“I have come to have the firm conviction that vanity is the basis of everything, and finally that what one calls conscience is only inner vanity.” – Gustave Flaubert, Born Dec. 12, 1821.
This is one that will be useful to people who have trouble with making your marketing jive sound authentic.
It's all about appealing to the inner vanity of the reader.
Whether it's vanity tied to their appearance, or their intellect, or their willful ignorance, or their bigotry, or their conscience.
But here is the mistake that non-persuaders make: they think that vanity is a byproduct of privilege.
But this isn't so…
Even people who have a low opinion of themselves still have a strange modicum of vanity – a feeling of pride in being unique and superior to everyone else.
Even if they may not be much for achievement or looks or success – everyone has that internal feeling of superiority over someone. No one puts themselves at the absolute bottom of the human race.
And everyone wants someone to recognize that superiority and acknowledge it, whether it's obvious and ostentatious, or quiet and hidden. So give them their due for it.
Flatter people along these lines and they become compliant and eager to please.
Let people know that you SEE this vector of superiority.
Address their vanity as something they deserve.
Express that you are cut from the same fabric as they are.
Help them revel in their feelings of superiority and even poke fun at those they consider beneath them.
Such people will be like putty.
<!—- lagniappe So, like I mentioned up top, you need to work this magic spell with some subtlety. The way to tap into vanity without triggering resistance is to NOT tell someone how pretty and smart and great they are directly. INSTEAD what you do is go in the opposite direction. You reveal that you share their feelings of superiority AGAINST whoever they feel is beneath them. Show that those others ARE inferior, and that the mark is wise and discerning for recognizing it. Commiserate. You can even expand on the many ways that these others are lesser and worse and weaker and uglier and dumber. From there, the trick is to let them into YOUR confidence. How you have been wronged and have gotten your sweet vengeance. And then pivot on how what you have to offer will help THEM do the same. It will reinforce the hierarchy. The others will remain below where they deserve. And the mark will remain above. Maybe even CLIMB... —->