Lee Carter Explains How To Persuade & Convince When Facts Don't Matter

It's Not What You Say, It's What They Hear

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You can be too authentic
If they can't hear you, it's not their fault
We're emotional creatures and want to connect
What's your objective?
Be honest with yourself. Are you looking just to get your friends to agree with you? That's not persuasion.
We are all empathetic other than sociopaths, narcissists, etc.
"Active empathy" is putting yourself in their shoes
It's not about you
Understand why they believe/feel/do
"Empathy is not an endorsement"
Culture today has us tribal and entrenched
This is not new
We're predisposed to ignore things that we disagree with
Get clear on your target audience to inject yourself into the conversation
Once you understand this, then create your "Master Narrative" and frame it around them
Then maybe have three supporting points
Create a visual to make your message stick

Trump said he would "build a wall." That's visual language.
Most decisions happen after you leave
What's your higher-order narrative that's above the facts? Support it with your three points
Find what's true to you and repeat it over and over like Trump's "Make America Great Again"
Live it. Breathe it. Own it.
Become known for it.
You need to become nauseous from your message before you change it
Talk to your ideal people to perfect your message
It's not what you say, it's what they hear
Make them pause. More than facts.
Tell stories
It's hard to argue with a story but have the facts to back it up
When to create a new category and when to thrive in an existing category
The message is still the message
The medium is not the message
You only have a few words to get your point across
You must be consistent
Show up big, or don't show up at all
Focus. Repeat. Do the right things.
Have a plan and execute.
People need to hear your message at least seven times