Most articles about persuasion techniques tend to promise quick results.
But here we won’t cover the basics. After all, you can find those tricks with a simple search on Google or ChatGPT.
Instead, we will talk about a systematic, methodical approach to rob people of free will. You’ll learn to leverage psychological vulnerabilities to make others do what you want.
Most importantly, these insights are not limited to one area. They’ll help you nail everyday communication, sales encounters, advertising copy, and even essays (of all kinds).
With practice, you’ll be able to employ the right persuasive strategy at the right time, and you’ll do it unconsciously.
But don’t use this guide to manipulate people.
Or do.
At the end of the day, it’s your choice.
Let’s begin by…
#1 Avoiding This Sin
For a long time, I’ve been puzzled that some bad individuals have tremendous influence over people.
I don’t use the word bad lightly. But they spread hatred as if their lives depended on it. And it’s not just a strategy to gain popularity by being controversial… In many cases, they’re criminals, misogynistic, racist, or even downright fascist.
However, there’s one thing they are not.
They are not boring.
They know how to craft these grand narratives that pull us in, and we can’t help but engage in their dramas even when we’re just trying to oppose what they’re doing.
Why does this happen? Why do we get sucked into their dramas?
It’s because rhetorical devices are expertly used to feed our hunger for mental engagement.
From the moment we wake up to when we fall asleep, our brains are hunting for something stimulating.
Even when doing nothing, we are replaying interesting conversations, dramas created by the media or people around us, or fantasies about the future.
In other words, we are like that character from the movie Undisputed who says…”I want to be entertained.”
So, you should always think about how to frame your message in a simple and interesting way. This is a core principle in both persuasive advertising and effective communication.
In this guide, you’ll learn a lot of insights and techniques for maximum emotional impact.
But the most important thing… You know, the foundation of what we are trying to accomplish is to…
#2 Please their Reptilian Brain
The reptilian brain is the oldest part of our brain, which evolved for millions of years.
Think of it like a snake in the grass. When the snake senses danger, it will either retreat or attack with ferocity. And when it hunts, it will wait patiently for the perfect moment, then attack with ferocity.
Our reptilian brain is very similar. It’s constantly scanning the environment around you for threats or opportunities. And it will make split-second decisions to either retreat or engage.
There’s no logic, no emotions here; just pure instinct.
So whenever you present your idea, it’s crucial to understand that logic and inductive reasoning won’t be enough.
In fact, too much logic and arguing can repel their reptilian brain.
But don’t worry. I’ll give you 5 quick persuasive techniques to make them more likely to accept your idea:
1. Step into their world – Think about what they care about, what they fear, and what they want to achieve. This allows you to tailor your message in a way that resonates with them deeply.
2. Open with Intrigue – Don’t take their attention for granted by rambling on and on before getting to your point. Instead, you want to hook them immediately with an intriguing or unexpected detail. This is also a technique commonly used on persuasive copy.
3. Make your message clear and memorable – Our reptilian brain doesn’t like complex language, especially when it’s used unnecessarily. You want to use simple words, vivid stories, metaphors, analogies, and relatable examples. These are the building blocks of a compelling argument, so make sure to use them.
4. Speak with confidence – Studies have shown that people are more likely to believe you when you maintain confident body language, even if you’re lying.
5. Make a clear distinction between your idea and other options.
Here’s the thing: If you dive deep into the differences, then your message gets complicated.
So create a bold, black-and-white contrast between your idea and the alternatives.
Keep it simple. Keep it sharp.
Let’s move on to the next strategy:
#3 Give Them Permission to Think
The key to becoming charismatic and persuasive is simple:
Make people feel better about themselves and superior to others.
But how can we do this?
Well, we can learn from comedians. They masterfully use rhetorical questions and clever persuasive language to create a safe space for their audience. That allows them to say out loud what we’re all thinking but too afraid to admit.
What’s even more powerful is when they put into words exactly how we feel about a certain issue.
That’s why comedians have so much popularity and influence.
They create a safe space where we can finally be honest with ourselves.
Now, reaching this level is not easy but it’s possible.
You need to cultivate 3 habits:
Be open to new experiences
Take time to reflect
Avoid judging people
This is very important.
Create this habit that you are not shocked by whatever people say, and you are not judging them.
Eventually, you’ll instantly transmit the feeling that it’s comfortable talking to you and that they can open up to you about anything.
