Sublime

On one side of this indefinite border are the persuasion techniques outlined in chapter 6: emphasis, isolation, adding or removing reference points. On the other side are the four types of deception: falsification, exaggeration, omission, and equivocation.

you see persuasion as a form of manipulation, and you see manipulation as a form of evil, that worldview will keep you from being as persuasive as you might be. I think most people hold back their full powers of persuasion because it doesn’t feel good to be manipulative.

CONCLUSION If you think about times you’ve been persuaded, it’s most likely because you’ve been let in on something you never knew before. The center of persuasion is showing something a little bit unexpected. It’s not about showing the perfect shiny object.

For issues of persuasion, this assertion seems to me groundbreaking. No longer should we think of language as primarily a mechanism of conveyance; as a means for delivering a communicator’s conception of reality. Instead, we should think of language as primarily a mechanism of influence; as a means for inducing recipients to share that conception