Like you, vote for me
By Graham Davies

For Lewis Hamilton the magic number was 98 to become champion of the world. For Barack Obama and John McCain it is 270.

Whether it is votes, goals, points or position, success is a binary business. ‘Better’ or ‘More’ has to be calculated, and an assembly of ones and zeros is the only way to provide clarity.

However, how you obtain your success is far from binary. For Obama and McCain, getting people to vote for them it is not a black and white issue. They must persuade the electorate that either by way of natural fit or contrast they are just right for the White House. Persuasion involves a lot of grey.

In the American sales-centric society, there is almost a genetic predisposition toward persuasive presentations.

Both presidential candidates have extensively exploited the likeability factor in persuasion: I do what you do, I talk like you, I look like you….so I can represent you.

Even the otherwise cartoon-like Sarah Palin has done this well. By continually playing the ‘I am like you’ card she has made very little go a very long way in one-dimensional Middle-America.

Mind you, this approach works no matter what the nationality of the audience.
If you reflect their attitudes, goals, beliefs, and vocabulary, they will open their minds to be persuaded.

In the USA tonight, the grey of the persuasive process will only again become black and white with the ink on millions of ballot papers.