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CHAPTER 8

The Law of Verbal Packaging

The Leverage of Language

Real persuasion comes from putting more of you into everything you say. Words have an effect. Words loaded with emotion have a powerful effect.

—JIM ROHN

Have you ever listened to the airlines’s instructions before takeoff? The flight attendants are careful with their every word. In the event of a water landing, your seat cushion can be used as a flotation device. Notice that they don’t say “life preserver,” but rather “flotation device.” What they’re really saying is, “If we crash into water, grab your seat cushion so you don’t drown.” Also, there is no barf bag on board; it’s a motion ...

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