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.