>> so i have a background in hypnosis. i've been interested in persuasion in all its forms for years. in donald trump i saw the set of persuasion tools that i had been collecting over the decades. >> he lists trump's fame, physical height and unflinching brashness among those tools along with his infamous negotiating style. >> i could stand in the middle of fifth avenue and shoot somebody and i wouldn't lose any voters. >> and what is it about his cadence, his vocabulary, all of that that makes him so successful? >> it's a whole bunch of things. the fact that it has to be brief to be in a tweet works to his favor. >> like a cartoon in many ways. >> likewise, i am very successful on twitter because i know how to make short funny sentences. he knows as a persuader, someone trained in the ways of persuading, that simple is always more persuasive than