The document discusses using pre-emptive messages to counter potential arguments against you. It describes a situation where a U.S. military officer advised publicly addressing a case of prisoner abuse at an Iraq prison to explain how the issue was being resolved. This "stealing thunder" approach would have helped the military gain credibility and control the narrative before others reported on it negatively. The document also suggests having pre-prepared responses ready for likely attacks or criticisms regarding your product or position to get ahead of counterarguments.

1. Stealing thunder: Pre-emptive messages How to deal with counter arguments Adapted from AdPrin.com

2. Pre-emptive replies In Iraq, when the U.S. military uncovered cases of prisoner abuse at a prison, one officer advised going public immediately and tell how the problem was being resolved.Was that good advice?Go to the next slide for the answer. Adapted from AdPrin.com 2

3. Use a pre-emptive message if you are sure that an attack is coming and if you have a good reply. Discussion The officer’s suggestion would have helped the military gain credibility and helped prepare people for detrimental news that would be published by other sources (Persuasive Advertisingp 163-4). This is called “stealing thunder” in legal research.

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, if you have a high-involvement product, prepare replies for likely attacks. Adapted from AdPrin.com