The 21 Laws of Persuasion

1. Reciprocity - People are more likely to comply with a request if they have received something first.
2. Scarcity - People assign more value to things that are scarce or in limited supply.
3. Authority - People are more likely to follow the lead of credible, knowledgeable experts.
4. Consistency - People have a deep-seated desire to be consistent with their previous commitments and actions.
5. Liking - People are more likely to be influenced by those they like or find attractive.
6. Consensus - People are more likely to follow the lead of others, especially in ambiguous situations.
7. Unity - People are more likely to comply with requests from those they perceive as part of their group.
8. Contrast - People's perception of something is influenced by what it is compared to.
9. Expectation - People's expectations can shape their reality and influence their behaviour.
10. Reason Why - Providing a reason, even a small one, can significantly increase compliance.[1][3]
11. Storytelling - People are more likely to be persuaded by stories than by facts and figures alone.
12. Curiosity - Arousing curiosity can capture attention and increase persuasiveness.
13. Commitment and Consistency - People are more likely to follow through on commitments they have made, especially if they are public.
14. Social Proof - People are more likely to follow the lead of others, especially in ambiguous situations.
15. Reciprocation - People feel obligated to return favors or gestures of goodwill.
16. Scarcity - People assign more value to things that are scarce or in limited supply.
17. Authority - People are more likely to follow the lead of credible, knowledgeable experts.
18. Liking - People are more likely to be influenced by those they like or find attractive.
19. Similarity - People are more likely to be influenced by those who are similar to them.
20. Contrast - People's perception of something is influenced by what it is compared to.
21. Framing - The way a message is framed can significantly influence how it is perceived and acted upon.[1][2][3]

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