A recent comment about the power of using Vision for persuasion & influence:
“You know you’ve changed my mind about abortion with that description. (I’ve read it before in emails of yours.) I didn’t know it’s such a gruesome procedure. Now I’m more paranoid about not getting someone unintentionally pregnant. Thank you.”
The context:
He was referring to my latest Oregon Eagle newspaper article about using Vision to persuade & influence, and that I also sent as an email to this very list earlier this month.
There are few things more effective in the realm of influence & persuasion than Vision.
Listing and enlarging and dramatizing claims, benefits, logic, and sales “arguments” are not bad. But they mostly only create objections. Even doing great objection-handling ultimately often just creates more objections that have to then be dealt with in a lot of cases.
Not so Vision.
Vision argues nothing and it debates nothing.
And if you do it right, even if you don’t change a mind right away, you’ve planted a seed that often grows over time, with leads, customers, clients coming back later to buy what you’re selling.
Vision also gives people new ways of thinking about things.
To paraphrase one of my favorite quotes:
“A mind stretched by a new idea never goes back to its original shape”
This is why studying the late, great Jim Camp is almost like cheating in copywriting nowadays. He used Vision probably better than anyone. And he did it while never once using a Powerpoint in his decades-long career.
Because it’s not about YOUR Vision.
It’s about the adversary’s (i.e., your lead, customer, client) Vision.
Jim would say Powerpoints are designed to give Vision, but really just create intellectual information and objections. And he proved it by routinely winning and closing multiple simultaneous billion dollar negotiations using just his words and creating Vision.
The best part of it all though:
It is amusing to know people will just seethe silently about whatever you are writing about, since they can’t really argue with you, but would like to, but can’t, because they aren’t arguing with facts, stats, appeals to experts, logic… they’re just arguing with Vision, which can’t be argued with.
Vision can drive some people bananas due to this.
I’ve seen it and experienced it many times when using Vision about topics like, for example, abortion, or mocking people displaying their pronouns, or those who fell for the covid big pharma exec fan fiction shtick.
But Vision can also change even the most stubborn minds.
Including, as you can see, those still stubbornly worshipping at the altar of Molech in 2026..
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Ben Settle
