Worksheet for Activating Persuasion Triggers

INSTRUCTIONS

Persuasion “triggers” are mental shortcuts you can activate to win support for your ideas. Use this worksheet to
consider how you can activate some common triggers to help you prepare for an upcoming persuasion
challenge.

1. Contrast. The key to activating the contrast trigger is to create an anchor or benchmark to which your
proposal can be favorably compared. What anchor might be appropriate for your next persuasion effort?

2. Liking. To leverage the liking trigger, establish a rapport of respect and congeniality with the individual you
are hoping to persuade. Is there something someone in your audience has done recently that deserves
recognition? Do you share any interests outside of work with your audience?

3. Relationship. Building on existing relationships with your audience can make all the difference. Describe
your relationship(s) with your audience. How might you specifically leverage these relationships?

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4. Reciprocity. To activate the reciprocity trigger, give to your audience without being prompted. What
opportunities might you have for offering something that meets others’ interests or needs?

5. Social proof. The social proof trigger relies on you connecting yourself, your organization, or an element of
your proposal with something or someone your audience admires. What connections might you make to take
advantage of the social proof trigger?

6. Commitment and consistency. Your audience will be more willing to stand behind your proposal if they
have declared their commitment publicly. How might you have your audience commit to your proposal in a
public or documented manner?

7. Authority. Many people have an automatic instinct to support the ideas of authority figures. What source of
authority (a combination of your position and associated credentials) might you leverage to activate this
trigger?

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© 2012 Harvard Business School Publishing. All rights reserved.
Harvard Business Publishing is an affiliate of Harvard Business School.
HARVARD MANAGEMENTOR

8. Scarcity. To activate the scarcity trigger, convince your audience that they are being offered a rare
opportunity. How might you frame your argument to take advantage of this trigger? What scarcities (e.g.,
time, opportunities, resources) might you highlight to motivate your audience?

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© 2012 Harvard Business School Publishing. All rights reserved.
Harvard Business Publishing is an affiliate of Harvard Business School.