71 online
Most Popular Choices
Share on Facebook 10 Printer Friendly Page More Sharing
OpEdNews Op Eds   

Marketing Secrets for Truth Activists

By       (Page 1 of 4 pages)   3 comments
Message George Washington
Become a Fan
  (5 fans)
Truth activists have all the facts on our side, but how do we persuade people who stubbornly refuse to listen to those facts? I read a book recently which provides expert marketing and psychology advice for political activists1. This essay summarizes principles of persuasion for use by truth activists.

Those promoting a fascist agenda -- from those who coach political candidates to those who sell wars -- have long been using advanced marketing techniques and psychology to manipulate people.
We must understand these techniques in order to shield ourselves from manipulation.

In addition, using these tools in our work to protect our liberties, spread truth and promote justice will make us more effective.

3 Brains

The first thing to understand about persuasion is that every person actually has 3 brains. Top-notch communicators appeal to all 3 brains.

The 3 brains are:

(1) The reptilian brain, which focuses solely on survival, fight-or-flight, and getting away from pain.

(2) The mammalian brain, which handles emotions: love, indignation, compassion, envy, hope, etc.

(3) The human brain (neocortex), where we handle logic, abstract thought, words, symbols and time.

Most people incorrectly assume that if enough facts and logic are presented, people will believe the truth. In fact, psychologists, marketing experts and trial lawyers have found that facts are less persuasive for most people than emotions in reaching decisions.


The reptilian and monkey portions of our brain reach decisions based upon survival and emotion before the neocortex can make rational decisions. So facts alone won’t convince most people. Instead, stories, images and emotions are what sway most people.

For example, one political psychologist writes:
If you appeal primarily to people's reason without first getting them to feel the significance of the issue you're talking about, they're not going to be interested. From an evolutionary standpoint, our emotions play two major roles. One, our emotions appear to capture our attention, so if you don't make emotionally compelling arguments, if you don't use stories or examples to grab listeners, they won't hear important things you have to say. The other role of emotion, which is probably most crucial, is that emotions motivate us -- positive feelings pull us towards things that are generally good for us, and negative emotions move us away from things that are generally bad for us.

Associating an issue or person with an emotion is called “anchoring”.

Some words convey strong positive or negative emotions, and act as powerful anchor words. For example, Newt Gingrich pushed the following positive words for use by politicians (I have deleted the anchor words which are not appropriate to truth activism, such as "crusade"):
share... change... opportunity... legacy... challenge... control... truth... moral... courage... reform... prosperity... movement... children... family... debate... compete... active(ly)... we/us/our... candid(ly)... humane... pristine... provide...

liberty... commitment... principle(d)... unique... duty... precious... premise... care(ing)... tough... listen... learn... help... lead... vision... success... empower(ment)... citizen... activist... mobilize... conflict... light... dream... freedom...

peace... rights... pioneer... proud/pride... building... preserve... pro-(issue): flag, children, environment... reform... confident... incentive... hard work... initiative... common sense... passionate
Just using these words to describe one's position helps to persuade people towards that position. For example, for those who work to expose the fact that the 9/11 Commission did not provide a complete accounting of what happened on September 11, both "truth" and "activist" are positive anchor words, but "truther" doesn't appear on the list, and is not a good anchor. "9/11 truth activist" is a lot more powerful a phrase than "9/11 truther".

Next Page  1  |  2  |  3  |  4

(Note: You can view every article as one long page if you sign up as an Advocate Member, or higher).

Rate It | View Ratings

George Washington Social Media Pages: Facebook page url on login Profile not filled in       Twitter page url on login Profile not filled in       Linkedin page url on login Profile not filled in       Instagram page url on login Profile not filled in

George Washington

As a political activist for decades, I have rejoiced in victories for the people and mourned in defeats. I chose the pen name "George Washington" because - as Washington's biographies show - he wasn't a (more...)
Go To Commenting
The views expressed herein are the sole responsibility of the author and do not necessarily reflect those of this website or its editors.
Writers Guidelines

Contact AuthorContact Author Contact EditorContact Editor Author PageView Authors' Articles
Support OpEdNews

OpEdNews depends upon can't survive without your help.

If you value this article and the work of OpEdNews, please either Donate or Purchase a premium membership.

If you've enjoyed this, sign up for our daily or weekly newsletter to get lots of great progressive content.
Daily Weekly     OpEd News Newsletter
   (Opens new browser window)

Most Popular Articles by this Author:     (View All Most Popular Articles by this Author)

Top Financial Experts Say World War 3 Is Coming -- Unless We Stop It

Indonesian Health Minister Says Swine Flu Might Have Been Man-Made | Epidemiologists and Virologists Need to Weigh In

Obama Is Considering Doing Something Even Bush Didn't Try: "Preventive Detention" of People Who Will Never Get a Trial

How To Solve the Economic Crisis

The Four Reasons the Mainstream Media Is Worthless

5 Reasons that Corporate Media Coverage is Pro-War

To View Comments or Join the Conversation:

Tell A Friend