Introduction 8
Three needs 12
How to use 14
ATTRACTIVENESS 62
ACKNOWLEDGING RESISTANCE
18
HUMOR 66
FLUENCY
SCARCITY
FOOT-IN-THE-DOOR
FLEETING ATTRACTION
PROMISED LAND
DECOY
SELF-PERSUASION
THAT'S NOT ALL
ALTERCASTING
MERE EXPOSURE
SOCIAL PROOF
ANCHORING
GUARANTEES
ASTROTURFING
24
32
36
40
44
50
56
72
76
80
86
90
94
102