Is it possible to capture and communicate anything of value about persuasion in a single sentence?  It is, and I’m about to prove it.

A while back, I learned a gem of a theory by a gentleman called Blair Warren. I discovered this while doing research for a sales workshop. Warren created this masterful, yet simple idea that brilliantly encapsulated the masterful art of persuasion.

He found that the best way to do this was to capture it in a single sentence.

Not a sentence that one delivers. But an attitude that one remembers. A sentence that can help guide your efforts from beginning to end in virtually every situation imaginable.

Let’s look at this sentence – this “one-sentence persuasion course” – and see how it works. Here it is:

People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.

This single 27-word sentence contains five of the most valuable insights in persuasion.

1.  Encourage their dreams.
2.  Justify their failures.
3.  Allay their fears.
4.  Confirm their suspicions.
5.  Help them throw rocks at their enemies.

The fundamentals behind persuasion require an essential understanding of human nature. These are tools for anyone who must connect with others, build strong trust and rapport, and more importantly, make these connections pay off. 

Put these five insights to use. I want you to think about how you can incorporate some or all of the five ideas in your marketing, sales, and communication. How can you encourage your prospect’s dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies?