Page 22 - How To Sell Yourself

Selling Yourself 21
I’m convinced that if he’d had as much fun running for presi- dent as he had selling Viagra, he’d have run for reelection in 2000. Incidentally, Bob Dole named his dog Leader. Bill Clinton’s dog was Buddy. That speaks volumes. As I said, his opponent was untrustworthy, but Dole was unlikable. One more time: Likabil- ity wins.
The power of perception
Obviously, I’m talking about the power of perception. Some years ago you were watching an entertainment show on television. The show cut away to a commercial. Then a 10-second promo came on for the late news. Then back to another commercial. The news teaser you saw was a close-up of the anchor person saying, “Superstar Michael Jackson is under investigation today by the Los Angeles Police for sexually molesting a 13-year-old boy...at 10.”
So at 10 p.m. we turned on the news and it opened exactly the same way: The anchor, looking stern, severe, and sincere said the same words, “Superstar Michael Jackson is under investigation today for sexually molesting a 13-year-old boy.” Then the picture cut away. The anchor was gone but we heard the same voice say- ing, “sleeping with.. .fondling...touching the private parts of....” It was a whole laundry list of suggestive sex words. And do you re- member what they showed you? There, on the screen, bigger than life, was Michael Jackson doing the “Moonwalk,” tugging at his crotch and massaging his privates as he strutted back and forth across the stage. Guilty!
After that you saw the same video footage over and over again. It was repeated as often as the Rodney King beating, the O.J. Bronco chase, and Bill Clinton hugging Monica Lewinsky. Sure, it’s overkill, but it helps reinforce a specific perception. And that perception may not be reality.
So, if I perceive you to be incompetent, you’re incompetent. At least, that’s what you are to me. If I perceive you to be unlik- able, you are. The fact that you’re really competent and likable doesn’t mean a thing. Unfortunately, very few people have learned the secrets of communicating competence and likability.