Amplification: Make the important bits bigger and other bits smaller.

Appeal: If asked nicely, we will follow the rules we have made for ourselves.

Arousal: When I am aroused I am full engaged and hence more likely to pay attention.

Association: Our thoughts are connected. Think one thing and the next is automatic.

Assumption: Acting as if something is true often makes it true.

Attention: Make sure they are listening before you try to sell them something.

Authority: Use your authority and others will obey.

Bonding: I will usually do what my friends ask of me, without negotiation.

Closure: Close the door of thinking and the deal is done.

Completion: We need to complete that which is started.

Confidence: If I am confident, then you can be confident.

Conformance: People are driven to obey rules.

Confusion: A drowning person will clutch at a straw. So will a confused one.

Consistency: We like to maintain consistency between what we think, say and do.

Contrast: We notice and decide by difference between two things, not absolute measures.

Daring: If you dare me to do something, I daren't not do it.

Deception: Convincing by trickery.

Dependence: If you are dependent on me, I can use this as a lever to persuade you.

Distraction: If I distract your attention, I can then slip around your guard.

Easy: I like things which are easy (and not things which are difficult).