He who wants to persuade should put his trust not in the right argument, but in the right word.

A Familiar Preface by Joseph Conrad

As a general rule we do not want much encouragement to talk about ourselves; yet this little book 1 is the result of a friendly suggestion, and even of a little friendly pressure. I defended myself with some spirit; but, with characteristic tenacity, the friendly voice insisted, “You know, you really must.”   

It was not an argument, but I submitted at once. If one must!…  

You perceive the force of a word. He who wants to persuade should put his trust not in the right argument, but in the right word. The power of sound has always been greater than the power of sense. I don’t say this by way of disparagement. It is better for mankind to be impressionable than reflective. Nothing humanely great—great, I mean, as affecting a whole mass of lives—has come from reflection. On the other hand, you cannot fail to see the power of mere words; such words as Glory, for instance, or Pity. I won’t mention any more. They are not far to seek. Shouted with perseverance, with ardor, with conviction, these two by their sound alone have set whole nations in motion and upheaved the dry, hard ground on which rests our whole social fabric. There’s “virtue” for you if you like!… Of course, the accent must be attended to. The right accent. That’s very important. The capacious lung, the thundering or the tender vocal chords. Don’t talk to me of your Archimedes’ lever. He was an absent-minded person with a mathematical imagination. Mathematics commands all my respect, but I have no use for engines. Give me the right word and the right accent and I will move the world.