Facts don't care about your feelings? I mean, sure, facts don't care about your feelings, but feelings sell. And that's where we're losing the battle. It's the battle on actually appealing to people's feelings, and appealing to people's emotions
We've been focusing on messaging here on the program for a number of years, so I thought it good to bring back up the importance of messaging and why effective messaging has been one of the areas we libertarians have been failing the most.
"Once we start to build this case that libertarian solutions work, then more and more people just by the virtue of seeing it work, the market is going to show, hey, this alternative way of doing things works, and all of a sudden, more people will start to gravitate that way.
We see it in the marketplace right now. And I believe it will be an inevitable reaction as well when people start to see it working within their own communities. And going back to the whole emotions versus logic and reason.
Isn't it wild?
When you hear folks like Ben Shapiro, who will say very adamantly, that facts don't care about your feelings? I mean, sure, facts don't care about your feelings, but feelings sell. And that's where we're losing the battle. It's the battle on actually appealing to people's feelings, and appealing to people's emotions."
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Brian Nichols 0:03
focusing on winning arguments. We're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show. Well, happy Thursday there folks fine with you're on The Brian Nichols Show and thank you for joining us on of course, another fun filled episode I am is always your humble host and today it's one on one and we're going to talk about why yes, libertarians. Messaging does in fact matter. But first we're gonna go ahead and give a shout out to today's sponsor the expat money summit 2022 heads the Brian Nichols show.com forward slash expat where you can go ahead and grab your free tickets to this virtual summit taking place November 7 through November 11. Five days 30 expert speakers join our good friend McHale Thorpe, who is the founder of the expat money show and host of this year's expat money Summit, where he promises you watch for a week you will reap the benefits for generations join us. Yes, Brian Nichols show.com. Forward slash expat and get your free tickets. Today, folks,
I am so excited for today's conversation, because it's going to be you and me one on one. And we're going to be talking about an issue that I would say has been really leading the conversation as of late specifically, after the past few weeks of the aftermath of the Reno reset, right. And the idea of messaging. And this is something that we've been talking about quite a bit here on The Brian Nichols Show, specifically due to the fact that messaging Yes, it does, in fact, matter. But the messaging from LP national up until recently has been abysmal. And this is something we've been talking about here in the program for years at this point, especially during the past few years of the COVID lockdown. So let's talk about messaging, shall we, folks, if you want to sell liberty, you need to listen more and talk less. And this is going to be something a lot of libertarians need to realize at a truly fundamental level. And that is while we think we know what people care about, because the issues that we're talking about, they matter to us, they might not matter to people. So instead what we need to do is we need to actually ask people, what matters to you. And then believe it or not, nine times out of 10 They're gonna tell us exactly what the problem is. And then they give us the opportunity to play the role of problem solver. It's it's like you're trying to solve the bedbug problem, right? You know, they can't sleep at night, they can't focus on their kids education, their kids can't sleep, their wife is miserable. And you say, Hey, listen, I can help you solve your bedbug issue, and I'm going to help you solve this bedbug issue and get rid of these bedbugs. And I'm actually going to show you the step by step means to get rid of these bedbugs. And by the way, I'm also going to tell you some stories of folks who have helped just like you who are in the exact same situation you're in, but I got rid of their bedbugs. And then guess what, what happens if your solution ends up working for them, suddenly, maybe they're gonna start asking you to help them beyond their bedbug issue, and they're gonna start to ask you for help on other stuff. Because maybe now they're gonna start to trust you. And they're gonna start to realize that in building this relationship, beyond just what they thought maybe was a random person telling them what they should be doing. They now realize that you're actually trying to give them real, tangible advice that has value in it. And that's something right there that US libertarians, we need to realize that we're not going to be able to really sell liberty, if we're not focusing first and foremost, on the issues that people care about, and build value first. For a lot of libertarians out there, it's like this current point in time, our only real value is just simply being an alternative. But here's the sad, just dirty, rotten truth in sales. Two things fundamentally sell and it's fear and love. And right now we know that people make their decisions based on emotion first, and then rationalize his decision with facts and logic and reason afterwards. So we as libertarians need to start instead of approaching politics, through the lens of building and promoting over. Rather, we need to start approaching politics through the lens of building overtly non political solutions by winning state local elections to help we'll back those local governments. And I'd say right there libertarians that by and large, we should be focusing our time and energy focusing specifically on those local areas where we can tackle those top issues that's truly going to have a real libertarian solution. I mean, think if we can ask people here, let's take Flint, Michigan, for example. If we had to take Flint, Michigan, what do you think would be the hot button issue for Flint? Probably still to this day, almost a decade later, it's probably going to be the water issue. And let's just say for example, we had a libertarian Running for town or city council, they're in Flint. And they were able to run on overtly libertarian solutions to help solve the water crisis in Flint, Michigan. Do you not think that that would be a better starting off point? Or is a resume builder at the very least for other libertarians and other localities and they can say, hey, look, it's worked here. Let's try it here. And then here's the truth. Once we start to build this case that libertarian solutions work, then more and more people just by the virtue of seeing it work, the market is going to show, hey, this alternative way of doing things works, and all of a sudden, more people will start to gravitate that way. We see it in the marketplace right now. And I believe it will be an inevitable reaction as well when people start to see it working within their own communities. And going back to the whole emotions versus logic and reason. Isn't it wild?
