The Elements of Persuasion

What Makes Us Heroes

This week is the twentieth anniversary of Tiananmen Square. For five weeks students from many Chinese Universities had collected in Tiananmen Square. They were peacefully demanding more human rights. The protests had been going on for over five weeks. The Chinese Government grew afraid they were loosing control.  On the evening of June 3ed 1989 Chinese officials sent in tanks and personal carriers. They broke up the protest by crushing and shooting students in their sleep. The next morning the Square was empty. The only thing that remained were the tanks. As they were attempting to move back to their base a lone man, carrying two shopping bags appeared in the middle of the road and blocked the tanks. People on the scene were sure he would be killed. Yet as mysteriously as he appeared he suddenly melted into the crowd and to this day he has never been identified.. Fortunately his courageous actions were recorded by journalists and what emerged is one of the most powerful and iconic pictures of the twentieth century. The picture is known as “Tank Man” and it has been reproduced millions of times around the world. This picture has been reported to change countless lives by inspiring others to take courageous actions. It inspired students in East Berlin to begin to destroy the Berlin Wall.
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What are the essential qualities that all heroes both real and fictional share? Heroes provide the audience with a clear point of view. In other words they take a stand. Or they expand their territory. Churchill took a stand against Hitler in 1939 when many other ministers wanted only to placate Germany. It was no accident that soon after taking his stand Churchill became Prime Minister. Another universal quality is that a hero’s actions are not primarily motivated by self interest. Joseph Campbell has said, “When we stop thinking primarily of ourselves and our own self-preservation, we undergo a truly heroic transformation of consciousness” (1948).

People don’t have to do spectacular things to be heroic. A close friend of mine is an example of an everyday hero. She works in the field of mental health. Everyday she faces frightened and angry patients, who can act in ways that make themselves and others miserable and ill. Facing that audience everyday and moving these people into a healthier way of life is heroic.  My friend is acquiring the ability to gently hold her ground as she guides patients toward greater self understanding and compassion. This is what true heroes do they help us remember what’s good about being alive and their actions point the way.

 

ELEMENT - EARTH

One thing Bob and I are questioned about when we talk on The Elements of Persuasion is the connection between the five story principles we use (Passion, Hero, Antagonist, Awareness and Transformation) and the actual Greek Elements (Fire, Earth, Water, Air and Space). The relationship is more than metaphoric – or if it is metaphoric it is such a deep cultural metaphor that you have to consider it as a given anyway.

Case in point: The ads being run by the DNCC against Elizabeth Dole’s reelection to the Senate. This is a very effective campaign that moves from two Good Ol’ Boys on rocking chairs on a porch to the even more effective direct attack below. The message – Elizabeth Dole isn’t really from here any more, so how can she possibly continue as our Senatorial Hero - is as personal as that quiet moment when you are alone in the voting booth. 

All politics is local. When a candidate loses their connection with the unique patch of ground they represent, they are toast. Pointing this out is particularly effective in the South – new or other wise - which has long memories and gave us the term “carpetbagger” in the first place. The folks we see talking in this spot are justly described as “the salt of the earth” – heroes in their own right.

KILLING WITH A KISS

If you’ve followed this blog since the WGA strike – boy, that seems a long time ago doesn’t it – you know the deep respect we have for Dave Letterman and the master storytellers behind the Late Show, 

Here is Dave talking about John McCain. It is a prime example of how a small personal story can make a larger political point precisely by remaining small and personal. Done right, it can be devastating.

"I don’t know if I can trust him.” Have you ever seen a shiv slipped between a politician’s ribs with more grace and style? And describing Keith Olberman as “that kid with the really big head” gives it just the right sense of good-natured balance. Masterful.

KNOW YOUR ENEMY

One thing every Hero does is define their Antagonist – the precise nature of the obstacle they must overcome. The Hero has a lot of leeway here, but because our point of view is partially determined by our past, every Hero has blind spots

Take the current economic crisis. If you are a Wall Street Insider you are likely to view the problem as one of “toxic loans”. It is the bad loans you made that are keeping up at night. What do you do about them? You get rid of them. Sell them to some sucker who doesn’t realize how toxic they are. And if you’re a Wall Street Insider who not so coincidentally happens to be the Secretary of the Treasury, well then you convince taxpayers to buy the junk for you. If you are Hank Paulson it makes sense.

But if instead you are an economist who has specialized in credit crises in a globalizing economy the problem isn’t just about bad loans, it is about frozen credit markets – banks that lack liquidity. Then the answer is to pump money directly into the banks – and because you don’t do that without some quid pro quo, you take a healthy share of the banks’ stock in return. That was the plan Paul Krugman has been pushing.

Since this isn’t a fictional story, these plans have real consequences that can be measured by the market. When the Paulson plan was announced markets went a twitter. When it was passed by Congress the Dow had the worst WEEK ever. When a variation of Krugman’s plan was adopted, with Britain in the lead, Wall Street had it’s best DAY ever. And as luck would have it, Krugman won the Nobel Prize for Economics.

