Parts IV, V and VI of The Persuaders

1. Clotaire Rapaille certainly has made a good living for himself. Did he mention that he represents 51 Fortune 500 companies and has many exotic cars parked on his mansion estate?

But for his method of deciphering the "code" of human persuasion, I'm not sure. While I think of my own life and possessions, I'm more inclined to think that I buy products that are beneficial to my lifestyle, but are not over the top. When I consider my car, I KNOW that my purchase was based on: budget, the car manufacturer's reputation for quality, and the look of the automobile.

But if I really went deep into my Psyche, I remember that the true reason I purchased it was because my other car had been driven into the ground. I wasn't thinking of childhood experiences or the smell of coffee that may or may not remind me of my mother. I needed some wheels and I liked the color.
Psychobabble is just that. People can justify anything by conjuring Freud.



2. Frank Luntz seems like every woman's worst nightmare: a smooth talker who knows how to push all the right buttons. Luntz himself says it best: "Words can be used to confuse." But I do agree with him on the point that words matter. He has a talent semantics and the words that stir people.
As for the influence on elections, clearly advertising is important. But there is the ability for manipulation of any political message -- one poor word choice in Candidate A's commercials can quickly be used as a benefit to Candidate B who can exploit any gaffes.


3. Narrow-casting: Is a very directed message, to a very small audience. I think it is correct to believe that narrow-casting is the solution for clutter. In the example of using narrow-casting for elections, I think much of the benefit comes from canvassers who "have done their homework" on the people they are attempting to persuade. Just knowing the name of the homeowner that is being courted is a huge foot in the door. Then to have a clear understanding of that voters most passionate issues is an excellent way to pitch a candidate. Will we see more narrow-casting in the future, I say yes, absolutely.