The 5 Filters Model

Goals

1. Describe the 5-Filters Model of persuasion.
2. Skillfully apply it to design, evaluate, and improve persuasive messages.

What?

Why do some persuasive efforts work—and others fall flat?
The 5-Filters Model explains this. It identifies five unconscious tests that a person’s brain runs before accepting a persuasive message.

If a message passes all five filters, persuasion is likely to succeed.
If it fails even one, resistance usually follows.

The 5-Filters Model

Persuasion works when the target’s brain (usually unconsciously) decides:

• “This is worth it.”
  → The rewards are clear and outweigh the drawbacks.
  (Value filter)

• “This feels safe.”
  → The risks feel low, manageable, or reversible.
  (Risk filter)

• “This fits me.”
  → It aligns with my identity, values, or goals.
  (Identity filter)

• “This makes sense.”
  → I can understand it, and it passes my mental checks.
  (Clarity filter)

• “This is my choice.”
  → I’m not being forced or manipulated. I feel in control.
  (Autonomy filter)

Each filter represents a mental checkpoint.
Persuasion succeeds only if the message passes all five.

Why?

• To design persuasive messages that are more likely to succeed.
• To analyze failures in persuasion and fix them.
• To recognize when your own brain is being persuaded, even unconsciously.
• To spot manipulative tactics and maintain your autonomy.

How?

1. Design your message so it passes all five filters for your audience.
2. Evaluate persuasive attempts (yours or others’) using the 5 filters.
3. Improve by identifying where a filter failed and adjusting accordingly.

Example

Imagine you’re persuading a friend to try paddleboarding:

• Value: “It’s super fun and great exercise.”
• Risk: “We’ll start on a calm lake—very safe.”
• Identity: “You’ve always loved nature and trying new things.”
• Clarity: “It’s simple—stand up and paddle. I’ll show you how.”
• Autonomy: “Totally your call. I’m going either way.”

By passing all five filters, the message becomes both compelling and comfortable.