Dale Carnegie

Principles are our summary of their public statements.

• Start with the Customer's Pain

  Marketing

  Effective marketing begins by addressing the audience's existing problems or interests rather than boasting about the product's features or the company's history.

  3 more supporting quotes are in the member records.

  Source The Art of Public Speaking  (opens in a new tab)

• Harness the Power of Suggestion

  Marketing

  People in a group setting are highly susceptible to suggestion and will adopt ready-made opinions if presented with conviction.

  Supporting quotes

  • “The leader of the crowd or mob is its determining factor. He becomes self-hynoptized with the idea that unifies its members, his enthusiasm is contagious--and so is theirs.”

  2 more supporting quotes are in the member records.

• Use emotional resets

  Content

  When an audience feels disconnected, use stories, songs, or unison activities to bring them back to a common feeling.

  3 more supporting quotes are in the member records.

  Source The Art of Public Speaking  (opens in a new tab)

• Use Multi-Sensory Imaging

  Content

  Effective communication involves evoking not just visual images, but also auditory, motor, gustatory, olfactory, and tactile sensations.

  Supporting quotes

  • “Awaken your image-making gift, for even in the most coldly logical discourse it is sure to prove of great service.”

    “It is important that you find out at once just how full and how trustworthy is your imagination, for it is capable of cultivation--as well as of abuse.”

  1 more supporting quote is in the member records.

• Imitate Models to Find Originality

  Creativity

  By attempting to mimic the style and force of masters, a student gains practice in construction and harmony even if they initially fail.

  2 more supporting quotes are in the member records.

  Source The Art of Public Speaking  (opens in a new tab)