Older Americans know the names Walter Cronkite, Chet Huntley, David Brinkley, Dan Rather, Tom Brokaw and Peter Jennings. They were the most famous news anchormen of the historically dominant television news broadcasters ABC, CBS and NBC. For generations they informed the American people at six o’clock in the evenings about national and world events.
Sunday morning political talkshows are also linked to household names such as Tim Russert, George Stephanopoulos, Bob Schieffer. In style and tone these news shows were tailored to those respective individuals. It was, and still is, a question of branding, with the networks seeking to establish an almost personal relationship between news moderator and the audience, with the hope that viewers would trust the moderator with supplying them with critical news in precise, objective and investigative way.
And it’s no different in American politics, where it is often less about substance and more about personality, character and values, such as marriage, family, love of country and faith. Question marks in those areas mean questionable credibility. Americans first size up the candidate as a person, then they consider his or her politics.
From Merriam-Webster: a usually short narrative of an interesting, amusing, or biographical incident. Synonyms: story, tale.
The artful placement of an anecdote is key to being persuasive in the American culture. Stories are convincing. They speak to our experience. Storytelling. Great leaders in business, politics, culture know how to speak to the imagination of their audience. Listen to former President Bill Clinton speak at the funeral service for Aretha Franklin:
Former Microsoft CEO, Steve Ballmer, was famous for displaying his emotions and energy at conferences. The video below from the early 2000s is typical for his exuberance
Ballmer is the owner of the Los Angeles Clippers of the National Basketball Association in the U.S. Here is on an American late-night talk show:
Bill Clinton’s speech at the 2012 Democratic National Convention nominating Barack Obama for a second term as president is considered a masterpiece in persuasion.
The Byzantine official Procopius wrote three historical works in Greek. In the first two, he dealt with wars and public works projects, but the third was something of a departure from this kind of history.
Referred to as Anekdota, from the Greek a meaning not, and ekdidonai meaning to publish, it contained bitter attacks on the emperor Justinian, his wife, and other notables of contemporary Constantinople.
Door-to-door salesmen have existed for many years. Although it’s difficult to determine when the first door-to-door salesman made his first pitch, door-to-door salesmen gained a lot of their popularity following the release of Death of a Salesman by Arthur Miller in 1949, and by 1952, two percent of the entire American workforce was comprised of door-to-door salesmen.
Many American children’s organizations encourage children to sell products door-to-door in order to allow the children to gain important sales experience. The Boy Scouts of America, an organization aimed at teaching young boys certain values, skills, and self-reliance, encourages its members to sell popcorn, and the Girl Scouts of America, the equivalent of the Boy Scouts, but aimed at young girls, encourages its members to sell cookies.
In the time following the advent of telemarketing and emailed advertisements, door-to-door sales declined considerably. However, these days, with strong anti-telemarketing bans and better-designed spam filters for email, many American companies are returning to using door-to-door salespeople to sell their products.
Many telecommunications companies prefer to use door-to-door salespeople to sell their products. Some modern companies that use door-to-door salespeople include AT&T, Schwan’s Food Company, and ADT Security. In 2010 door-to-door sales was a $28.6 billion industry – a rise from $28.3 billion the previous year.
Despite its name, the Current War is not happening now, but took place primarily in the late 1800s. It was a war fought between Serbian-born, American-immigrant Nikola Tesla and the American Thomas Edison.
Tesla had difficulty convincing the American public to use his alternating electric current to power their homes and businesses. Alternating current (AC) had the ability to provide electricity over long distances much better than Edison’s direct current (DC), which required power stations to be built close together.
Nevertheless, despite the demonstrable superiority of AC to the spread-out American public, Tesla had great difficulty convincing people to use his system of AC over Edison’s DC. This is because Edison was much better at marketing to the American public. He sold himself as well as his product, and also attempted to discredit AC by incorrectly claiming that it was more dangerous, which he demonstrated by publicly electrocuting stray animals using AC.
As a result of Edison’s marketing campaign DC was the standard electric current for many years. However, this began to change after George Westinghouse, an American engineer and entrepreneur, acquired Tesla’s patents for AC and the induction motor.
Westinghouse was much better at selling AC to Americans than Tesla had been, and the first major victory for Tesla’s current occurred during the Chicago World’s Fair in 1893, in which General Electric, using DC, bid to electrify the fair for $554,000, but lost to Westinghouse, who bid $399,000 using AC.
Shortly after this, Niagara Falls Power Company awarded Westinghouse a contract to begin harnessing the power of the waterfall for use, and on 16 Nov 1896 Buffalo, New York began to be powered by AC from Niagara Falls. General Electric also switched to AC, and it wasn’t long before AC destroyed DC. Even Edison eventually switched to the more productive AC.
Günter Jauch, moderator of the very popular German version of Who Wants to be a Millionaire, is known for his dry, rational delivery and his uncanny ability to open up his quiz show guests with wit, irony and subject matter knowledge.
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.
German products focus on the technical. German advertising focuses on the technical. Cars are often presented without the driver, wristwatches without the wrist, newspapers without reader or author. Quality should speak for itself.
German tabloids may personalize the news by displaying large-format photos. Serious publications do not. Content should speak for itself. For Germans it is self-stated that a good product or service aims to serve people. A view under the hood of the car is, therefore, more persuasive than a happy face behind a steering wheel.