We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves

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

The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

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.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it. It's the ability to cause people to have something at the top of their consciousness that makes them receptive to your message that's yet to come.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.