I find myself put off by overly aggressive appeals to get me to join a cause, and it doesn’t really matter what that cause is. When people start pitching their cause by saying it’s the most important cause that ever was or ever will be, I start to feel as if I am at a corner used car lot listening to a guy in a loud plaid sport coat try to sell me a car. It’s not that I don’t think that the cause people are trying to sell me is worthy, anymore than I think the guy at the corner car lot has nothing but lemons on that lot. What is happening is that I hate that hard sell.
The hard sell makes me feel that there is something you are hoping I will overlook under pressure. Back in the old days car salesmen would take your keys if you wanted to test drive a vehicle. Getting those keys back without buying a car often required threats to call the police and charge the dealership with unlawful detention and grand theft auto. (I actually did that once.) That is bad business and it is bad advocacy. Make your case and allow me to decide. Don’t try to tell me that supporting your cause is the only way to prove that I am a good person, because that is nonsense and discredits your cause. Don’t tell me that your cause is the only valid one that exists, because any thinking person knows that is not true. In short, if you can’t dazzle me with the brilliance of your cause, spare me the attempt to baffle with bullshit. I have been around too long for that to work. All it will do is make me take back my keys and walk out.
Somewhere along the way we fell in love with hyperbole as the primary tool of persuasion. In fact, it should be a tool of last resort. It is often based in a poverty mentality – the idea that there isn’t enough. The poverty mentality says there aren’t enough resources, enough potential supporters, enough time to accomplish our goals. That’s simply not true, but if you convince yourself it is you set up a self fulfilling prophecy. You will drive resources away with your false sense of urgency, and then there really won’t be enough – but it will be a situation you created.