PERSUASION WIKI
Based on the principle that 2/3 of all effort we make is mental effort (The Effortless Experience), you can simply reduce the apparent mental effort associated with your offering to make the person adopt it more easily.
Streamlining is the canonical example of mental effort manipulation. When something seems effortful, it is. And when it seems like it isn’t, then it isn’t. You are literally changing that mental effort.
You leverage this principle by either using words associated with low effort, reducing the number of available options, or structuring the process.
Whenever you sign up for a software product, you will see expressions such as “fast and simple to use” or “instant access
Steve Jobs was excellent at structuring every single presentation. It was easy to understand because, instead of a list of unlimited topics, you have 2 defined ones (or 3, or whatever the specific number)
Coined by the EDGE Foundation team. The simpler something is, the easier it spreads. Even when, more than simple, it’s actually simplistic; The reason why fake news or extremism propagates so easily. True news has to be verified. It’s hard, and many times is complex to understand. Fake news and extremism are so simple to understand, there is no mental effort. They can just spread
