16# Convincing or manipulating? The truth about persuasion

Manipulation or persuasion!? THAT’S THE DILEMMA! ?

“(…) manipulation is the result of the violation of one of the principles of discursive collaboration most valued by speaking beings: that of quality, which refers to the sincerity of our discursive contributions.”

  • To manipulate is to DISTORT reality with lies for self-interest.
  • To persuade is to CONVINCE with reasons to get someone to do something.

Every time you hesitate, remember these two concepts.

Although the line between the two is (for some) quite fine, I am very clear about what type of resources I use in my work.

The difficulty of separating manipulation from persuasion occurs because the tools to carry them out are the same. Remember what we already said at the beginning of the book: it is the same knife. Some of us help cut the cake and others use it to murder.

Jürgen Klaric distinguishes between the good salesperson (who offers what the customer needs) and the bad salesperson (who imposes and manipulates without thinking about the recipient).

In one of his trainings he gave as an example something that happens in restaurants every day when we ask the waiter for a suggestion.

The bad seller will offer us the most expensive dish on the menu. The good seller will recommend us the dish that is sold and liked the most.

I was contacted many years ago to offer me a job with an incredible financial reward. He had to write texts and convince readers to hire his services. A job tailored to me, if it weren’t for your intentions.

The company had a database with two types of profiles: on the one hand, people who had recently lost a loved one, and on the other, women who had just gotten divorced. The segmentation was so fine that they even told me “and your divorce processes have been very tough.”

It terrifies me to think where they got this data from. My job was to put my finger on the wound (mourning and loss) to offer them the solution to their problems through services that included tarot cards, spells and the like.

I am not against this type of product, but I am against that emotional ruse taken to the extreme, so I answered no at the moment.

They say that we all have a price, but I assure you that if you respect the line between persuasion and manipulation, you will see the distance between the two increasingly greater. Sometimes you just have to appeal to common sense and think:

“Would I like something like that to be done to me?”

In The Art of Captivating, Kiyosaki says that we must become a mensch in order to influence ethically.

The German word means “human being”, but the Hebrew connotations go further: honest, fair, kind and transparent.

And in their book A Systematic Theory of Argument Eemeren and Grootendorst confirm that all argument must be based on honesty, otherwise it would be manipulation.

The next time you hear someone say that everything related to selling and persuasion is deception, you can refute their fallacy with good arguments.

This is just the beginning of neuromarketing, neurocopywriting and persuasion

We still know very little about the brain (or so my therapist always says). Therefore, although it seems that we have reached the end of the book, this is only the beginning of a long journey through the world of neurocopywriting.

Let me have one last tip: use what you’ve learned to make this world a better place, not the other way around. It does not matter if you sell shoes, consultancies, bicycle parts, jewelry or houses.

If you can see the human being behind the numbers, this knowledge will take you much further.

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