A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

What I'm talking about is pre-suasion, directing their minds to the moment before they experience the content. There's this interesting study. A guy goes to a shopping mall in France. And he tries to get women's phone numbers as they pass various shops, so he could call for a date. But in neither of those cases was he very successful. He only got a number 13 percent of the time. But there was one kind of shop that doubled his success rate when women were passing it, a flower shop. Why? Because flowers put women in the mind-set of romance.

There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

If we are paying attention to something, it's important. That's how we decide to pay attention. But a communicator can reroute our attention to something that isn't important, but make it seem important as a consequence.

At the beginning of each lecture I say, 'Here's a set of events unexplainable by common sense, and I promise you'll be able to solve this mystery at the end of class.'

A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.