"An argument rests on what the audience believes. Not on what is true." (P. 74)

People are always thinking about choice that would be convenient to them. Because of this, a person who seems to be interested in others' wellbeing instead of his/her own, stands out and will probably earn more support than one who seeks his/her own wellbeing. It is hard to have no opinion at all concerning a certain situation. So, although your thoughts and decisions will obviously be biased, pretend they're not. For example, the young lady in the picture above seems very concerned with helping the older woman. However, what if this worry is just an act and she is only helping her so that the old lady will give her something in return? Doesn't really look like it, but that's the point: Make your act as believable as possible. 

Jay Heinrichs mentions three tricks in order for your audience believe that you are completely impartial and just pursuing their own interests:

1. "Seem to deal reluctantly with something you are eager to prove." (P. 73)

2. "Act as if the choice you advocate hurts you personally." (P. 74)

3. "Make it seem you have no tricks." (P. 75)

When you act as if you arrived at a decision after giving it much thought, the audience is much more likely to follow your path than if you show that you automatically made a decision. Looking at the choices as if you were unsure of what to decide, and then walking through your thoughts until you reached your final decision is just like leading your audience to your final choice and will most likely work on them.

It is one thing to have the audience believe your decision will not benefit you in any way, but to have them believe it may harm you will make them believe in it even more. In addition, not only will this most likely have them choose your choice, but it may also improve the image they have of you. You are portraying yourself as a completely selfless person, who only cares about the wellbeing of others. Due to this, they may begin to trust you with other decisions. 

Above all, it is imperative that nobody realizes what you're trying to do. Seeming reluctant and acting as if a choice harms you, will most likely hide your motives from your audience. But there is actually a technique that will minimize the notoriousness of your ulterior motives: Act nervous. If the audience thinks you are vulnerable, the idea of you trying to fool them won't even cross their minds. They will also be to busy worried for you and rooting for your success. Just like this, you have set a link in which the audience supports you. 

All of these techniques work. Each one is better under certain circumstances, so by having the three of them, you have the key to success in about every situation. By using them adequately, you'll be soon able to manipulate people and no one will even realize so.