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916: Six Principles for Writing to Busy Readers with Todd Rogers
How to Be Awesome at Your Job
Responding to Attack Ads in Political Campaigns
When facing louder and lying attack ads in political campaigns, it is more effective to utilize a strategy called 'poison parasite.' Instead of directly countering the attack, one should create a different association that automatically brings up a response negating the attack whenever the attack is mentioned. By forming a conditioned association, repeating phrases used in attacks will trigger a response that reinforces the candidate's positive attributes and deflects attention from the negative allegations. This approach aims to neutralize the impact of attack ads by shifting the focus onto the opponent's potential wrongdoings, creating a self-negating cycle of attack and response.
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