Let us say your goal is to sell yourself—as a personality, a trendsetter, a candidate for office. There are two ways to go: the hard sell (the direct approach) and the soft sell (the indirect approach). In the hard sell you state your case strongly and directly. You tout your achievements, quote statistics, bring in expert opinions, even go so far as to induce a bit of fear if the audience ignores your message. Some people will be offended, resisting your message, even if what you say is true. Others will feel you are manipulating them—who can trust experts and statistics, and why are you trying so hard? The soft sell, on the other hand, has the potential to draw in millions because it is entertaining, gentle on the ears, and can be repeated without irritating people. The technique was invented by the great charlatans of seventeenth-century Europe. To peddle their elixirs and alchemic concoctions, they would first put on a show—clowns, music, vaudeville-type routines—that had nothing to do with what they were selling. A crowd would form, and as the audience laughed and relaxed, the charlatan would come onstage and briefly and dramatically discuss the miraculous effects of the elixir. In the centuries since, publicists, advertisers, political strategists, and others have taken this method to new heights, but the rudiments of the soft sell remain the same: bring pleasure by creating a positive atmosphere around your name or message.
Daily Law: Never seem to be selling something—that will look manipulative and suspicious. Instead, let entertainment value and good feelings take center stage, sneaking the sale through the side door.
The Art of Seduction
: Soft Seduction—How to Sell Anything to the Masses