How to persuade someone? Hint: Lizard 🦎 brain

AtomicIdeas from the book 7 Secrets of Persuasion                                                                                                                                                                                                                                                                                                                                                                                                                 [Open in app]( or [online]() [How to persuade someone? Hint: Lizard 🦎 brain]( AtomicIdeas from the book 7 Secrets of Persuasion Aug 12   [Share](   How do you persuade someone to do something? Most of us often tackle this very logically - talking about the benefits etc. And what happens after that? In most of the cases, nothing :) [Upgrade to paid]( Apparently, the way to persuade someone is to appeal to their lizard brain, the non-conscious mind, which is responsible for one’s most basic instincts - like survival, reproduction, and social status. It's also responsible for our emotions, such as fear, anger, and desire. (warning: lots of lizards in this email :D ) --------------------------------------------------------------- The Lizard brain When we're trying to persuade someone, we need to appeal to their lizard brain. This means using simple, concrete language that appeals to their emotions and gut feelings. We also need to focus on the specific action we want them to take, not on changing their opinion about it. For example, if we're trying to persuade someone to buy a new car, we might talk about how the car will make them feel safe and secure, or how it will help them impress their friends. We wouldn't try to convince them that the car is the best car on the market, or that it has the most features. We would simply focus on the benefits of owning the car and how it will make them feel. --------------------------------------------------------------- Introducing: AtomicIdeas from the book [7 Secrets of Persuasion]( written by James C. Crimmins. It provides an exploration of the science behind the art of persuasion and how people can use this knowledge to their advantage.  [7 SECRETS OF PERSUASION]( The book, 7 Secrets of Persuasion covers a range of topics, including persuasion techniques, the power of emotions, and the neuroscience behind decision-making.  It also provides practical advice on how to apply these insights to create persuasive messages that can influence people's decisions. [Refer a friend]( Getting to Know the Lizard In order to succeed at persuasion, we have to deal with the lizard inside, the automatic mental system. We have to apply the secrets of persuasion: - Speak the language of the lizard. The nonconscious mind has its own particular method of communication, a language with its own grammar and style. - Aim at the act, not the attitude. Changing what people do is easier than changing how they feel. - Don’t change desires, fulfil them. Persuasion works by showing people how to get what they want. - Never ask, unearth. People don’t know why they do what they do, but you can find out anyway. - Focus on feeling. Facts won’t alter an emotional choice. - Create experience with expectation. What people expect to experience transforms what they actually experience. - Add a little art. Art makes the nonconscious mind your ally. --------------------------------------------------------------- Speak the Language of the Lizard: Basic Grammar In persuasion, we enhance the associations of the behavior we are trying to encourage in a way that makes that behavior more attractive to our target. [Lizards GIF]( Voting can become more appealing through association with other valued concepts like patriotism, power, independence, or fairness. Recycling can become more strongly associated with saving the earth or it can become more strongly associated with government efficiency. These associations can be built at the societal level or at a more personal level within the neighborhood or the family. Marketers and politicians know the power of association doesn’t depend on facts, just repeated parings. People infer association from observed juxtapositions. Indecision is the most common mistake. Whether you are promoting a brand, soliciting donations for a cause, or just trying to get your kids to act differently, explicitly choose the qualities or the sort of people you would like to link to your recommended option. (Paywall below 👇, India based subscribers can use [this link]( to finish the payment and access the entire archives)... 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