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Irresistible Persuasion: The Secret Way To Get to Yes Every Time by Geoff Burch

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43
CHAPTER 4
I DIDN’T EXPECT THAT
In which we show how the power of
persuasion can control the future
A
few thoughts about marketing, job offers, and selling.
They all have one thing in common and that is they
start the persuasion process with the creation of an expec-
tation. If you are the person to be persuaded, before this
happens you must have in you a feeling of expectation
and it must be an expectation of an improvement in your
current circumstances, or at least prevention of a worsening
in current circumstances. We have in us a genetic disposi-
tion to constantly improve our position. Maybe this is what
sets us aside from all other living creatures that simply want
to survive and reproduce. It is rare that we are filled with
tranquil contentment at our current situation and, if we are,
we see it as a sort of break or holiday that sets us up for our
next upward climb.
Therefore, to persuade we need to hold out the hope
of an improvement in circumstance or the prevention of
a decline.
In a fire
Follow me, I can see the exit!
In a robbery
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IRRESISTIBLE PERSUASION
44
Give me your money and I wont shoot you.
In an advert
Use Sniffo and become attractive (actually it would prob-
ably say ‘more attractive’, thereby stating that your current
situation, although attractive, could actually still be improved
to more attractive).
In love
Darling, be mine and I will waft you away to a place of
pure ecstasy!
Things Can Only Get Better
As I write this, I have a thought that I find hard to chal-
lenge and it is this: I dont think that it is possible to
persuade without the offer, promise, or perception of an
improvement in the current circumstances, or protection
from trouble. Therefore we must understand the current
circumstances, the person we are persuading must under-
stand their current circumstances, they must develop or be
shown dissatisfaction with their current circumstances – or
the threat of dissatisfaction with it in the future – and we
must demonstrate a believable ability to improve that situa-
tion, or to help them to avoid losing what they have and of
staying safe.
I Can See The Future
It is all about things that are going to happen in the future.
Again, as a species, what sets us aside from other creatures
is our ability to use intellect to predict the future. It is both
a blessing and a curse. In the Garden of Eden, the terrible
fruit that brought the ruin of mankind came from the Tree
of Knowledge or perhaps fore-knowledge. For Darwinians
it still works: imagine the happy monkeys gibbering around
in trees until they became old and fell dead on to the forest
floor below – still with a cheery grin that had been with
them all their lives. Then one day, as evolution had slowly
done its work, the first monkey had developed a bit of
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