1 अप्रैल 2017

Open ended stories for Audience engagement

Robert Bruce: Chapter 6, it seems like a smaller, tactical thing as opposed to a larger strategy but you talk about insinuation. You mentioned just a moment ago about dropping hints and planting seeds long before you can expect any kind of return on the efforts that you’re putting in.

We see this all the time in great marketing and advertising campaigns. Apple is phenomenal about this; their famous secrecy leading up to launches of new products, new software. Can you point to a way maybe a writer can use insinuation to connect with readers more deeply?

How to connect your readers with your words more deeply

Robert Greene: It really depends on the medium. Let’s back up and explain a little bit of the philosophy behind it and then go from there. The idea is in any kind of seduction, you want to engage the other person’s willpower. That will pertain on any level; political, marketing, sexual. If you’re just pushing someone around and telling them to do this or that; we’re naturally resistant, stubborn people that like to listen to ourselves.

But if you engage their willpower where they think the idea that popped up in their head is their own, when in fact it really came from you, suddenly you’re in a whole different league. They think it was their thought. Their willpower is engaged and they’re now completely open to any kind of maneuver.

So in my writing, if I’m going to come back to your question, I like to make the stories sort of open-ended and make it so that I bait them in a way where you can relate them to your boss. I’m talking about Louis XIV but that really sort of applies to my boss, or my girlfriend.

When you do that, then their imagination is engaged. You want the person on the other end to be thinking on their own, imagining, taking your words and moving with them.

That’s the whole game of seduction right there.
Robert Bruce: So there’s a time to be very specific, obviously. But you’re saying that there is great power in not being overt?

Robert Greene: Specific can be good in marketing. Giving people facts and figures about what your product can do. That’s sort of the old school way. For me, sometimes I think it’s quite effective. In the seduction, I really don’t recommend the specific approach as far as a sexual or a political seduction. I don’t think you have much to gain.

You want to create mystery, an air of fantasy. You want people to imagine and project their own ideas on to what you’re doing or saying. In marketing something, even in marketing a political figure, a business person or a public figure, you want people to start projecting on to that person and see whatever you want them to see in him or her.

You can’t be too vague, and then it falls apart. It’s a very difficult strategy. But being too
specific creates a sense of familiarity with what you’re showing people and then the seduction circuit, the electricity, is cut off at that point when people think they know exactly what you’re talking about.
( Author Robert Greene in interviews)

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