You know, they can sense that they won’t be judged by you.
The next persuasive technique is a continuation of this one…
#4 Give Them Permission to Feel Superior
Look, we are not equal in terms of abilities and resources. Due to many factors like innate abilities, experiences, environment, and luck, some people have achieved more than others.
Yet, in every society, you are expected to be modest. And modesty is a good thing, no doubt about that.
The problem is that for many people, there’s a huge gap between how they feel privately and how they’re expected to present themselves publicly.
They might be proud of their achievements, but they’re scared to show it. Over time, they even downplay their success to themselves.
So, we give them permission to not feel guilty and to actually feel proud of what they have achieved, right?
They still need to keep up the appearance of modesty in public. But when they’re speaking with us, they can pat themselves on the back.
When you create a safe space, you help resolve the inner conflict between pride and humility. This makes them more comfortable around you. This is one of the subtlest but effective persuasive techniques.
#5 Psychological Affinity
In his book The Ultimate Sales Letter, Dan Kennedy shares a story about helping a food bank.
The Food Bank was doing what most charities do:
They were sending out letters with a “proven” persuasive message: “These hungry children won’t have a good Thanksgiving,” along with some pictures.
Generally speaking, it’s a solid pitch; It was already driving donations.
But Dan saw an opportunity to make it even better.
He was like, “Who is our target audience? They are mostly rich, old people, right? So why don’t we share another picture in the sales letter of some kid who looks like their nephew? Better yet. Let’s add a photo of a big family enjoying Thanksgiving dinner along with the caption: You have plenty. They have none. You must help us.”
That’s it. He didn’t change anything else.
The results!
They got three times more donations.
Why did it work?
Dan understood that these people were more likely to feel empathy and compassion toward a child who looks like their nephew or niece.
And it’s not just them. We all have this tendency to help or connect more easily with people who feel familiar.
He also used the power of contrast.
The stark difference between the abundance that these people enjoy and the poverty of the child created a sense of guilt and urgency, which prompted them to donate.
So, what’s the takeaway?
Always start by understanding how your audience already feels about an issue and build a short, emotional bridge between their existing beliefs and your message. Using emotive language can help your story resonate more deeply.
For example, if your audience values family and community, frame your story to highlight those values. Paint a vivid picture in your story where they can see themselves—or their loved ones.
This makes even abstract ideas feel personal and deeply meaningful. That’s the heart of effective persuasion.
Next, we have…
#6 Compelling Definitions
Giving definitions is the quickest way to lose people’s attention because they are complicated, dry, and fucking boring.
However, I have come up with a template to explain definitions or new concepts in a very compelling way. It’s a careful blend of logical reasoning and rhetorical strategy. I picked it up by watching the presentation scene from the Big Short movie.
That scene is a masterclass in persuasion. (If you want a deeper dive, check out my full analysis)
In the scene, Jared Vennett is pitching a crazy idea to a small hedge fund:
The housing market will collapse, and they can make a fortune by betting against it.
By the middle of the presentation, they’re intrigued and ask, “Alright, how can we bet against the housing market as you say?”
This is a critical moment, and he knows it.
So he doesn’t respond by giving a long technical answer.
Instead, he says:
With something called a credit default swap. [The Financial Instrument]
It’s like insurance on the bond [Analogy to make it simpler to understand],
and if it goes bust, you can make ten to one, even twenty to one return [Opportunity or Why should I care about this tool, definition or concept],
and it’s already slowly going bust [Urgency and Intrigue – Why should they act now]
Now, you don’t have to use the template in this exact order – Definition, Analogy, Opportunity, Urgency. You can adjust them as you see fit.
The key is to make the concept clear and interesting.
As we mentioned earlier, this is not only about in-person communication. You can use the same persuasive technique in writing essays, in advertising, or when describing your product to a potential customer.
#7 Interrupting to Agree
When someone is making a valuable point in a conversation, you can interrupt them with a compliment or agreement.
It can make them feel validated and more likely to agree with you later on.
You can say things like, ”Exactly. I couldn’t agree more. In fact, not only is what you said correct, but also this is why it’s even more correct. “
So, in key moments of the conversation, you make these quick interruptions that serve as persuasive language techniques and can guide the conversation where you want it.
#8 Break Their Autopilot
Has it ever happened to you that you drove to work, but then you weren’t really aware of how you got there?
