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How To Persuade Like Lincoln
4 Lessons In 4 Tweets
[ THREAD ]
Let's go
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4 Lessons In 4 Tweets
[ THREAD ]
Let's go
1: Use Metaphor
The Gettysburg address is one giant metaphor. Lincoln turned a devastating battle into a metaphor for national crucifixion...
The Gettysburg address is one giant metaphor. Lincoln turned a devastating battle into a metaphor for national crucifixion...
First, he analogizes the nation to a child: Our "fathers brought forth" a nation "conceived in liberty."
He then alludes to a temporary death: a "final resting place."
And finally rebirth: "This nation...shall have a new birth of freedom."
Metaphors are Grade A persuasion.
He then alludes to a temporary death: a "final resting place."
And finally rebirth: "This nation...shall have a new birth of freedom."
Metaphors are Grade A persuasion.
2: Repeat, Repeat, Repeat
The Gettysburg Address uses the word "dedicate" six times.
Through repetition, Lincoln leads listeners to an inevitable conclusion: They must be dedicated to the democratic project in America.
The Gettysburg Address uses the word "dedicate" six times.
Through repetition, Lincoln leads listeners to an inevitable conclusion: They must be dedicated to the democratic project in America.
3: Keep It Simple
In the 19th century, complex language was a status marker. It signaled higher educated.
But — even though he was operating at the apex of U.S. politics — Lincoln still kept it simple.
His House Divided speech is almost all one-syllable words:
In the 19th century, complex language was a status marker. It signaled higher educated.
But — even though he was operating at the apex of U.S. politics — Lincoln still kept it simple.
His House Divided speech is almost all one-syllable words:
4: Invoke Contrast
Many films and stories perfected the art of contrast.
Think Luke Skywalker versus Darth Vader.
Many films and stories perfected the art of contrast.
Think Luke Skywalker versus Darth Vader.
Contrast is good storytelling. And *great* persuasion.
Lincoln knew this:
He contrasts words and actions: "The world will little note what we say here, but it can never forget what they did here..."
And life and death. Take a look...
Lincoln knew this:
He contrasts words and actions: "The world will little note what we say here, but it can never forget what they did here..."
And life and death. Take a look...
That's all friends!
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