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The 7th Weapon of Persuasion You’re Probably Not Using Enough

Author

Dan Pope
June 27, 2025

The 7th Weapon of Persuasion You’re Probably Not Using Enough

A weapon more fast and more furious than a yellow Ferrari driving through Mayfair at midnight.

A weapon sharper than a glistening Samurai sword at the dawn of a blood red battle.

A weapon more gorgeous than Brad Pit and Angelina Jolley on a Hollywood Catwalk.

The weapon doesn’t hark from a Galaxy, Far, Far Away.

It’s right in front of you. You’re not using it. Because no one told you about it.

I’ll tell you, shortly, G.

But, first, my wonderful Darlings…

let’s chinwag about The 6 Weapons of Persuasion.

Robert Cialdini’s “Influence” is the greatest book ever written on persuasion

(does what it says on the tin Init, brev).

Man Like Bobby Ceeeeee INSIDEEEEEEE THAAA PLACEEEEEEE

Furiously and fastidiously and zealously and piously I’ve pillaged all the learnings from this book.

1. Reciprocity:

People feel obligated to return a favour or gift they have received. For example, businesses might offer free samples to encourage potential customers to make a purchase.

You scratch my back. I’ll scratch yours. Quid ProQuo.

2. Scarcity:

The idea that something is limited or rare makes it more desirable. This can be used to create urgency and encourage immediate action, such as limited-time offers or limited stock announcements.

Soho House. Supreme. Louis Vuitton. Prada.

3. Authority:

People tend to be more influenced by individuals perceived as experts or authorities in their field. For example, a doctor's recommendation might be more persuasive than that of a non-medical person.

Nause Influencers shotting those Silly-STANLEY beakers

4. Commitment and Consistency:

People are more likely to follow through on a commitment they have made, even if the initial commitment was small. This can be used to get people to agree to larger requests later on by starting with a smaller request.

small commitment becomes big commitment.

trial listing becomes, full estate listing.

try before you buy. kapeech?

5. Liking:

People are more likely to be persuaded by someone they like or who shares similarities with them. Building a rapport and demonstrating shared interests can increase influence.

don’t be a dick.
be kind.
be nice.
simples.

6. Social Proof:

People tend to follow the actions of others, especially if they perceive that others are behaving in a similar way. Examples include using testimonials, ratings, or popular products to indicate legitimacy.

KFC’s queues around the block
Everyone drinks Guinness, so I drink Guinness.

BUT….

YEEEEE HAAAA COWWWWW BOYYYYYY

There’s a new Sheriff in Town.

The 7th Rule of Persuasion.

The Negative (or Honest) Sell - James Smith

James Smith calls this HONEST Marketing (or the negative sell)

James recommends competitor coffee over his own brand Neutonic.

James tells customers he’s a little fat, even though he’s a Personal trainer.

James tells customers he previously did cocaine, even though he’s a personal trainer.

James tells customers he’s on Steroids, even though he’s a personal trainer.

James calls this Honest Marketing.

Check out the podcast with him below.

Will and Jack from Fallow are geniuses at this too.

Fallow, unlike other restaurants, openly tell people how much money they make on their menu.

Fallow tell people what their gross margins are on each dish.

It’s Brutally Honest (or negative) Marketing

Why the Negative (or brutally honest) sell works.

  1. SALES IS A GAME OF TRUST - a little negativity builds lots of trust.

  2. you’re in a CATEGORY OF ONE - remember every other sales person is blabbering on about how great their product is.

  3. you answer buyers objections before they arise. buyers guard drops, they’re not expecting the negative sell, allows trust to build.

    **please note, this is a very subtle and nuanced Black Belt, Michelin Star Sales Technique.

Finally, always remember Stories + Data = Unlock Supermarket Listings

You do the Story.
North does the Data.

Data speaks buyers language. Buyers give increase your distribution. Simples.

Perfect Ted, TRIP, Bold Bean Co, DASH use North Star.

Want to know how Stories + Data can unlock supermarket listings.

All revealed in 30 minutes. Click this magical link.