22 How to Sell Yourself
Communicating competence and likability
Selling yourself is just that. It’s the ability to let the audience—
the person or people you’re talking to—see you as competent and
likable. Again, if they don’t like you and find you less than compe-
tent, you haven’t got a chance. If they see you as competent and
likable, your message gets across.
When the candidate you don’t like and don’t consider capable
tells you he’ll cut your taxes and give you more and better ser-
vices, you think he’s either a liar or an ass. When the same pledge
comes from the candidate you really like, who impresses you as
knowledgeable, you’re ready to elect him emperor, new clothes or
otherwise.
We can learn a lot from watching our politicians.
Issues and ideas are meaningless to an audience until and un-
less they’re presented in a likable, believable way. My hope is that
someday we’ll have two likable candidates running for the same
office. Only then will we be able to cut through the garbage and
get the message they want us to hear.
How the public views you
One more concept I should emphasize here: There are three
points of view possible in any audience.
- They can agree with you.
- They can disagree with you.
- They can be undecided.
Your job as a communicator is to reach out and win the un-
decided.
When the political candidate understands this fact, winning is
easier. When the trial lawyer gets it, the case is presented with a
better chance to convince the jury. When the salesman becomes
aware of it, the sale has a better chance of closure.
Aim for the undecided
Don’t waste your time with the people on your side. They’re
already yours. I’m not telling you to ignore them. I’m just saying