Purchase: Link
Score: 9/10
Skill Category: Persuasion
Mental Models: Algorithms, Attentional Bias, Authority, Commitment & Consistency Bias, Denial, Desires, Ecosystems, Ego, Emotions, Multiplying by Zero, Resistance, The Ikea Effect, Trust
Mental Models from the book:
'The Forbidden Keys to Persuasion' can be summarised into 11 mental models:
1. Algorithms
Even though we consider ourselves rational animals we are rationalizing animals. Experts say that over 99% of our behavior is simply the result of conditioned responses.
2. Attentional Bias
Use incongruity theory to gain people's attention.
Physical needs are the foundation of Maslow's pyramid and can take priority over our safety. Mental engagement can override them. For Example, We can be starving hungry and then something distracts us and we don't notice the hunger.
3. Authority
Lawyers use jargon that we don't understand. If we do not understand the problem we are at their mercy.
4. Commitment & Consistency Bias
It relieves discomfort when you can show people there is a pattern.
5. Denial
Don't ask people what they want. For example, most people would say they want more positive news on TV. Men say that they want an intelligent woman but would rather have an attractive one.
6. Desires
People all have similar psychological needs:
They need to feel needed
They need a sense of hope when dealing with a difficult situation
They need a scapegoat
They need to be noticed and understood
They need to know things others (and they) aren't supposed to know. Ask a favor, make people feel important. Share a secret. Make a confession
They need to be right. The instance someone feels like they are trying to be changed they feel they are "wrong" and resist.
They need a sense of power. Give people a limited set of options that you decide
7. Ecosystems
Groups are maintained and strengthened by focusing their member's attention on another rival group.
8. Ego
When we forgo judgment and instead entertain the idea that people’s actions make sense given their own sense of mortality and their own interpretation of reality, we are well on the way to understanding them.
9. Emotions
Those who give us the greatest sense of power gain more loyalty than those who demand it.
10. Multiplying by Zero
Play games you can't lose by having multiple ways you can win. An ad that has the opportunity to include partners' products which will improve the relationship, even if the ad does not work.
11. Resistance/Attentional Bias
People resist unwelcome attempts to persuade them. People can't resist what they do not notice.
12. The Ikea Effect
People sometimes doubt what they are told but they never doubt what they conclude.
13. Trust
People who set our minds at ease because we think the world can be understood are label makers. Example: The doctor who is able to describe what is going on in your body.
Mental Model Mind Maps:
Mind maps can help you to remember the most important parts of a book. Signup to my newsletter below to get a free mindmap of this book:
