Persuasion – Page 14 – understand-culture

Harry Truman Plain Speaker

Americans who use direct communication are typically labelled as plain speakers. It is difficult for plain speakers to rise high in American politics, and one of the few to do so was Harry Truman.

Truman’s entrée into politics began in 1922, when he was elected to be a judge in the Jackson County Court. He served as a judge from 1922 to 1924, but despite his reputation for honesty and efficiency, was not reelected in 1924. Undeterred, Harry ran for judge again in 1926, this time winning his election.

In 1934, Truman became a senator, and in 1944 he was nominated to run as vice president with President Franklin D. Roosevelt. The two men won their campaign, and Truman then came to office as president following FDR’s death in April 1945.

In 1948, Truman ran for reelection, and to the shock of the public (who considered his defeat inevitable), Truman won reelection. In fact, Truman’s defeat was so widely anticipated that some newspapers went to print with the headline “Dewey Defeats Truman” before the election results were known. As a result, there is a famous photograph of Truman smiling as he holds up one of these newspapers after winning the presidency.

Harry Truman left the presidency in 1953 and retired from political life. Some examples of Truman’s Plain-speech:

On why he opposed silencing dissenters: “Once a government is committed to the principle of silencing the voice of opposition, it has only one way to go, and that is down the path of increasingly repressive measures, until it becomes a source of terror to all its citizens and creates a country where everyone lives in fear.”

On why he would not accept the Medal of Honor: “I don’t consider that I have done anything which should be the reason for any award, Congressional or otherwise.”

On politics: “We now see that other past presidents, have found a new level of success in cashing in on the presidency, resulting in untold wealth. Today, many in Congress also have found a way to become quite wealthy while enjoying the fruits of their offices. Obviously, political offices are now for sale.”

On politics: “My choice early in life was either to be a piano player in a whorehouse or a politician. And to tell the truth, there’s hardly any difference. I, for one, believe the piano player job to be much more honorable than current politicians.“

Learning to speak American

In her blog – Learning to speak American – Vicki Hollett from the UK asked herself if Americans were more direct than the British. Hollett writes:

„Indirectness is an interesting feature of politeness. Like most people, I don’t always say what I mean. So for example, I might say, ‘Do you have a pen in your bag?’ when really I mean ‘I want a pen’. And people ask for things indirectly like this all the time:

Those biscuits look nice. (Give me one) Is anybody else here feeling hot. (I’m hot. Open the window.) Have you finished with that newspaper? (I want to read it.) Are you going past a post box on your way home? (I have a letter I want you to post.) Are you busy? (Help!)

The ambiguity in requests like these has social benefits. If I can get what I want because you want to give it to me, then life will seem like it’s harmonious and pleasant for us both. And if I haven’t gone on the record with a request, then it’s easier for me to rescind or modify it later.

So I might say ‘Those biscuits look nice’ hoping you’ll offer me one. But then if you say ‘Yes, I bought them for my kids’ school’, I can say ‘Oh how old are your children?’ and we can both pretend I wasn’t asking.

Now people often say Americans are very direct, but I’m not sure how true that is, particularly when it comes requests like these. An American would say cookies instead of biscuits and mailbox instead of post box, but they seem just as likely as me to make requests in this roundabout fashion.

In my experience, Americans are pretty much like Brits when it comes to saying what they mean directly. In short, they don’t.

It was once considered the height of good manners to ask for something by first offering it to another person. For example, a typical piece of dinner dialogue might have been:

“John, would you like some more bread?”
“No, Bob, but would you like some?”
“Yes, I would.”
“Here you go, then.”

Although no longer the fashionable way to indicate that you would like something, it’s not uncommon for Americans to use this roundabout way of asking for a favor.

Why Every NBA Team Needs an Australian

The safest way to win an NBA championship is to land one of the league’s few unstoppable players. But even superstars require the right surrounding parts. They are the Australians. And every team in the NBA could use one.

Australian players tend to be the opposites of most American players. They don’t seek superstardom. They actively avoid attention. They excel in the egoless roles that most players reject.

