3. Use a Couple of Numbers to Make Points Meaningful
People love to quantify things, even when what we’re stating is an opinion. For some reason it makes points more official. Using a statistic or two (don’t over stat them) creates some official barometer in which to measure success. It also creates the impression that there’s some official measurement involved. You used to see it a lot in commercials where 9 out of 10 dentists surveyed prefer one tooth-paste over another.
4. Learn to Use Silence
Silence and being comfortable with it allows you to take control of a room without seeming aggressive. Try it. Sit silently, comfortably – one of two things will happen. First, if your listener is nervous they’ll add on and you’ll get to what they really think. Second, some of the best solutions to problems come at the end of a statement, after they “seem” finished. Use silence to your advantage.
5. Own the Language
It’s a concept that has long been familiar to people in advertising. For them, the gold standard of owning the language has always been when the product name replaces the actual noun or verb. Classic examples are Kleenex for tissue, Chapstick for lip balm and Fedex for overnight delivery. Your ability to invent terms, to define the language, means that everyone will adopt your thinking.
Just about every aspect of our life involves persuasion. Those who master it are reaping the benefits. I hope you’re one of them.
To read an excerpt of "27 POWERS OF PERSUASION: Simple Strategies To Seduce Audiences & Win Allies"click here.
About the author: Chris St. Hilaire is founder and CEO of three companies: Jury Impact, M4 Strategies, and Quantitative Focus. As an award-winning message consultant for some of the most high-profile cases in America, he has advised partners at Latham and Watkins as well as senior counsels for Hospital Corporation of America, Great American Insurance Corporation, Lucent Technologies, AT&T, Mitsui-Sumitomo, Goodyear-Dunlop Tire Company and numerous other national and international corporations. St. Hilaire has served as political director in California state government, and as chief strategist and message specialist for many of the nation's largest political campaigns.
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