The document outlines a basic 4-step process for effective persuasion: 1) Rapport - creating comfort and trust with the other person, 2) Elicit Criteria - discovering what's important to them, 3) Leverage Criteria - showing how what you offer matches their wants, and 4) Close - getting them to agree to your request. It emphasizes that the first two steps of building rapport are the most important, as they rely on natural conversation skills rather than sales techniques. Mastering these early steps makes the later steps of persuasion much easier.

2. Here's the basic structure of any
persuasion.

3. But first, understand one thing.

4. Some, all, or none of these parts are
unconscious, and conscious.

5. If you're persuading something in a
pure sales or negotiation session, they
will mostly be conscious.

6. Everybody knows what's going on.

7. If you're creating attraction, most will
be unconscious.

8. In an attraction setting, most happen
on their own, without either person
really knowing what's going on.

9. That's why the term "falling in love" is
the way it is.

10. We "fall" in love, we don't "go in love"
or "enter in love" or "step into love."

11. The use of the verb "fall" indicates it's
something that happens without us
really knowing what's going on.

12. Like walking down the street, staring at
your iPhone, and falling into a ditch.

13. (Nice metaphor, eh?)

14. Why is that important?

15. Because any time you use any kind of
conscious technology to "force" an
unconscious process, there's all kinds
of hidden dangers. Be warned.

16. Any now, here's the process that
underpins every effective persuasion.

17. (At least ones that don't come out of
the barrel of a gun!)

18. Rapport

19. The first step is to create rapport.

20. Get the other person feeling
comfortable with you.

21. Get them to let their guard down. Get
them to open up and trust.

22. Here's a secret.

23. If you can do this part well, you're
done.

24. The rest will take care of itself.

25. Elicit Criteria

26. This is where you find what's
important to them.

27. If their dreams come true, what would
they look like.

28. You'll know you've got rapport when
you're asking them what's important
to them, and they simply won't shut
up.

29. Congratulations!

30. Leverage Criteria

31. This is where you show them that
what you've got is a perfect match for
what they want.

32. This when all those crazy language
patterns come in.

33. When you can use linguistic
technology to show them that their
criteria (usually pretty vague) can be
found in your products, services, or
romantic skills (also usually pretty
vague).

34. Here's a big fat warning:

35. If you can promise them you can
satisfy them, and you really can't, they
won't be happy until you're dead or in
jail.

36. Be careful.

37. Close

38. This is you get them to sign the
contract, give you their phone number,
or go home with you.

39. Here's another secret.

40. The more you do the previous steps,
the easier this part is.

41. In fact, think of these four steps as a
pyramid. The first is the very most
important. The next is less important,
and so on.

42. If you do the first really, really well,
you don't need the rest.

43. If you do a pretty good job with the
first two, you don't need the rest, etc.

44. Here's another secret.

45. The first two are based only on your
abilities to talk to others like a natural,
self confident, human being.

46. They have nothing to do with sales
skills or seduction skills.

47. Guess which parts those sales and
seduction courses focus on?

48. That's right.

49. The last two.

50. The two the won't work for squat if
you can't do the first two.

51. Now you know why most people suck
at sales, and suck at seduction.

52. They're doing it wrong.

53. Do it, and you won't have any
problems.

54. With money, or girls.
mindpersuasion.com