The magic power of emotional appeal

277 Pages·1960·16.03 MB·English

by  Roy Garn

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Ladies and Gentlemen -
'-I'
or Good Morning - or Good Afternoon.
The time doesn't really matter - because
I'm going to be in your life every minute
of every day.
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EM01l0NALApPEIIL./
The Magic Power
of
Emotional Appeal
by ROY,GARN
PRENTICE-HALL, INC., Englewood CMs, N.J.
© 1960, BY ROY GARN
ALL RIGHTS RESERVED. NO PART OF THIS BOOK
MAY BE REPRODUCED IN ANY FORM, BY MIMEO
GRAPH OR ANY OTHER MEANS, WITHOUT PER
MISSION IN WRITING FROM THE PUBLISHER.
LIBRARY OF CONGRESS
CATALOG CARD NUMBER: 60-10848
First printing ........ April, 1960
Second printing . ...... July, 1960
Third printing •.. November, 1960
Fourth printing ....•. . May, 1961
Fifth printing . ....... . July, 1961
Sixth printing .... . February, 1962
PRINTED IN THE UNITED STATES OF AMERICA
54509-MO
DEDICATION
To Plum and Elsa ••• to the thousands
who have studied Emotional Appeal
••• and to the millions who need it.
Preface
This book is the result of more than seventeen years of
pioneering in the field of human communication.
During this time, hundreds of people came to me with their
"personal problems." In discussion periods, phone calls, mail and
consultation that followed radio and TV appearances, public and
class lectures and social conversations, thousands more evidenced
their individualized attitudes, feelings " . . and problems.
These "problems» were problems of person-to-person com'muni
cation. They indicated a prepotent presence of certain common
denominators or "listening factors" that could motivate any com
munication, whether mass or person-to-person.
An easy-to-apply, all-embracing communication Technique
was developed and intensively tested.
Over 26,000 men and women were taught how to use this ONE
Technique for EVERY situation in which it is necessary to use
words and actions: at home, in job, marriage, profession or busi
ness; in sales, public speaking, advertising, personnel and public
relations; in overt, social, intergroup and even the most intimate
personal communication.
The Technique is Emotional Appeal Technique.
What is Emotional Appeal? Emotional Appeal is your ability
to motivate and make others want to listen.
This ability can become your most important personal posses
sion-your key to Personality, Persuasion and Happier Living.
Acquiring this ability, however, involves the way you understand
and control yourself and the emotional reactions of others to your
words and actions.
As time goes by, these emotional reactions become increasingly
vital to your health, disposition, initiative, outlook and success.
vii
viii PREFACE
THE MAGIC POWER OF EMOTIONAL APPEAL contains
hundreds of examples from everyday living that demonstrate the
need for Emotional Appeal, and the unfailing efficacy of the
Emotional Appeal Technique.
It shows how to:
Make Others Want to Listen.
Making others want to listen can become your prime personal
power. This does not involve a talent for speaking to people; it
does require a capacity to speak with them. When you say it
with Emotional Appeal, you succeed in making others want to
listen!
Possess a More Vital Outlook.
Your outlook has much to do with the response to your com
munication. When there are upsetting reactions or no response
at all, frustration and unhappiness will kindle within you. With
Emotional Appeal Technique, however, you uncover the emo
tionally "responsive chord" in those with whom you communicate.
Thereafter, you can properly direct your words and actions and
be more certain of gaining the responses you seek. These re
sponses are emotional indicators to you and for you. They will
contribute to better health and help you possess a more vital
outlook.
Understand Yourself.
To understand yourself, you must know what makes you act and
react the way you do. With Emotional Appeal Technique, you
see yourself in the unretouched mirror of your feelings . . _
identify your BIG motivating Emotional Appeal and better un'
derstand the why for Y- 0-U. When you have such understanding,
you gain greater control of words, actions and reactions. You
become better able to handle fears, worries and upsets and
emerge with more refreshing and persuasive personality to
others.
Rid Yourself of Money Worries.
What real achievement is realized by the individual who is a
Rnancial success at work and a failure in personal and family
relationships? "Money success" is rarely followed by "personality
success," yet more people worry about money than other echelons
of their existence. In Chapter Five, Money is defined and dis
cussed as a powerfully communicative member of Four "Fatal"
Emotional Appeals in ourselves and those with whom we inter-
PREFACE ix
act. We learn Two Thoughts That Rid You of Money Worries . ..
why the best way to learn economy is by spending . . . and that,
if you cannot make an emotional success of a money success
you have no success at aIIl
Achieve Recognition.
The desire for Recognition is an essential emotional component
in everyone, but few people receive the Recognition they feel
they deserve I Chapter Seven explains why Recognition may be a
dangerous word-or-action explosive as well as a power-packed
drive towards attainment. More important, it demonstrates how
understanding and use of Emotional Appeal Technique in com
munication can achieve Recognition for you.
Get a Better Job and Future.
Education for a job or profession is meaningless unless it teaches
you how to communicate what you learn. To sllccessfully com
municate, you must reach others emotionally! Job relationships
are communication relationships. When communication is better,
your work is more enjoyable and resultful. Chapter Thirteen
shows how Emotional Appeal Technique assures more successful
communication in your job, profession or business. It includes
ideas that will help your future and Five Potent Pointers For A
