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The Candidate's 7 Deadly Sins: Using Emotional Optics to Turn Political Vices into Virtues
If you ask candidates and campaign strategists for the keys to a successful campaign, they say logistics like fundraising, poll numbers, and grassroots.
These answers aren't wrong, but they overlook an equally important ingredient to victory: making an emotional connection with voters. If voters don't connect with you, they won't vote for you. Our brains are hardwired to bond with others through stories and nonverbal cues. Yet, when many candidates hit the campaign trail, they too often emphasize data and policy, which leaves voters unmoved.
In The Candidate's 7 Deadly Sins, Dr. Peter A. Wish teaches tested strategies that gain candidates the critical advantage over their opponents. He outlines the sins to avoid--being pessimistic, canned, tentative, reactive, cerebral, partisan, and arrogant--and provides a road map for turning each sin into a winning virtue. Dr. Wish draws on past and current case studies of political winners and losers, cutting-edge neuroscience, and his experience working with candidates and campaign teams. Wish found that candidates who connect emotionally with voters don't just win their hearts and minds--they win elections.
These answers aren't wrong, but they overlook an equally important ingredient to victory: making an emotional connection with voters. If voters don't connect with you, they won't vote for you. Our brains are hardwired to bond with others through stories and nonverbal cues. Yet, when many candidates hit the campaign trail, they too often emphasize data and policy, which leaves voters unmoved.
In The Candidate's 7 Deadly Sins, Dr. Peter A. Wish teaches tested strategies that gain candidates the critical advantage over their opponents. He outlines the sins to avoid--being pessimistic, canned, tentative, reactive, cerebral, partisan, and arrogant--and provides a road map for turning each sin into a winning virtue. Dr. Wish draws on past and current case studies of political winners and losers, cutting-edge neuroscience, and his experience working with candidates and campaign teams. Wish found that candidates who connect emotionally with voters don't just win their hearts and minds--they win elections.
314 pages, Paperback
Published February 28, 2020
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About the author
Peter A. Wish
2 books7 followersAfter a prominent career as a clinical and academic psychologist, Dr. Peter A. Wish found a second calling as a fundraiser, campaign coach, and strategist to political candidates. He was a valued member of Mitt Romney’s 2012 National Presidential Finance Committee and has advised Republican and Democratic candidates in congressional, senatorial, judicial, and gubernatorial campaigns. Dr. Wish wrote a weekly syndicated UPI column for the Boston Globe; hosted Psychologically Speaking, a daily radio CBS show; and appeared on shows like Nightline, Good Morning America, and The Today Show. He now lives in Sarasota, Florida with his wife, Dr. LeslieBeth Wish.
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Displaying 1 - 6 of 6 reviews
July 25, 2020
Overall, Dr. Wish peppers the book with numerous stories and use data from quoting psychological studies, neuroscience and other political strategists. Definitely worth reading if you are ever planning to run for a political office, since Dr Wish gives you a rough outline what do for a political campaign.
The main criticism I have with the book is I found some factual errors. Dr Wish mentioned on page 28 about President Richard Nixon had experience as a former governor. The fact is Nixon only ran for California governor one time in 1962 and Nixon lost the race. It makes me wonder on how through the fact checking was done with the book.
The main criticism I have with the book is I found some factual errors. Dr Wish mentioned on page 28 about President Richard Nixon had experience as a former governor. The fact is Nixon only ran for California governor one time in 1962 and Nixon lost the race. It makes me wonder on how through the fact checking was done with the book.
December 20, 2021
“Wish” more candidates could learn these lessons…
Dr. Wish is a sharp and knowledgeable political coach/insider that has been engaged with many campaigns from a ringside seat. Candidates for office - at every level - should follow his advice because most political consultants won’t take the time to teach candidates these lessons - especially when campaigning for the first time. Having run for office 5 times myself (winning 4 times) I would recommend the book to all current and future candidates. These insights might not win you an election, but it can keep you from losing one.
Dr. Wish is a sharp and knowledgeable political coach/insider that has been engaged with many campaigns from a ringside seat. Candidates for office - at every level - should follow his advice because most political consultants won’t take the time to teach candidates these lessons - especially when campaigning for the first time. Having run for office 5 times myself (winning 4 times) I would recommend the book to all current and future candidates. These insights might not win you an election, but it can keep you from losing one.
February 4, 2021
Amazing book. A leadership guide for any political candidate. Filled with practical wisdom and great for all voters to really understand what goes in a campaign what makes a successful candidate and politico. I would recommend this book to all.
June 25, 2021
I’m tempted to say every candidate should read this book but I refine that to say that only candidates that hire me should read this book. It cuts to the heart of HOW candidates should communicate and HOW voters process information on an emotional level. A great read!!!
October 16, 2025
A must read for politicians, staffers, campaigners and strategists. A lot of it is common sense but amazing how many don’t follow these principles in practice.
Displaying 1 - 6 of 6 reviews