Communicating to portray reality versus to sell

In earlier posts, I wrote that there are two approaches to presenting and evaluating evidence. The first is “to look for evidence along different dimensions and then draw dimension-specific conclusions based on this evidence”, and the second is “to highlight those pieces of evidence that support the product you’re trying to sell while overlooking or downplaying those pieces of evidence that could be barriers to the sale”.

The goal of the first approach is to accurately portray reality, while the goal of the second is to sell.

Every communication (written, over the phone, video, or in person) is composed of different degrees of both elements.

In order to communicate effectively, you need to know the degree to which to use each element.

And when filtering incoming communications, you need to know the degree to which the communicator’s goal is to portray reality versus to sell.


Also published on Medium.