Some people will see an appeal to their self-interest as ugly and ignoble. They actually prefer to be able to exercise charity, mercy, and justice, which are their ways of feeling superior to you: when you beg them for help, you emphasize their power and position. They are strong enough to need nothing from you except the chance to feel superior. This is the wine that intoxicates them. They are dying to fund your project, to introduce you to powerful people—provided, of course, that all this is done in public, and for a good cause (usually the more public, the better). Not everyone, then, can be approached through cynical self-interest. Some people will be put off by it, because they don’t want to seem to be motivated by such things. They need opportunities to display their good heart. Do not be shy. Give them that opportunity. It’s not as if you are conning them by asking for help—it is really their pleasure to give, and to be seen giving.
Daily Law: You must figure out what makes others tick. When they ooze greed, appeal to their greed. When they want to look charitable and noble, appeal to their charity.
The 48 Laws of Power
, Law 13: When Asking for Help, Appeal to People’s Self-Interest, Never to Their Mercy or Gratitude