To improve your ability to persuade, you need to use six stimuli that speak to the primal brain first and can ultimately engage the rational brain as well.
- The message must be personal and able to relate quickly to a relevant frustration or pain.
- The message needs to be contrastable, so that a decision can be accelerated by comparing two situations that make the best choice obvious.
- The message must be tangible to achieve cognitive fluency and allow the primal brain to accept the truth of the argument.
- The message must be memorable so that retention is done effortlessly and designed to encode the part of the message that will trigger a decision.
- The message should be visual because the primal brain is visually dominant in the way information is first considered and integrated into our decision‐making process.
- The message must produce a positive emotional uplift, to reach the higher cognitive areas and trigger a decision.
