How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 441

Law 5: Obligation
Effective Persuaders realize that by giving away free samples, extra
services, inside knowledge or gifts, will create a state of psychological
debt within their Victim’s minds. This debt will create a void that the
Victim will seek to “fill” through reciprocation. This could be in the form
of an agreement, with knowledge or anything else for that matter that will
wipe out this psychological debt from their consciousness.

Law 6: Expectation
Effective Persuaders understand that people normally behave according to
the expectations set by others. They will use this to their advantage by
unconsciously sending persuasive signals of expectation towards their
Victim which are based on their psychological desires and wants.
Moreover, they utilize the expectations and opinions of others (people
with psychological influence over their Victim’s lives) to maneuver their
Victim into a decisive frame of mind.

Law 7: Self-Esteem
Effective Persuaders do all they can to build their Victim’s level of selfesteem. They clearly understand that the more recognition, praise,
acceptance and genuine compliments they pay their Victim, that the more
likely they are to persuade them to their ideas or ways of thinking.

Law 8: Involvement
Effective Persuaders realize that by involving their Victim’s in specific
activities related to their idea, product or service will effectively open
them up to the forces of persuasion. The greater the emotional
involvement the Victim experiences, the more susceptible they will
become to the persuasive process.

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