{"id":121652,"date":"2024-01-18T15:54:00","date_gmt":"2024-01-18T19:54:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=121652"},"modified":"2024-01-29T11:19:13","modified_gmt":"2024-01-29T15:19:13","slug":"how-to-persuade-others","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/","title":{"rendered":"How to Persuade Others With Unconscious Logic"},"content":{"rendered":"\n

Would you like to influence people more effectively? Have you found that reason and facts don’t always do the job?<\/p>\n\n\n\n

According to Rory Sutherland, we should harness unconscious logic if we want to persuade people and influence their behavior. His insights and advice are valuable for business leaders, marketers, policymakers, parents, and anyone who seeks to influence others<\/a>.<\/p>\n\n\n\n

Keep reading to understand the power of unconscious logic and learn how to persuade<\/a> others by tapping into it.<\/p>\n\n\n\n\n\n\n\n

How to Persuade Others<\/h2>\n\n\n\n

Those who know how to persuade others effectively, especially when making policy and business decisions, realize that pure rationalism isn’t the answer. Humans, after all, are illogical beings, so any solution to human-centered problems must factor unconscious logic into the equation.<\/p>\n\n\n\n

When we rely on classical logic, we use well-defined data points to reach conclusions and achieve clear-cut objectives. Sutherland points out that the world our brains evolved in is more uncertain than that process allows for. Rationalists like to reduce problems to simple approximations that logic can deal with. But, in practice, our minds make judgments based on trade-offs, nuance, and a hazy, big-picture understanding of the world.<\/p>\n\n\n\n

The irrational ideas and behaviors that our minds come up with aren\u2019t meant to be perfect or even correct; the purpose of the unconscious mind<\/a> is not to determine the truth of the world, but to promote our survival as a species.<\/strong> It often does so using unfair bias, faulty heuristics, and magical thinking. Sutherland argues that, instead of treating these reactions as defects in the human psyche, our unconscious logic<\/em> is a lever that we can use to persuade people and influence behavior that\u2019s more powerful than reason alone. Ignoring the unconscious blinds us to potential pitfalls as well as unexpected, \u201cirrational\u201d solutions.<\/p>\n\n\n\n

The Logic of the Past<\/strong>

To clarify Sutherland\u2019s point about \u201cunconscious logic,\u201d the human mind and body developed to survive harsher conditions than those of today, so behavior that was rational for our ancestors no longer applies to the modern world. For instance, our love of sugary foods<\/a> comes from an era when food was scarce and high-calorie foods gave a survival advantage. However, in a world of easy-to-access refined sugars, those same instincts lead to overeating and a host of related health problems. Our instinct to binge on sugary snacks<\/a> is no longer a \u201crational\u201d impulse from a survival standpoint.

According to Rolf Dobelli in The Art of Thinking Clearly<\/em><\/a>, many modern-day mental fallacies stem from our nature as social creatures who band into groups for survival<\/a>. Because of this, we unconsciously assume that behaviors are rational if many people take part<\/a>, that people in authority over your group tend to be right<\/a>, and that your \u201cin-group\u2019s\u201d positive traits outweigh its negative aspects<\/a>, with the opposite being true of outsiders. These irrational biases helped our ancestors\u2019 fledgling cultures survive, but we\u2019ve carried them into the modern age while still considering ourselves more advanced than our forebears.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Putting Unconscious Logic Into Practice<\/h3>\n\n\n\n

Understanding Sutherland\u2019s concepts is different from putting them into practice. The pressure of traditional economics is strong, and, to find creative solutions outside it, you have to be willing to experiment with approaches that may seem silly. We\u2019ll show how some of Sutherland\u2019s ideas might be applied in two fictional scenarios\u2014one in which a business owner is trying to move unsold merchandise, and another in which a local politician is trying to revitalize his town. Their solutions include questioning assumptions, changing perceptions, addressing people\u2019s unconscious motivations, and bringing different ideas together in absurd combinations.<\/p>\n\n\n\n

