Noted Clinton supporter* Scott Adams thinks Hillary is making a major persuasion mistake in her campaign:
… that brings us to a concept called “Selling past the close.” That’s a persuasion mistake. Clinton has already sold the country on the idea that a woman can be president. Sales experts will tell you that once the sale is made, you need to stop selling, because you have no chance of making things better, but you might give the buyer a reason to change her mind.
Obama understood how to avoid selling past the close. At some point during Obama’s first presidential election campaign the country mentally agreed that an African-American could be their next president. So Obama accepted the sale and talked about other stuff. If he had dwelled on race, and his place in history, he would have risked making things worse. So he stayed quiet on race (mostly) and won. Twice.
Clinton is taking a different approach. As Michelle Obama said, we now take for granted that a woman can be president. That sale is made. But Clinton keeps selling. And that’s an enormous persuasion mistake.
I watched singer Alicia Keys perform her song Superwoman at the convention and experienced a sinking feeling. I’m fairly certain my testosterone levels dropped as I watched, and that’s not even a little bit of an exaggeration. Science says men’s testosterone levels rise when they experience victory, and drop when they experience the opposite. I watched Keys tell the world that women are the answer to our problems. True or not, men were probably not feeling successful and victorious during her act.
Let me say this again, so you know I’m not kidding. Based on what I know about the human body, and the way our thoughts regulate our hormones, the Democratic National Convention is probably lowering testosterone levels all over the country. Literally, not figuratively. And since testosterone is a feel-good chemical for men, I think the Democratic convention is making men feel less happy. They might not know why they feel less happy, but they will start to associate the low feeling with whatever they are looking at when it happens, i.e. Clinton.
* He endorses Clinton for his personal safety. He says neither candidate actually aligns with his views. He also says he doesn’t vote (but he lives in California where Clinton will likely have a huge surplus of votes anyway).
