Primal persuasion

Yesterday, I received a marketing email from a training company that highlighted the persuasive ability of Donald Trump. However, it made no mention of the primal tactics he used to such effect in the US Presidential election, namely:

  • Raise the hopes of people who feel they have been overlooked
  • Portray yourself as the underdog bravely standing up for your principles
  • Don’t bother with facts just focus on people’s fears
  • Play ‘the man not the ball’ – ideally by describing your opponent as deeply flawed
  • Scapegoat weaker members of the community

To be fair, none of the above would make their way into a respectable course on influencing and persuasion. However, while you may not wish to resort to using them you do need to know how to deal with them.