The SAID Principle: How to Build Persuasive Muscle

I grew up playing football. From age eight through high school, it was my world. The problem? I wasn’t big, strong, or fast. As a junior, I played outside linebacker at a modest 5’9” and 155 pounds—soaking wet.

But immediately after my junior season ended, everything changed. A few powerlifters taught me and my teammates how to train properly. Three months later, I was 20 pounds heavier! By kickoff, I was up 30 pounds from the season before. I not only felt like a completely different player, I was!

This is top of mind because a few weeks ago I had lunch with the four guys who ran the weightlifting program. It had been nearly 40 years since we were all together. Left to right are; John McLeod, Gary Benford, Walter Sword, Steve Grill, and me,

That transformation wasn’t magic—it was the SAID principle at work: Specific Adaptation to Imposed Demands. In plain English? You get what you train for.

• Train with heavy weights = get stronger.

• Run short sprints = get faster.

• Run long distances = increase endurance.

• Lift light weights = improve definition.

You get what you train for.

Here’s the thing—this principle isn’t just about athletics. It applies to business, communication, and influence. If you don’t train intentionally, you won’t improve intentionally.

We all listen and ask questions daily. But how many of us actively train to become better listeners or more effective communicators?

And when it comes to persuasion—something we all engage in every day—how many of us truly work at getting better?

Aristotle defined persuasion as “the art of getting someone to do something they wouldn’t ordinarily do if you didn’t ask.” By that definition, you persuade constantly: with your team, your family, your clients. But just doing it every day doesn’t make you better at it. Witness the weekend warrior on the golf course who keeps making the same mistakes every year. Practice doesn’t make perfect—only deliberate practice does.

I’ve spent more than two decades studying influence and teaching others to apply it ethically and effectively. I’ve seen brilliant professionals and respected companies unknowingly sabotage their efforts because they haven’t trained their persuasion muscles.

Let me give you an example: tipping prompts in mobile apps.

On the Starbucks app, the order of tip options: “No Tip,” then $0.50, $1.00, and $2.00.

Here’s where psychology comes in—specifically, contrast. When people see “No Tip” first, every other amount seems high by comparison. But if Starbucks simply reversed the order—starting with $2.00, suddenly $1.00 looks much more reasonable. That small switch would likely increase the average tip. Same app, same people—just a different choice architecture.

This isn’t theory. It's real-world application of ethical influence—and it works.

I’ve seen fundraising campaigns suffer for similar reasons. Start your donation form with $5, and that becomes the anchor. Start with $100, and suddenly $50 or $25 feels like a smaller, more comfortable choice.

These are the Powerful Everyday Opportunities to Persuade (and Pre-suade!) that are Lasting and Ethical. They’re there, all around us—but only if we train ourselves to see them.

And that’s the SAID principle at work again: the more you study influence, the more you start to notice these opportunities—and the more likely you are to respond in ways that move people… in the right direction.

So, ask yourself:

• Are you training to become more persuasive?

• Are you sharpening your listening, questioning, or message framing skills?

• Are you practicing the psychology of influence… or just hoping it works out?

Every conversation, every email, every request is an opportunity. But you only capitalize on them if you’ve trained for them.

You get what you train for.

Did you hear what I SAID?

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 800,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!