Words manipulate some into becoming tools others can use.
Invisible, contrived with purpose to change another's thoughts, beliefs and actions, the words virtually force one to agree with the manipulator's point of view, give them what they want, do what they ask and buy what they are selling. Their words are so reasonable, so logical, so believable that one's response is almost automatic.
Why exactly are words so powerful?
The words are emotional hooks. Their enormous power lies in what the words MEAN for the person who hears them. They trigger concepts, ideas, memories, situations, circumstances, actions, thoughts and feelings from one's subconscious mind into corresponding emotional responses toward the subject at hand. Any decisions based on them are probably NOT based on truth, common sense, logic, legality, one's best interests or right and wrong.
These emotional hooks have been defined as fallacies because they are misleading and deceptive. There are more than thirty of them. "The Power of Words" details each of these emotional tricks and shows you what they are, how they work, and how they are used to influence and deceive.
Like slight-of-hand tricks done in slow motion. You'll recognize them when you see them again and you won't be moved. Knowing them to be false and self-serving, they are rendered powerless.
In Sales, however, the fallacies are FUNDAMENTAL tools!