Seems the the jury is in. Paul Krugman is our Hero.

Not that the recent stock pop will last – it probably won’t – but that the ideas behind it resonate with the people in the trenches. It is the Hero’s ability to inspire the folks on the firing line that makes the right story so central to real leadership.

ANTI SLEAZE

What do you do when your opponent consciously decides to stir things up by launching attacks that are just this side of inciting a lynch mob? Or, because on this blog politics is viewed as a test bed for broader communications strategies, your company’s chief competitor launches a viral rumor campaign against your flagship product?

The best response is a calm and trusted voice that can set things right. It could be a CEO who steps forward (the Japanese are particularly adroit at that) but an endorsement from an outsider whose voice is broadly trusted by your target audience is much, much better.

This radio ad, running now in the battle ground state of Virginia, is a micotargeting masterpiece. And the music in the background ain’t half bad neither. Don't miss it.

A very big thanks to Kathy G or at The G-Spot for putting this up. Click over to her website and check it out. She has a lot more of Ralph Stanley’s music posted. My favorite? “Man of Constant Sorrow” which pretty much covers how many folks will be feeling when they open up that envelop and see their 401K statement latter this month.

THE MAYOR FROM MAYBERRY

Great stories always have an inherent symmetry. This is particularly true of those stories written by history.

At the beginning of the Bush Administration in 2002 John DiIulio, who had run President Bush’s Office of Faith Based Initiatives resigned and called Karl Rove’s minions “Mayberry Machiavellis.” For many the name stuck.

But among Mr. Rove’s most useful political skills is his ability to see the branding gems hidden inside many insults. Attack George W’s grammar and miraculously his syntax will become even more tortured. Then Neocon commentators will stress how “down home” and “mainstream” W’s wisdom really is, as if most folks didn’t actually pass the seventh grade and most “ranches” aren’t devoted to growing cattle but to producing an endless supply of scrub brush that needs to be telegenically cut.

So it is to be expected that the Mayberry theme of this White House might lead the Rovian Repubs to choose a down home Mayor from a backwoods little town even smaller than the mythical Mayberry for the role of VP.

And Sarah Palin, who got here training in front of the camera as a local sportscaster for KTUU-TV in Anchorage, is playing it for all it is worth. And more power to her. Her unique speaking style, so easy to imitate and so brilliantly parodied by Tina Fey, is a form of verbal branding that will make sure her 15 minutes of fame won’t run out who ever wins this election.

That her verbal style is a conscious decision – and so worthy of praise – can be seen if you listen to how she responded in debates when she ran for Governor of Alaska. The winks, nods, “aw shucks” and “I’ll get back to yas” just aren’t there.

To see how effective this type of verbal branding can be in building a heroic persona, listen to the Master, Andy Griffith in his classic storytelling routine "What It Was, Was Football." One problem for McCain: If Palin is playing wise and steady Sherrif Andy, who is playing the socially awkward, nervously erratic and occasionally irrationally angry role of Barney Fife?

VOTE EATING VILLAINS

Yes, Virginia, there are real villains in politics. In our book The Elements of Persuasion we stress not demonizing an antagonist. In the real world, as opposed to Hollywood, you should be careful using the V word. But there are times it fits. We are reaching one of those times.

I’m not talking about nasty attack ads. Those are often in the eye of the beholder. Your hero is my antagonist. Your scandalous lie is my biting social commentary. It’s an American tradition that goes back at least to the mercurial friendship and bitter hurt feelings of Jefferson and Adams. A little mud slinging keeps our democracy down to earth, and hurray for us for doing it. Americans are a scrappy bunch. That is one reason we’re such lovable galoots. But the desire to win can go too far.

If there is one thing all Americans should agree on it is that every citizen has a right the right, if not the duty, to vote. That is not a technical right granted by a benevolent State, it is an Inalienable Right made tangible by the sacrifices of our Founding Fathers and “watered by the blood of patriots” in every generation since. So organized voter suppression is truly villainous.

And what could be more villainous than a banker foreclosing on little Nell’s mortgage then twirling his metaphoric mustache as he has the sheriff tear up her ballot because she doesn’t live there anymore. According to the website The Michigan Messenger someone connected with Repubs is trying to do just this in battleground state of Michigan. The Messenger's post must have touched some nerve because a slander suit has been filed. TPM fact-checked to find out who was paying the attorney fees and got shined on by the shyster involved which is not a good sign.

If this is actually happening, shame on whichever party allows it.

Of course there are more sophisticated technical ways of denying – or enhancing - the vote (and both parties seem to do it). Check out HBO's Hacking Democracy - availabe on disk - a truly scary documentary. Perfect for your pre election Halloween Party.

MC CAIN SHOULD SAY NO

As I said in the last post both candidates should take a strong NO position on the suggested financial sector bail out for purely story reasons. Lets start with McCain.

Remember, this election is about America choosing its “hero-in-chief” We are looking for someone who can hold their ground in a difficult and dangerous world. In marketing terms it is about having a strong and sustainable brand.

