HOW POLITICIANS CAN PERSUADE PEOPLE TO TAKE THE COVID-19 VACCINE

Why are people so resistant to taking the COVID-19 vaccine?

There are a number of reasons for this…

…but the biggest is the inconsistent messages put out by authorities.

You see, I recently read an extremely interesting thread on Twitter.

The person who wrote this thread claims to be involved in high level political messaging.

According to them * this * is what politicians need to do:

1. Stop using guilt

Understand that guilt will never makeanyone take the vaccine. This is because guilt only works when people buy into your premises and moral frameworks. In fact, if people think you’re using guilt as a persuasion tool their views will only harden.

2. Respect people

Normal people are concerned that power will be used against them. If there’s no respect they will expect these abuses of power and they will naturally distrust you. At this point they become impossible to persuade.

3. Understand your audience

The powers that be seem to believe that it’s enough to announce their credentials and expertise. Instead you need to understand your audience and validate their concerns.

4. Build trust

Remember, if people don’t trust you nothing matters. Without trust they see you the same way they see a used car salesman. In this case all of your persuasion attempts will only serve to increase their skepticism of vaccines.

5. Avoid contradictions

The governments messaging has been contradictory, inconsistent, and cynical. A good example of this is politicians who go to restaurants and hair salons without masks…while ordinary people stayed inside and had their businesses shut down.

6. Admit to mistakes

These contradictions are the biggest reason why people are so skeptical. Politicians need to admit this skepticism is somewhat justified. They also need to admit that many mistakes were made.  

These points can be combined into a message which reads something like this.   

“We are sorry. We blew it at the start when we said masks don’t help. It turns out they do. We blew it when we said closing the border was racist. It was actually a good idea. We blew it with the vaccine roll out. We didn’t explain it well…”

Once this is done we move onto the meat of the message…

“We have earned your scorn and distrust. That is our fault. As a gesture of good will, we will not force you to take it…”

Doing this takes abuse of power off the table.

It also opens people up to hearing you out.

Then…

“The vaccines work. They do have side effects, and sometimes they can be severe. I want to say that first, so that you know and can make an informed decision. It is important that you have all the information. Even the downsides…”

This section is powerful because you’re not “fact checking” them.

You’re not treating their concerns as trivial, or acting pretentious, or as if you are a holier-than-thou smarty pants. Nor are you placing yourself above them or condemning them. You’re telling them that they do have concerns that must be addressed.

Next…

“The severe side effects are rare. They exist, but no more than with the flu shot or the malaria vaccine. The vaccine makes most people immune to Covid. About 95% of people who get vaccinated never get Covid. Most vaccines are like this…”

“There is always a small group of vaccinated people who get sick anyway. However, it still means that once you take it you really lower your risk for Covid. There are exceptions, again 95% is not 100%, and there will still be people who get it and pass it on, but it really lowers your risk of getting sick.”

What’s great about this section is that you’re not overselling the vaccine’s effectiveness.

What’s more, you’re not threatening people with another lockdown.

Finally…

“The vaccine isn’t perfect, and will not make Covid go extinct. What it will do is lower the odds of people getting Covid, and if enough people do that we can make most of the Covid go away, and we can lower the risks of Covid for people…”

“Given how prevalent Covid is and that the severe vaccine side effects are no more common that with other vaccines, this is the best and safest way to protect yourself from Covid…”

Again, notice that you’re not talking down to people, threatening them, or shaming them.

This type of messaging can be effective, but only if it’s done consistently…

…and even then it will take time to work.

Feeling convinced?

Cheers,

Alastair Walton

HOW SOCIOPATHS MANIPULATE PEOPLE

Many years ago I knew this guy who was (I’m 100% convinced) a real life sociopath.

This person was unbelievably shady and manipulative.

I could tell you hundreds of stories about the sketchy things he got up to.

The funny thing about this guy is he always, always had a sob story.

These stories were endless.

And after dealing with other possible sociopaths I realized something.

Elicitation of empathy is basically the primary form of manipulation used by these people.

From the get go they will attempt to tug on your heart strings.

There’s always a story they use to make you feel sorry for them.

And once you give in that’s when they pounce.

Another good example of this is homeless people.

Now, I’m not hating on the homeless.

Many of them have genuine problems and cannot fend for themselves.

But what I’m trying to say is that you shouldn’t be naïve.

A lot of these people are absolute predators.

The guy who tells you about his pregnant wife who has to turn tricks so that they can survive…and…who incidentally also has brain cancer…well…there’s a good chance he’s lying.

The bottom line is that you should be careful around people with sob stories.

Always keep your guard up.

Yes they may genuinely need help.

But a lot of the time you’re dealing with a wolf in sheep’s clothing.

Cheers,

Alastair Walton

P.S. The elicitation of empathy is the primary technique used by sociopaths to manipulate people. If you’re dealing with someone who always has a sob story…well…there’s a good chance they may be bona fide sociopath.

THE #1 THING THAT COPYWRITERS HATE

What’s the most irritating thing a client can do?

Promise work that doesn’t exist.

This was something I noticed when I first started freelance copywriting.

About 70% of clients would promise future work.

The line was always something like…

“If this goes well I have more work for you.”

