The Essence of Persuasion

Goals

1. Explain how to succeed in persuasion.
2. When persuasion fails, figure out why.

What?

The Essence of Persuasion is a theory—a structured explanation of why persuasion works and why it fails.

Why?

A theory helps you succeed—and understand why persuasion sometimes fails.
It also makes complex situations easier to understand and act on.

The Essence of Persuasion

Persuasion succeeds when you influence how your target’s brain processes your message—otherwise, it fails.

Effective persuasion requires: - Passing the brain’s internal filters, and - Using external techniques (Cialdini’s principles) to reinforce the decision.

The 5 Filters Model

Persuasion works when your target’s brain—usually automatically—says yes to five key filters:

• Value: “This is worth it.”
  
• Risk: “This feels safe.”
  
• Identity: “This fits me.”
  
• Clarity: “I understand this.”
  
• Autonomy: “This is my choice.”

If any filter is blocked, resistance increases or persuasion fails.

Cialdini’s 7 Principles

Once: the filters are passed, use these principles to reinforce attention, motivation, and action:

• Reciprocity – People feel obligated to return favors.
  
• Commitment and Consistency – People act in line with past choices.
  
• Social Proof – People follow what others are doing.
  
• Authority – People follow credible experts.
  
• Liking – People are influenced by those they like.
  
• Scarcity – People want what’s rare or limited.
  
• Unity – People are persuaded by those they consider part of their group.

How Persuasion Works

Persuasion works in two phases:

• Filters determine whether the brain is open to the message.
  
• Cialdini’s principles then reinforce the message and drive action.

In short:

First, earn the “yes” by passing the filters.
Then, strengthen the “yes” using the principles.