An expert in human behaviour has revealed the techniques politicians are using to get voters on their side.
The general election is fast-approaching, with only two days left.
As party leaders make their final pledges to win over a seat in Parliament, one expert has been analysing them over the past few weeks.
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Jessen James is an ex-psychiatric nurse, specialising in human behaviour, and trains people in public speaking skills.
After watching the heated debates between Sunank and Starmer, he’s noticed six “clever” techniques they’re using to help entice voters.
HYPNOTHERAPY
“With our brains constantly processing vast amounts of information, embedded commands are received by the subconscious mind,” Jesse told NeedToKnow.
“[It’s] a common technique in hypnotherapy and neuro-linguistic programming.
“These mind tricks, rooted in psychology, allow leaders to subtly plant ideas in our heads.
“We delete, distort and generalise information every minute of the day, and embedded commands bypass this barrier, [going to] a deeper level.”
He says that this technique is best delivered in short, concise sentences.
For example, Keir Starmer’s statement: “We are here to serve – our – country” said in three separate parts makes it more memorable.
DIVIDE AND CONQUER
This approach involves creating divisions within groups, in a bid to control and dominate.
He said: “By highlighting differences and creating an ‘us versus them’ mentality, UK leaders can rally their supporters and weaken their opponents.
“This technique taps into deep-seated psychological tendencies towards group identity and loyalty.
“I have noticed both Starmer and Sunak do this on several occasions.
“Starmer says: ‘The Conservatives have ruined us and we must regain control of our economy’.
“Whereas Sunak is frequently saying: ‘If you want higher taxes and higher welfare vote Labour, if you want lower taxes and lower welfare, vote Conservative. We have a clear plan and they don’t.’”
Jessen says this makes people feel “wanted” and avoid taking responsibility when things go wrong.
BODY LANGUAGE
Often, Keir Starmer may tilt his head when speaking, which the expert says appears like he is “empathising” with the audience and is “on their side”.
Jessen said: “Rishi nods a lot while saying things, coupled with a ‘thumb pointing’ gesture to demonstrate more certainty, direct leadership and encourage others unconsciously.
“As human beings, whatever we are lacking, we will look for in someone else.”
IMAGINATION
He says: “Keir’s ‘summer of change’ slogan evokes a sense of euphoria and vision, without needing detailed explanations.
“By appealing to voters’ desires for change and a better future, he creates a compelling narrative that resonates deeply.
“This backfired on Rishi recently, it comes down to the psychology of how most people live in the past, focusing on problems and not looking to the future.”
COMMONALITY
The most fundamental building block in any relationship is finding something in common with one another, as this helps to boost trust.
Jessen added: “The political leaders use this a lot to create a sense of familiarity and trust, making the audience more receptive to their messages.
“By reflecting the audience’s emotions and attitudes, leaders can create a deeper connection and influence them more effectively.”
Starmer often references his working class roots, his dad being a tool maker and his wife working for the NHS.
Sunak talks about watching his parents working hard as a GP and pharmacist growing up.
According to Jessen, this creates a “I’m like you, so like me” attitude.
EMOTION VS LOGIC
One of the most powerful techniques, as it makes our brains work in a different way to usual.
He added: “We make decisions based on how we feel, are likely to feel or do not want to feel.
“For example, logic tells you not to spend money you do not have, [but] emotion makes you splash the cash because of how it will make you feel.
“As Starmer has no proven track record of running the country, he cannot afford for people to vote for him on logic.
“He plays on the heart strings of the public a lot, saying things they want to hear.
“Rishi wasn’t applauded or cheered at all [by the audience], however as soon as he tapped into their patriotism around protecting our country, they sided with him.
“This tactic leverages the psychological principle that people are more likely to be influenced by those they feel connected to and positive about, as well as bypassing logicl through engaging the emotional mind.
“Very clever.”
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