Well, since you have done the same route countless times, you have learned to do it automatically.
Look, most of us follow almost the same routine week in and week out.
And most of the time, we operate on autopilot. We are physically there, but mentally we are somewhere else.
In persuasive communication, it’s essential to break through this mental fog. We must ensure we have their full attention. But to have their full attention, we must break their autopilot.
How can we do it?
– We ask rhetorical questions or bring up subjects that are not ordinary.
I’m not saying you should say weird stuff. Just say things that go against their everyday script.
For example, you can comment on something slightly out of place, like “Have you ever noticed how this place smells like vanilla even though they sell no desserts?
– You can make a slightly contradictory observation: “I always hear people say how much they love working from home, but honestly, I kinda miss the chaos of the office.”
Or someone says, “Man, I hate Mondays,” and you say, “Really, I kinda like Mondays. They feel like a fresh start.”
There are many other ways to break their autopilot, like: You can make observations, use humor, make unexpected compliments, and make connections between two seemingly unrelated topics.
These are effective persuasive devices for making the interaction memorable.
And it’s not that difficult. You just have to pay attention to the conversation, and whatever you say… You say it casually and with confidence. There’s no need to make it weird. Just express yourself freely.
#9 The Moral Authority Frame
Many people tend to have the same style of argument.
They passionately make their case. And when it’s your time to speak, you can notice in their face that they’re not actually listening. They’re thinking about what to say next. Or they constantly interrupt you, which is annoying as hell.
This is one of the cases where you need to use the Moral Authority Frame.
It’s when you frame their behavior as inconsistent or unfair while positioning yourself as having the moral high ground. It’s very subtle but will allow you to instantly take control of the conversation.
You may say something like:
“Look, I want to have a conversation like adults, which means we listen to each other. But if you keep interrupting me, it shows you don’t really care about what I have to say. So why should we have this conversation?”
You can use the Moral Authority Frame whenever someone is being inconsistent or unfair. But don’t overdo it because you’ll be perceived as self-righteous. So when you usepersuasive techniques like this, it’s important to balance strength with empathy.
#10 Negative Association
This is when you associate a current behavior or mindset with something they dislike or fear.
You might want to do it in a subtle way. But even if you’re direct, it can still work. Because generally speaking, people are very suggestible.
When you make an association that triggers a strong emotional reaction, whether they avoid it or not, it will stick in their mind.
For example, let’s say I perceive myself as a hard worker, but I also procrastinate a lot.
By simply pointing out this inconsistency, it might motivate me to change.
Of course, when you point it out, I won’t like it. I might also tell you that you’re wrong. But eventually, it becomes harder and harder to explain away this huge gap between the belief that I’m a hard worker and the behavior that I procrastinate a lot.
In this case, I might decide to change my behavior or choose to continue rationalizing it.
Either way, your words had an emotional impact.
#11 Analogies
Analogies are the rhetorical devices that act like shortcuts for the brain — they help us connect ideas and make sense of the world faster.
And when used well, they’re also a powerful tool for persuasion because they can simplify your message and speak directly to people’s emotions and instincts.
This is why many effective persuasive essays and speeches rely heavily on analogies.
Now, if you want to craft effective analogies, you need to consider two key elements.
The first one is to choose topics that your audience already understands.
If they are sports fans, you use sports analogies. But if you don’t know their interests, stick to universal topics like nature or war.
The second element is that the analogy needs to reveal an important truth:
For example, “You never know who’s swimming naked until the tide goes out.”
This is an analogy used by Warren Buffet to illustrate how the deep flaws in businesses or systems are only revealed during times of crisis.
Or, consider the slogan of the iPod – 1,000 songs in your pocket.
With just six words, they turned a complex piece of technology into a relatable and irresistible idea.
Next, we have something that’s less of a strategy and more of a basic truth.
#12 Looks Matter
We all have heard the expressions, “Looks don’t matter” or “Don’t judge a book by its cover.” And that’s a beautiful notion.
But it’s wrong.
We constantly assess and judge people by how they look and how they present themselves. Studies have shown that we find attractive people more likable and trustworthy. It is a form of unconscious social proof where we rely on the opinions or appearances of others to shape our own decisions.
Now, if you’re not physically attractive, or you have no money, or both, does that mean that you’re doomed to fail?
