Improve their health, wealth, or relationships

Written by Enrique Iturriaga on

January 9, 2023

If you want to persuade or convince someone of something, make sure you manage to argue how the thing that you're promoting will help them get healthier, wealthier, or improve their relationships. Selling and convincing is that simple, not easy.

Our species' evolutionary history of 200,000 years has created more potent triggers and pain points around these three things than anything else. Why wouldn't you use these triggers? And more importantly, why would you go to great lengths to create "clever" ways of persuading that don't use these three known triggers?