This post is a slight rework of something I wrote six years ago. Every election cycle ramps up more than the last and even though it’s not a presidential election, emotions are running higher than ever with the House and Senate up for grabs. 

Fiction or Fact?

Matt Damon starred in the 2011 movie, The Adjustment Bureau, where he played the youngest politician to be elected to Congress. In the opening scene he has to address supporters after having lost an election bid for the Senate, a race he clearly should have won.

During his consolation speech he begins to reveal the truth about himself and his campaign. He tells the audience everyone assumed his meteoric rise as a young congressman was due to his authenticity. He proceeds to tell people he’s not been authentic at all. He begins by telling them a saying he’d just mentioned about his old neighborhood was made up. He confessed he only used it because it polled well with voters. 

He goes on to tell everyone his tie was chosen from 56 others because of what it signified. He then let people know his campaign paid $7,300 to find out how to perfectly scuff his shoes in order to appeal to the widest array of voters. 

Ironically he was viewed more positively the day after the speech because he’d finally been authentic.

Marketing Candidates

We’re knee deep in the political process once again in the U.S., so I thought it was time to share a little about persuasion in the political process. Damon’s revelation about his campaign is more realistic than you might imagine.

Over the years I’ve participated in many “marketing studies” and quite a few have centered on politics. During these political studies people are literally gathered together for the sole purpose of finding out which phrases resonate best with voters. Mind you, during the selection process participants are paired down so the pollsters understand if the phrases will work best with white, middle aged, conservative males making a certain amount of money or minority voters having a certain educational background, or soccer moms, etc.

By a show of hands or in written format those conducting the marketing ask participants which sentence in each pair appeals the most. One examples was:

1. A strong national defense
2. A strong U.S. military

Another example was:

1. Family values
2. American ideals

Let’s assume most people like #1 in both pairs.

Before you know it you’ll hear politicians talking about how “a strong national defense” is important and how the other party doesn’t care about “family values.”

I hope you’re seeing the picture that’s being painted. Very little of what you hear from people running for Congress, the Senate, or president, comes from their own words. What you’re getting is a republican or democratic made up persona designed to appeal to the most voters.

We Don’t Always Like Real People

Part of the reason republican outsiders like Donald Trump, Ben Carson, and Carly Fiorina got so much attention from the masses and media in 2016 was because they were not run of the mill puppet-like politicians who’ve been airbrushed to appeal to voters. For the most part – love ‘em or hate ‘em – they were presenting their real selves. To a lesser degree (only because he’s been in politics a long time) Bernie Sanders has a similar appeal for many democratic voters. Certainly AOC could be put in the more authentic category too.

Most career politicians spout the “same old same old.” You only have to watch a few debates to hear the same politically correct jargon and talking points intended to appeal to the base.

For example, it always sounds as if every governor led the greatest comeback his or her state had ever seen. The skeptic in me always thought, things were so bad with the economy in 2008, if you couldn’t boast about lower unemployment, increased spending on schools, new programs, etc., in your state then you would have been a terrible governor! The same could be said of recoveries after the pandemic. The rising tide of an economic recovery helped every state look much better when compared to 2008 or 2020.

What to do?

So what are we to do? Pay attention to what’s said and see if you can confirm key facts. It’s amazing how politicians (and the media) will tell us things that aren’t true or are a twisted version of the truth to support their points.

No candidate is perfect and none will hold your opinions or values on everything. In all likelihood there will be two or three core issues for each voter that will determine who gets their vote. It may be healthcare reform, the economy, immigration, student loan forgiveness, abortion, social justice, foreign affairs, etc. 

No matter who you vote for there may be inconsistencies with their positions on other issues but then again each of us are inconsistent to one degree or another. Just make sure whoever you vote for is the person they present themselves to be and not some campaign consultant, poll-generated image designed to appeal to vote getting. This isn’t Facebook, it’s not about “likes”. Vote for a real person…if one happens to be running.

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. An author, TEDx speaker, international trainer, coach, and consultant, he’s one of only a dozen people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by BookAuthority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His new book, The Influencer: Secrets to Success and Happiness, is a business parable.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 500,000 people around the world!

When it comes to getting what you want, don’t sell yourself short. Far too often people don’t get what they want because they’re missing one of these elements: confidence, skill, and planning.

Confidence in Asking

If you struggle with confidence when it comes to asking for what you want, I have a book suggestion. Vanessa Bohns, PhD, an ​​Associate Professor of Organizational Behavior at Cornell University, has a wonderful book called, You Have More Influence Than You Think. The title says it all. She uses research to prove each of us is more likely to get what we want than we might expect. She wrote:

“The last time I officially calculated, my participants had approached more than 14,000 people with these sorts of requests (donations, borrow a phone, give directions, etc.). And across all of these different kinds of requests, what I find remains remarkably consistent: Over and over, people underestimate the number of people who will say “yes.” In fact, people are almost twice as likely to agree to the range of things my participants ask for in these studies as they expect, which is a huge effect.”

