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Table of Contents
• Introduction
• Mirroring and Matching
• Persuasive Language
• Reciprocity
• Foot-In-The-Door
• Anchoring
Chapter 1:
Introduction
In today's world, there are plenty of manipulation schemes if you look for them. Whether it's in a
supermarket where you're sold all sorts of products that nobody needs, or in a company where your
boss is trying to push you to do more work. Manipulation is seen as a bad thing in the public eye, but
it's used everywhere by everyone. Some just do it more, and some fall for it.
The key is to do it in such a way that nobody will notice it.
In this guide, you will learn techniques inspired by the iconic character Johan Liebert to make sure
you don't fall into the second group.
Although he is a fictional character, he was written based on human behaviors that the creator got
from actual people. Therefore, we can adopt different elements of his approach and implement them
in our own lives.
What many people don't realize is that the two skills of manipulation and persuasion heavily overlap,
so you can hardly learn one without the other. The outcome depends on the interests of the user.
Manipulation when used correctly can give you more leverage than if you had not used it at all. You
can either use it to harm others or use it in subtle ways to gain an edge over competitors.
Being aware of these strategies is important because you never know if someone will use these
techniques against you.
Under this premise, Johan Liebert is one of the best manipulators I know, even among real people.
In the world of "Monster", he is a mastermind and knows how and when to use which tactics to
accomplish his plan. He applies these lessons so subtly that no one notices.
In the following chapters, you will get to know these different strategies, which he has mastered to
perfection.
Chapter 2:
Mirroring and Matching
Mirroring is a crucial technique to open up the other person.
When properly learned, this will allow a manipulator to get on board with a new person more easily.
While it may sound simple and rather unimportant at first, this technique subconsciously spreads into
the other and gives you a preferred image.
Essentially, this technique aims to create a sense of being similar between individuals and to create a
feeling of understanding, which can help to build a more comfortable and open atmosphere during
interactions.
The key when using mirroring and matching is to do so subtly and naturally without being obvious or
inauthentic. The goal is to match your non-verbal behavior with that of the person you are talking to,
in order to create a subconscious sense of connection. A more detailed breakdown is here:
1. Observation: Start by observing the other person's body language, posture, gestures, facial
expressions and even speech patterns. Pay attention to their speed of speech, tone of voice
as well as their choice of words. Most people have certain habits in their non-verbal
expression that they themselves are usually not aware of.
2. Subtle Imitation: Once you have recognized the non-verbal signals displayed by the person
you are talking to, you can subtly imitate or mirror this behavior. For example, if your
conversation partner leans slightly forward, you should match their posture after a short
moment or imitate their excitement or composure by changing your tone of voice. Be careful
to not do too much in at this stage. It is more than enough to imitate two or three things.
3. Matching: Try to match your body language and speech pattern with that of the person you
are talking to but avoid obvious imitation so that it does not seem forced or unnatural. The
difference to subtle imitation is that you can now let more things flow in. Through the
previous action, you will be able to observe the other person's reaction and adjust
accordingly. The aim is to create a sense of closeness and comfort over time.
For instance, if someone nods while you are speaking, you could also nod after a short pause.
If the other person uses certain expressions or gestures frequently, you can subtly add these
into your communication style.
4. Maintain Authenticity: Make sure you remain authentic and don't overdo it. If the other
person questions your behavior, dismiss it, and play dumb.
5. Building Comfort: When used correctly, the other person will feel more open to talk to you,
so use this to gather information.
Chapter 3:
Persuasive Language
The use of persuasive language is a powerful communication tool.
It aims to influence the thoughts, beliefs or actions of others by using specific words, phrases or
tactics to appeal to an individual's emotions, reasoning or credibility.
It is commonly used in a variety of settings, such as marketing, negotiations, debates or everyday
conversations in order to shape opinions, encourage action or to change people's perspectives.
A detailed breakdown of the persuasive language follows:
• Emotional Appeal: Persuasive language often targets emotions to trigger a specific response.
To do so, use words or phrases that create feelings such as joy, fear, excitement, sympathy or
urgency. Using emotional appeals can be highly effective in capturing the audience's
attention and speaking to them on a personal level.
