When my class was asked to describe our greatest fear- some said spiders while some said ghosts. But when the fingers were pointed at me and the …20 Tips for Mastering the Art of Public Speaking
Repetition is persuasive. Repetition is persuasive. Yes, repetition is persuasive. Oh, did I mention repetition is persuasive?
Professional persuaders know that repeating key points helps those points to stick in the mind of the listener. This is not a new rhetorical concept. The ancient Greeks called it anaphora, which means “carrying back.”
A classic example of persuasive repetition is Winston Churchill’s defining address to the House of Commons during World War II. The UK was reeling from a humiliating defeat on the European continent, and Hitler’s troops were days away from capturing Paris. The UK needed reassurance. Churchill delivered. Before the House of Commons, he said:
“We…shall fight on the beaches,
we shall fight on the landing grounds,
we shall fight in the fields and in the streets,
we shall fight in the hills;
we shall never surrender…”
A far less eloquent use of persuasive repetition is those annoying, but hard to forget monster truck rally commercials. You know, the ones that say, “THIS SUNDAY, SUNDAY, SUNDAY!”
And then there’s the Persuader-in-Chief, Donald Trump, who uses repetition to drive home his points, especially when speaking off the cuff, like here: https://www.youtube.com/watch?v=u_aLESDql1U
The upshot is this — master persuaders know that if you hear something repeated enough times, it biases you to believe that what you’ve heard is true. So, mixed in some repetition next time you’re trying to persuade someone because repetition is persuasive. Believe me, repetition is persuasive.
What began more than 100 years ago in a battle between major New York newspapermen, yellow journalism now seems tailored to the digital age.Why Yellow Journalism Today is Rampant in the 21st Century
I recently went shopping for a new bed. After perusing the showroom for a while, I laid down on a cushy foam mattress. A few moments passed when a salesman approached and said, “It looks like you’ve already bought that.” I chuckled because I recognized the technique. Yet it was still effective because I thought, “I wonder what the delivery fee is.”
The furniture salesmen used a classic persuasion technique called thinking past the sale. As Scott Adams, a trained hypnotist, explains in his book Win Bigly, the idea is to prompt a person to imagine what happens after a decision has been made to prime that person toward making the decision. For example, when the car salesman asks whether you’d prefer the new car in red or green, he’s forcing you to think about the question of the color as if you have already decided to buy the car.
People naturally gravitate towards the future they imagine most vividly. Trained persuaders capitalize on this phenomenon by using visualizations and imaginations to bias people in the decision-making process. What’s incredible is that research by Dr. Robert Cialdini shows that persuasion is effective, even when the subject knows the techniques are being used.
I know what you’re thinking, “This is trickery!” Well, yes, sometimes that’s true. When the tools of persuasion fall into the wrong hands, they can become weapons of manipulation. But more on the ethics of persuasion to come. In the meantime, pay attention next time you’re on a salesroom floor. Chances are, a trained salesman will ask you to think past the sale. “Do you want the three-year or five-year warranty with that diamond ring?“
As the 2020 campaign heats up, many Republicans are unleashing a salvo of attacks against Joe Biden’s mental health. Some conservatives, like James Woods, have already diagnosed Biden with dementia. https://tinyurl.com/yxbjmh29
Republicans should temporarily cease-fire.
Yes, Biden appears to have lost his fastball, but a full-frontal attack on Biden’s mental health is risky. Publicly harpooning Biden’s cognitive functions carries the risk of appearing cruel, especially to elderly voters.
Bring in the engineered persuasion.
Instead of a full-frontal attack, Republicans should hint at Biden’s decline through indirect attacks. For example, consider Scott Adams’s nuclear-grade label, #HollowJoe. It’s a damning, but strategically ambiguous. It suggests there’s a problem, but allows the listener to fill in the blanks as to why Biden is an empty suit. A+ persuasion!
Sometimes suggesting there’s a problem is more effective then pointing it out. If history is any guide, chances are there will be plenty of Biden gaffs to come. If Team #MAGA is smart, they’ll capitalize on these gaffs while minimizing the risk of appearing callous.
If you’re like most people, you’ve probably yelled “down calm” in response to an angry person yelling at you. Did it work? Probably not.
Rarely does yelling “calm down” to an emotionally charged person actually defuse the situation. Usually the angry person will respond right back by hostilely telling you to calm down.
So what works? Try this: “Whoa, let me make sure I understand you.” It’s not a fail proof retort, but empathy often the extinguishes the flames of frustration. Why? Because no matter how frustrated, most angry people won’t let that emphatic response slide. What you’re saying is essential, “Let me make sure we’re on the same page.” No matter how upset, almost any angry person will stop and listen to make sure you heard them correctly.
Empathy is a powerful tool in a professional persuader’s toolkit. Telling a person they’re heard is one of the easiest and least costly things you can do. Use empathy to defuse anger and move the conversation forward.
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What are your thoughts? Will you try empathy next time? Post a comment.