How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 183

Chapter 2
The Twelve Rules of Persuasion
Overview
Thinking is the hardest work there is, which is probably the reason why so
few engage in it.
—HENRY FORD
As the species whose thinking ability supposedly separates us from the
animals, we really don't spend much of our life reasoning. Most of the
time our minds get stuck on cruise control. Thinking takes up too much
time and requires too much energy. Imagine having to think about every
decision we make. It wouldn't leave us much time to accomplish anything
else, would it? Most of us have a systematic way of looking at the world.
When this mode is operating, our minds are perfectly primed to
automatically respond to persuasion triggers. I call these triggers the
Rules of Persuasion.
Twelve Automatic Triggers of Persuasion
The Rules of Persuasion operate below our conscious thoughts. When
employed properly, your prospects don't even realize you're using them.
On the other hand, if you blunder your way through a persuasion
situation, your audience will be totally aware of what you're doing. It's
like seeing a police car on the side of the road — it jars us back to reality.
If the persuader is skilled, he or she will use the Rules of Persuasion so
the message is delivered below the radar.
Understanding the Rules of Persuasion involves understanding the human
psyche. Such knowledge empowers you to improve your persuasive
abilities. It magnifies your effectiveness in relationships, improves your
parenting skills, enhances your leadership ability, and helps you sell
yourself and your ideas. In short, it maximizes your influence.

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