6 Shortcuts

1) Reciprocity
-obligation to give when you receive
-be the first to give and it should be unexpected

2) Scarcity
- people want more of those that are getting less
- not enough to just show benefits, should show whats unique and what they stand to lose

3) Authority
- people follow the lead of credible, knowledgeable experts

4) Consistency
- people like to be consistent, so ask for small, public, and active commitments that can be made
- get those commitments in writing

5) Liking
- people prefer to say yes to those they like
- people like those that are similar to them, pay them compliments, and those that cooperate with them

6) Consencus
- when people are uncertain, they look to what similar others are doing