomes
Build user-generated content and success story libraries
Implementation: "Over 10,000 businesses have used this system..."

PEER SOCIAL PROOF CREATION

Show how others in their exact situation chose your solution
Create peer comparison and similarity-based influence
Use "people like you" positioning and messaging
Implementation: "95% of companies your size choose this option..."

WISDOM OF CROWDS

Show large numbers of people making the same choice
Create bandwagon effects through popular adoption
Use majority opinion and consensus positioning
Implementation: "Join 50,000+ smart business owners who've already made this decision..."

BUILD SOCIAL PROOF COLLECTION SYSTEMS

Build systematic testimonial and case study generation
Create feedback loops that capture social proof automatically
Design social proof capture throughout customer journey
Implementation: Automated systems that collect and display social proof

IMPLEMENT SOCIAL PROOF AMPLIFICATION STRATEGIES

Strategically place social proof at decision points
Use video testimonials for maximum emotional impact
Create social proof sequences that build cumulative influence
Implementation: Layer multiple types of social proof for compound effect

NEGATIVE SOCIAL PROOF AVOIDANCE

Avoid accidentally highlighting negative behaviors
Frame statistics positively rather than focusing on problems
Use aspirational rather than cautionary social proof
Implementation: "Join the 80% who succeed" vs "Don't be part of the 20% who fail"

SOCIAL PROOF AUTHENTICITY

Ensure all social proof is genuine and verifiable
Avoid fake testimonials or manufactured endorsements
Create systems for authentic social proof generation
Implementation: Build real relationships that generate authentic endorsements

HOW TO IMPLEMENT THESE SCARCITY FRAMEWORK TACTICS

Implement steps as follows:

COLLECT: Systematic gathering of authentic social proof
CATEGORISE: Organise by type, industry, and use case
AMPLIFY: Strategic placement and presentation
AUTHENTICATE: Verify and maintain credibility
EVOLVE: Continuously update and refresh social proof library

VECTOR 5: Scarcity psychology and desire manufacturing

Scarcity creates desire. But artificial scarcity destroys trust.

Master the art of authentic scarcity that creates urgency without manipulation.

Think through the following scarcity triggers:

TIME-BASED SCARCITY

Create legitimate deadlines based on real business constraints
Use seasonal opportunities and limited-time windows
Build urgency through opportunity cost awareness
Implementation: "This pricing is only available until our calendar fills up..."

QUANTITY-BASED SCARCITY

Limit availability based on genuine capacity constraints
Create exclusive access through membership caps
Use waiting lists to demonstrate demand and exclusivity
Implementation: "We only accept 10 new clients per quarter..."

EXCLUSIVE ACCESS SCARCITY

Create VIP and insider-only opportunities
Limit access based on qualifications or criteria
Build desire through selective acceptance
Implementation: "This program is by invitation only..."

EXPERTISE-BASED SCARCITY

Limit availability based on your unique skills and time
Create scarcity through specialised knowledge requirements
Use personal capacity as natural limitation
Implementation: "I personally work with only 5 clients at a time..."

FORBIDDEN FRUIT PSYCHOLOGY

Make your solution slightly difficult to obtain
Create qualification requirements that build desire
Use rejection possibility to increase attraction
Implementation: "Not everyone qualifies for this program..."

LOSS AMPLIFICATION TRIGGERS

Show what they lose by waiting or not deciding
Create urgency through opportunity cost calculation
Use deadline psychology to accelerate decisions
Implementation: "Every day you wait costs you $1,000 in lost revenue..."

FOMO (Fear of Missing Out)

Create awareness of limited opportunities
Show others taking action while they hesitate
Build regret anticipation for missed chances
Implementation: "While you're thinking, your competitors are implementing..."

COMPETITIVE ADVANTAGE SCARCITY

Position early adoption as competitive advantage
Create market advantage through limited access
Use first-mover advantage psychology
Implementation: "The first company in your market to implement this will dominate..."

HOW TO IMPLEMENT THESE SCARCITY FRAMEWORK TACTICS

IDENTIFY: Real limitations in capacity, time, or resources
COMMUNICATE: Clearly explain why scarcity exists
DEMONSTRATE: Provide evidence of genuine limitations
RESPECT: Honor scarcity claims and maintain integrity
DELIVER: Ensure scarcity leads to better outcomes for customers

Use these tactics but don't bullshit.

Avoid these unethical scarcity tactics:

Fake countdown timers that reset after expiration
False claims about limited quantity or availability
Creating artificial urgency through deceptive practices
Using high-pressure tactics that prevent thoughtful decision-making
Claiming exclusivity when the offer is available to everyone

People figure it out and you shred your credibility.

