How to Ace Presentations, Get Sales and Dominate Online Advertising

Ogilvy when he made a presentation would, “open with axioms which nobody can question. By the time the audience grows more accustomed to my accent, I launch into more controversial judgements.”

However, this principle also relates back to the consistency principles of influence*. When someone is agreeing with you they will have a much harder time disagreeing with you when you get to what you really want to say. I think (and this is pure conjecture) this also relates to online advertising. If you create great content such as a funny video that people like first they will have a harder time changing their minds when it gets to the more advertising heavy part of it.

http://en.wikipedia.org/wiki/Robert_Cialdini#6_key_principles_of_influence_by_Robert_Cialdini

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