September 2016
Beginner
224 pages
4h 34m
English
Content preview from 7 Secrets of PersuasionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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2SPEAK THE LANGUAGE OF THE LIZARD: BASIC GRAMMAR
The language of our reflective, conscious mental system, the mind we know well, is information, logic, and reason. That is why most definitions of persuasion speak of convincing by reasoned argument. But reasoned argument is not the way to persuade the lizard—far from it.
The lizard inside, our automatic, nonconscious mental system, has its own language. As the last 25 years of psychological, behavioral economic, and neurological research has demonstrated, the language of the automatic system has a basic grammar:
• Mental availability.
• Association.
It also has its own style:
• Action.
• Feelings.
• Preferences of others.
Because the lizard is in charge of most of our decisions and influential ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.