What is really behind the candidates’ statements in the first US Presidential debate of 2016? While analyses have been made about who won, who fell into the other’s trap etc., I was curious about who was using which Motivation Triggers™ and how effective they were. Were they able to use words that change minds, and if so who’s?
Motivation Triggers™ describe what motivates people, how they think, how they make decisions and how they act. They show up, hidden inside the words people use, and in their behaviour.
Here are the Motivation Triggers™ that our patented software, Libretta®, scientifically measures:
Toward Motivation Trigger™
People who have a Toward Motivation Trigger™ need a goal to be motivated. They want to achieve something and focus on where they are heading.
Away From Motivation Trigger™
When people have an Away From Motivation Trigger™, they easily notice what is wrong or should be prevented and avoided. They are motivated to get away from the things that bother them.
Internal Motivation Trigger™
People who have an Internal Motivation Trigger™ decide for themselves, based on what is important to them. They tend to reject ideas when told what to do.
External Motivation Trigger™
People who have an External Motivation Trigger™ are motivated when they are appreciated, recognized and get feedback. When making decisions they are influenced by outside people or information.
Options Motivation Trigger™
People who have an Options Motivation Trigger™ love having lots of choices and alternatives. They start things and often then start another something else, instead of completing the first activity.
Procedures Motivation Trigger™
People who have a Procedures Motivation Trigger™ prefer to follow a step by step process and often believe there is a “right” way to do things. Without a procedure they may get stuck. When they start something, they are driven to finish it.
Using the transcript from the first presidential debate in 2016 I ran each candidate’s statements, topic by topic through the Libretta® analysis.
Donald Trump used mainly Away From language when he spoke about the following topics:
the economy, trade deals, government regulations and cutting taxes. He recognizes what the issues are without focusing on solutions or goals to be met.
When talking about jobs he uses Toward language mentioning that he wants to “create tremendous jobs”, but this is a relatively rare use of Toward language compared to the number of times he used Away From and Internal language.
This indicates that he is much more concerned with problems, things he does not like and the strategies that he does not approve of. The language he uses resonates with people who are angry and upset about unemployment, and economic disparity. They respond well to someone who matches their level of anger and frustration, which Donald Trump clearly does.
Hillary Clinton, in her opening statement used more Toward and Internal language, talking about what she wanted to achieve and the goals she thought were important.
When criticizing Donald Trump, she used Away From and internal language fairly consistently and, particularly when she attacked his attitudes actions and behaviors. Her main Motivation Trigger™ was Internal – speaking from her point of view about what she thought was important for the country, but not in problem terms (Away From) nor about moving toward goals (Toward).
She finished the evening with Toward and Internal language in her closing statement, again speaking to what would be important for her to achieve during her presidency.
When Hillary Clinton used Away From language it was mostly directed at Donald Trump, and only rarely directed at issues that need to be solved. For her to attract people who respond well to Away From language, she would need to express more of the outrage at the issues that are faced by Americans who have not yet decided to vote for her and talk about how people are suffering.
This is the strategy that Barack Obama used in his “yes we can” speech. With the exception of that tagline the vast majority of his speech was identified to be in away from language.
To attract some of the Donald Trump supporters or the undecided voters, Ms. Clinton might consider switching the direction of her language (she can still say the same messages) from Toward to Away From for these particular audiences. Being selective about the language patterns per audience what would help her attract some of those undecided and some of the weaker Donald Trump supporters.
Let’s see what happens!
Please let me know what you think.
For more information on my Libretta® software: go to www.weongozi.com