Dale Carnegie

"My popularity, my happiness and sense of worth depend to no small extent upon my skill in dealing with people."

Feeling is contagious as belief is contagious

Base your appeal on reason, but do not end in the basement—let the building rise, full of deep emotion and noble persuasion.

The psychology of the crowd is far different from the psychology of the personal members that compose it. The crowd is a distinct entity. Individuals restrain and subdue many of their impulses at the dictates of reason. The crowd never reasons. It only feels.

The crowd is exceedingly suggestible and will act upon the wildest and most extreme ideas. The crowd–mind is primitive and will cheer plans and perform actions which its members would utterly repudiate.

t thinks by infection, for the most part, catching an opinion like a cold, and there is nothing so little that it will not roar itself wild about, when the fit is on

the medieval man attached great weight to the utterance of authority; his religion touched chiefly the emotions.

The leader of the crowd or mob is its determining factor. He becomes self–hynoptized with the idea that unifies its members, his enthusiasm is contagious—and so is theirs. The crowd acts as he suggests. The great mass of people do not have any very sharply–drawn conclusions on any subject outside of their own little spheres, but when they become a crowd they are perfectly willing to accept ready–made, hand–me–down opinions.

His affirmations must be their conclusions.
This can be accomplished by unifying the minds and needs of the audience and arousing their emotions. Their feelings, not their reason

you must fuse your audience or they will not warm to your message.