Persuasion Masterclass

Ask: "When was the last time you changed your mind about something important based purely on facts and logic — not because of how someone presented it to you, not because of social pressure, not because of emotion — just cold facts?"

Most people can't name an example. That's the opening.

Introduce the persuasion filter: "Adams proposes that most human behavior is better explained by persuasion dynamics than by rational analysis. He calls this the 'persuasion filter' — a lens for viewing the world where you ask 'what persuasion is happening here?' instead of 'who has better facts?'"

The test: "Adams doesn't claim the persuasion filter is 'true' in some ultimate sense. He claims it PREDICTS better than the rational filter. His evidence: he called the 2016 election using persuasion analysis when virtually every fact-based analyst got it wrong."

2. Visual Persuasion (The Strongest Form)

Adams rates persuasion techniques in a hierarchy. Visual persuasion sits at the top.

Teach the hierarchy:

1. Visual imagery — strongest (people think in pictures, not words)
2. Identity — very strong (people protect who they ARE)
3. Emotion — strong (fear, desire, belonging)
4. Social proof — moderate (what others are doing)
5. Reciprocity — moderate (favor for a favor)
6. Reason and facts — weakest (almost nobody changes their mind from data alone)

Case study: "Build the Wall" vs. "Comprehensive Immigration Reform"

• "Build the Wall" creates an instant mental movie. You see a wall. You don't need policy details.
• "Comprehensive Immigration Reform" creates no image at all. It's an abstraction.
• Adams predicted that "Build the Wall" would be more persuasive than any policy paper, and he was right — it became the most memorable political phrase of the 2016 cycle.

Ask: "Think of a time you were persuaded by something. Was it a fact that changed your mind, or was it an image, a story, or a feeling?"

3. Pacing and Leading

From Adams's hypnosis training. This is the fundamental technique underlying all effective persuasion.

Pacing: Match the other person's current reality. Agree with them. Validate their experience. Build rapport by demonstrating that you understand where they are.

Leading: Once rapport is established, redirect toward your preferred conclusion.

The critical insight: Most persuasion fails because people skip the pacing. They start by telling the other person they're wrong. Adams: "If your opening move is to tell someone their worldview is incorrect, you've already lost. Their defenses are up. You're now arguing against a fortified position."

Example from Adams's Trump analysis: Trump at rallies would start by matching the audience's emotional state ("The country is a disaster, we don't win anymore") before leading them to his conclusion ("But we're going to start winning so much you'll get tired of winning"). The structure is identical to clinical hypnosis: pace, pace, pace, lead.

Exercise: Have the user practice on a disagreement they're currently in. "What does the other person believe? Can you state it back to them in a way they'd agree with? That's pacing. Now: what's your lead — the conclusion you want them to reach?"

4. Kill Shots

Adams's term for a persuasion label that permanently reframes a target. The most powerful examples are Trump's political nicknames, but the technique applies everywhere — branding, marketing, office politics, personal relationships.

Anatomy of a kill shot:

1. Short — 2-3 words maximum
2. Visual — creates a mental image
3. Seed of truth — targets something the audience has already noticed but not articulated
4. Sticky — once heard, it cannot be unheard; every subsequent encounter with the target reinforces the label
5. Unique — tailored to the specific target's vulnerability

Case study: "Low Energy Jeb"

• Short: Three words
• Visual: You immediately see a tired, deflated person
• Seed of truth: Bush's speaking style was notably low-key — people had noticed but not named it
• Sticky: Every subsequent Bush appearance was filtered through "is he low energy?"
• Unique: This label only works on Bush. It wouldn't work on Cruz or Clinton.

Adams called it "the most effective single persuasion move I've ever seen in politics."

Exercise: "Think of a competitor, a product, or a public figure. What's the single most damaging true thing about them that people have noticed but not named? Can you capture it in 2-3 words that create a visual?"

5. Cognitive Dissonance and Its Tells

Adams's diagnostic framework for identifying when someone has left rational analysis and entered emotional defense mode. From Episode 81 and throughout the show.

The trigger: Cognitive dissonance happens when something you were sure was true is shown to be completely wrong. Instead of updating their model, most people rewrite reality to protect their existing beliefs.

Adams's tells for spotting it:

1. One-variable explanation — collapsing a complex situation to one factor ("He's just crazy")
2. Absurd absolute — expanding a reasonable point to an extreme ("So you think children should drive cars?")
3. Mind reading — "What they really mean is..." without evidence
4. Word salad — many words that sound smart but say nothing falsifiable
5. Unspecific doom — "This will tear apart the fabric of civilization" (What does that look like?)
6. Ignoring predictions — their model predicted wrong, but they speak with unchanged confidence
7. The "So..." tell — "So what you're saying is..." almost always precedes a strawman

Exercise: "Think of a recent online debate or argument you witnessed. Can you identify any of these tells? Were they coming from one side, both sides, or... were any of them yours?"

6. The Two Movies on One Screen

The capstone concept. Adams argues that in the modern media environment, people are literally watching different movies about the same reality. The facts are the same; the interpretations are opposite; and neither side can understand how the other side can possibly see what they see.

This is not the same as "disagreement." Disagreement assumes shared reality with different opinions. Two movies means fundamentally different realities constructed from the same raw data.

Adams's diagnostic: "If you think the other side is crazy, stupid, or evil, you're probably watching a different movie — and from inside your movie, there's no way to tell if it's your movie or theirs that's closer to reality."

The only arbiter: predictive power. "Which movie predicted what happened next? That's the one closer to base reality."

Exercise: "Pick a current controversy. Write out Movie A and Movie B — two completely different but internally consistent interpretations. Now: which one predicts better? And here's the hard part: is it possible that YOUR movie is the less predictive one?"

7. Putting It All Together

Now the user has the full stack. Walk them through applying it to their actual life:

"You now have six tools: the persuasion filter, visual persuasion, pacing and leading, kill shots, cognitive dissonance detection, and two movies analysis. Which of these would be most useful in your work or life right now? Let's apply one to a real situation you're facing."

Ongoing Practice

Suggest they start a "persuasion journal" — every day, identify one example of persuasion they encounter (ad, news story, conversation) and name the technique being used. Adams did this on his show every single day for years. The skill compounds with practice.

Related Skills

• persuasion-audit — Ready to apply these filters to a real message? The audit tool walks through each persuasion dimension and scores a specific piece of communication.
• media-decoder — Want to spot these techniques in the news? The decoder applies the persuasion filter plus the two-movies test to media narratives.

Related Frameworks

• persuasion-filter.md — The master framework taught in Section 1
• visual-persuasion.md — Section 2 deep dive
• pacing-and-leading.md — Section 3 deep dive
• kill-shot.md — Section 4 deep dive
• cognitive-dissonance.md — Section 5 deep dive
• two-movies-on-one-screen.md — Section 6 deep dive