3-11 Dramatize your ideas; movies, TV do it; why don't you do it

Chapter 3 from How To Win Friends and Influence People by Dale Carnegie.



Many years ago, the Philadelphia Evening Bulletin was being maligned by a dangerous whispering campaign. A malicious rumor was being circulated. Advertisers were being told that the newspaper was no longer attractive to readers because it carried too much advertising and too little news. Immediate action was necessary. The gossip had to be squelched. But how? This is the way it was done. The Bulletin clipped from its regular edition all reading matter of all kinds on one average day, classified it, and published it as a book. The book was called One Day. It contained 307 pages - as many as a hard-covered book; yet the Bulletin had printed all this news and feature material on one day and sold it, not for several dollars, but for a few cents. The printing of that book dramatized the fact that the Bulletin carried an enormous amount of interesting reading matter. It conveyed the facts more vividly, more interestingly, more impressively, than pages of figures and mere talk could have done. "Well, when the new month came around, this gentleman came to see me and paid his rent in person. He and his wife had talked it over, he said - and decided to stay. They had concluded that the only honorable thing to do was to live up to their lease." When the late Lord Northcliffe found a newspaper using a picture of him which he didn't want published, he wrote the editor a letter. But did he say, "Please do not publish that picture of me any more; I don't like it"? No, he appealed to a nobler motive. He appealed to the respect and love that all of us have for motherhood. This is the day of dramatization. Merely stating a truth isn't enough. The truth has to be made vivid, interesting, and dramatic. You have to use showmanship. The movies do it. Television does it. And you will have to do it if you want attention. Experts in window display know the power of dramazation. For example, the manufacturers of a new rat poison gave dealers a window display that included two live rats.
The week the rats were shown, sales zoomed to five times their normal rate. Television commercials abound with examples of the use of dramatic techniques in selling products. Sit down one evening in front of your television set and analyze what the advertisers do in each of their presentations. more

Chapter 3: 12 (twelve) ways to win people to your way of thinking

3.2. Show respect for the other person's opinions and never say that you're wrong
Show respect for the other person's opinions and never say that you're wrong
. A sure way of making enemies and how to avoid it.
3.3. If you are wrong, admit it quickly and emphatically
If you are wrong, admit it quickly and emphatically
. (If you're wrong, admit it.
3.4. Begin in a friendly way
Begin in a friendly way
. A Drop Of Honey.