The Greatest Speech Ever

March 5th, 2011  |  Published in Marketing Secrets  |  3 Comments

Of course the structure selling high priced services is no different from selling any big idea. Therefore we can learn a lot from the great leaders of history (especially when they are faced with crisis).

Some people call this the ‘Greatest Speech Ever’, maybe, maybe not but there is a lot we can all learn.

As you watch this video notice how he DELIBERATELY uses at least 3 persuasion tools…

1) Preframe: notice as he covertly steers the event from from meaning ‘hate and violence’ to meaning a ‘greater need for peace’, “Sad news for people who love peace all over the world”

2) Body language: Notice the hypnotic calming tone of his voice

3) Empathy:  ‘‘I had a member of my family, but he was also killed by a white man” cleverly making the event less about a white v black problem but more about a battle between ‘Love’ v ‘Hate.

Control minds and you control actions (and sell more stuff).


  1. Danny says:

    October 19th, 2011 at 4:47 am (#)

    4)insert a soundtrack which enhances the emotional resonance of the message.

  2. Richard Petrie says:

    February 23rd, 2012 at 12:28 am (#)

    Yes good point – the music, but I dont think Bobby Kennedy added that.

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