The Secret of Look vs. Listen We believe that people can be broken down into two mega-groups.  The Lookers and the Listeners. Lookers are highly visual, tend to be youthful and impulsive. They use their eyes for more than 80% of all information acquisition so when you want to make sure that this type gets the information as directly as possible you should preface the info with the word, "Look." "Look John, what I'm about to share with you is important. Please listen carefully." Listeners are more aural. They rely more on what you say than what you look like. They are, as a group, older, richer and more careful with their decisions. Always address remarks to them with the word, "Listen." "Listen Mr. Jones, what I'm about to share with you..." Important note: We have found that slowing down the speed of delivery to the listeners is essential for persuasiveness to occur. See mirror and matching techniques.  Back to the Syllabus