• Logical Appeal: While emotions play an important role, persuasive language also taps into
logical reasoning and evidence-based arguments. This approach involves presenting facts,
logical conclusions or justified arguments to further support the persuasive message.
• Credibility and Authority: Persuasive language gains strength when it is backed up by
credible sources, facts or expert opinions. Presenting evidence, statistics or testimonials from
respected sources boosts the credibility of the argument and makes it more convincing.
• Storytelling: Stories can be an effective tool for persuasion. They create a connection
between the speaker and the listener which allows them to relate to the message on a
personal level. The power of stories is to create an emotional impact, explain complex ideas
in a comprehensible way and make the information more memorable.
• Rhetorical Tools: These are linguistic techniques which are used to achieve certain effects
that are used in a text or speech. A few examples are metaphors, analogies, parables,
repetition or exaggeration. Rhetorical tools add depth, animation and emphasis to your use
of language, so it becomes more impressive and memorable.
• Call-to-Action (CTA): Persuasive language tends to have a clear and convincing call to action
that urges the audience to take a certain step or make a decision. CTAs can involve anything
from a request to buy a product, support a cause, sign up for a service or take a certain
stance, all the way to a demand to actually take action.
• Audience Adaptation: Effective and convincing persuasion considers the characteristics,
beliefs, and needs of the audience. Tailoring the message to the interests and perspectives of
the target audience increases the likelihood that it will be persuasive.
For example, in marketing, persuasive language can be used to underline the exclusive benefits of a
product or create a sense of urgency through phrases like "limited time offer". The CTA in this case
would be to buy the product as soon as you finish reading the sales script, to get even more benefits
than you would normally get.
Overall, persuasive language is a powerful tool that, when used well and ethically, can influence
opinions, behaviors and decisions by appealing to both the rational and emotional aspects of human
psychology.
Chapter 4:
Reciprocity:
Reciprocity is a social principle that involves the exchange of favors, gifts or assistance. It is a
fundamental aspect of human interaction and plays an important role in building relationships,
promoting cooperation and influencing behavior. Reciprocity is based on the premise that people feel
an urge to return a favor after receiving something of value, creating a sense of guilt or obligation.
There are three main types of reciprocity:
1. Generalized reciprocity: This form involves exchanges within the family or between friends.
There is no expectation of anything in return, but you simply do something for another
person because you assume that the other person would do the same for you.
2. Balanced reciprocity: This type of reciprocity involves the calculation of the value of the
exchange and the expectation that the favor will be returned within a certain time frame. For
example, someone might exchange something they own, be it a skill or a material object, for
something that is considered to be of equal value.
3. Negative reciprocity: This form is present when one of the parties involved in the exchange
tries to get more than the other person. Selling a much-needed item at an inflated price is an
example of negative reciprocity.
The idea behind reciprocity is that when someone does something good for another person without
expecting immediate repayment, the receiver often feels obligated to return the favor in the future.
This principle applies to a variety of contexts, including personal relationships, business interactions
and social exchanges.
A few Examples of reciprocity in business would include:
• A salesperson giving a freebie to a potential customer, hoping that it will lead them to return
the favor by purchasing something
• A leader offering attention and mentorship to followers in exchange for loyalty
• Offering customers some valuable information in exchange for signing up for future
marketing offers
There are also several persuasion techniques that make use of the tactic of reciprocity.
One of these is the so called "that's-not-all" technique. Let's say you buy a new cell phone. The
salesperson shows you the phone and tells you the price, but you're still not sure. If the salesperson
offers to include a phone case at no extra charge, you might feel like they're doing you a favor, which
in turn might make you feel obligated to buy the phone.
The important thing about reciprocity is to take your time and not act too forcefully. It is also
important to calculate the gesture properly and take the personality of the other person into
consideration. What might be important to you is not necessarily important to others.
Chapter 5:
Foot-In-The-Door
The foot-in-the-door technique (or FITD) is a strategy used to persuade people to agree to a desired
action. It is based on the idea that if a person agrees to a small initial request, they are more likely to
agree at a later, more important request that they wouldn't have agreed to if they had been asked
directly.
Examples in different contexts:
• Business: In busy streets, salespeople often ask people a simple question to start a
conversation and then ask them to sign up for a paid service.
