persuasion Although we would never admit it, we sometimes even buy an item just because of its color or packaging. Certainly we know this is not the best way to make decisions, but we all do it anyway, even when we know we might make a mistake or feel regretful afterwards. If we thoroughly considered eveiy single decision, we would constantly be overwhelmed and we'd never get anything done. The Laws of Persuasion are so powerful because they capitalize on two УегУ predictable things : one, what we expect from human nature, and two, n°w people will respond in certain situations. People react predictably under given set of circumstances. If we learn to recognize how the Laws of Persuasion work, we will know how to use them in our interactions with others. We will also become more aware of how others will attempt to use them on us. The Twelve Laws of Persuasion This book explores and categorizes the twelve essential Laws of Persuasion. These laws form the basis of the art and science of persuasion and influence. Adherence to these laws can help you understand and gain control of any situation involving persuasion. Our minds are programmed with automatic persuasion triggers. Most of us experience persuasive situations without realizing or thinking about it. Master Persuaders know what these triggers are and how to utilize them to their advantage. Understanding the Laws of Persuasion helps us become aware of how we are influenced without having conscious knowledge of it. Learning to influence and persuade takes time, skill, and experience. What most people don't realize is that we already instinctively use many of these laws in our daily communications. The same Laws of Persuasion that we unknowingly use every day are the very same ones Master Persuaders use deliberately, consciously, and consistently. Master Persuaders make persuasion a habit. Think about how conscientious you were when you first started driving. Now, after years of practice, driving a car doesn't require as much thought or focus. Master Persuaders understand the rules of persuasion and practice them constantly. They can apply the techniques subconsciously, without even thinking about them. For them, the application of persuasion has become second nature. Two Paths of Persuasion There are two paths to persuasion: the conscious and the subconscious. Both paths can persuade others to your way of thinking, but each path uses a very different means of processing information. In the conscious path, both you and your audience make an active or conscious attempt to understand, define, and process an argument. A person who is interested in your persuasive attempts will be highly motivated to listen. As such, she will also be able to consciously evaluate your message by carefully weighing the pros and cons of the evidence you present. On the subconscious path, the listener spends little or no time processing the information. This approach results in those automatic triggers we previously talked about. persuasion