Andrew Yang Knows How To Beat Donald Trump
Kevin KruseContributor
Careers
Democratic presidential candidate Andrew Yang. (Photo by Stephen Maturen/Getty Images)GETTY IMAGES
When it comes to reelection, Donald Trump with boastful confidence stated, “The only thing I worry about is that some total unknown that nobody ever heard of comes along.”
Andrew Yang just might be that unknown
This is an article about persuasion, not politics. And Yang seems to be the only Democratic candidate thus far that understands the psychology of persuasion.
Scott Adams was the first to publicly predict a presidential win for Donald Trump, describing him as a “master persuader.” Adams noted that while traditional politicians argue with facts and figures and multi-point plans, master persuaders understand that people act (i.e., vote) based on their emotions, not logic. Our emotions are driven by our beliefs and ultimately, by our identity. Trump is an unabashed player of fear-driven identity-politics.
And therein lies the problem with most of the Democratic campaigns, and also our attempts to change our relatives’ minds during the family barbecue.
When you call out Trump’s racism, his supporters hear you calling
them racists. When you call out Trump’s lies, his supporters hear you calling
them liars. When you call out Trump’s misogyny, his supporters hear you saying
they hate women. They counter your facts with facts of their own. When you attack Trump directly, you are attacking the identity of people who voted for Trump. And there is nothing we won’t do to preserve our identity.
Andrew Yang takes a different approach. He explains that Trump isn’t the problem, Trump’s the
symptom of working-class Americans’ problems and their frustration with traditional politicians. Instead of attacking Trump (and indirectly Trump supporters), Yang talks about store closures and mass layoffs, and he offers a big bold unique solution in the form of universal basic income (UBI).
An anchor of persuasion psychology is the need for a villain; we need a person or thing to blame so we can feel that we are faultless ourselves. In Trump’s universe, there are numerous villains but primarily it’s immigrants. In Yang’s narrative, it’s automation—the robots are taking our jobs.
When it comes to the solution we need something simple, unique and ideally visual. For Trump’s story, the big promise is “we’re going to build a wall, and Mexico will pay for it.” In Yang’s story, he offers, “$1,000 a month for every American.” And while the policy wonks will nitpick over how to fund UBI—and Yang can get in the weeds about value-added tax when he needs to—it isn’t about the details. In persuasion, it’s never about the details it’s about the direction. When it comes to UBI, it doesn’t matter if it’s $500 per month or $1,500 per month. It doesn’t matter if taxing Amazon will pay for it or not. What matters is that UBI is a new, simple bold answer that triggers our emotions.
Yes, I deserve a dividend, and the robot owners should pay for it.
One persuasion point Yang still needs to develop is the promised land. While not original, Trump’s “Make America Great Again” slogan remains effective because of its simplicity and because of another powerful persuasion variable: repetition. Presently, the Yang campaign’s official slogan is “Humanity First.” Swing voters probably care more about Americans than all of humanity, and while it’s true that most people have a film-inspired fear of robots and AI, it’s not exactly top of mind. Yang often closes his remarks by saying, “Our vision is not left. It’s not right. It’s forward.” And he may find the seeds of a future slogan in that sentiment.
During primaries, it’s understandable candidates need to throw red meat to the base to demonstrate their anti-Trump credentials. But the danger is that this message, a message that attacks Trump voters indirectly, will be broadcast too loudly or for too long and offend those who might actually switch their vote. The only hope of changing the minds of Trump supporters is to validate their problems and fears, point to a new villain and a bold solution, and finally, offer a meme-worthy compelling vision of the future.
A recent poll conducted by Economist/YouGov found that Andrew Yang and Bernie Sanders are the only Democratic candidates with double-digit support from previous Trump voters. As Yang further refines and repeats his message, and as the established candidates continue to talk about Trump, we can expect this support to only get stronger.
Andrew Yang Knows How To Beat Donald Trump