“I want to work with someone long term.”

Or something to that effect.

The funny thing is that almost none of this so called work materialized. After a while I stopped replying to people who said things like this. If they mentioned future work I would immediately tune out and slot them into the not serious category. The reason why clients do this is basically to manipulate you. They dangle the prospect of future work in front of desperate writers to get them to jump through hoops (BTW, in psychology this is known as a future adventures projection. You tell people something great is going to happen to get them excited.)

It’s the type of sleazy trick that people like pick up artists use.

If you do this do you think I’m going to want to work with you?

Probably not.

Most clients believe they’re in a buyers-market and can jerk writers around. But the truth is that finding someone who makes deadlines 100% of the time, and can actually write is harder than it seems. So make sure to treat your writers like gold.

If you’re a copywriter avoid people like this.

And if you’re trying to hire copywriters don’t ever do it.

It’s the easiest way to get yourself written off as a time waster.

Bottom line:

Don’t promise future work and avoid making promises you can’t keep.

Cheers,

Alastair Walton

HOW TO JV WITH HARD TO REACH A-LIST MARKETERS

Want to know how to get the attention of A-List marketers?

(The type of you wish you could JV with.)

Having worked with a number of these people over the years I can tell you one thing…

They usually get 100’s of JV offers every single day.

If you want to stand out you need to do things differently.

So what’s the secret?

Buying their products.

You see, buying their stuff gives you an excuse to make contact.

If you’re one of their customers they’re going to answer your messages, believe me.

And what do marketers love more than anything else?

Testimonials!

So start off by telling them how much you loved their product.

Be specific and make them feel important.

Tell them exactly what you liked.

Once you’ve done that, continue communicating with them.

If you can buy more of their stuff.

Eventually they will recognize your name in their inbox.

Only at that point do you tell them about your product and ask if they want to work together.

Is this easy?

Hell no!

It can be a long, difficult and expensive process.

But if you’re willing to put in the effort it could be worth a six figure deal.

Cheers,

Alastair Walton

P.S. Want to get the attention of A-List marketers? It’s simple. Just BUY their products. This way they will be FORCED to communicate with you.

OMERTA

If you watch the Godfather (or any mafia movie) you’ve probably heard about Omerta.

Omerta is the mafia’s code of silence and honor.

It’s basically about keeping your mouth shut.

This is a useful rule to follow in business and life as well.

Actually, it’s one of the most important things I’ve ever learnt.

You see, from time to time you’ll have to deal with problematic clients or difficult situations.

Bad clients can get pretty abusive and will say horrible things.

The knee jerk reaction is to get upset and be just as abusive.

But this is something you should NEVER do.

Never lose your temper or say anything when you’re angry.

As soon as you do that the game is over.

You can expand this code of silence into the rest of your life.

Never show emotion and play your cards as close to your chest as possible.

Keep information to yourself unless it’s advantageous to share it.

Don’t ever tell anyone about your plans or goals.

Most importantly, avoid spilling your guts or sharing your secrets with people.

You need to develop a cool, unflappable persona and keep your mouth shut no matter what.

In fact, you should act like a stone cold killer at all times.

Bottom line, never say anything when you’re angry.

It simply isn’t worth it.

Cheers,

Alastair Walton

THE #1 REASON WHY TRUMP BECAME PRESIDENT

Love him or hate him there’s a lot you can learn from Donald trump.

The #1 thing you should pay attention to is his shameless self-promotion.

Whether it’s appearing in moves or pizza hut adverts, he’s spent decades getting his name out there.

The reason why he does this is simple.

FAME.

You see, Donald Trump is what you’d call a, “Famous businessman.”

More than anything else, being famous is what made him money.

Fame attracts opportunities he just wouldn’t get otherwise. Like highly lucrative business deals or hosting the Apprentice. Fame also gives him credibility. I mean if Donald Trump is getting interviewed on Letterman he must know a thing or two, right?

And it seems to have paid off handsomely for him.

But you can also exploit this.

The formula is simple.

Be a shameless self-promoter, get your name out there, become a celebrity and PROFIT.

Will you be president one day?

Who knows maybe.

But believe me, when people in your community want to do business…

…you’ll be the first person they think of.

See how that works?

Cheers,

Alastair

WHAT YOU MUST DO WHEN COMMUNICATING WITH PEOPLE

One of the best lessons I ever learnt was this:

“Money is attracted to speed.”

What does this mean?

Basically the faster you move the faster you’ll make money. The easiest way to implement this is in your communication. Any message or email should be replied to immediately. The faster you reply the faster you can get the ball rolling. In the past I used to take hours or even days to get back to people.

Then I realized how amateurish and unprofessional this looked…

…and started to reply back straight away.

When I did this my success rate dramatically increased.

You see, here’s what you need to realize:

Most people are highly impatient and want immediate replies. Attention is fleeting and if you wait even an hour it might be too late. This goes double for people who want to get started now. Take too long and someone else will end up taking your place.

Bottom line:

Get into the habit of doing things NOW and you’ll always be ahead of the next person.

If you wait and put things off you’ll never get anywhere and that’s a fact.

The faster you move the better you’ll do.

Money is attracted to speed.

So work fast and get PAID.

Cheers,

Alastair Walton