Brain Based Persuasion

Goals

1. Explain how to persuade based on how the brain works.
2. Succeed in persuasion by applying these principles.

What?

Persuasion, at its core, is about changing the brain of your target.

If you can do this, you succeed. Otherwise, you fail.

Rationale

Reduce the complexity of persuasion to a single, actionable idea:
Activate the brain of your target in ways that lead to belief or action.

Brain-Based Persuasion (How To)

To alter the brain of your target and succeed at persuasion:

• Make it rewarding
  
• Make it safe
  
• Make it easy to understand
  
• Make it emotional
  
• Make it identity-aligned
  
• Make the next action easy

Explanation

1. Activate the Relevance System (Make it Rewarding)

What it does:
The brain decides what to focus on by asking, “Is this relevant to me?”

How to do it:
- Highlight direct benefits (“Here’s how this helps you…”).
- Show what they could lose if they don’t act (“Don’t miss this opportunity…”).
- Ask them to imagine a better future that feels personally meaningful.

Brain systems involved:
Ventromedial prefrontal cortex (valuation), striatum (reward).

2. Lower the Threat Response (Make it Safe)

What it does:
The brain resists persuasion when it feels attacked, manipulated, or confused.

How to do it:
- Use a calm, respectful tone.
- Build trust by showing understanding and honesty.
- Avoid making people feel stupid or morally wrong.

Brain systems involved:
Amygdala (threat detection), insula (discomfort), prefrontal cortex (inhibition).

3. Reduce Cognitive Load (Make it Easy to Understand)

What it does:
The brain prefers clear, simple messages. Complexity triggers doubt and fatigue.

How to do it:
- Use short sentences and everyday language.
- Organize ideas with a clear structure (e.g., PSSA).
- Remove unnecessary information or distractions.

Brain systems involved:
Dorsolateral prefrontal cortex (working memory), parietal cortex (processing complexity).

4. Trigger Emotional Arousal (Make it Emotional)

What it does:
Emotion drives attention, memory, and motivation. Without it, nothing sticks.

How to do it:
- Tell a story with characters, stakes, and emotion.
- Use vivid, concrete examples.
- Tap into feelings like hope, fear, pride, or curiosity.

Brain systems involved:
Amygdala (emotion), hippocampus (memory), nucleus accumbens (motivation).

5. Align with Identity and Belonging (Make it Identity-Aligned)

What it does:
The brain defends its beliefs to protect identity and group belonging.

How to do it:
- Show how the idea fits their values or self-image (“As someone who cares about fairness…”).
- Reinforce their group membership or positive traits (“People like you usually…”).
- Avoid direct contradiction of their core identity — reframe instead.

Brain systems involved:
Medial prefrontal cortex (self), default mode network (social reasoning).

6. Create Momentum (Make the Next Action Easy)

What it does:
The brain likes actions that are easy, low-risk, and rewarding. Small steps lead to bigger shifts.

How to do it:
- Make the next step simple and specific (“Just try this…”).
- Reduce friction (remove barriers, confusion, or decision overload).
- Offer immediate feedback or reward.

Brain systems involved:
Striatum (habit loop), motor planning regions, dopamine system (action reinforcement).

Summary

1. Persuasion is brain-change.

2. To succeed, your message must feel rewarding, safe, clear, emotional, identity-consistent, and easy to act on.

Examples

We’ll use the REESIE Framework (Rewarding, Easy, Emotional, Safe, Identity-aligned, Easy Next Action) to structure persuasive efforts that align with how the brain works.

Persuading a Non-Golfer to Take Up Golf

Framework (REESIE):

• Rewarding:
  “Golf gets you outside, keeps you moving, and gives your brain a relaxing but focused break.”

• Easy to Understand:
  “It’s just you, the ball, and the hole — the basics are simple, and you improve over time.”

• Emotional:
  “It’s peaceful, social, and deeply satisfying when you hit a clean shot — almost addictive.”

• Safe:
  “No hard impact, no pressure — you play at your own pace, with people of all levels.”

• Identity-Aligned:
  “You’re someone who enjoys new challenges and appreciates nature — golf fits that perfectly.”

• Easy Next Action:
  “Try a 1-hour intro clinic at the local course this Saturday. I’ll go with you — no pressure.”

Persuading a Teen to Play Fewer Video Games

Framework (REESIE):

• Rewarding:
  “Less time gaming means more sleep, better grades, and feeling sharper during the day.”

• Easy to Understand:
  “Too much screen time can mess with your mood, focus, and sleep — even if the games are fun.”

• Emotional:
  “You said you’re frustrated when you lose track of time and feel behind. This helps with that.”

• Safe:
  “We’re not saying quit. Just try cutting back a little — you’re still in control.”

• Identity-Aligned:
  “You’ve always been someone who’s smart and driven — this is about leveling up in real life.”

• Easy Next Action:
  “Set a 2-hour daily limit and track it for one week. Let’s see how it feels.”

Persuading a Friend to Eat Healthier

Framework (REESIE):

• Rewarding:
  “Eating better helps you sleep deeper, think clearer, and feel more energized.”

• Easy to Understand:
  “Small changes — like adding a veggie or swapping soda for water — really do make a difference.”

• Emotional:
  “You’ve been saying you want to feel better in your body — this is one way to get there.”

• Safe:
  “You don’t have to give up everything. We’re just tweaking things, not going full rabbit food.”

• Identity-Aligned:
  “You’ve always been someone who cares about taking care of yourself — this fits.”

• Easy Next Action:
  “Want to try a new healthy recipe this weekend? I’ll cook with you.”

Persuading a Coworker to Quit Smoking

Framework (REESIE):

• Rewarding:
  “You’ll save thousands of dollars a year and breathe easier within days.”

• Easy to Understand:
  “Every smoke-free day makes a measurable impact on your lungs and heart.”

• Emotional:
  “You told me you want to be around long-term for your kids — this is a big step.”

• Safe:
  “There are great ways to quit now — no cold turkey needed. Support is built in.”

• Identity-Aligned:
  “You’re tough, disciplined, and smart. Quitting shows that strength.”

• Easy Next Action:
  “Download the free app your doctor mentioned — just check it out today.”

Framework (REESIE):

• Rewarding:
  “This tool will save our team hours each week and reduce redundant tasks.”

• Easy to Understand:
  “It integrates with our existing systems and takes 30 minutes to learn.”

• Emotional:
  “You’ve been frustrated by our current workflow — this could solve that.”

• Safe:
  “Let’s run a 2-week trial with no impact on current systems.”

• Identity-Aligned:
  “You’re known for improving systems — this is a chance to lead again.”

• Easy Next Action:
  “Let’s book a short demo this Thursday — no commitment, just exploration.”