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

Mark McKinnon, chief media advisor to George W. Bush and John McCain, and creator and cohost of The Circus on Showtime

"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."

Michael Sheehan, president, Sheehan & Associates

"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."

Matthew Continetti, founder, Washington Free Beacon and Scholar American Enterprise Institute

"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."

Dr. Peter A. Wish

During a prominent career as a clinical and academic psychologist, Dr. Wish also became a fundraiser, campaign coach, and strategist to political candidates. He served on Mitt Romney’s 2012 National Presidential Finance Committee and has advised Republican and Democratic candidates in state, congressional, senatorial, and gubernatorial campaigns.

Listed in Who’s Who in American Men and Women of Science, and Who’s Who in America, he has been quoted by over 200 newspapers and magazines, including the New York Times, USA Today, Time, Newsweek, L.A. Times, Cosmo, and the Wall Street Journal.

Dr. Wish wrote “The Family Experience” syndicated UPI column for the Boston Globe, hosted Psychologically Speaking on CBS radio, and was a guest consulting psychologist on The Good Day Show at WCVB-TV Boston. Wish has appeared on Nightline, Good Morning America, and The Today Show. He won the prestigious National Media Award from the American Psychological Foundation and was awarded the Public Communications Award by the Massachusetts Psychological Association. He lives in Sarasota, Florida. Contact: [email protected].

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