We humans tend to make a lot of decisions based on unconscious triggers.

Much more than we’d like to admit.

As an animal, we are self-organizing, hierarchical, pack animals.

Meaning we always either try to be an authority, or defer to an authority.

They put a bunch of people in a room, and soon one guy is the “leader.”

We make a lot of purchasing decisions the same way.

If some guy with TONS of authority is selling something, we don’t usually question the quality of what he’s selling.

This only works with some products, though.

If a famous person was promoting a new burger chain, and the burgers tasted like moldy dirt, we’d only eat their once.

But the HARDER it is to check the quality of something, the MORE we defer to these “triggers” when making decisions.

Take an exercise and diet program for example. The only real way to test if it works or not is to try it out for a couple months.

But since there are so many out there, it’s not logistically possible to try them all.

We’d be dead before we finished!

So we tend to rely on things like Authority, Social Proof, and other triggers.

Most of the time, when something is hard to judge on it’s own merit, we almost always use some kind of shortcut to help us out.

For example, when we meet somebody, we really don’t want to spend a couple weeks getting to know them to see what kind of person they are.

So we look for triggers to help us.

Who they’re with, the clothes they wear, and most importantly, how they carry themselves.

Short of any obvious triggers like Authority (are they famous?) or Social Proof (do they have a huge entourage?), we have to judge them based on the subtle and subconscious behavior.

Which is an outward representation of how they judge themselves.

Meaning if they like and respect themselves, it will come across how they walk and talk.

Which means we’ll like and respect them.

In a sense, it’s kind of like those elections in third grade, where everybody voted for themselves for president.

YOU can instruct other how to feel about YOU.

All you’ve got to do is feel about YOU how you’d like other people to feel about YOU.

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