Of course not.
It just means you have to work harder. This is common sense advice, but it’s easy to fixate on what we consider “flaws” and develop strong limiting beliefs.
You can go to the gym and build muscle, which will automatically make you look better; Get a nice haircut; learn how to dress well; Try to become an expert at something because we all like competent people, and most importantly, learn to develop a magnetic personality.
Those who are good with people will always have lots of opportunities.
1 Core Idea
As we have learned, we need to keep our message simple so we don’t trigger their reptilian brain.
And the best way to do it is by picking 1 core idea that has the greatest chance of hitting them at both emotional and logical levels.
But here’s the tricky part: where do you even start?
Well, you consider the great forces at play and how these forces have aligned in a way that opens a brief window of opportunity.
These forces could be economic, technological, political, or social.
For example, let’s say you’re pitching a productivity app.
What are the large forces?
The rise of AI, globalization, and other advances in technology.
With that in mind, you can emphasize how the rise of AI enables you to create a tool that helps mid-sized and large businesses triple their productivity. Then, you explain how you’ve assembled a team of highly skilled, remote programmers who can help you build and scale that app quickly and at a reasonable price.
So by framing your idea within these larger technological forces, you’re making it feel novel, special, and urgent.
You’re creating excitement because the idea is new, while at the same time, you’re creating tension… that this opportunity can slip away from their hands.
Never shy away from tension. In fact, lean on it because it’s a crucial thing to keep people’s attention.
Think about your favorite TV show… they have a problem, and they solve it, shortly thereafter, another dramatic thing happens, it’s resolved, and so on.
So when you present a complex idea, there are different ways to persuade people. However, the most powerful approach is to focus your persuasive argument around a single, emotionally compelling message.
You can do this by including these mini-stacks or struggles:Present challenges, create tension, and then resolve them, only to introduce the next twist. This rhythm will keep your audience on the edge of their seat.
1 Sentence Persuasion
Blair Warren captured the essence of persuasion in one sentence…
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
Now let’s analyze each emotional motivator because these are the roots of every effective persuasive technique:
#1 Dreams
We all have dreams and goals for the future, which are very important to us, and we’re constantly working towards them.
So we are naturally attracted to people who encourage these pursuits.
#2 Failures
We all experience failures, and when someone tells us to take responsibility for it and move on is clearly giving good advice right?
However, we don’t really like that. In fact, we are attracted to people who help us rationalize or justify our failures.
#3 Fears
We all experience anxiety and fear from time to time, and it can be very difficult to concentrate on anything else.
So when someone can make us feel comfortable, then we’ll be more receptive and loyal to them.
#4 Beliefs
We all live in a world where there’s a lot of uncertainty. But the beliefs we hold can serve as a reminder that there are some things we can be certain of.
And when someone confirms these beliefs we have about the world or people around us, then we feel grateful towards them.
#5 Enemies
We all have enemies, whether they are people or ideologies, real or imaginary. When someone joins our war, it creates a strong alliance.
When you pay attention to these emotional motivators and tap into them, you instantly become more likable and trustworthy in their eyes.
#15 Become an Expert at Something
Since we were kids, we learned to rely on authority figures for sound decision-making.
Authorities such as parents and teachers were the primary sources of wisdom while we grew up, but they also controlled us. That’s why we’ve been taught to believe that respect for authority is a moral virtue.
As adults, it’s easy for us to transfer that respect to society’s authorities, such as doctors, police officers, and bosses…
We assume their positions give them special access to information and power.
You will encounter resistance if people doubt you’re an expert on the solution or idea you’re selling. But if they perceive you as competent and trustworthy, they will do what you ask them to do.
A research paper from Eric Jaso stated
“In the study, salespersons with high expertise attempted to sell nutraceuticals to customers. The study revealed that the consumers who felt the salespersons were competent were more likely to purchase the nutraceuticals.”
In addition, another study from Cunningham (2008) showed that athletes were better representatives of the energy bars than were the actors.
For example, a well-known athlete is a better endorser for Gatorade than a television actor.
So, how can you establish credibility and expertise?
Well, there are different ways to do it…
– The quickest way is to show your credentials.
For example, when you enter someone’s office, you see that their wall is decorated with degrees and awards. And that can make you trust them more.
But do not tell your prospect about your degrees or awards because it can make you appear arrogant.
