The power of persuasion is further examined as Heinrich discusses how to phrase arguments and find the best moments for persuasion. Many of his techniques are commonly used by politicians who go to different states and speak with certain words to best persuade the particular audience to vote for him/her. Getting to know the audience and what they value can consist of code grooming, which is “using insider language to get an audience to identify with you and your idea” (192). For instance, if speaking to a religious audience, Heinrich suggests using “I believe” rather than “I think” because it is a code word that may cause the religious audience to feel more connected. Along with finding the right way to phrase the argument, the timing and medium
