>> Secrets - why do we fall for this?

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Eight magic keys that control people From Roger Dawson's book 'How To Play The Persuasion Game'

1. People can be persuaded if they think you can reward them

Reward power is the fastest way to persuade. It's also the most expensive way, and the law of diminishing returns quickly takes over.

2. People can be persuaded if they think you can punish them

Instead of giving them what they want to get the sale, try explaining what could happen if they DON'T buy your product.

A lot cheaper for you.

3. Apply the dual pressure of reward and punishment

An example: "Buying this product will do wonders for your bottom line. Do it NOW before the competition gets a jump on you."

4. People will buy what you are saying if they think you can both reward and punish them

5. People can be persuaded if you have bonded with them

This is one of the biggest faults web designers are guilty of. You have to connect with visitors, one-on-one.

6. People can be persuaded if the situation limits their options

7. People can be persuaded if they think you have more expertise than they do.

This is a great one for web sites. You be the expert, and they will believe your pitch.

8. People can be persuaded if you act consistently.

If something is perceived as a SECRET, we tend to want it more. It's scarce. Few people have it. Gotta have it. Ever heard "Not previously offered?" Or if you watch the Discovery Channel : "Previously US classified videos now available for a limited time only" OR "I'll let you in on an announcement that won't be made public until next week.."

One study showed that not only do we WANT the information more if it is withheld from the general public, but we tend to BELIEVE it more. Isn't that interesting? If you want somebody to really believe your message, make it secret first and then give in and share it with your target.