Presuasion is what you say immediately before you deliver your message that leverages your success tremendously.

The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it.

What new psychology suggests, it's the factor that is top of consciousness at the moment before you make that economic decision that will win the day.

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.

There is a study that shows that people who were asked their political opinions, when there was a picture of the American flag in the corner of the questionnaire, reported more favorable attitudes toward Republican Party positions, because the flag is typically associated in people's minds with a Republican belief set. If people vote at a polling place inside a church, they vote more Republican. If they vote at a polling place inside a school, they vote more Democrat.

The joy is not in experiencing a scarce commodity but in possessing it.