To see a brilliant example of persuasive techniques in print, look at Marc Antony’s famous “Friends, Romans, Countrymen” speech from Act III, Scene 2 of Shakespeare’s Julius Caesar. 

Marc Antony manipulates the crowd into doing a 180-degree turn on the question of whether or not it was morally right to kill Caesar. 

Yet he does so without arguing, disagreeing, or contradicting what the crowd already believes or what Brutus has just said to explain why killing Caesar was necessary. 

Marc Antony says, “I have come to bury Caesar, not to praise him.” 

So what does he do in the very next line? 

He praises him! 

“The evil that men do lives on after them.  The good is oft interred with their bones.” 

In her book “The Confidence Game,” Maria Konnikova correctly points out that this is the classic con artist’s ploy known as bait-and-switch. Often this simply comes down to starting your pitch by saying, “I’m not trying to sell you anything.” 

This causes your prospect to let down his defences and makes him more receptive to what you say. 

Then, of course, you proceed to sell him something. 

This is why so many great sales pitches, junk-mail letters, infomercials, and internet videos begin with lots of interesting, entertaining, free information until, at some point, they make the “turn” toward sales.

Whenever I hear that phrase in an unsolicited telephone conversation, I always ask, “Why did you call me then?”.

That usually has them spluttering and unable to continue, which is the purpose, of course.

Regards,
Brent.

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