How to Coach Yourself and Others Beware of Manipulation | Page 167

The hammer is a slower form of the jackhammer but not as slow as the dripping tap
As the word is the same and the words are used all around the same time, the idea that is being mooted
will steadily get through.
3. In The Dripping Tap technique, key words and phrases are repeated over time.
Keep the words carefully separated and control the predictability
when they arrive. Initially, the words will be unexpected. You
can then build up both expected and unexpected occurrence of
words.
You can use the same words or different words - the key is that
the meaning is the same and that it gradually moves the subject
in the right direction.
You can also use different styles, including straight facts or
emotional appeals.
Example
This report on climate change looks worrying...What is our
environmental policy?...Do we comply with environmental
regulations?...Look at this article -- a company down the road has
got into real trouble...I spoke with Jan and our emissions are not
great...The shareholder meeting is next week, what if they ask about
environmental issues?...
We need to have an internet presence, you know...Our competitors
all have an internet presence...I spoke to a customers recently who
was surprised to find that we do not have an internet presence...
Why it works
Dripping water will erode an entire mountain, possibly without the mountain noticing. Likewise, a
repeated word or phrase, cunningly hidden, may not be consciously noticed, but may be get through to
the subconscious.
The dripping tap is slower than the hammer, and may be around the same speed as nagging, or maybe
even slower. The purpose with the dripping tap is to get through to a person via relentless, but careful,
repetition. It is thus more subtle than nagging. With varying words, the tap may not be consciously
noticed.

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