Arnold
Schwarzenegger violated a cardinal rule of persuasion.
Never disagree or respond to an accusation by vividly characterizing the bad thing you are protesting or otherwise countering.
That reaction just sticks the bright, negative image in people’s
minds. The oft-cited example of
this truth is, “No I don’t beat my wife."
California’s
state budget and economy are cratering. This week The Guardian even dubbed California a “failed state.”
What did (usually media savvy) Schwarzenegger say in response to critics? "There is people [sic] that sometimes suggest that the American Dream, or the Californian dream, is evaporating. I think it's absolutely wrong. I think the Californian dream is as strong as ever."
The most
specific and thus the most vivid word picture in his statement is “evaporating.” “Wrong” and “strong” are
generalizations.
The specific proves the general but not the reverse. Specifics are more credible and memorable.
The bank, for example, that advertises, "We are the people who care" will not be as credible nor memorable as the bank that announces, "We are now open Saturdays for your convenience."
When you want people to remember and repeat what you say, use a specific word picture, contrasting scenarios or other comparisons or concrete offer, deadline or other action.
