Persuasion: ethical influence and the Maxwell Law of Buy-In

Drag each term onto its matching definition.

• Reciprocity, Commitment, Social Proof, Authority, Liking, Scarcity, Unity

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• Honest appreciation, genuine interest, his name, his interests, sincere importance

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• The persuasion happens before the persuasive content — direct attention first

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• Touch a heart before you ask for a hand

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• Ethos (character), Pathos (emotion), Logos (logic) — in that order

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