Influence Skills

Of course, the more skill you have when making a request, the more likely you are to hear, “Yes!” This is where research around the science of influence comes into play.

There are more than seven decades of research around how to ethically influence people. The most celebrated name when it comes to this topic is Robert Cialdini, PhD. His numerous books, including Influence: The Psychology of Persuasion, have sold more than 7 million copies. Cialdini popularized what are known as the “principles of influence” or “principles of persuasion.”

These principles, when tapped into ethically and correctly, will increase your influence abilities because they inform people, consciously and subconsciously, into yes.

Game Plan

Having all the confidence in the world, and the necessary skill, won’t do you much good if you don’t have a plan in place.

I work primarily with salespeople and can tell you, it’s never a good idea to wing it. With enough confidence and skill, you might get what you want now and then but it won’t be an effective approach when it comes to your bigger asks.

Sales guru Brian Tracy, author of The Psychology of Selling, defines selling as, “the process of persuading a person that your product or service is of greater value to him or her than the price you’re asking for it.”

Notice that persuasion is at the core of selling. And, as Tracy notes, it’s a process. Another way of defining process is “a planned approach.”

Conclusion

Luck certainly plays a role in life and success. As the Roman philosopher Seneca said, “Luck is where preparation meets opportunity.” With greater confidence, more skill, and a good plan, you can take advantage of the opportunities that come your way and create your own luck.

Bottom line, you can get what you want in life far more often than you may realize so don’t sell yourself short.

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. An author, TEDx speaker, international trainer, coach, and consultant, he’s one of only a dozen people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by BookAuthority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His new book, The Influencer: Secrets to Success and Happiness, is a business parable.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 500,000 people around the world!

Several years ago, after giving a presentation I had lunch with my daughter Abigail. It had been years since she’d seen me in front of an audience, so I was curious to hear her thoughts. After sharing some insights about the presentation, she asked a question that was near and dear to her heart as well as mine. The question she asked was, “Where is God in all of this?” 

If you’ve followed me for any length of time, then you know my faith is the most important part of my life. I’ll share what I told Abigail about how I see the principles of influence tying into my faith. I hope it encourages you.

Liking

In most corporate settings it’s not acceptable to talk about God but I think the principles of influence can be used in ways that align with many biblical tenets. For example, when I use the principle of liking I can come pretty close to love. That is, when I do all I can to like the person I’m with, I will enjoy them more and work harder for them as a result. This is true even if they don’t feel as strongly towards me. Don’t you feel you work harder for people you know and like? 

The more I come to know and like people it all but removes manipulation. I wouldn’t manipulate my friends and I’m confident you wouldn’t either. When people believe that you genuinely like them, they’re more open to whatever you might ask of them.

I believe tapping into liking from the onset creates a virtuous cycle and properly focuses your intentions when using the other principles of influence.

Reciprocity

Jesus had a couple of things to say about giving which taps into reciprocity. He encourages people with this truth; it’s better to give than receive. When we help people that we like we feel even better about our giving. With this approach we’re not giving to get. Instead, we’re giving to genuinely help. Authentic giving is received much differently than giving when the other person thinks you just want something in return. 

He also encourages you to give to others as you would have them given to you. Think about what you’d want someone to do for you then try doing the same for them. When you’re the first to give, and do so out of a generous spirit, people are more likely to give back when you need something.

Social Proof

When you invoke social proof, showing what other people are doing, you’re taking this approach because you genuinely want to help the other person see the merits of whatever it is that you’re asking or offering. Following the lead of others usually works out well, especially if they are similar to you.

Authority

When you tap into authority, sharing expertise or citing sources, it’s not perceived as you simply trying to convince someone you’re right. When someone knows that you like and care for them, they sense you’re genuinely sharing information that would be beneficial in their decision making.

Consistency

People usually feel better about themselves when they follow through on their word. Asking instead of telling it’s a great way to use the principle of consistency. You’re not doing this to steer someone down a path that they don’t want to go. Rather, you’re doing your best to show the benefits of what you’re offering. By gaining a commitment early on and having someone follow through you’re allowing them to feel better about themselves. A win for both people!

Scarcity

Using the principle of scarcity, if done incorrectly, can feel manipulative. No one likes to feel threatened or scared into doing something. That approach creates resentment and resistance. However, when your basis is friendship, a true desire to help another person, then employing scarcity is simply using psychology to help them make the best decision possible.

Unity 

The final principle – unity – is something that Robert Cialdini introduced just over five years ago. This principle is about having a shared identity. When you’re deeply bonded with someone, helping them in a very real sense helps you. The same is true when they help you, they get a great sense of satisfaction because it’s almost as if they’re helping themselves.

I equate unity to love. As I’ve surveyed people, I’ve come to realize quite often they’ll do things for people they’re deeply connected with, things they may not do for people that they simply like. For example, if you had a relative who needed a kidney or large sum of money, you might be very likely to help them simply because you’re family. I think that’s the essence of love, doing something for another person regardless of how you feel or what it may cost you.

