A belief is something you hold to be true based on what has convinced you. Convincer Strategies describe the ways in which you or others come to adopt these beliefs initially—and how those beliefs can later be changed. Understanding this is very useful when you want to persuade someone to accept your product, service, or ideas. It’s also helpful for convincing yourself to shift behaviors that may no longer serve you well.

Our choices and actions depend on what we believe to be true. For example, if you believe that exercising three times a week will help you fit back into your favorite shorts, you’re more likely to commit to that routine. On the other hand, if you don’t think exercising will make a difference, you probably won’t bother.

What convinces one person might seem trivial or unimportant to another. Consider how easily you trust someone you’ve just met: Do you rely more on what they say or on what they do? Do you tend to give new acquaintances the benefit of the doubt, or do they have to prove themselves over time?

When deciding if something is worthwhile or valuable, what influences you? Is it because you’ve compared all options carefully, or because a trusted expert endorsed it? What kind of evidence or information do you need before making a decision? Do you tend to research thoroughly, ask others for their opinions, try out different options firsthand, or visit various places before settling?

Convincer Channel

Your Convincer Channel is the sensory way in which you find information most persuasive. It’s the type of information you naturally pay attention to when deciding what to believe. Within this channel, certain qualities or details (called submodalities) make the information more compelling or believable to you.

Convincer Mode

Convincer Mode refers to how you process information once you’ve received it through your convincer channel. It’s your personal method of becoming convinced. This mode develops through your experiences with trust—some people find it difficult to believe anyone, while others are more willing to give others the benefit of the doubt. Convincer Mode is an important part of your overall strategy for deciding what to accept as true.