The goal of persuasive speech is often to create a kind of hypnosis: you are distracting people, lowering their defenses, making them more vulnerable to suggestion. Learn the hypnotist’s lessons of repetition and affirmation, key elements in putting a subject to sleep. Repetition involves using the same words over and over, preferably a word with emotional content: “taxes,” “liberals,” “bigots.” The effect is mesmerizing—ideas can be permanently implanted in people’s unconscious simply by being repeated often enough. Affirmation is simply the making of strong positive statements, like the hypnotist’s commands. Seductive language should have a kind of boldness, which will cover up a multitude of sins. Your audience will be so caught up in your bold language that they won’t have time to reflect on whether or not it is true. Never say, “I don’t think the other side made a wise decision”; say, “We deserve better,” or “They have made a mess of things.” Affirmative language is active language, full of verbs, imperatives, and short sentences.
Daily Law: Cut out “I believe,” “Perhaps,” “In my opinion.” Head straight for the heart.
The Art of Seduction
: Use the Demonic Power of Words to Sow Confusion