Conclusion

Let’s bring this full circle. When I think about loving God, I’m told to do so with all my heart, soul, mind, and strength, and to love my neighbor (everyone) as myself. Here’s how I envision engaging the principles of influence to fulfill those commands. 

• Heart. The principles of liking and reciprocity tap into our heart, our core, because they’re foundational for relationships. 
• Mind. Authority and social proof are principles that engage the mind, causing us to think deeply about what other people are doing or what experts have to say. 
• Strength. When it comes to strength and how we feel, consistency and scarcity seem to fit the bill. We hate the feeling of losing something, scarcity, and we hate the feeling of letting others down, consistency. The feelings that arise are strong drivers to take action.
• Soul. Our soul encompasses all of who we are, our identity, and that’s why I believe unity comes into play here.

I’m still working all of this out in my mind, but I hope sharing it gives you pause to think about how best to interact with people when you’re trying to influence their behavior. For me, it starts with knowing, liking, and caring. That’s the foundation and everything else builds from there.

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. An author, TEDx speaker, international trainer, coach, and consultant, he’s one of only a dozen people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by BookAuthority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His new book, The Influencer: Secrets to Success and Happiness, is a business parable.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 500,000 people around the world!

Free market societies enjoy many benefits over countries that try to manage their overall economies in a top-down fashion. Free markets have been a major factor in lifting many people out of poverty across the globe. That’s not to say that other economic approaches don’t have some advantages because they do. Certain commodities, services, and industries should be regulated by the government for overall efficiency and general welfare. 

One deeply held belief of free markets proponents is that collectively, individual buyers and sellers know more than a small group of people at the top who try to set prices and regulate transactions between parties.

The collective, many over the expert few, is sometimes referred to as “the wisdom of the crowd.” For more on that concept, I suggest you look at James Surowiecki’s Wisdom of Crowds. For the most relevant, understandable, and very interesting resource on economics that I’ve come across over the decades I refer you to Basic Economics by Thomas Sowell. 

I share those opening paragraphs to set up the rest of the article which focuses on something that impacts all of us – gas prices. Right now, we’re feeling pain at the pump in unprecedented ways. Regarding gas prices, you may have seen the following posted on one or more of your social media sites recently.

It would be very easy to conclude Exxon is simply greedy, taking advantage of average Americans by increasing prices to increase profits. This begs the question: is Exxon operating out of greed or simply participating in the free market economy? If it’s not greed, then why would their profit in Q1 of 2022 be nearly double when compared to the same time the year before?

If you look at the chart below, you’ll see the top line represents gross profit margin. That percentage is figured out as follows: (Revenue – Cost of Goods Sold) / Revenue. The 5-year chart shows a very consistent percentage of 20 to 24 with the exception of 2021.

Why was 2021 so bad? People were hardly driving because of the pandemic so revenue dropped significantly. However, the cost of oil was relatively stable as were Exxon’s fixed costs (refineries, pipelines, salaries, etc.). With lower revenues and costs staying essentially the same, their gross margin dipped to a 5-year low when it hit about 17%.

In 2022, revenue rose significantly and that was primarily because people started traveling again. When revenue rises faster than cost of goods sold, the profit margin will increase. However, in Exxon’s case it only rose a percentage or two above their normal trend. You see the same phenomenon with their operating margin and net margin. 

Chart source: Macrotrends

Now another issue has arisen: refinery capacity. Oil companies and investors in oil have to make a choice: Do they pour more money into an industry that many people want to go away or do they do something else with their profits. If they could refine more oil without major investment and keep their profit margins at acceptable levels, I think they would. If they did not, it would work against the idea that they are greedy. After all, if they want more profit and can get it, why wouldn’t they go after it?

I don’t write this as an apologist for Exxon or the oil companies. I don’t own stock in oil companies and don’t have oil companies as clients. I cannot speak to their accounting practices, positions on climate change, or a host of other things. I’ve no doubt someone with a deeper background in economics or knowledge of the oil industry might challenge some of my assumptions. If I’m incorrect on some point(s) please feel free to comment below.

I wrote this post because it’s important that we understand more than a meme or simplistic stat. There’s always more to the story and we need to explore just a bit more. In this case, contrast (compared to what?) has to be considered. Just because a company doubled its total profit does not mean they are taking advantage of consumers. 

As much as I’d like to pay less for gas, in this case I don’t believe Exxon or other oil companies are gouging us. If you believe that, then next time gas falls below $3.00 or $2.50 a gallon are you willing to hold up the industry as good guys, champions of the average working person? 

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. An author, TEDx speaker, international trainer, coach, and consultant, he’s one of only a dozen people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by BookAuthority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His new book, The Influencer: Secrets to Success and Happiness, is a business parable.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 500,000 people around the world!