The Candidate’s 7 Deadly Sins
Dr. Peter A. Wish
If you ask candidates and campaign strategists for the keys to a successful campaign, they say logistics like fundraising, poll numbers, and grassroots.
These answers aren’t wrong, but they overlook an equally important ingredient to victory: making an emotional connection with voters. If voters don’t connect with you, they won’t vote for you. Our brains are hardwired to bond with others through stories and nonverbal cues. Yet, when many candidates hit the campaign trail, they too often emphasize data and policy, which leaves voters unmoved.
In The Candidate’s 7 Deadly Sins, Dr. Peter A. Wish teaches tested strategies that gain candidates the critical advantage over their opponents. He outlines the sins to avoid—being pessimistic, canned, tentative, reactive, cerebral, partisan, and arrogant—and provides a road map for turning each sin into a winning virtue. Dr. Wish draws on past and current case studies of political winners and losers, cutting-edge neuroscience, and his experience working with candidates and campaign teams. Wish found that candidates who connect emotionally with voters don’t just win their hearts and minds—they win elections.
Press & Praise
"This book is the ultimate catalog of political persuasion. It's a must-read for anyone thinking about running for office, or anyone who wants to help someone become a better candidate--the best how-to book on getting elected."
"Campaigning has never been more up-close and personal. Every candidate for every office needs to know how to connect with audiences. They can either be born with that ability, or read The Candidate's 7 Deadly Sins and learn."
"Peter A. Wish has written an excellent book chock full of advice for aspiring candidates. This is a trove of knowledge concerning the emotional aspects of politics. Anyone interested in campaigns and elections will benefit from his insight and wit."