Why Donald Trump Talks the Way He Does – and Why It Works

Back in college, I made some halfway decent money selling high end knives in people’s homes. One of the perks of the job was that the company provided us with some pretty high quality training in sales, time management, motivation and the like. The managers were big fans of people like Tony Robbins, Dale Carnegie and Steven Covey and took turns giving talks sharing what they were learning from them with us. While the company’s business model was actually kind of bullshit, the training has served me well over the years.

Like at one of our training events, a manager explained that human beings have these things called mirror cells in our brains. And these mirror cells cause us to instinctively imitate each other. This is why small children imitate the people around them and why we are so susceptible to peer pressure – our brains are programmed and have special cells dedicated to the task of imitation. Further, these mirror cells are closely associated with empathy which in turn leads to bonding and a sense of closeness with another human being.

And then he explained a little trick which we could use to exploit this feature of human neurology/psychology in order to gain control of a situation with another person. If you match a person’s emotional energy levels, this tends to activate their mirror neurons. Because you’re mirroring their energy. Once you’ve done this, you have activated the brain’s automatic impulse to imitate and can actually lead the person into the emotional state you want them to be in. So if a person comes in panicking and you initial response is to match their state of panic, you can then gently de-escalate your own emotional energy to a calmer state and the person will usually instinctively follow your lead and calm down much more quickly than if you try to calm them down directly. It’s a nifty trick if you’re a decent person simply looking to help someone in distress, encourage someone or otherwise positively influence them.

Or you can, as my manager explained, use this trick to sell people knives. All you have to do is match their emotional energy and they will instinctively respond positively to you and more easily follow your lead. Nod when they nod, smile when they smile, mirror back their body language and everything in their instinctive brain will be telling them to like and trust you. The trick is particularly helpful when dealing with objections since you start by agreeing with the objection which is unexpected so any defense they have prepared will be sidestepped while the mirror reaction is activate. Then you can often lead them from that point of resistance to the point of saying yes.

Like I said, nifty trick. Unless you don’t actually want or can’t afford high end knives. Then you might think it’s a dirty trick. But probably not. People really hate to admit when they’ve been manipulated into acting against their best interests. So more often than not, customers who bought knives they didn’t actually want or couldn’t afford will set about justifying their decision to purchase knives to themselves and anyone who attempts to chastise them. They will recall the times they meant to start cooking more and decide that the knives are perfect for making that happen. They will admire the various features I pointed out to them and repeat the benefits I showed them to themselves while using them. In fact, everyone in the house will know why the handle is shaped the way it is because the person who bought them will tell anyone who will listen about it. They will push away any thoughts of the expense by reminding themselves that these knives are a once in a lifetime investment that they will use everyday if they actually start cooking like they always meant to. And they will remember all the items they wanted but didn’t purchase to assure themselves that they were actually quite restrained and frugal when in fact I had just sold a $70 knife to people who literally didn’t own furniture.

So what does this have to do with the way Donald Trump talks and why it works? Well, the thing is the dynamic I describe above is well known to most sociopaths. In fact, it’s a tactic that the most skilled of them uses at all times. People who have spent time close to or studied sociopaths often note that they seem to be acting all the time. The reason is that these people habitually mirror the emotional states of people around them in order to maintain their control over their interactions with them. Because there is literally nothing more important to a sociopath than being in control. Nothing. So they use this little hack to influence the people around them, except because they are sociopaths, they don’t really care if they are using it for good or ill. Their only objective is to cultivate their influence over others. Which will sometimes line up with what is actually good for the people around them and sometimes not. It doesn’t particularly matter to someone like Trump, just so long as he gets what he wants which is control.

Donald Trump talks the way he does because the point of his speech isn’t to convey information or make an argument. On occasion he may flirt with doing those things, but the real purpose of their speech is to activate those mirror neurons. He basically made a bet that he could use this strategy to gain the support of a particular type of person (what my husband calls the NASCAR nation – relatively affluent, proud redneck or wanna be redneck types who revel in being defiant). Yes, he’s telling them things they want to hear, but even more he’s reflecting their emotional state back at them and then manipulating it for his own purposes. Basically, the purpose of his speech is to create an emotional experience in the people he is speaking to.

