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If he had tried to play the "my stuff is the best and the rest is crap" line, he probably would have lost the sale. Instead, he played "I'm an authority and I'm looking out for your best interests" and that hooked me. He got the sale.

By the way, I've put 1800 miles on it without a problem and I really love the car. I've turned into a Ford evangelist.

Anyway, back to the topic. How do you persuade? In a weblog world where everyone has access to all the information on your company/ideas/you/your products/ etc.?

Do you take the "our product/idea/meme/service/etc is the best and the rest are crap" point of view? Or do you take "I'm an authority on this topic and I'm looking out for your best interests" point of view? Which is more likely to persuade you to change your mind?

Are you also looking to help customers become so passionate about your company and your product that they'll do a better job of selling your ideas/products/company than you ever could?