The McCain campaign has been pushing two related brand concepts; 1). McCain is a maverick and 2) McCain “will fight for you”. Saying yes to this bailout seriously erodes both messages.

By definition a maverick does not run with the herd, and that goes double in the middle of a stampede. It looks like that is what Paulson is trying to get going. The Treasury Secretary probably sincerely believes that this is best way to save the situation, or it may just be that this is the way the Bush Whitehouse likes to market its proposals (it does seem eerily similar to how we got into Iraq and passed the Patriot Act) but that is the current administration’s story choice. For McCain to beat the bad rap that he is “McSame” he needs to separate himself from those choices. He needs to stand strong against the biggest special interest in Congress – the Financial Products Industry. If he doesn't his maverick brand is toast.

McCain also needs to say no to protect his only really effective brand slogan “I’ll fight for you.” You can’t go into a fight by giving up before it starts. And you won’t have much leverage to “hold the bad guys accountable” and “make them famous” if you give them a blank check and promise not to ask any hard questions for the next two years, and that is what this bailout does.

So McCain should just say “Thanks but no thanks” to the Treasury Secretary’s proposed 700 Billion dollar “bridge loan to nowhere.” His political survival depends on it.

If you don’t think a tsunami of populist anger is heading our way check out this ad I found on that bastion of socialist skullduggery – Market Watch. BTW last Friday was the 13^th Annual “Speak Like a Pirate Day” so in the spirit of better late than never – ARGHH!

MONEY TALKS

Not all stories are words. Some are told visually, some numerically. The right spreadsheet at the right time can speak volumes.

A headline like the one I woke up to in this Sundays L A Times:

“Bailout to reach $700,000,000,000”

(with every zero in there for emphasis) makes it crystal clear that the Market Meltdown will be sucking up all the story oxygen for a many news cycles to come.

So how can the McCain and Obama campaigns get ahead of the story and roll it into their candidate’s vision of the future? I’m not talking about political spin or partisan posturing. Any hint of that will probably prove fatal. I’m talking about how the candidates can use their points of view – the empathic connection they have been developing for months with the voters - to help us all get a handle on this problem. That’s what heroes do – they bring us together for the common good by giving us a common framework to solve our problems.

How should Obama and McCain do it? Interestingly enough both campaigns should follow the example of Nancy Reagan and “JUST SAY NO!”

The reasons why they should say no are different for each candidate because each candidates story is different but the fact that they should both end up saying the same thing – NO - gives me bipartisan hope.

In the next day or two I’ll go into details on the story implications for each candidates. But to get an overview of the situation I suggest you check out this interview Bill Moyers just did with Kevin Philips. Philips first major work – The Emerging Republican Majority - was done while he was working in the Nixon White house and laid out what became known as the Southern Strategy. Since then his analysis has crisscrossed back and forth over party lines. His book “Wealth and Democracy” is as good a macro analysis of the problems America now faces as I have ever read. In this interview Phillips makes it clear that current financial crisis is a bipartisan problem long in the making, with more than enough mud to go around if we want to start slinging. Hopefully we won’t.

To stay up on breaking news you might want to try out ‘The Big Picture” blogsite if you don’t use it already.

WHEN HEROES FALL

As reported in the NYT Keith Olbermann and Chris Matthews have been replaced as MSNBC political anchors. From a hard-nosed business standpoint this is a very strange decision. MSNBC has been rising in the ratings because Olbermann and Mathew tell political stories – not just dryly report spin-meister prepared data points.

What's the difference? A political story has a defined point of view. That is, it is told by a hero who lets us know how they feel about the facts (stories are fact wrapped in emotion) . If the hero’s point of view agrees with mine, then I stay tuned to that channel. If not, I click my remote. It’s a free country.

Fox shot to the top of the cable news pack by recognizing that the idea of a purely impartial “objective” point of view was a paradigm whose time had long passed. Fox crossed the line by failing to report the facts accurately (famously the largest common factor among people who erroneously thought Iraq was behind 9/11 was that they got their news for Mr. Murdock’s organization) but it was on to something. When political tastes started to shift, people looked for a fresh set of news heroes. MSNBC’s stock began to rise because Olbermann was willing to say how he felt about the facts he was reporting on Iraq. The audience shared his outraged point of view - and so his audience grew. Mathews, for all his blow-hard faults, is clearly passionate about politics and tends to wear his heart on his sleeve. Both Olbermann and Mathews are powerful political story tellers and because of them  MSNBC could claim to be “THE PLACE FOR POLITICS”

But all that is gone now, and when in a few months MSNBC gradually leaks away the loyal viewers it spent years courting and sinks back beneath the waves becoming not a distinct brand but just one more cable news mash up it will be the lack of guts of its parent company NBC to stand up to a little heat from the Repub hit teams that will be to blame.

Once you loose brand loyalty it is very, very hard to get it back. If I were a shareholder in GE I would be very upset, because the NBC execs are clearly putting their political cowardice in front of my cash profits. And that doesn’t seem very American to me.