Page 91 - TX_Marketing 2_M1_v2

We already learned that in the business world and in negotiations you should always

try to establish a positive tone with diction that carries a positive connotation, but
how specifically do you persuade someone to act and what role does connotation

play? For example, how do you select language that will encourage people to believe

you, accept your offer or develop sympathy for your position? There are two main
approaches:

1. Cater your language

2. Color your language

Catering Your Language

The first way to persuade people with emotion is to identify their emotional
"buttons," and then select your language so that it caters to those feelings.

That is, identify what emotions, thoughts or feelings are currently driving your
audience, and then use emotional cues to help them feel like your position coincides

with those feelings. For example, if you are trying to convince a seller to accept your

offer, then you should identify what specifically, in the current negotiation session, is
driving him or her and then use language that speaks particularly to that drive.

For example, you are negotiating the sale price of a house with Seller X. Seller X's
current drive is probably money—he wants the highest sale price possible for his

home. Consequently, you should choose language that induces feelings of monetary
success and security. You want to say something along the lines of "I think this sale

price will be mutually beneficial." But, before deciding on an exact phrase, you might

want to consider replacing the word "beneficial" with the more money-specific term
"lucrative."

You might also consider leaving out the word "mutually," and rearranging your
thoughts so that you can use the word "agreement," "contract" or "deal," because

TX Marketing II: Negotiation Techniques 90