Aussies can be so obsessed with their teams, in fact, that individual awards make them uncomfortable. They want to win more than anything else. “The kids in the U.S. are told from the time they’re 12 years old that they’re the next Michael Jordan.”

Selfie Election

Facing a Selfie Election, Presidential Hopefuls Grin and Bear It. July 4, 2015. Jeremy Peters and Ashley Parker. New York Times.

“Press that white button! This right here,” the former secretary of state instructed a technologically deficient fan in New Hampshire who was fumbling to work an iPhone camera. Her patience thinning, Hillary Rodham Clinton took matters into her own hands and jabbed the button herself.

Who wants their babies kissed or their yard signs autographed anymore? This is the Selfie Election. And if you are running for president, you have no choice but to submit.

Candidates can now spend an hour exhausting a line of eager selfie seekers. Jeb Bush has perfected a technique suited to his 6-foot-3 frame: For his shorter fans, he will take the picture with his own outstretched selfie stick of an arm.

“They just have to put up with it, because how do you decipher who is a fan and who wants to fill their profile with pictures of them with candidates?” said Mr. Robinson, editor of The Iowa Republican, a political publication.

Senator Marco Rubio will indulge people who want selfies. But he often travels with a professional photographer who takes photos of him with voters as an aide trails behind, handing out index cards listing a website where supporters can go to download their pictures.

The benefit? Not only does the photographer speed the process and produce higher-quality images, but voters are asked to provide personal information on Mr. Rubio’s website. Before they can view their photos, Rubio supporters have told the campaign their name, their home and email addresses, which issues matter most to them and if they are willing to volunteer.

Respected in Germany

Robert H. Goddard, now considered the American father of modern rocketry, was often mocked and ridiculed by his fellow Americans during his lifetime, but was well-respected in Germany, largely because of his persuasive techniques.

Early in his rocketry research, Goddard funded his own testing, but as his work grew in scope he began to seek outside funding. However, as a publicity-shy man who tried to keep media-focus on his work instead of himself, most of his attempts to solicit financial assistance failed, with the exception of the Smithsonian Institution, which agreed to grant Goddard modest funding.

In 1917, Goddard made several proposals to the U.S. Army and Navy about the possibility of his rocket research being used in the military. Although both organizations were interested, the only one of Goddard’s proposals that he was allowed to develop was his idea for a tube-based rocket launcher to be used as a light infantry weapon. This launcher became the precursor to the bazooka.

After WWI, Goddard returned to researching rockets, and in 1919 he published a book titled A Method of Reaching Extreme Altitudes. As part of this book, he mentioned the possibility of sending rockets to the moon. At the time, this was considered an outlandish and impossible suggestion. Although this was only a small part of the book, Goddard was soon subjected to what David Lasser, the co-founder of the American Rocket Society, called the “most violent attacks.”

In 1926, Goddard successfully launched the world’s first liquid-fueled rocket. Partly due to Goddard’s poor reputation and partly due to his media-shyness, this launch was largely unnoticed. In 1929, following one of Goddard’s rocket launches, a local newspaper mockingly printed the headline “Moon rocket misses target by 238,799.5 miles”

Although Goddard had difficulty convincing Americans that his ideas were useful, his work was very persuasive to Germans, and it wasn’t long after his book was published that Goddard began receiving queries from German engineers asking about his work. Initially Goddard answered these queries (his help is even acknowledged in Hermann Oberth’s 1923 book Die Rakete zu den Planetenräumen) , however, increasing aggression from Germany began to worry him, and by 1940 he had stopped responding to the engineers’ questions.

Realizing that he may have inadvertently assisted in German development of long-range missiles, Goddard attempted to warn the U.S. Army and Navy about a potential German threat from rockets. Although Goddard was not able to sell his idea that long-range missiles were a possibility (both organizations considered his warnings too far-fetched to be worth contemplation), he was able to sell himself well enough that between 1942 and 1945 the Navy employed him as Director of Research in the Bureau of Aeronautics, where he worked developing experimental engines.