VECTOR 6: Authority building and credibility building

People buy from authorities and experts.

Learn to build authentic authority that makes you the obvious choice in your market.

EXPERTISE DEMONSTRATION SYSTEMS

Showcase deep knowledge through content and education
Create educational materials that demonstrate competence
Use case studies and results as competence proof
Implementation: Free masterclasses, detailed guides, and expert content

CREDIBILITY TRANSFER STRATEGIES

Associate with recognised authorities and institutions
Use endorsements from credible sources
Display certifications, awards, and recognition
Implementation: "As seen in," "Certified by," "Endorsed by" positioning

SOCIAL STATUS SIGNALING

Display indicators of success and achievement
Use status symbols that convey competence
Create exclusive positioning and premium presentation
Implementation: High-quality materials, professional presentation, premium pricing

THOUGHT LEADERSHIP POSITIONING

Create original frameworks and methodologies
Publish content that shapes industry thinking
Speak at conferences and industry events
Implementation: Develop signature systems and thought leadership content

MEDIA AUTHORITY BUILDING

Seek media coverage and expert commentary opportunities
Build relationships with journalists and influencers
Create newsworthy content and press-worthy achievements
Implementation: Proactive media outreach and expert positioning

BORROWED AUTHORITY ACCELERATION

Associate with existing authorities through partnerships
Use joint ventures and collaborative positioning
Create authority transfer through relationships
Implementation: "In partnership with," co-creation, and collaboration strategies

COMPETENCE SIGNALING OPTIMISATION

Use language and terminology that demonstrates expertise
Ask sophisticated questions that show deep understanding
Reference advanced concepts and industry insights
Implementation: Demonstrate knowledge through conversation and questioning

CONFIDENCE PROJECTION MASTERY

Project certainty and conviction in your recommendations
Use authoritative body language and vocal tonality
Make definitive statements based on expertise
Implementation: Speak with conviction and provide clear direction

RESULTS-BASED AUTHORITY EVIDENCE

Document and display measurable outcomes
Create before-and-after case studies
Use data and metrics to prove effectiveness
Implementation: Comprehensive results documentation and presentation

HOW TO IMPLEMENT THESE AUTHENTIC AUTHORITY TACTICS

DEVELOP: Build genuine expertise and competence
DOCUMENT: Record results and create evidence
DISPLAY: Strategically showcase authority indicators
DELIVER: Consistently demonstrate expertise through action
EVOLVE: Continuously improve and expand authority

VECTOR 7: Implementing reciprocity engineering and commitment psychology

Reciprocity is the most powerful psychological principle. When you give value first, people feel psychologically compelled to reciprocate. Master ethical reciprocity engineering.

Here are some triggers:

UNEXPECTED VALUE DELIVERY

Always try to provide value beyond what's expected or promised
Create surprise bonuses and unexpected benefits
Give gifts that exceed perceived investment
Implementation: Free consultations, bonus materials, unexpected service upgrades

PERSONALISED VALUE CREATION

Customise value delivery to individual needs and preferences
Create bespoke solutions and personalised recommendations
Show investment in their specific success
Implementation: Custom analysis, personalised recommendations, tailored solutions

HIGH-VALUE KNOWLEDGE SHARING

Share valuable insights and expertise freely
Provide actionable advice without sales pressure
Create educational content that solves real problems
Implementation: Free masterclasses, detailed guides, expert consultations

TIME AND ATTENTION INVESTMENT

Give genuine attention and focus to their situation
Listen deeply and provide thoughtful responses
Invest your time in understanding their needs
Implementation: Thorough discovery calls, detailed analysis, personal attention

SMALL COMMITMENT ESCALATION

Start with small commitments that lead to larger ones
Create yes-momentum through progressive agreement
Build consistency through escalating commitment
Implementation: Free trial → paid trial → full commitment progression

PUBLIC COMMITMENT REINFORCEMENT

Encourage public declarations of intent or commitment
Use social accountability to strengthen commitments
Create community around shared commitments
Implementation: Public goal-setting, social sharing, community accountability

WRITTEN COMMITMENT STRENGTHENING

Use written agreements and documented commitments
Create planning exercises that require written input
Build commitment through documentation and planning
Implementation: Action plans, written goals, signed agreements

IDENTITY-BASED COMMITMENT BUILDING

Connect commitments to their identity and self-image
Help them see actions as expressions of who they are
Build consistency with their desired identity
Implementation: "As someone who values excellence..." positioning

HOW TO IMPLEMENT THESE AUTHENTIC AUTHORITY TACTICS

GIVE: Provide genuine value without expectation of immediate return
EXCEED: Deliver more value than expected or promised
PERSONALISE: Tailor value to individual needs and preferences
DOCUMENT: Track value provided and reciprocity opportunities
RECEIVE: Accept reciprocity gracefully when offered

VECTOR 8: Pain amplification and problem agitation

Problems motivate a lot of people more than opportunities. In this technique you amplify awareness of genuine problems without creating false fear or panic. Just a better way forward.

