Principle #6: The Transtheoretical Model—Persuasion Step by Step

trick. Sure, the stats are nice to know, but when it comes to making the cash register go ka-ching, you should always place your money on the example. Why? In a word: emotion, the key to sales.

Mr. Lexus Salesman tells you. “Because as a realtor, buying that hot new Lexus will make you look more successful to your homebuyers, and they’ll be far more likely to list their houses with you. They’ll think, ‘She must be selling homes...how else could she afford that new Lexus?’”

Research has found that attitudes based on central route processing are more resistant to counter-persuasion, and show greater attitude-behavior consistency than attitudes formed by peripheral route thinking.

What can you give away to start the reciprocation ball rolling? I’m not talking about some junky little trinket, like a cheap key ring featuring your logo and phone number. You want to give something of value. Something that makes your recipient think, “Hey, wow, wasn’t that thoughtful?”

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

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

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.

(aspirational), keeps them (associative), or helps them show the world that they’re not a part of a particular group (dissociative).