Scenario 1: Blind Date With a Beer<\/h4>\n\n\n\n

In our first example, Kate is the owner of a local pub. As a beer aficionado, she\u2019s built up a stock of specialty imports from around the world, but unfortunately they haven\u2019t proved as popular as she\u2019d like, and most of her specialty beers sit unsold while her customers buy the more familiar brands over and over. Kate\u2019s empirical data says that her customers aren\u2019t interested in imported beers,<\/strong> despite various displays in her pub that logically explain the merits of each brew. Should Kate do the economically prudent thing, dump her unsold stock, and write it off as a loss? Or, as Sutherland might have her try first, can she perform a magic trick to make her customers change their drinking habits?<\/p>\n\n\n\n

Kate starts by following Sutherland\u2019s advice and questioning the assumptions her business is based on.<\/strong> Why do people order beer in her pub? Is it because they enjoy specific brands and her bar is the best place to get them? Of course not. If all they wanted to do was drink, it would be cheaper to buy what they want from the local liquor store and drink it at home. Kate realized that her customers\u2019 real motivation for coming to her pub was to socialize and have fun, and that for the most part, which beer they ordered was tangential to that goal. Therefore, to make her imported beers sell, she had to tie them to her customers\u2019 sense of fun and socialization.<\/p>\n\n\n\n

Kate announced a new event: \u201cBlind Date With a Beer.\u201d She\u2019d assemble random six-packs of bottles, mask the labels so each one was a mystery, and sell them only to groups of three or more. To make it feel special, she limited the event to only one night a week\u2014signaling scarcity to increase its value. It would be irrational for customers to spend money without knowing what they\u2019d get, but disguising the bottles tapped into the playful fun associated with low-stakes risk and surprise, like a game. By restricting the sales to groups, Kate tapped into the underlying socialization motive that brought people to her pub.<\/strong> After a while, the new event caught on, and Kate\u2019s stock of imported beers found a new clientele.<\/p>\n\n\n\n

Blind Shopping in Practice<\/strong>

While blind beer tastings<\/a> have existed for a while, especially as social events to host at home, the example given here is actually based on the popular \u201cBlind Date With a Book<\/a>\u201d program hosted by many public libraries during February in association with Valentine\u2019s Day. Librarians will gift-wrap books with nothing to mark them but genre labels such as \u201cmystery\u201d or \u201cromance.\u201d This program has proven effective as a way to get readers to try out new authors and to find audiences for overlooked titles<\/a>. Since library books check out for free, the program is low-risk and high-reward for patrons, and librarians engage the community by asking their regulars which titles they ought to send on \u201cblind dates\u201d with other readers.

Once money becomes involved, shopping sight-unseen becomes more risky and irrational, yet risk may be part of the appeal<\/a>. A lost luggage store<\/a> in Scottsboro, Alabama, lets shoppers purchase \u201cmystery bags<\/a>\u201d of products that are only vaguely labeled. Shoppers are also drawn to \u201cbin stores<\/a>\u201d that resell returned items at discounted rates. While the items aren\u2019t masked like the beers in our example, customers flock to these stores without knowing what they\u2019ll find. While a purely rational <\/em>shopper might look online for the exact products they want, the draw of mystery boxes and bin stores is the psychological thrill of discovery, rooted in the brain\u2019s hardwiring to hunt for and bring home a prize<\/a>.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Scenario 2: Save Our Town, Save Our Team<\/h4>\n\n\n\n

In our second example, Marcus is a newly elected small-town councilman who promised to revitalize the town\u2019s historic but crumbling business district. Many of the buildings on Main Street are abandoned, and the town can\u2019t afford to buy and restore the unused properties. Several long-time businesses remain, including a furniture store and a restaurant, but stiff competition from a new shopping center on the edge of the city is wearing them down. After a string of new tax incentives fails to attract businesses back to Main Street, Marcus is at his wits\u2019 end. Simple economics says that Main Street is doomed\u2014but according to Sutherland, a little psychological alchemy might turn economic lead into gold.<\/strong><\/p>\n\n\n\n

