This week in the world’s #1 newsletter on leadership communication:
- 20 Psychological Triggers That Move People to Action
- How to Become Indistractable in a World of Noise
- Free Webinar on Overcoming Nervousness
- The OG of Storytelling Books
20 Psychological Triggers That Move People to Action
Up to 98% of what our brains are doing is subconscious.
To be clear, I believe that we have agency and free choice, and that we aren’t automatons that merely react to certain triggers.
But it is also true that our decisions aren't always as rational as we like to think.
There's a whole world of psychological triggers influencing our choices, often without us even realizing it.
This week, we're pulling back the curtain on these hidden forces.
Below you’ll find 20 powerful psychological triggers that shape our choices.
Understanding these triggers can transform the way you communicate, persuade, and lead.
It also protects you against manipulation attempts.
#1 – Scarcity:
We want it more when it's rare.
Example: A limited edition product, a once-in-a-lifetime opportunity.
#2 – Urgency:
Time limits force action.
Example: A flash sale, a deadline for registration.
#3 – Authority:
Experts get the nod.
Example: Citing research studies, featuring endorsements from respected figures.
#4 – Reciprocity:
When someone does something for us, we feel compelled to reciprocate.
Example: Offering helpful advice, providing a free resource.
#5 – Commitment & Consistency:
Once we've made a commitment or expressed our intent, we're more likely to follow through to maintain consistency.
Example: Asking for a small commitment first, encouraging public declarations.
#6 – Social Proof:
People buy what “people like me” have bought.
Example: Customer testimonials, case studies, reviews.
#7 –Liking:
We say "yes" to those we like.
Example: Building rapport, finding common ground, being friendly and approachable.
#8 – Unity:
It’s about the “we”. And we are inclined to say yes to someone we consider one of our own.
Example: Using inclusive language, highlighting shared values, fostering a sense of community.
#9 – Trust:
Trust unlocks influence. Example: Being transparent, being reliable, demonstrating competence.
#10 – Anticipation:
Excitement breeds engagement.
Example: Teasing an upcoming announcement, creating a sense of mystery, building suspense.
#11 – Regret:
People who anticipate regret are more likely to take action.
Example: Highlighting missed opportunities, emphasizing the potential consequences of inaction.
#12 – Identity:
“A persuasive story makes a deal with your identity. If you allow me to persuade you, you get to be part of something bigger—or become a better version of yourself.”, Will Storr
#13 – Status:
One of the key drivers of humans. Offer status to persuade.
Example: Offering exclusive access, providing recognition, appealing to aspirations.
#14 – Novelty:
We crave what’s new.
Example: Introducing a new approach, highlighting the latest trends, using innovative techniques.
#15 – Loss Aversion:
We hate to lose more than we love to win.
Example: Emphasizing what someone might lose by not taking action, framing a decision in terms of potential losses.
#16 – Specificity:
Details build credibility.
Example: Using precise numbers, providing detailed explanations, citing specific examples.
#17 – Contrast:
Comparisons make choices clear and more likely that someone will take action.
Example: Presenting clear choices, highlighting the differences between options, using before-and-after scenarios.
#18 – Fear:
Fear can motivate. The hope that fear can be overcome can also lead to action.
Example: Addressing potential risks, offering solutions to mitigate those risks, providing reassurance.
#19 – Mystery:
Creating a sense of intrigue can pique people's interest and make them want to learn more.
Example: Asking intriguing questions, presenting a puzzle, creating a sense of anticipation.
#20 – Desire:
People are driven by their desires. To tap into this, show them how your offering aligns with their aspirations, fulfills their needs, and brings them closer to their ideal self.
Example: Showing aspirational outcomes, highlighting the benefits, appealing to emotions and values.
These triggers are powerful tools, but they must be used ethically. Influence with integrity, and you'll build lasting trust and loyalty.
Next week I will show you what happens when people see through attempts to manipulate them – and how you can out-persuade the competition.
RECOMMENDATION
Speak with Confidence
Public speaking is a common challenge, but impactful communication is attainable. Join our free webinar on April 4th to learn practical techniques for developing your confidence and delivering powerful presentations.
The webinar is free to join but seats are limited!
PODCAST
How to Become Indistractable in a World of Noise
I do a podcast to help you become a top 1% communicator.
Staying hyper-focused is one of the most important skills in a world drowning in distractions.
This week, I had the pleasure of speaking with Nir Eyal, the internationally acclaimed behavioral designer, bestselling author of Hooked and Indistractable, and former Stanford Lecturer.
His work dissects the psychology of distraction and provides actionable strategies for becoming indistractable.
Key takeaways:
- The root of distraction: It's not (just) about external triggers, but our desire to escape discomfort.
- The skill of the century: The ability to control your attention is key to success and well-being.
- Practical strategies: Learn to master internal triggers, create an indistractable workplace, and take control of your focus.
- The antidote to impulsiveness: Forethought is key. Learn to design your environment for success.
- Beyond to-do lists: Discover why time-boxed calendars are a more effective approach to productivity.
Listen to the full episode to discover how to cultivate focus, eliminate distractions, and become an indistractable leader.
BOOK RECOMMENDATION
The OG of Storytelling Books
I'm returning a true classic today: Into the Woods – How Stories Work and Why We Tell Them,.
When it was published over a decade ago, it opened my eyes to story structures, the importance of change and turning points, and the protagonist’s internal and external conflicts that create the tension in a good story.
Into the Woods is still highly relevant and a great starting point for those who want to dive deeper into storytelling. I keep a copy close to my desk to check story structures and dramatic ingredients.
Author John Yorke is a master of his craft. He is the creator of the BBC Writers’ Academy and has brought a vast array of drama to British screens. He's also trained a whole generation of screenwriters and storytellers.
John will be a guest on the Speak Like a CEO podcast in a few weeks to share how storytelling techniques – long used by writers, playwrights, and screenwriters – can be applied to leadership and business.
Have an inspired weekend!
Oliver
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