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76. Change My Mind: Using “Pre-suasion” to Influence Others
Think Fast Talk Smart: Communication Techniques
**Manufacturing Scarcity and the Unity Principle in Persuasion. 6 types presuasion. **
Scarcity is a powerful motivator because people want what they can't have. Loss aversion drives action more than the prospects of gaining something. FOMO, or fear of missing out, is a major part of why scarcity works. Companies can manufacture scarcity to drive action. In addition to scarcity, there are six other principles of persuasion: reciprocation, commitment and consistency, social proof, liking, authority, and unity. Unity is the newest principle and it works by showing people that you share their important personal or social identity. This creates a sense of belonging and makes people more likely to say yes to you.
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