When you hear folks like Ben Shapiro, who will say very adamantly, that facts don't care about your feelings? I mean, sure, facts don't care about your feelings, but feelings sell. And that's where we're losing the battle. It's the battle on actually appealing to people's feelings, and appealing to people's emotions. I firmly firmly believe that if we can actually reach people and appeal to those emotions by telling stories, I mean, look what Matt Taibbi is doing over at free the people. That has been such an amazing opportunity for me just to take a treasure trove of content that he's curated, give it to my friends on both the left and the right, whatever their specific issue is whether I want to go ahead and show them a documentary with Thomas Massie where he's living off the grid, or I can show them documentaries on criminal justice, reform, taxes, I mean, literally anything you could think of, there are so many different opportunities that I can bring them to, and start using stories to sell. And let's take a second and just look at where we are as a country right now. Right? I mean, who are some of the most influential people in our society, who are some of the most, if not influential, the ones who are actually guiding the culture. Whether we like it or not, it's celebrities. And why for better or for worse, people when they see Matthew McConaughey on the screen pushing gun control, they also see the guy Matthew McConaughey on TV playing the role. And they're like, Man, I trust him because he's convincing as the role he's playing. And it builds this level of familiarity, this level of trust. And when we see these role models, these people who are being idolized, and now they're supporting candidates, or in this case, constituents, or elected officials, like Joe Biden, or Kamala Harris, all sudden, our internal brain that, you know, we don't know it's there, but it's they're always working in the background is like, Wait, hold on, I like this person in the role, and now they're supporting this person. I don't really like that person, though. I have natural reservations towards them. But I'm gonna ignore that because I trust the person that's making the recommendation. I'm gonna go with who I trust, right? And here's what stinks is that on average, people simply want to be told what to do. There's so much going on in the world. It's sensory overload, information overload. We don't know what decision is the right decision. And while that sucks, that's just the reality. But here's where we can actually help. And that is, instead of saying, we're just going to tell you what to do, we're going to help people think we're going to help show people how to think. And we do that by asking questions by asking phenomenal questions. And that's one of the things about sales is if we can have any libertarian out there, and get them a little nugget of advice, it'd be this, simply start asking more questions. And that will instantly help you become a better salesperson for Liberty overnight. And if you're in a conversation with someone, and you find yourself talking way more than they are, something's gone wrong, right? Because you want to be asking them open ended questions, to get them to open up, paint a picture, and they will paint it for you, and help you figure out how they got to where they currently are and their pain, their pain point, from point A to point B. In the libertarian world, we see folks gravitate from both the left and the right to very different stories. But it's also very different pathways to a same, very similar and conclusion. And both of these stories are absolutely imperative in trying to relate to people both on the left and the right. So know who your market is and know how to communicate to that market. And don't expect an instant return. In sales. You see an average sale, especially in the b2b marketplace, it can sometimes take six months a year if not longer. And that's just how it is in politics to you're planting a seed in many cases, you're not going to see that seed grow into a tree overnight. Let it take time And then you know what's gonna happen. Two months from now, you're gonna have a person you were talking to you sitting there talking to their crazy uncle who's trying to tell them and convince them that inflation is actually actually due to greedy corporations, and then they're gonna be like, huh, but I remember that libertarian saying that thing now it's time to maybe raise my eyebrows on inflation. And now it's coming back into the conversation I'm having with crazy uncle Joe. And you know what? It's starting to make sense. And once they have the light bulb moment, we got him. It's a win for us. It's Kamala Harris. We've got a Joe we did it. Remember, you can't logic and reason people to death either.
You can't good idea, people to death. Like, I know this is gonna be shocking, and maybe a little controversial, but you actually have to talk to people, as people I know. And you know what, here's a funny little thing is that people don't like to acknowledge it. But here's what made Trump so special is that he was able to communicate to people in such a simplistic language. I mean, think about Trump speaks in some of the most simple phrases. And here's the reality, your average person speaks in those simple words and phrases to so we as libertarians, we find ourselves talking about the non Aggression Principle. And then we speak about that your average person and they're like the non aggression, what? See, the beauty of Trump was that he could take a middle or low income guy in rural Kansas, and make him think that he was just like Trump that they were on equal footing. Like, guys, there's a beauty in that. There's something magical that he could paint this vision of a better tomorrow and get low income rural Kansas guy on board. And in Trump's beautiful way of doing it was helping focus on the better tomorrow. It was making America great again, the greatness from yesterday. So the older folks, right, it was this vision of something from yesteryear, that emotional tie back to the good old days. That thing that you really can't measure but it's there you can feel inside. And then he was able to paint that to a positive future that sold on people getting right back to where we were supposed to be making America great, again, very reminiscent to be ideas that were spoken by one of his President present predecessors that is in the ideas of hope and change. So yes, libertarians. Messaging matters. It's super important. As a matter of fact, messaging is one of the most important things that any political party can focus on. And how do we do that by number one, confining our message to more simplistic means, but also building it in a way that it's done so by focusing on the actual issues that people care about, so if you enjoy today's episode will do me a solid please number one, go ahead and
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