Artful Persuasion: How to Command Attention, Change Minds, and Influence People

By Harry Mills | Go to book overview

CHAPTER
13
Strategy Pure
and Simple

How to Outthink and
Outwit Your Opponents

THE INTENSIFY/DOWNPLAY STRATEGY
Given the hundreds of tactics used by professional persuaders, it's often easy to lose sight of your overall goal or persuasion strategy.Persuasion researcher Hugh Rank has developed a simple but highly practical model that explains how professional persuaders think strategically. Rank developed the model to help people become critical receivers of persuasion. However, it is also a highly practical planning tool.Rank calls his model the intensify/downplay schema. Persuaders use two broad strategies to achieve their aims. They can intensify or highlight particular features of what they want to promote - be it a product, a politician, or an idea - or they can downplay the points they want to make. Often, they can do both. Like a skilled conjurer, successful persuaders can shift our attention away from what they want to conceal and focus our eyes on what they want us to see.1Think of it this way. Persuaders can:
1. Intensify their strong points
2. Intensify their opponents weaknesses

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