TECHNIQUES THAT CHANGE THINKING

THE DESIRE TO BELONG TO A GROUP

AN EXPERT, CELEBRITY, OR CONSUMER RECOMMENDATION.

EVOKE A SENSE OF SADNESS OR SYMPATHY

EVOKES FEAR OF INACTION OR CONSEQUENCE

PROMISES PERFECTION OR INCREASED BEAUTY

SUGGESTS THE AUDIENCE MUST AGREE TO BE A GOOD PERSON

CONNECTS TO THE IDEALS OF THE AVERAGE, HARDWORKING PERSON

CONNECTS TO A POSITIVE, UNRELATED IDEA OR SYMBOL

PRESENTS ONLY POSITIVE QUALITIES, NEVER NEGATIVE

CLAIMING SOMETHING TO BE FACT WITHOUT PROOF

WORDS WITH STRONG NEGATIVE OR POSITIVE CONNOTATIONS

USING REPUTATION OR POSITION OR EXPERTISE TO PERSUADE

PERSUADING BY EVOKING EMOTION

PERSUADE BY USING LOGIC & REASONING