Marcus finds two psychological keys to work with\u2014the town\u2019s pride in its high school football team and the Main Street restaurant that\u2019s still in business. The two are unrelated except that both are closely tied to the town\u2019s sense of identity, especially for those who\u2019ve lived there their whole lives. Marcus plans to build an emotional link between the survival of Main Street and the football team\u2019s success,<\/strong> no matter how irrational or absurd that concept is. He paints a bleak picture of the kind that Sutherland says we\u2019re primed to believe, but if he can get the town\u2019s residents to associate shopping on Main Street with supporting the football team, it might breathe economic life into the district.<\/p>\n\n\n\n

He starts by inviting the football team to the restaurant for a pre-game dinner at the start of the football season, which he then makes into a regular event that more and more people attend to show support. At these dinners, Marcus talks about his memories of Main Street and wonders aloud how the town\u2014and by extension the football team\u2014will survive if the historic district dwindles. Since the town no longer depends on its historic district financially, there\u2019s no logical reason why one should affect the other,<\/strong> but Sutherland would point out that that doesn\u2019t matter. Several residents take the message to heart and form a committee to reinvest in Main Street. By tugging at heartstrings, Marcus turns the tide against cold economics.<\/p>\n\n\n\n

\u201cIdentity First\u201d Economics and Behavior<\/strong>

Despite what Sutherland describes as policymakers\u2019 and business leaders\u2019 overreliance on traditional economics, people in politics and marketing have long known that emotions around personal and group identity are a powerful tool to shape behavior<\/a>, as discussed by motivation expert Tony Robbins in Awake the Giant Within<\/em><\/a>. Though identity-based politics<\/a> is often derided for the way it negates rational discourse, identity as a group motivator has had its success stories<\/a> too.

One example is the \u201cDon\u2019t Mess With Texas<\/a>\u201d anti-littering campaign. Instead of reasoning that littering is bad, the simple slogan implies that littering is an attack against Texas, and that Texans\u2014who pride themselves on strength and resilience<\/a>\u2014are uniquely qualified to fight back. Brushing aside the logical assumption that most people who litter in Texas are <\/em>Texans, the campaign leverages Texans\u2019 self-identification as people prepared to defend themselves to create a measurable reduction in littering\u2014over 60% between 2013 and 2023 alone<\/a>. It\u2019s the kind of psychological solution that Sutherland says can be far more cost-effective than an engineered solution, such as building more landfills and picking up more trash.