The thing is that when we are “in our emotions”, our hippo-campus isn’t fully engaged. Our bullshit meter goes offline. Same thing with our problem solving skills. Our short term memory is altered, as is the process for creating long term memories. We are literally in an altered mental state at that point. So by basically pushing the buttons to put people into their emotions and then rambling in a way that makes it hard for his audience’s hippo-campus to find something to latch onto, he’s using a classic conman’s trick to gain control over his audience without them even realizing what happened.

And lest you think I’m exaggerating, making things up and attributing ill will to harmless behavior, I can personally testify to this effect. I’ve inadvertently done it myself with public speaking and training where have I caught myself momentarily rambling and not making sense and nobody even noticed. I would catch myself spewing out gibberish, talking in circles and look out into the audience and realize that no one looked confused or doubtful. And if I actually stopped and corrected myself, very few people would even remember the details of any of the rubbish I had just spouted. They were just on the emotional roller coaster I was creating for them.

Anyways, I think Trump has been practicing this form of manipulation for his own ends forever. Not everyone is prone to falling for it, but many people are. Those who are prone to falling for it think he’s a good guy because he makes them feel good. Those who aren’t think he’s a lunatic because he’s clearly talking gibberish. But those who are falling for it are in the same position that the people who didn’t actually want and couldn’t afford fancy knives were. They’re not going to admit that they’ve been emotionally manipulated. They’re busy shoring up their own evidence and justifications for what is the political equivalent of buying a $70 dollar knife while living in a house with no furniture.

And, it must be said that often the difference between those who are vulnerable to this kind of manipulation and those who aren’t lie in the types of buttons being pushed. One person is vulnerable to flattery and another is vulnerable to tough guy talk. Sociopaths are very good at recognizing the difference so they can push the right buttons with the right person. Trump went for easy targets whose foibles he understands quite well, but don’t be so sure that if he had decided that some other audience – possibly one that you belong to – would give him what he wanted, he wouldn’t have been able to do the same thing to them (or you).

So, how do you protect yourself from being manipulated by a sociopath (or a sales person) like Trump? First, you take signs that there’s something shady going on seriously rather than writing them off. Plausible deniability is the last refuge of the sociopath. They count on you ignoring red flags because you’re giving them the benefit of the doubt. So be sparing with the benefit of the doubt. People who genuinely deserve the benefit of the doubt are quite willing to provide evidence to support their claim to it. People who are trying to manipulate you will behave as if they are entitled to the benefit of the doubt. They will accuse you of being a bad person or uncharitable if you attempt to withhold it from them. Again, this is markedly different from how people who actually deserve the benefit of the doubt typically behave.

Second, get your own boundaries really clear in your head and don’t let yourself make excuses for walking past them. Be stubborn up front rather than on the back end after you’ve already fallen for some bull. For example, if you believe in equality, remain committed to equality even in the face of evidence which can be interpreted in such a way that it undermines equality. Trust that there is a better explanation for what you see than one which undermines equality. Give yourself credit and trust what your own judgment says when you’re not in the presence of someone who is trying to influence you. Which leads to my 3rd tip . . .

Don’t just tell yourself that you won’t fall for someone’s influence – you will. We are all susceptible at some level to influence. It’s part of our design – remember the mirror neurons? And it’s not a bad thing that we are able to be influenced by others. But get really clear on your own beliefs, values and principles so that once the thrall has worn off, you have a baseline you can return to. Once you’re back at your baseline, you can consider the arguments that made sense to you and adjust if appropriate. But you want to do that when you’re not “in your emotions” and your hippo-campus is fully engaged. (Interestingly, people who focus on social justice are less emotional in their thinking than people who are unmoved by injustice. So if you want to be sure you’re not just “in your emotions”, focus on helping those down the ladder from you. It will snap you out of it.)

As to what to do about those who have fallen for Trump’s mind games, well, they are likely beyond our influence, much less our control at this point. I’ll explain more on that later. They’re just not playing the same game that we are, so to speak. You can try the nifty trick of matching their emotions on them. It’s not fool proof. And everyone’s busy re-assuring themselves that they really did make a very good decision that they totally do not regret. But it does tap into something pretty innate in us. So it will likely work as well as anything else, although it does take some practice to do well.

“I am sending you out like sheep surrounded by wolves, so be wise as serpents and innocent as doves.” ~ Matthew 10:16

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