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).