Appeal to selfinterest from "summary" of Rules for Radicals by Saul David Alinsky
The core principle that I am laying out for you is the idea of appealing to self-interest. This concept is not about appealing to some lofty, abstract notion of the common good. No, this is about understanding that individuals are primarily motivated by what benefits them personally. It is about tapping into that basic human instinct to look out for oneself above all else. When you are trying to influence others, whether it be in politics, business, or any other arena, you must remember that people are driven by what is in it for them. You cannot simply rely on preaching about the greater good or the greater good for all. You must frame your message in a way that shows people how they stand to benefit personally from supporting your cause or your agenda. This is not about manipulation or deceit. It is about understanding human nature and using that understanding to effectively communicate your message. People are more likely to listen to you and support you if they see that doing so will further their own self-interest. This is not a cynical view of human nature; it is a realistic one. So, when you are crafting your message or your strategy, always keep in mind the principle of appealing to self-interest. Think about how you can show people that by supporting you, they will be helping themselves. This is not about being selfish or greedy. It is about recognizing that people are more willing to act when they see how they personally stand to gain. So, tap into that fundamental human motivation and watch as your influence grows.
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