Here’s how it plays out:

HIDDEN COST REVELATION

Help them discover costs they weren't aware of
Calculate true cost of current problems and inaction
Show compound effects of unaddressed issues
Implementation: "That inefficiency is actually costing you $500K annually..."

FUTURE CONSEQUENCE AWARENESS

Project current problems into future scenarios
Show escalation patterns and worsening trends
Create awareness of trajectory without intervention
Implementation: "If this trend continues, by next year you'll be..."

OPPORTUNITY COST AMPLIFICATION

Show what they're missing by not addressing problems
Calculate lost opportunities and potential gains
Create awareness of competitive disadvantage
Implementation: "While you're dealing with this, competitors are gaining market share..."

SYSTEMIC PROBLEM ANALYSIS

Show how surface problems connect to deeper issues
Reveal root causes and systemic challenges
Create understanding of problem complexity and scope
Implementation: "This isn't just a marketing problem, it's a systemic revenue issue..."

EVIDENCE-BASED PROBLEM AMPLIFICATION

Use data and facts to support problem severity
Provide credible sources and verifiable information
Avoid exaggeration or fear-mongering
Implementation: Industry statistics, case studies, documented evidence

PERSONAL RELEVANCE CONNECTION

Connect general problems to their specific situation
Make abstract problems concrete and personal
Show direct impact on their business and life
Implementation: "Here's how this problem specifically affects companies like yours..."

URGENCY WITHOUT PANIC

Create appropriate urgency without creating panic
Show importance of timely action without pressure
Balance motivation with rational decision-making
Implementation: "This is important to address soon, but let's make sure we do it right..."

SOLUTION-FOCUSED PROBLEM FRAMING

Present problems as solvable challenges, not hopeless situations
Maintain optimism while acknowledging severity
Focus on resolution opportunities and positive outcomes
Implementation: "The good news is this problem has a proven solution..."

HOW TO IMPLEMENT THESE ETHICAL PAIN AMPLIFICATION TACTICS

DISCOVER: Identify genuine problems and challenges they face
VERIFY: Confirm problems are real and significant
QUANTIFY: Calculate actual costs and impacts
COMMUNICATE: Present problems clearly without exaggeration
SOLVE: Always provide genuine solutions to problems you reveal

VECTOR 9: Neuro linguistic programming and hypnotic language

Words create reality. Master the language patterns that bypass conscious resistance and speak directly to the subconscious mind. Examples include:

EMBEDDED COMMANDS AND SUGGESTIONS

Use conversational commands that bypass conscious awareness
Embed action-oriented language within normal conversation
Create subconscious compliance through indirect suggestions
Example: "I don't know if you'll decide to move forward today..."

PRESUPPOSITIONS AND ASSUMPTION-BASED LANGUAGE

Use language that assumes positive outcomes and agreement
Create reality through linguistic presupposition
Guide thinking through assumed frameworks
Example: "When you implement this system..." (assumes implementation)

PACING AND LEADING LINGUISTIC STRATEGIES

Match their language patterns and then guide toward action
Build agreement momentum through pacing their experience
Lead them to new conclusions through linguistic guidance
Example: Mirror their words, then introduce new concepts

TEMPORAL SHIFTS AND FUTURE PACING

Move their mental timeline to experience future success
Create mental rehearsal of positive outcomes
Build expectation and certainty through future visualisation
Example: "Six months from now, you'll look back on this decision..."

SENSORY-RICH LANGUAGE AND MENTAL MOVIES

Engage all senses in your language patterns
Create vivid mental experiences through descriptive language
Build emotional connection through sensory engagement
Example: "Picture yourself walking into your office, feeling the confidence..."

METAPHORS AND ANALOGIES FOR UNCONSCIOUS COMMUNICATION

Use stories and metaphors that communicate indirectly
Bypass resistance through metaphorical language
Create understanding through analogy and comparison
Example: "This is like having a GPS for your business decisions..."

HOW TO IMPLEMENT THESE TACTICS:

SERVE: Use language patterns to serve their best interests
CLARIFY: Help them understand complex concepts clearly
INSPIRE: Create positive visions and possibilities
RESPECT: Maintain their autonomy and decision-making power
PROTECT: Guard against manipulation and exploitation

Conclusion

Remember, AI is across all of these techniques. What used to take years of learning and practice, can now be prompt engineered. Caution - these tactics are crazy powerful if you use them subtly and powerfully.