But Trump apparently wanted to squeeze some extra juice from the word "lying" and make his branding stand out. So he insisted that Lyin' Ted was the proper spelling, not Lying Ted. This was good branding. It was different from anything you have seen in politics and it gave you a reason to pause and wonder why it mattered if the spelling was "lyin'" or "lying." It did matter, but only because you stopped and wondered about it. That is an engineered mental pause for persuasion. Trump wants you to stop and think about his choice of "lyin'" over "lying." The fact that you spent time thinking about it helps you remember the name. It also uses a trick called "making you think past the sale." In this case the sale is the idea that Ted Cruz lies. You end up accidentally accepting that idea because you spent time thinking about the best way to write "lyin'." That's strong persuasion engineering.
( Scott Adams )
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