Unfortunate Selling Techniques

In the children’s book series, A Series of Unfortunate Events by Lemony Snicket (the pen name of American Daniel Handler), three recently orphaned children are initially placed in the custody of Mr. Poe, the banker who is in charge of the large fortune that they will inherit when Violet, the eldest, comes of age. Mr. Poe soon finds a distant relative who is willing to adopt the orphans, and the children move in with Count Olaf, their third/fourth cousin several times removed.

As it turns out, Count Olaf is not interested in raising the orphans, but only in stealing their parents’ fortune. After his first failed attempt to steal it, he has to go on the run to avoid the police, and the children are sent to live with a different relative.

Undeterred, Count Olaf will attempt to steal the orphans’ fortune multiple times over the course of the next several books, each time masquerading as a respectable member of the local community. In the first book, he is a count, in the second, he pretends to be a herpetological assistant, in the third, a retired captain, and so on.

Every time that the children discover one of Count Olaf’s disguises, they attempt to elicit the help of their legal guardian and/or the banker Mr. Poe. Even though the orphans point out mistakes in the count’s disguises, Count Olaf is so skilled at selling himself that the adults ignore the mistakes and contradictions in his product (his disguises) until they become extremely obvious.

Universities – Career Development

Career Development offices at American universities advise on personal branding tactics in order to improve the career prospects of undergraduate, graduate and doctoral students. Yale University, for example, helps students understand how best to use LinkedIn in order to network with contacts and employers.

When uploading a photo, students are advised: “To be mindful of the image you want to project. Be sure that it is appropriate for the audience who will be viewing it.”

The office also recommends that students join Ivy League groups and alumni networks to take advantage of connections with other elite universities. Further, Yale students are advised “to connect with those with whom you share common interests.“

Personal Branding

Personal branding is not new. People have always taken into consideration how they are perceived by those they are trying to persuade. It is natural that the marketing techniques used to sell products are being applied to selling a person, or a person’s skills, experience, value.

Books, seminars and companies advise individuals on how to best manage their reputation in the Internet. Google, Facebook, LinkedIn and other forums and communities exert influence on how people are perceived. Perceptions are personal and subjective. Branding means presenting the messenger in the most positive light.

See what books Amazon offers on personal branding.

Celebrity Endorsements

Celebrity endorsements help in the sale of many products in the United States. A famous person links themself personally to a specific product or service in an advertisement, explicitly or indirectly saying:

“I use this product. It is good. I like it. You will like it, too.” The hope is that potential customers will respond with “I like, respect, admire that celebrity. If it is good enough for them, it must be good enough for me. I‘ll buy.”

Golf champion Tiger Woods signed endorsement deals with General Motors, General Mills, American Express, Accenture and Nike. In 2000, Woods signed with Nike a 5-year, $105 million contract, which became the largest endorsement deal ever signed by an athlete at the time. Woods is frequently seen wearing Nike apparel during tournaments and has a building named after him at Nike headquarters in Beaverton, Oregon.

“Sell me this pen”

At some point during the life of every American they hear the figure of speech: “You sell yourself first, then your product or service.” The presenter needs initially to get the audience to accept them as interesting, motivated, experienced, as a person with expertise, worth listening to.

This is Leonardo DiCaprio in the 2013 Martin Scorsese-film Wolf of Wall Street.

It is the initial hurdle the presenter needs to overcome, the first yes to be gained. The audience needs to be convinced of the messenger before being convinced by the message. Otherwise audiences ask themselves “If the presenter isn’t convinced of himself, why should I be convinced?”

In amazon.com there are 226 results when searching for “sell yourself first.” On YouTube 37,900 videos are found. The bookstore chain Barnes and Nobles sells 24 books related to “sell yourself first” with titles such as:

Invisible to Remarkable: In Today’s Job Market, You Need to Sell Yourself as ‘Talent’, Not Just Someone Looking for Work…, Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience…, or The One Minute Sales Person: The Quickest Way to Sell People on Yourself, Your Services, Products, or Ideas—at Work and in Life.