Using The Word “Fair”
Pushing the fairness button in a negotiation can also give you leverage. Use the word “fair” over and over again. They have found that in television debates, especially in politics, that the politician who uses the word fair when they say things like,
“That’s not a fair interpretation.”
“People aren’t paying their fair share.”
The word fair triggers an emotional feeling to be even, that you should back off rather than be unfair to someone.