6 principles of persuasion from Pre-Suasion
Reciprocity: people give what they get. If you smile at me, I’ll smile at you. Works for everything.
Scarcity: people want what they can’t have.
Authority: people follow and listen to credible experts. Appeal to authority or be the authority.
Consistency: people like to be consistent with how they’ve acted in the past. Small yes’s/commitments lead to big yes’s/commitments.
Liking: people say yes to those people they like
Consensus: when people are uncertain, they look to others behavior to determine their own
William Dare 