Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

There is a group of people who know very well where the weapons of automatic influence lie and employ them regularly and expertly to get what they want. They go from social encounter to social encounter requesting others to comply with their wishes; their frequency of success is dazzling.

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

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

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

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.

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.