An Appeal That Everybody Likes

Key Concepts

  • Human Nature and High Self-Regard: Most individuals view themselves favorably and aim to act on noble motives. This includes historical figures such as Jesse James, as well as everyday people, all of whom prefer to be seen as unselfish and idealistic.

  • Effectiveness of Noble Appeals: Appealing to someone’s better nature or more principled motives often proves effective in acquiring cooperation and achieving desirable outcomes, both in personal and professional contexts.

Practical Advice

  • Strategic Appeals in Business: In scenarios like lease negotiations or customer service, addressing issues by appealing to the nobler motives such as honesty, fairness, or the desire to do right can lead to more favorable and amicable resolutions. Rather than asserting authority or correctness, allowing individuals to feel that they are acting out of their own goodwill and judgment can turn potential conflicts into opportunities for reinforcement of positive relations.

Examples from the Chapter

  1. Hamilton J. Farrell's Tenant Issue: Instead of enforcing a lease agreement through threats, Farrell appealed to the tenant's sense of honor and commitment, which resulted in the tenant deciding to uphold the lease.

  2. Lord Northcliffe and Rockefeller's Approaches: Both used appeals to nobler motives (respect for motherhood and protection of children, respectively) to prevent undesirable publicity without direct confrontation or refusal.

  3. Cyrus H. K. Curtis’s Persuasion Strategy: Instead of offering direct payment to high-profile contributors like Louisa May Alcott, Curtis appealed to their altruism by directing payments to their favorite charities, which attracted contributions despite lower financial incentive.

  4. James L. Thomas's Debt Collection Strategy: By shifting the approach from confrontation to consultation and appealing to the customers’ sense of fairness and their knowledge of their own circumstances, Thomas not only resolved the outstanding payments but also strengthened customer relations.

Principle to Follow

  • Principle 10: Appeal to the nobler motives. When attempting to influence behavior or resolve disputes, leveraging inherent idealism and the desire for self-respect in individuals can lead to more positive outcomes and sustained relationships.