Scapegoating And Persuasion

Seems like for a while there nearly every car in the U.S. had a "United We Stand" bumper sticker. These stickers imply that our standing united was our only salvation. When we don't stand united, what happens? Of course, we fall divided.

Is this really true? If we buy into the idea at the core of the current political agenda (standing united, defeating terrorists, spreading democracy) will we all be just fine? Or in doing this do we blindly agree with an entire world of presuppositions?

Scapegoating works best when we have a common enemy. As it relates to 'United We Stand', think Osama bin Laden or Saddam Hussein. Having something to fight against, unites people.

In religion, Christianity specifically, we have Satan. In politics, say in the 1950's, there was the communist threat. More recently in politics, we had Scooter Libby (more of a fall guy, as opposed to scapegoat, say the pundits, because scapegoat implies innocence and fall guys are usually involved in the blame.)

It was popular in Massachusetts during the Salem Witch Trials. By diverting attention away from the state and church as the cause for difficulties in people's lives, witches (read: women) were burned at the stake as the core cause of societies ills.

Religion is great for scapegoating. Adam blamed Eve, Eve blamed the serpent. The Baptists show how the Mormons miss the point and lead people astray and visa versa. In order for Christianity to exist, Satan is the 'necessary evil', so to speak. Without Satan there is nothing to save humanity from. The concept of Satan has single-handedly maintained Christianity throughout the years.

I want to stress here that I am not debating the existence of Satan. I have no intention or interest in converting or recruiting anybody to my spiritual, religious or political beliefs. I am simply showing how scapegoating can and has been used over the years.

Politically we see scapegoating divert attention from the real news of the day to lesser problems.

We saw scapegoating rise to the status of national phenomenon during the aftermath of Hurricane Katrina. It even got a new name: The Blame Game. The mayor blamed the governor and the president. The governor blamed the president and the mayor. The president congratulated his FEMA appointee and suggested things were going swell until he realized no one was buying it and then proceeded to blame the governor and the mayor. Some folks in the government even suggested that no one was to blame, it was a natural disaster.

People ultimately want to believe that their problems or failures are the result of something outside themselves.

In sales and business scapegoating can be used to suggest your new client or prospect's former adviser (or agent), lacked knowledge and gave terrible advice and is responsible for preventing the client from earning what they should have earned.

To use this tactic ethically, try making the scapegoat an opposing force and not a person or group. Use an idea, philosophy or an unfortunate circumstance as the scapegoat.

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Kenrick Cleveland teaches strategies to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.

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