And it goes without saying, but your qualifications should match the product you’re selling.
The literature degree won’t help your credibility if you’re selling software.
– Hang out with other experts.
When you associate yourself with other experts, people will perceive you as an expert. Attend different events and get to know and connect with those people.
– Create a website and write helpful articles about the topic you like. You can also increase your online presence by joining Quora. It’s a perfect place to share advice.
#16 The magic bullet
We have seen many celebrities advertising a product, but they are not experts. They’re just paid to say what others tell them to say.
Why do their endorsements sell so many products?
The reason is that we like them, and most importantly, we trust the people we like.
Likability is a crucial part of persuasion.
Understanding what makes someone likable is complex, but some basic rules exist.
For example, we prefer good-looking people… to a disturbing extent.
Various studies have shown that we perceive physically attractive people as more intelligent, stronger, successful, and have higher moral character.
All of this is based only on their physical appearance.
Next, we’re more prone to like and trust people we know personally. A 1999 News poll from CBS showed that 85% of the respondents expected the people they know personally to be fair.
In addition, experiments by Dr Jerry Burger showed that we’re more likely to comply with a request by someone who shares a birthday or a first name. You can make yourself more likable by simply pointing out a similarity. It doesn’t necessarily need to be a date.
Salespeople know this trick. Why do you think they often have a friend from your hometown or children the same age as yours?
#17 Arguing
Every argument has two sides, even if sometimes we hate to admit it.
Whether you are arguing online or offline, you can notice that people tend to think their side of the argument is the only alternative.
They only talk about the benefits of their idea/product. And they feel scared of pointing out a weakness in their ideas.
We tend to choose the safest course… presenting only our side; otherwise, we risk losing traction.
But does this approach work?
Daniel O’Keefe from the University of Illinois did a meta-analysis of over 100 studies to see which are more persuasive, one-sided or two-sided arguments.
He concluded that two-sided arguments were more persuasive than one-sided arguments. But only when they provided counter-arguments.
When discussing the benefits of a particular action, accept that there might be some drawbacks, but then offer counter-arguments that minimize those disadvantages.
You’re overcoming objections before they even raise them.
#18 Fear
Fear is our old friend. It has helped us survive for so long in an unforgiving environment.
At the same time, fear is a very persuasive tool.
Many politicians use fear to influence people.
A study showed that politicians could use fear to manipulate the public into supporting policies they might otherwise oppose.
Manipulation is more likely to happen when the public doesn’t fully understand the issue or can’t overcome the fear instilled by the politician.
We also need to understand that using too much fear can backfire.
Many anti-smoking campaigns terrify people as a way of convincing them to quit. But that seems to make things worse.
Many ad campaigns tried to persuade people by stating the dangers of obesity. But that didn’t have the desired impact.
So, the best way is to use fear combined with a clear solution.
If you want to persuade someone to be healthy, give some scary facts about obesity and then show him a step-by-step guide on losing weight.
#19 Inoculation
Inoculation is a technique that makes people immune to persuasion attempts by exposing them to small arguments against their position.
In medical immunization, weakened viruses are injected into the body, which triggers the production of antibodies in response.
Later, the body will know how to respond when exposed to the more potent virus.
Attitude inoculation exposes someone to weak arguments.
Then, when exposed to a strong argument, the individual already has arguments to use in defense.
Let’s say you want to ensure your teenage son doesn’t smoke.
You warn him that his friends will probably say he’s too scared to try smoking. And that he should say something like I’d be a real chicken if I smoked to impress you.
#20 Storytelling
“After nourishment, shelter and companionship, stories are the thing we need most in the world.”
– Philip Pullman
Everyone loves a good story. For thousands of years, humans have been telling stories to each other.
It is an excellent tool for persuading people.
There are four categories for finding compelling stories:
1. A time you shined – This story is about something good that happened to you. When everyone told you to quit, but you didn’t listen to them, it turned out great.
2. A time you blew it – This is about when something terrible happened, and it was your fault. Sharing a personal failure will make people trust you, and they might share a similar story.
3. A mentor – Was a person who significantly impacted your life? Then tell a story about him/her.
Telling a story of admiration and gratitude towards that person communicates that you’re humble.
Also, people will assume you share the same qualities and values as your mentor.
4. A book, movie, or current event – There are millions of stories from articles, books, or even movies that might help prove your point.