Though many small towns struggle with slow decay<\/a>, the fictional example used here was inspired by the story of Denham Springs, Louisiana<\/a>, whose historic business district was crumbling in the 1970s but had been thoroughly revitalized by the \u201990s as a shopping bazaar for antiques. Unlike in our fictional example, the shift in Denham Springs\u2019s historic district\u2019s identity was unconscious, not deliberate at first. However, to illustrate Sutherland\u2019s argument, anything that the unconscious can accomplish, a conscious-minded leader can take advantage of, if willing to look beyond the confines of traditional economics and logic.    <\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Would you like to influence people more effectively? Have you found that reason and facts don’t always do the job? According to Rory Sutherland, we should harness unconscious logic if we want to persuade people and influence their behavior. His insights and advice are valuable for business leaders, marketers, policymakers, parents, and anyone who seeks to influence others. Keep reading to understand the power of unconscious logic and learn how to persuade others by tapping into it.<\/p>\n","protected":false},"author":9,"featured_media":121668,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,14,9],"tags":[1379],"class_list":["post-121652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-management","category-psychology","tag-alchemy","","tg-column-two"],"yoast_head":"\nHow to Persuade Others With Unconscious Logic - Shortform Books<\/title>\n<meta name=\"description\" content=\"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of "unreason."\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Persuade Others With Unconscious Logic\" \/>\n<meta property=\"og:description\" content=\"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of "unreason."\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-18T19:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-29T15:19:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elizabeth Whitworth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elizabeth Whitworth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\"},\"author\":{\"name\":\"Elizabeth Whitworth\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\"},\"headline\":\"How to Persuade Others With Unconscious Logic\",\"datePublished\":\"2024-01-18T19:54:00+00:00\",\"dateModified\":\"2024-01-29T15:19:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\"},\"wordCount\":1903,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg\",\"keywords\":[\"Alchemy\"],\"articleSection\":[\"Communication\",\"Management\",\"Psychology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\",\"name\":\"How to Persuade Others With Unconscious Logic - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg\",\"datePublished\":\"2024-01-18T19:54:00+00:00\",\"dateModified\":\"2024-01-29T15:19:13+00:00\",\"description\":\"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of \\\"unreason.\\\"\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg\",\"width\":1200,\"height\":675,\"caption\":\"A leader talking to her team.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Persuade Others With Unconscious Logic\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World's Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\",\"name\":\"Elizabeth Whitworth\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"caption\":\"Elizabeth Whitworth\"},\"description\":\"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.\",\"sameAs\":[\"rina@shortform.com\"],\"award\":[\"Contributions to joint task force efforts (FBI)\",\"Contributions to Special Operations Division (DOJ & DEA)\",\"Efforts to fight the war on drugs (NSA)\",\"Contributions to Operation Storm Front (US Customs Service)\"],\"knowsAbout\":[\"History\",\"Theology\",\"Government\"],\"jobTitle\":\"Senior SEO Writer\",\"worksFor\":\"Shortform\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Persuade Others With Unconscious Logic - Shortform Books","description":"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of \"unreason.\"","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/","og_locale":"en_US","og_type":"article","og_title":"How to Persuade Others With Unconscious Logic","og_description":"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of \"unreason.\"","og_url":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/","og_site_name":"Shortform Books","article_published_time":"2024-01-18T19:54:00+00:00","article_modified_time":"2024-01-29T15:19:13+00:00","og_image":[{"width":1200,"height":675,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","type":"image\/jpeg"}],"author":"Elizabeth Whitworth","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Elizabeth Whitworth","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/"},"author":{"name":"Elizabeth Whitworth","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13"},"headline":"How to Persuade Others With Unconscious Logic","datePublished":"2024-01-18T19:54:00+00:00","dateModified":"2024-01-29T15:19:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/"},"wordCount":1903,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","keywords":["Alchemy"],"articleSection":["Communication","Management","Psychology"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/","url":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/","name":"How to Persuade Others With Unconscious Logic - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","datePublished":"2024-01-18T19:54:00+00:00","dateModified":"2024-01-29T15:19:13+00:00","description":"We must tap into unconscious logic if we want to influence people's behavior. Discover how to persuade others with the magic of \"unreason.\"","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","width":1200,"height":675,"caption":"A leader talking to her team."},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/how-to-persuade-others\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"How to Persuade Others With Unconscious Logic"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World's Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13","name":"Elizabeth Whitworth","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","caption":"Elizabeth Whitworth"},"description":"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.","sameAs":["rina@shortform.com"],"award":["Contributions to joint task force efforts (FBI)","Contributions to Special Operations Division (DOJ & DEA)","Efforts to fight the war on drugs (NSA)","Contributions to Operation Storm Front (US Customs Service)"],"knowsAbout":["History","Theology","Government"],"jobTitle":"Senior SEO Writer","worksFor":"Shortform","url":"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/01\/leader-talking-to-team.jpeg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/121652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=121652"}],"version-history":[{"count":12,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/121652\/revisions"}],"predecessor-version":[{"id":121748,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/121652\/revisions\/121748"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/121668"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=121652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=121652"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=121652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}