How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 442

Law 9: Association
Effective Persuaders utilize methods of association to trigger and
stimulate deep reservoirs of emotion within their Victim’s minds. These
triggers can include pleasant music, colors, symbols, sounds, celebrities,
etc. The Victim naturally associates each trigger to a specific feeling or
emotion based on past experience. Therefore, when these triggers are
associated and coupled together with a specific product, idea or service,
than the Victim begins to associate these same feelings and emotions to
these stimuli as well, and the persuasive process runs it’s full course.

Law 10: Scarcity
Effective Persuaders clearly understand that at times their Victim’s will
utilize every trick in the book to postpone making a decision. As a result
the Persuader seeks to create urgency by limiting availability, price, time,
supply, access, opportunity or by presenting them with a deadline by
which they must make a decision. These tactics play on the Law of
Scarcity, which stimulates the pain and pleasure emotional centers of the
brain and forces the Victim to make a decision.

Law 11: Connectivity
The final Law of the Persuasive process is the Law of Connectivi G