Code of Influence – Paul Mascetta

The Code of Influence by Paul Mascetta consists of over 450 pages of content that shows you how to influence the mind of someone based on the way the person being influenced is processing the information being presented to them.

When a target is processing information using the peripheral route (and is functioning more on “autopilot”) tactics like framing, scarcity, mirroring and matching can be applied.

When the target is processing information centrally (and paying very close attention to the message) you can adapt your presentation to the target based on specific traits such as their basic human need, personality type and decision making process.