The acronym SCRAPE CFC can help us remember Kevin Hogan’s nine Laws of Persuasion. (CFC or chlorofluorocarbon widely used in refrigerators and aerosols, is now phased out because it deletes the ozone.) Remembering to use these Laws in our communications makes us more persuasive.
S – Law of Scarcity. People find things that are limited in supply more desirable.
C – Law of Contrast. People tend to accept the little extras throw in after the main deal as the add-ons look digestible compared to the main course.
R – Law of Reciprocity. People tend to agree to a request, if they have received a benefit from you before.
A – Law of Association. People tend to think better of people or things associated with people or things they like, respect, or trust.
P – Law of Power. People tend to agree with people with perceived power or authority.
E – Law of Expectancy. People tend to do what the person they like, respect, or trust expects them to do.
C – Law of Consistency. Once people committed themselves verbally or in writing, they tend to stick to it.
F – Law of Friendship. People usually oblige the requests of their friends.
C – Law of Conformity. People are more inclined to things which they see many other people have or do.
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