Win Bigly: Persuasion in a World Where Facts Don't Matter

by Scott Adams

Pre-suading, or setting the table, is about creating mental and emotional associations that carry over. If you get the mood right, and your credibility is high, you’re halfway done with your persuasion before anyone knows you started. Here’s a checklist you can use to see how well you set the table for your own future persuasion. Make sure you . . . Dress for the part. If you dress like a knowledgeable professional, people will assume your opinions and advice are credible. That makes it easier to persuade. Improve your physical appearance via diet, exercise, hair care, etc. Attractive people are more persuasive. Broadcast your credentials in a way that appears natural and not braggy. People admire talent but they hate bragging. Brand yourself as a winner. If people expect you to win, they will be biased toward making it happen. Meet in the most impressive space you can control. This creates a physical and visual impression that broadcasts your power, talent, and success. Set expectations ahead of time. If people expect you to ask for the moon, they will be delighted when you agree to accept less. And when people expect you to be the better negotiator, they will be subtly biased toward that outcome. Pre-suade with thoughts and images that will bias people toward a frame of mind that is compatible with your upcoming persuasion. For example, if you want someone to be generous with you, prime the pump with an unrelated story of kindness. Bring high energy. People with high ene...