• Repeat words
• Repeat sounds (Alliteration)
• Use contrasts, opposites, black-and-white (”not this, but that”)
  • Use your voice to emphasise the contrast. (” Ten years ago we did this. Today we do that. ”)
• Group in 3s, especially with repetition: “by doing this, by doing this, and by doing this!”
  • or: Use many examples / machine-gunning (more than 3 examples, they will remember that it was many, not which specific ones it was)
• Ask rhetorical questions (to engage the audience)
  • and answer them! (Exception: open-ended questions at the very end)
  • Three parts: Question, Short Answer, 3s. “What’s the problem? Simple. It’s …, it’s …, it’s …”
• Ask enrolling questions: “Raise your hand if…”
• Use metaphors ( ”out of the valley of darkness” )
• Rhyme (We tend to believe things that rhyme)

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Types of Persuasion:

• ethos = trying to get people to think they’re part of the group. (”we”, “us”, “them”, “my fellow Americans”)
• logos = appealing to brain/logic, e.g. giving statistics, data and examples
• pathos = appealing to emotions/feelings, e.g. using fear (”the Mexicans …!”)