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the ancient Chinese military strategist Sun Tzu declared, “Every battle is won before it is fought.”
the political scientist Bernard Cohen wrote, “The press may not be successful most of the time in telling people what to think, but it is stunningly successful in telling them what to think about.” According to this view, in an election, whichever political party is seen by voters to have the superior stance on the issue highest on the media’s agenda at the moment will likely win.
The readiness is all. —William Shakespeare, Hamlet, act 5, scene 2
Although that started out as the main reason most such programming begins far into the night, there is a more important reason: the ads perform better then. At the tail of a long day, viewers don’t have the mental energy to resist the ads’ emotional triggers (likable hosts, enthusiastic studio audiences, dwindling supplies, and so on).
Similarities and compliments cause people to feel that you like them, and once they come to recognize that you like them, they’ll want to do business with you. That’s because people trust that those who like them will try to steer them correctly. So by my lights, the number one rule for salespeople is to show customers that you genuinely like them.
