Script Excerpt from “Boiler Room” Identifying Logos, Ethos, and Pathos (and other Persuasion Tactics)

SETH Hi Harry, this is Seth Davis over at JT Credibility Marlin. How you doing this afternoon?

HARRY Fine, thanks.

SETH You got a call from an associate broker of mine last month and I just wanted to know if you enjoyed the information we sent you.

HARRY What information?

SETH If you get as much mail as I do you Credibility probably brushed it aside, but more importantly we made a commitment to get back to you. I am presenting you with an investment opportunity that I think you'll find very interesting.

HARRY Well thanks, but I'm not really in the Emotional market for that right now. Appeal SETH Tell me Harry, are you married or happy?

Harry laughs at this remark. He finds it genuinely funny.

HARRY Actually, I've been married for ten years. Credibility SETH (affinity) Oh yeah? Six years for me.

HARRY They're great, aren't they?

SETH Yeah, they sure are. So, are you playing the market at all? HARRY Well I don't know about playing. I do own some blue chips. They were actually wedding gifts from our friends in New York.

SETH Emotional Well, I'm calling to tell you about an appeal explosive situation we have going on right now. A pharmaceutical company, Farrow Tech has a drug called Parattin in the third stage of FDA approval.

HARRY What does it do?

SETH Good question, Harry. Good question. Emotional This is the best part. It helps appeal premature babies develop properly.

HARRY Sound like a great drug.

SETH It is. Tell me, those Blue Chips you own, what have they done for you since you got married? Logical HARRY argument Not much really.

SETH Well you see, we deal in stocks that really move.

ADAM Oh yeah, they really move.

Seth kicks his chair hard enough to send him rolling.

SETH Credibility I would love to show you what I mean and I can do so on a relatively small investment.

HARRY I really can't buy anything right now, Seth. My wife and I are buying a house this month and we're saving every last penny. SETH Look, I don't care how much stock you pick up. I just want you to test me out. Harry, I want you to judge me on Credibility, the percentages I show you. Obviously I show you thirty or forty percent, no emotional matter how big or small your position appeal is you're gonna get pretty excited about my next idea, right?

HARRY Well yeah.

SETH Of course you would. You'd be handing out my business cards, wouldn't you?

Harry laughs.

SETH (CONT'D) Pick up one hundred shares. It's the absolute firm minimum. Okay, if I show Logical you three or four points on the trade argument it's not going to make you rich. On the same token, if the stock doesn't go anywhere you're not out in front of your store with a cup in your hand.

HARRY (laughs) No, that's true.

SETH (serious) Credibility Look Harry, the truth is I could sell you a lot more than one hundred shares and feel completely comfortable about the trade, but I'm asking you to start small just to prove what I can do for you.

HARRY Alright.

SETH Great! Should I send the confirmation to your business or your home?

HARRY Well I just have to talk to my wife first. Then I'll call you right back. SETH You don't have to do that, Harry. And I going to lunch in five minutes.

HARRY No. I have to talk to her first.

SETH I have to ask you something here, Harry. You're at work now, aren't you?

HARRY Yes.

SETH Well what do you do, Harry?

HARRY I'm the purchasing manager for a gourmet foods company.

SETH Does part of your job involve making decisions?

HARRY Well of course.

SETH Logical Alright, well when you make one of argument these decisions do you call your wife to ask her what you should do?

HARRY (a little annoyed) No, of course not. But that's a little bit...

SETH Different? How? It's your money, you earned it. Besides, all you're doing is investing it. I'm not selling crack Emotional here, Harry. I mean she's only going appeal to be happy when she sees you've made a wise investment for the family. Just think of the flip side. When your wife does the shopping does she call you from Pathmark to ask you if she can use the coupons for Captain Crunch? HARRY Come on, that's not fair.

SETH I'm just trying to make a point here, Harry. We're not talking about a lot Emotional of money. Just think what she's going appeal to say when you bring her back a big fat check because you had the foresight to see a good thing coming.

HARRY (long pause) Alright, let's try it.