Job Interview, whether you want to get a job or advance in your
present one.
Start Romance.
Romance, before and after marriage, is a matter of communica
tion. This is why any female-plain or pretty-can get a husband
if she meets the "right" available man and uses the right Emo
tional Appeal in her words and actions. In Chapter Six and
elsewhere, you will notice that Romance is one of the omni
potently communicative Emotional Appeals whose three prongs
interlock for much more than sex attraction or desire for mar
riage in woman or man. And, "for better or worse," Chapter Six
contains One Sentence With Emotional Appeal That Always
Starts Romance!
Secure a More Satisfying Marriage.
The odds against a "happy" marriage are huge. Nearly one-third
of marriages end in divorce and separation and it is almost im
possible to estimate how many more are supersaturated with un
happiness. Explanations range from sex to money, upbringing,
beliefs, disposition, in-laws and unique incompatibilities. Why
do marriages really fail? The main reason why marriages fail is
x PREFACE
that the husband and wife do not know how to speak to each
other! Good communication is an essential for better marriage;
without use of reciprocal Emotional Appeal, few marriages can
succeed. Marital mates need more knowledge about one an
other's feelings! Want a more satisfying marriage? Chapter
Twelve is one of the chapters that will help you. It teaches the
importance of your own and your mate's "feelings" and provides
rules you can rely on to promptly add Emotional Appeal to your
marriage and make it far more mutually satisfying.
Make People Remember, Respect and Like You.
The person who is remembered, respected and liked is happier,
more persuasive and successful than the one who is not. Why do
people remember~ respect and like? Because of response to ac
tivating Emotional Appeal in words and actionsl Would you like
to gain direction and control of this response? You can! Through
out the Book, and especially in Chapters Seven and Eleven, there
are many illustrations of how to use Emotional Appeal even when
you listen! Chapter Eleven lets you "in" on the emotional secret
behind visual effects . . . reveals how to know in advance the
<'kind" of story that others want to hear, contains four ways to
add Emotional Appeal to whatever you say, and emphasizes
Three Thoughts that will unerringly make people remember, re
spect and like you.
Add Emotional Appeal to Your Voice.
Your voice is a musical instrument. When played, it may give
pleasure, pain or sedation to listeners! Most speaking voices are
not naturally beautiful; usually, they are too high or too low. It's
how you say what you say that makes others feel that you have
Emotional Appeal! Regardless of your present tonal quality,
Chapter Fourteen lets you prove to your own satisfaction that
you can add Emotional Appeal to your voice when you trans
late three ideas into action. It shows how, in less than five min
utes, you can build a "Voice Control Box" that will last a life
time, offers many suggestions that assure valuable vocal aid for
you and exhibits the permanent personal advantages of blending
the added Emotional Appeal in your voice with attention-getting,
attention-holding "listening factors" in your words and actions.
Successfully Handle Fears, Worries and Upsets.
Fears, worries and upsets grip us in thousands of ways. Distinc
tively personal, they are blanketed by an emotional individuality
that blends into our personality. Inadvertently, they are reflected
when we communicate! Chapter Eight is entitled: "How Emo-
PREFACE xi
tional Appeal Technique Rapidly Rids You Of Fears, Worries
and Upsets." It explains what happens when you look forward-to
and backward-on such pulsating inner shadows. The Chapter, a
powerful portion of the Emotional Appeal communication con
cept, indicates why "emotional problems" and "emotionally-caused
illness" are created by the way so many of our needs are com
municatively directed or disturbed. It also presents you with
Three Guiding Principles for successfully handling fears, worries
and upsets.
Assure More Enioyable Sex Relations.
Most couples are mismated emotionally, not physically! Sex re
actions are emotional reactions to communication; satisfying sex
relations come only when the Emotional Appeal of one partner's
communication satisfies the other! Chapter Twelve conveys a
way that partners can remove their inhibitions, express response
and satisfaction and remember the importance of timing. With
Emotional Appeal Technique and the inclusions in this Chapter,
both can enjoy the benefits of more completely mutual sex rela
tionsl
Win Arguments and Disputes.
Too many arguments? Be careful! You may remain so glued to
your reactions that you leave yourself wide open for trouble
while hammering a nail, talking, eating, walking or driving an
automobile. Why allow argument to undermine your health
and disposition? Chapter Ten lists Eight Argumentative Sub
jects from which "victory" brings no emotional benefit. It demon
strates a simple, one-two-three method that will always help you
win an argument, even when personal prejudice is involved I The
Chapter shows how Emotional Appeal Technique swiftly iden
tifies "conversational traps," how to handle yourself when you
are with the person who has upset you and what to do after you
have left his or her presence. By using recommendations in this
Chapter and other portions of the Book, you will have a ready-to
apply method that will win arguments, settle disputes and make
you a far more tactful person.
Improve Relationships with Family and Children.
In every kind of communication including that with family and
children, we direct our words and actions at Someone. This per
Son is going to react with a smile or a frown ... with fear,
desire, dislike or hatred ... with disregard, accord or argu
ment. In family relationships, communication is more intimate
and feelings are rnore readily expressed. Such outer expression~