The Art of Seduction Summary (Appendix B): Selling to the Masses

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To make the soft sell, don’t sell yourself or your product. Instead, sell the life-style and good feelings. 

You must create a positive atmosphere around your name or message. Entertain and create good vibes.

The idea is to fascinate your audience so they want to pay attention to you.

Here are the key components of the soft sell.

People pay more attention to what is delivered as news rather than blatant advertising. 

Orchestrate a newsworthy event or storyline that makes you stand out. However, you don’t want to stand out too much, or it will seem contrived.

Penetrate the consumer's heart, not their head. The easiest way to do this is by targeting their basic emotions: lust, patriotism, and family values. Always associate yourself or your offering with these things.

Focus more on the way you deliver your message than the actual message. Images outperform words. 

Your real message should be in the visuals you communicate. Colors and movement stir emotions. Make yours induce the emotions you want your targets to feel.

Never set yourself up as superior to your target audience. Be one of them. Use simple language and ideas which they can relate to, and avoid statistics and complicated data. 

Be the trend, or at least act as if you are. Be everywhere and everyone will want you (or your product).

Challenging the ideas of others is a losing game. Instead, change how they perceive reality. Stir up dissatisfaction with their current state and then suggest to them a new life-style and identity.

Do this by flooding their environment with what you want them to look at.

Avoid communicating your ideas in a direct manner. Instead, use words and ideas that are vague and alluring.

Remember: your style and visuals tell a far better story than your words. Be in motion and communicate progress.

Read the introduction chapter of She Comes First.

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