Free yourself from the need to communicate in the normal direct manner and you will present yourself with greater opportunities for the soft sell. Make the words you say unobtrusive, vague, alluring. And pay much greater attention to your style, the visuals, the story they tell. Convey a sense of movement and progress by showing yourself in motion. Express confidence not through facts and figures but through colors and positive imagery, appealing to the infant in everyone. Let the media cover you unguided and you are at their mercy. So turn the dynamic around—the press needs drama and visuals? Provide them. It is fine to discuss issues or “truth” as long as you package it entertainingly. Remember: images linger in the mind long after words are forgotten. Do not preach to the public—that never works. Learn to express your message through visuals that insinuate positive emotions and happy feelings. The audience may focus superficially on the content or moral you are preaching, but they are really absorbing the visuals, which get under their skin and stay there longer than any words or preachy pronouncements.
Daily Law: Pay more attention to the form of your message than to the content. Images are more seductive than words, and visuals should actually be your real message.
The Art of Seduction
: Soft Seduction—How to Sell Anything to the Masses