4. Reciprocation: What goes around comes around...profitably! 5. Commitment/consistency: The “Four Walls” technique. 6. Scarcity: Get ’em while they last!

That’s the object of the commitment/consistency cue, also known as the “Four Walls” technique—not to scare buyers away, but to box them in, cause them to take a stand, and make a request that would demonstrate their commitment to their stand.

So what kind of thought process does purchasing your product require?

Principle #14: Repetition and Redundancy—The Familiarity Factor

The closing question—whatever it is—says, in effect, “Okay, you’ve declared your stance. Let’s see if you’re now going to support your own declared position.” To not do so is the ultimate in hypocrisy.

Principle #4: The Bandwagon Effect—Give Them Something to Jump On

Just remember, for most products, it’s not the product itself that people want, it’s the bottom-line benefit they’re buying.

And here’s another interesting fact: Contrary to popular belief, men are most attracted to pictures of other men, and women to pictures of other women. Why? Psychologists say: Identification. All of us are interested primarily in ourselves; no one is more important to you than you.

Fear sells. It motivates. It urges. It moves people to action. It drives them to spend money.