Have you ever been mesmerized? It happens all the time. To everyone. It’s like when you look at one of those pictures with all these tantalizing shapes. They dazzle your eyes, preventing you from seeing the real picture hidden within. That’s what being mesmerized is like. And you don’t even know it’s happening.
Several years ago I found myself in San Antonio to make a presentation about how research in behavioral finance identifies useful techniques to help people save for their retirement. A fellow came up to me. He had read my book 401(k) Fiduciary Solutions and told me he felt every professional should read it. Then he asked the question no author ever wants to answer: “So, how is your book selling?”
I didn’t know the best way to respond, so all I said was the coy, “I’d like sales to be better.”
Then he told me something fascinating, something I had never heard before. He revealed Continue Reading “How to Protect Yourself From Being Hypnotized Without Knowing It”
This is What Public Speakers Can Learn from Aristotle’s Greatest Mistake
Have you ever had to – or will you ever have to – speak in front of an audience? It could have been (or be) an audience of one hundred or an audience of one. In either case, you may have noticed what happens when you’re in the audience watching other people speak. Sometimes you enjoy the presentation, sometimes you’re bored to tears. And it’s not based on the nature of the subject.
Here’s why.
Most speakers employ some variation of Aristotle’s Model of Communication. While roughly based on his Treatise on Rhetoric, it does not directly incorporate the persuasive tools Aristotle outlines in that classic volume. Indeed, neither does it involve the five canons of rhetoric, although this makes more sense since Cicero identified them centuries after Aristotle’s death.
Still, despite the lack of these important communication components, there’s another, more important, reason why Aristotle’s Model of Communication often fails. To best grasp the reason for this failure – and how to either avoid it or take advantage of it – you need to understand why this model has been both popular and effective.Continue Reading “This is What Public Speakers Can Learn from Aristotle’s Greatest Mistake”