Just Say, “NO!” to Yes Sets
Yes Sets, particularly useful as ice-breakers, come in very handy if you have occasion to address hostile (like consumers and voters) audiences. By gaining the silent agreement of a hostile audience with a well-crafted Yes Set, it installs in the minds of your listeners the notion that, while they may not agree with you, they agree with you. This is an important element in the process of attitude modification.
A Yes Set is a technique used in advertising in which a series of universally “true” questions or statements contrive to provoke a pattern of agreement. They are normally found in a series of five question/statement sets that are universally true and should invoke the viewer or reader to answer with a resounding YES! And then followed by a suggestion, request, or proposition. For example:
1. Water is necessary for life. YES!
2. Humans need clean drinking water. YES!
3. Unfortunately, water from most home taps frequently is chemically treated. YES!
4. Is your health important to you? YES!
5. Do you want to live healthier? YES!
THEN:
“Buy Very Clear bottled water, it is better for you.”
The theory behind Yes Sets is that by bringing forth internal or verbal agreement, you build a sympathetic and accessible state of mind in your target audience. It assumes that listeners, after having gone into an agreement frame of mind, will experience conflict if they break the yes pattern. Persuaders prey upon the viewer’s lazy thinking, significantly enhancing the effectiveness of Yes Sets.
For the more aware viewers there is a variation of the Yes Set called the Yes Plus Set. The Yes Plus Set anticipates that some viewers are paying attention and introduces what is described as agreement by negation, a No/Yes response. This works the same way as a Yes Set but adds a No/Yes element. Yes Plus Sets can be used to break the ice in a group of students. For example:
1. This is a large group. YES!
2. Some of us do not know our neighbors. YES!
3. We do not like working with strangers. NO! We should all be acquainted. YES! (NO!/YES! Response)
4. Being on a first name basis with your neighbors is more comfortable. YES!
5. Friends are easier to work with. YES!
6. I see we all agree. YES!
THEN:
“Let’s do some introductions.”
Now you know what a Yes Set is. Pay attention to what you watch on TV. Listen carefully to radio announcements. You do not want advertisers or politicians unduly influencing your mind. You are a smart, aware human being. Read the Thought Cop column, he has your best interest at heart.
Yes Sets, particularly useful as ice-breakers, come in very handy if you have occasion to address hostile (like consumers and voters) audiences. By gaining the silent agreement of a hostile audience with a well-crafted Yes Set, it installs in the minds of your listeners the notion that, while they may not agree with you, they agree with you. This is an important element in the process of attitude modification.
A Yes Set is a technique used in advertising in which a series of universally “true” questions or statements contrive to provoke a pattern of agreement. They are normally found in a series of five question/statement sets that are universally true and should invoke the viewer or reader to answer with a resounding YES! And then followed by a suggestion, request, or proposition. For example:
1. Water is necessary for life. YES!
2. Humans need clean drinking water. YES!
3. Unfortunately, water from most home taps frequently is chemically treated. YES!
4. Is your health important to you? YES!
5. Do you want to live healthier? YES!
THEN:
“Buy Very Clear bottled water, it is better for you.”
The theory behind Yes Sets is that by bringing forth internal or verbal agreement, you build a sympathetic and accessible state of mind in your target audience. It assumes that listeners, after having gone into an agreement frame of mind, will experience conflict if they break the yes pattern. Persuaders prey upon the viewer’s lazy thinking, significantly enhancing the effectiveness of Yes Sets.
For the more aware viewers there is a variation of the Yes Set called the Yes Plus Set. The Yes Plus Set anticipates that some viewers are paying attention and introduces what is described as agreement by negation, a No/Yes response. This works the same way as a Yes Set but adds a No/Yes element. Yes Plus Sets can be used to break the ice in a group of students. For example:
1. This is a large group. YES!
2. Some of us do not know our neighbors. YES!
3. We do not like working with strangers. NO! We should all be acquainted. YES! (NO!/YES! Response)
4. Being on a first name basis with your neighbors is more comfortable. YES!
5. Friends are easier to work with. YES!
6. I see we all agree. YES!
THEN:
“Let’s do some introductions.”
Now you know what a Yes Set is. Pay attention to what you watch on TV. Listen carefully to radio announcements. You do not want advertisers or politicians unduly influencing your mind. You are a smart, aware human being. Read the Thought Cop column, he has your best interest at heart.
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