In his book “Propaganda: The Formation of Men’s Attitudes”, Jacques Ellul posits that propaganda is one of the most powerful tools available to those who want to control the masses. He defines propaganda as “the effort to affect, manipulate, or control the thoughts, emotions, and behavior of a group in order to benefit the sponsor either directly or indirectly.” In other words, it’s a way of getting people to think and behave in a certain way by feeding them information that is biased or incomplete.
While Ellul’s book is primarily concerned with the use of propaganda by governments and other institutions, I believe that his insights can also be applied to the world of business. After all, what is marketing if not a form of propaganda? In this blog post, I’m going to show you how you can use some of Ellul’s ideas to become a better hustler.
What is Propaganda?
Before we get into how you can use propaganda to hustle, let’s first take a look at what propaganda is and how it works. According to Ellul, there are four main characteristics of propaganda:
-It is always oriented towards achieving a specific goal.
-It is always based on some kind of community (whether it’s a nation, an ethnic group, or even just a shared interest).
-It always uses some kind of communication channels (TV, radio, social media, etc.) to reach its audience.
-It always employs some kind of techniques (rhetorical devices, emotional appeals, etc.) to influence its audience.
Now that we know what propaganda is and how it works, let’s take a look at some specific ways you can use it to hustle hard and achieve your goals.
How You Can Use Propaganda To Hustle
- Know your audience. One of the most important things when it comes to creating successful propaganda is knowing your audience inside out. Who are they? What do they want? What do they need? What are their interests? What are their pain points? Once you’ve answered these questions, you’ll be able to create propaganda that speaks directly to them and resonates with them on a personal level.
- Create a slogan or catchphrase. A great way to distill your message down into something memorable and impactful is by creating a slogan or catchphrase for your audience to remember. For example, Nike’s “Just Do It” slogan encourages people to take action and not make excuses; Apple’s “Think Different” encourages people to be innovative and different; KFC’s “Finger Lickin’ Good” speaks for itself!
- Use emotion wisely. Emotional appeals are often very effective in persuasion because they bypass our rational thought processes and go straight for the heart (or gut!). However, it’s important not use emotion recklessly as it can backfire if used in excess or in the wrong context. Instead, use emotion sparingly and try to evoke positive emotions like happiness, hope, love, etc.
If you want to achieve success in business—or in anything else for that matter—you need learn how to hustle effectively. And one of the best ways to do that is by learning how to employ Ellul’s ideas about propaganda. By taking the time understand your audience and create persuasive content that resonates with them on an emotional level, you’ll be well on your way to becoming a master hustler!