Hypnotic Bait and Switch

Other Names

Yes Ladder


This technique involves conditioning your audience to say yes by saying a series of things that they will surely agree with before saying something that they might disagree with. If you have more than one controversial claim, then it is best to say them in order from least controversial to most controversial.

In sales, this technique is often called a yes ladder because the salesperson begins by getting the customer to say yes to an easy question like "Isn't this a beautiful color?", and then climbs the ladder step by step towards bigger questions like "Can we make a deal where you drive off in this car today?"


Do you care about your family?
Do you love your family?
Do you love your country?
Do you want to repeal proposition 123?

Famous Examples

Download Image Files

All Sophistry fallacy cards are shared under a Creative Commons 0 license. You are free to copy, use, modify, distribute or sell them in any way you wish. You are not required to credit us but we appreciate it.