Germans inform. Americans sell.

German
To persuade is to inform persuasively. Persuasive argumentation guides an audience to its logical conclusion. Selling the conclusion is not necessary.

American
To persuade is to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is asked to make a choice.

German Perception
Americans sell. They put on a show. They don‘t persuade. Information is not presented in a professional and expert way. The audience is confronted with either buying or rejecting.
American Perception
Germans inform only. They give academic lectures. They don‘t sell. The audience is left hanging.

Advice to Germans
Overcome your inhibition to recommend a clear choice (your choice) among the options. Ask for the order. The worst that can happen is you‘ll get a „no“. Life will go on.

Advice to Americans
Do not confront your audience with the “buy”-question. Americans can easily come across as “pushy used-cars salesmen”. Take almost a “take it or leave it” attitude.

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