For work my colleague, Sophie Norman and I, presented some lessons learned from the work work on fisheries at Dod’s European Public Action Day.
You can find a copy of the talk here.
[spiderpowa-pdf src=”https://www.aaronmcloughlin.com/wp-content/uploads/2014/02/epadtalk1.pdf”]epadtalk
Telepathy does not work.
The most effective way to persuade people is to go and speak to them. If you don’t speak to them, or get more powerful people to speak to them on your behalf, it is is hard to persuade them to alter their position.
Most people in Brussels tell me I am wrong. I could well be. I just have not worked out the knack for sending my thoughts through walls. I never found it worked when I was young in night clubs as a means of persuasion, and have tried “thoughts channeling” with my sons, but it has never worked, yet, to get them to tidy their rooms. So, in a sense of hopelessness, I try the “spoken” form of communication, and go and speak to the key person.
Speak Their Language
I find most car ads strange, or stupid, or both. They don’t speak to me. I have no idea what they are on about.
Now, the best way to understand how to speak to your audience is to read Chris Rose’s latest book “What Makes People Tick“.
If you are serious about understanding where people are coming from, and how to communicate to them, you need to read this book.
Chris talks about the work of Pat Dade. You can find out what “type” you are by taking this test.
http://www.cultdyn.co.uk/Process/indexAdagio.php
It may help you understand why you can’t understand dancing car ads or British politician who want to make “Little Britain” a real life expirement.
It is also helpful for re-framing your speaking points in way that your listener finds appealing. Now, of course you can continue saying exactly the same thing to the 3 different groups in society, but please don’t be surprised if 2/3 of people don’t understand, let alone of listen to you.
If you don’t want to accidentally piss of potential allies, give “Value Communicaitions” a go.
Not Everyone Is Important
There are 750 odd MEPs, a lot of Commission officials, even more government officials, and in reality most of them are not impiortant to you.
It is not that they are not important. It is jut that they are not important for you for winning your issue.
I have a rule of thumb that all issues are decided by 200 people. The trick is finding out who they are. That is not easy.
There is software you use to have a good idea who counts. Spy agencies have been using this stuff for a long time, and academics and a few firms have been using it in politics for a while. It is a useful in providing a good guestimate on whose going to sway a vote to your side.
After all, why bother trying to perform a late life political conversion of a politician who has never supported you and never in all likelihood will. You may be up for the challenge, but it is going to take you hell of lot of time and resources, and to be honest, your chances of getting what you want is going to be slim.
Similary, a lot of people spend a lot of time focusing their time on the converts. Why? They are with you – all you need to do is tell them when to turn up and how to vote! Now, it is fun to spend time with your political friends, but save that time for after the win.
Convert the Agnostics
The key people to focus on are those who are undecided and those who can bring the undecided over to you. The ‘converters’ are the sweet spot, and those are the people you need to support and work with.
Apologies
Speaking to the people who really count and in language they understand is likely to be seen as heretical.
The strange thing is that I have found them to be 3 easy ways to win campaigns. If you want to win, you may enjoy the presentation.