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September 15, 2004

The Science of Listener Attention

Was watching a re-run of West Wing and was struck by some stuff that my favorite character, Toby Ziegler said about oratory. He called it the Science of Listener Attention.

You want the benefits of free trade? Food is cheaper. Food is cheaper, clothes are cheaper, steel is cheaper, cars are cheaper, phone service is cheaper. You feel me building a rhythm here? That's 'cause I'm a speechwriter and I know how to make a point. It lowers prices, it raises income. You see what I did with "lowers" and "raises" there? It's called the science of listener attention. We did repetition, we did floating opposites and now you end with the one that's not like the others. Ready? Free trade stops wars. And that's it. Free trade stops wars! And we figure out a way to fix the rest! One world, one peace. I'm sure I've seen that on a sign somewhere.

Sounds like the art of persuation or marketing to me. Repetition sounds like what we call the Rule of Three (keep your benefits/claims to just three - awesome, awesome, not screwed up). Floating opposites sounds like what we call the Rule of Pardox (e.g. Tastes Great, Less Filling).

Smart for any kind of campaign, product or political.

Posted by johnza at September 15, 2004 04:22 PM

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» Floating Opposites Attract from TSMI's Trade Show Marketing Report
I don't watch The West Wing, but apparently there's some good marketing advice on that show, according to Marketing Playbook. The "Rule of Three" mentioned by MP is good advice. Don't overwhelm with benefits in your direct mail messaging as [Read More]

Tracked on September 16, 2004 07:33 AM

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