Marwell & Schmitt’s 16 Compliance-Gaining Strategies

(A Great Reference for Persuasion Communications)

1. PROMISE	Words: “If you ( ), then I will reward you.”
2. THREAT	Words: “If you do not ( ), then I will punish you.”
3. EXPERTISE (Positive way)	Words: “If you ( ), then you will have better chances in the future.”
4. EXPERTISE (Negative way)	Words: “If you do not ( ), then you will be punished, and not have better chance in the future.”
5. LIKING	Strategy: Get friendly with receiver, establish positive relationship with conversations, then communicate your point/request/idea.
6. PRE-GIVING	Strategy: Get friendly with receiver, establish positive relationship with conversations, but also give something (object/information). Then, communicate your point/idea/request.
7. NEGATIVE STIMULATION	Strategy: Keep telling the receiver that he must agree, and you will keep telling him until he does.
8. DEBT	Strategy: Remind the receiver of the past favors you have done; then, establish the idea that he owes you.
9. MORAL	Strategy: Emphasize to the receiver that it is the right thing to do, so he comply/agree.
10. GOOD FEELING	Strategy: Tell the receiver he will feel good about himself if he complies/agrees.
11. BAD FEELING	Strategy: Tell the receiver he will feel bad about himself if he does not comply/agree.
12. ALTERCASTING (Positive)	Strategy: A person with good qualities would comply/agree.
13. ALTERCASTING (Negative)	Strategy: Only a person with bad qualities would not comply/agree.
14. ALTRUISM [helping others]	Words: “I need your help very badly with ( ), so please do it for me.”
15. ESTEEM (Positive)	Words: “Everyone will think very highly of you if you ( ).”
16. ESTEEM (Negative)	Words: “Everyone will think very badly about you if you do not ( ).”