store you are watching our live continuing special coverage of today s unanimous guilty on all counts verdict. in the criminal trial of former president donald trump. i am rachel maddow, i m here with my colleague, stephanie ruhle and jen psaki and alex wagner and chris hayes, in a courtroom in downtown manhattan, just after 5:00 eastern time this evening, a foreperson of the journey rose and delivered the jury unanimous , guilty on all 34 counts of falsifying business records in order to conceal the scheme to correct the 2016 election. the scheme that was described by the prosecution in their summation as something that may very well have been the reason that donald trump won the 2016 election. as of tonight, it is official a criminal scheme, he has been convicted on 34 counts. with those convictions, we enter uncharted territory as a country, for the first time, a president has criminally convicted and for the first time for one of our two main political parties is about to
wrong, it s double down. and people see it as strength in him as opposed to just gross deception. why? because i think manner and personality often matters more than the content of what one is saying. so you can be entirely truthful but sound like you re a lawyer, that you re hedging your words, even though that s because you re thinking about how to be honest, and you seem more deceptive deceptive than if you re a guy that blurts out lies incessantly, which is what he does. so he s mastered this art of sounding authentic while saying almost nothing that is authentic. he doesn t have to sound authentic, carl. i have this radio show now during the day. we talk to people all over the country. trump folk most often say, look, i don t care about what he says, i don t care about any of it. i don t care. the tax cuts, i like. i like the projection of strength. the other stuff, that s just who he is. i think what you re saying is absolutely true. that he is succeeding in this war on the
personality often matters more than the content of what one is saying. so you can be entirely truthful but sound like you re a lawyer, that you re hedging your words, even though that s because you re thinking about how to be honest, and you seem more deceptive than if you re a guy that blurts out lies incessantly, which is what he does. so he s mastered this art of sounding authentic while saying almost nothing that is authentic. he doesn t have to sound authentic, carl. i have this radio show now during the day. we talk to people all over the country. trump folk most often say, look, i don t care about what he says, i don t care about any of it. i don t care. the tax cuts, i like. i like the projection of strength. the other stuff, that s just who he is. i think what you re saying is absolutely true. that he is succeeding in this war on the truth partly because he understands how to exploit the situation. he has made the conduct of the press the issue instead of the conduct of th
speak in your own voice. if somebody writes something for you, it is not going to sound authentic. you go to the comedy show and see a great comedian and you go home to retell the joke, but it does not land in the same way, because it is their joke. you have to give yourself permission to engage in a warm and conversational style and give yourself permission to be yourself and have a conversation just like we are. and closes, what can you do ther there? well, there is a classic line from the glenn gary glenn ross, always be closing. we do have to ask somebody to do something as a result of the message. what do you want them to do? set up the next appointment time? close the deal? set up an introduction? what do you want to have happen. when you ask somebody to do something as a e result of the message, the higher the probability that you will get the outcome that you are looking for. thank you, terri, for all of to
those are all need-focused issues for building your case. get scrappy. what do you mean by that? ultimately, it s very difficult to capture someone s attention in today s marketplace. we have to get a little bit more creative to capture their attention. what unique way can you open a conversation so that people will say, that was clever. from that clever opening, you can move into your kind of core messaging of your case. this i think is incredibly important. speak in your own voice. if somebody writes something for you, it s never going to sound authentic. right. same thing when you go to a comedy show and see a great comedian. you can retell the joke but it never lands in the same way because it s their joke. right. you have to give yourself permission to engage in a conversational, warm, natural style. give yourself permission to be yourself. just like you re having a conversation like we are. and the clothes. there s the classic line from