The method goes like this: Make a claim that is directionally accurate but has a big exaggeration or factual error in it. Wait for people to notice the exaggeration or error and spend endless hours talking about how wrong it is. When you dedicate focus and energy to an idea, you remember it. And the things that have the most mental impact on you wi

If you’re using super strong persuasion, you can be wrong on the facts, and even the logic of your argument, and still win.

Before the Master Persuader was done with the election, he would also remake the Republican Party in his own image, eviscerate the mainstream media’s credibility, and leave the Democratic Party in ruins. The Clinton and Bush dynasties would be charred wrecks on the sides of the road.

PERSUASION TIP 3 Persuasion is effective even when the subject recognizes the technique. Everyone knows that stores list prices at $9.99 because $10.00 sounds like too much. It still works.

I never took his policy positions too seriously except in a directional sense. And directionally, Trump wanted the same things the public wanted: strong national security, prosperity, affordable health care, personal freedom, and that sort of thing. Although Trump never said it directly, he branded himself as a flexible leader who would work out th

A good general rule is that people are more influenced by visual persuasion, emotion, repetition, and simplicity than they are by details and facts.

PERSUASION TIP 4 The things that you think about the most will irrationally rise in importance in your mind.

Some mistakes are just ordinary mistakes. But when you see a consistent stream of “mistakes” from a Master Persuader, be open to the possibility that some of those mistakes are about controlling your focus and energy.

PERSUASION TIP 5 An intentional “error” in the details of your message will attract criticism. The attention will make your message rise in importance—at least in people’s minds—simply because everyone is talking about it.