Utility company representatives ask which provider they use (a simple question that can
often be answered with just one word) before extending their request into a longer
conversation in which they try to persuade people to switch to their company.
• Dating: By asking a stranger a simple question, such as asking for directions, you get your foot
in the door for an easy conversation and can ask for a meeting or phone number later.
• Online: Online stores use mailing lists to re-offer products to visitors who have previously
visited their website. By making a small request to provide their email address to receive a
newsletter, companies hope that these people will later agree to make a larger purchase.
Here's a detailed explanation of the foot-in-the-door technique:
1. Sequential Request: With the FITD technique, a small, easily agreed request (the initial
request) is made before the actual, larger request (the target request) is presented. The initial
request serves as a stepping stone or entry point for the following, more important request.
2. Establishing Compliance: The goal of the initial request is to obtain the person's agreement.
By starting with an request that is modest and reasonable or consistent with the person's
beliefs or preferences, the person is more likely to be willing to accept it.
3. Consistency Principle: Once a person agrees and complies with the initial request, they are
more likely to be consistent in their behavior and decisions. Psychologically, people tend to
align their actions with their previous commitments or behaviors to maintain a sense of self-
consistency.
4. Transition to Larger Request: After the first request has been met, the requester follows up
with a larger, more specific request. This second request is usually the persuader's main goal
and could require more effort, resources or commitment on the part of the other person.
5. Increased Likelihood of Compliance: The principle of consistency plays an important role in
increasing the likelihood of compliance with the larger request. Once the person has agreed
to the first request, they may perceive themselves as helpful, cooperative or in line with the
requestor's goals, making them more likely to agree to the larger request in order to maintain
their commitment to internal consistency.
So to summarize, the foot-in-the-door technique exploits the principle of consistency by starting with
a small request to secure agreement before making a larger, more significant request. Through the
initial agreement, the technique aims to increase the likelihood of a later follow-through on a larger
request, based on the principle of maintaining internal consistency of one's actions and
commitments.
Chapter 6:
Anchoring
The anchoring technique is a cognitive bias that influences decision making by relying heavily on the
first piece of information presented, known as the "anchor", for following opinions or evaluations.
Here's a detailed explanation of the anchoring technique:
• Initial Reference Point: The anchoring effect occurs when a person receives the first piece of
information before making a decision or judgment. This initial information, even if it is
unrelated or random, serves as a reference point against which the following information is
evaluated.
• Influence on Judgment: Once the anchor is set, individuals tend to align or orient their
following judgments, evaluations or decisions to this first anchor. The anchor can distort
perception and lead to the following decisions or options being over- or underestimated.
• Unconscious Influence: The anchoring effect works on an unconscious or automatic basis and
influences the way people process information and make judgments without them being
aware of this influence.
• Persistent Effect: Even when individuals are aware of the presence of anchoring and attempt
to adjust their judgment, the initial anchoring can still have a significant influence on their
final decisions or evaluations.
• Context and Range: The anchoring effect can impact a wide range of decisions, from financial
decisions and negotiations to consumer purchases and judgments of quantity or value. The
strength of the anchoring effect can vary depending on the context and importance of the
anchor.
• Strategic Use: In marketing or negotiations, the anchor technique can be used strategically by
presenting an initial price, value or offer that sets a reference point that influences later
negotiations or decisions. For example, a higher initial price can make a later, lower price
appear more attractive.
• Effect reduction: To reduce the anchoring effect, individuals can consciously seek additional
information, consider multiple reference points, or consciously adjust their judgment based
on reasoning rather than relying solely on the initial anchor.
For example, if someone is asked whether Gandhi was older or younger than 140 at the time of his
death (an random anchor), then following age estimates will be influenced so that people estimate an
age closer to 140 than the actual age of around 78. This shows how the anchoring effect distorts
estimates based on the original reference point, even if it is completely unrelated to the actual
estimate.
Wrapping up
So there you have it - a modest collection of subtle psychological techniques that you can use to get
what you want, or be wary of.
Techniques that can be both mighty and devastating if used well. Use them only if you have a
conscience; if not, use that knowledge as a defense.
