Chalk up another truth you want to be frustrated about.
- Facts do not matter.
- Simplicity sells.
- Scrutinizing beliefs actually harden them.
- And all this works on people, even if they know about it.
Of course, facts matter.
Of course, we want deep nuanced discussions about important things.
But none of these things change people’s minds.
Many persuasive tools are different than you think they are.
PERSUASION TIP 20: People are more persuaded by contrast than by facts or reason. Choose your contrasts wisely.