“Public opinion is a compound of folly, weakness, prejudice, wrong feeling, right feeling, obstinacy, and newspaper paragraphs.” – Robert Peel, Born Feb. 5, 1778.
Some other famous advertising writer guy once said that persuading people was about entering into the conversation happening inside their own mind.
But you don't need to be a mind-reader to accomplish it.
This is the list of subjects rattling around in your average upright ape.
– People fret over their follies.
– They worry over their weaknesses.
-They are prejudiced against the unfamiliar.
– They are invested in their sense of right and wrong, good and bad.
– They are obstinate in their opinions and habits.
– And of course, they are likely mentally engaged in some pop culture tidbit or current event of the day.
Speak to these things, and match your own angles to those of your audience, and they quickly grow to see you as of one of them rather than as an outsider.
Obviously, this is a far superior position from which to pitch them your offers, ply your influence, and manipulate their behavior in general.
All you have to do is tap into those endlessly looping self-conversations and agree with them, relate to them, and engage them.
Take the list above and approach it like a checklist for deeper and more persuasive communication:
– Forgive their follies and make their weaknesses into strengths.
– Reveal to them the unfamiliar, and teach them how to conquer it.
– Align your goals with their values, and explain them in a way that validates their existing opinions.
– Make your desired actions easy for them to fulfill, and give them a reason it's all happening right here and RIGHT NOW.
And even though this is a mass communication strategy for moving large groups, the people receiving the message take it personally, as though you are speaking only to them, as a true friend.
It's a neat trick that you too can get good at with practice.