From Winning A Meanigless Argument With Your Parents: To Becoming The President Of The United States.

What really is the job of a seller? Have you ever asked yourself? Have you sorted out the situation when you are being offered a product? Many of us when offered a product believe everything we are told. We never actually stop and think what the person’s goal is. Many sellers if not all, will drown your brain with the art of putting words together, that sound too good to be true. Therefore, when encountered with these situations the sellers target is to find out “what the audience really needs, and what the issue really is.”

After having found that out, the seller will use the identity strategy discussed in Chapter 18. “It starts with getting the audience to bond with one another, and to see you as its ideal leader.” In this case, the audience is the client and the seller has to portray themselves as a leader to gain credibility. This special bond is what makes your client feel comfortable, and believe the product you are selling is not a spam. A great way of connecting with your audience is by code grooming. This is when you use a certain symbol or code to connect with you audience: identify with them.

When selling a product, it is very important to choose carefully which words to use where. This is due to the fact that certain words give the audience a certain impression. These words are the ones that stick in peoples mind, and they decide whether or not the product is sold. After all the babbling of a sales person these are the words that remain in the client’s brain. If these words are strong enough, you have accomplished your goal and most likely the person will buy the product.
Also, another strong key in rhetoric’s is repetition. Yes, it is plane boring, but the effectivity of it is enormous. Even though, we each are capable of believing what we want to believe, repetition drains information into our heads and slowly makes us believe what we are hearing. It is for example with subliminal messages they attack our unconscious brain, therefore making it inevitable to restrain from believing what we are told.

Lastly, we learned about reverse words. “Repeating the words that mean the opposite of what hurts your case.” This is when you play around with words to make your argument sound more pleasant. It is choosing words, which create a desired mood for your audience.

Heinrich gives a great example comparing Bush’s and John Kerry’s strategy to win the presidential elections. “John Kerry lost the election in part because he tried to win his arguments while Bush focused on identity.” Therefore, it’s not about proving yourself right: it’s about influencing others to believe you are right.

Hence, if the president of the United States got elected through the use of rhetoric and its techniques, it surely is an effective method! This book has proven, knowing how to argue and using the techniques to persuade your audience can help you on a daily basis, from convincing your parents, to convincing a whole nation and becoming the president of the United States Of America.

Vocabulary

"A far more sage person is my friend Dick."

Sage: Having or exhibiting wisdom and calm judgment.