By Victor Antonio, BSEE, MBA

In the study of persuasion, there are three often cited rules that are used to gain influence or compliance:

• The Rule of Contrast applies when two objects or people are placed next to each other and compared on the basis of different characteristics.  This rule is used usually to show that one object or person is better than the other. 

• The Rule of Association is used to tie one object or person to another object or person to trigger a relationship.  This rule tries to draw a link between two distinct objects or items.

• The Rule of Verbal Packaging applies to the usage of words to convey a covert or overt meaning.  This rule is used to either disguise or emphasize a particular point. 

The Rule of Association:

Barack Obama’s picture in African garb was leaked to the media by someone in the Clinton campaign in hopes that it would trigger the Rule of Association in the consciousness of the American voting public by connecting Barack Obama to Muslims.  Given today’s negative portrayal of Muslims by the media, the goal was to associate Obama with Muslims, more specifically extreme fundamentalism, hoping to trigger a negative reaction away from Obama. 

The Rule of Verbal Packaging:

Recently in the media, politicians who don’t want Obama to win the nomination, let alone the Presidency, are now starting to use his middle name, Hussein.  The objective here is quite obvious; by using the name “Hussein” as in Sadaam Hussein.  His opponents are indirectly trying to trigger the Rule of Association disguising their true intent by using the Rule of Verbal Packaging.

The Rule of Contrast:

By constantly reminding the public that Obama has no real experience when it comes to dealing with the U.S. economy or Foreign policy, his opponents are trying to trigger the Rule of Contrast by highlighting the differences.  They’re hoping the American public will see him as weak and inexperienced. 

Given the above tactics, the question is, ‘Why is Obama still on the move?”  No one ever expected this guy to go so far.  His opponents have used the above rules of influence, but to no avail.  Why?  Well, you may want to look a fourth rule called The Rule of Likeability!

The Rule of Likeability states that you will be able to influence others and gain compliance if they like and trust you.  Studies have shown that we will go out of our way to help or support people we like.  And when it comes to making a major decision, we will listen and support someone we like and trust. 

The complexities involved in understanding the U.S. economy and Foreign policy requires a commitment in terms of time and effort that we as citizens often times cannot afford.  Sometimes the subject is just too complex for the average person to grasp.  So instead we find a shortcut to our lack of knowledge.  We vote for someone who ‘seems’ to know what’s going on and who we trust. 

Frank Luntz, who wrote the book Words That Don’t Work, did an impromptu survey of Obama supporters and asked them to name at least one major U.S. policy that Obama was involved in.  Only one out of the twenty was able to answer the question.  That’s scary!  When the participants were then asked why they would vote for a guy not knowing his track record, the responses mostly came back along the lines of trust and likeability.  Obama is selling a vision and Americans are buying, not based on reason, but on emotion.  That too is scary! 

Selling Trust

In selling we say that people buy emotionally and then rationalize or justify their decision later.  Obama has demonstrated, with a little help from the media, that trust and rule of likeability far outweigh the rules of ‘Contrast and Association’. 

In business, buyers don’t care if there is someone out there who may be better, if they like you and trust you, they’ll buy from you.  Buyers don’t care if you don’t have the best product, if you have a comparable product and they like you and trust you, they’ll buy from you.

Obama is a great salesman and there is a lot we can learn from his oratorical prowess, his ability to connect with his audience and his power of persuasion when it comes to getting voters to buy his message.  And what is Obama selling?  He’s selling you on the belief that he’s the best candidate and he hopes that you will trust and like him enough to vote for him.  And so far, whether you’re a Democrat or Republican, you have to admit, the guy can sell a vision!