You’d be forgiven for thinking that what you say is what makes it into the mind of your intended recipient(s). The truth is that your statements become colored and tainted by a host of influences before entering into another person’s consciousness.
How this person feels about you, whether or not they know you, what they’ve come to expect from you (if anything), inflection (if they know what you sound like), trust, intent, and a number of other things — these filter your words in the subconscious before the first statement is processed.
So the wise marketer then doesn’t speak to express a point, he to speaks create an understanding within the mind of the person listening or reading. Once you develop this sensitivity, you can play to biases and skepticism and openness is a number of different ways.
There are ethical and perhaps slightly less ethical ways to do this, but that’s another post for another writer.