On March 17, 2022, Arnold Schwarzenegger posted a video message to the Russian people. You can watch the video below the article.

Arnold had a very clear purpose, clear why, and a clear audience.

The aim was to tell the truth about the Russian war in Ukraine.

The “Why”, as he said: “I love the Russians, that’s why I have to tell you the truth”

Audience: “Dear” Russian friends and Russian soldiers

1. What did Arnold do to convey his message in a compelling way?

2. What did he do to make the Russians believe him?

3. What can we learn about influencing people in this speech?

Firstly, Arnold Schwarzenegger, is a well-known athlete, actor and politician. He has a renowned brand, a reputation and extensive media reach (25M followers on Facebook, 22,3M -on Instagram). He could have recorded a video presenting all the facts about what is going on in Ukraine, the war crimes, the sanctions, strong response from the world. But he didn’t.

He understood that he needed to build trust and personal connection with Russian people before trying to influence the way they think.

So, first, he told the story of his hero – Yuri Petrovich Vlasov – a Russian weightlifter. The story began when 14-year-old Arnold met Yuri at the 1961 World Weightlifting Championships in Vienna. His first impression of Yuri was – a kind, modest and caring man.

Then Arnold told his father’s story. His father, a German, who did not like Russians and urged Arnold to take the poster of Yuri Petrovich Vlasov off the wall and find a German hero. Arnold did not do it, although he understands his father’s motivation. His father was sent with the Nazi army to attack Leningrad during World War II, after which he returned wounded and broken physically and mentally.

Arnold further talks about his friendship with Yiru, about his travels to Moscow, stressing that he does not only have affection and respect for the Russian people.

Arnold is gentle, he shows that he cares for the Russian people. He asks for permission to listen to him “I hope you will let me tell the truth,” she says. He also shows empathy, admitting that nobody seems to want to listen to criticism of his country.

What gives him the right to tell the Russians what to think? Arnold proves that he is a Russian friend, knows Russians, admires Russians and cares for the Russian people.

Only when he has gained sufficient credibility does he begin to paint the true picture of the war; who is the aggressor and who is the victim. He exposes the lies of the Kremlin not only to the citizens of Russia, but also to soldiers and the world.

He points out that his father was also fed and pumped up with lies during World War II, which eventually broke him and killed him. So he calls on Russian soldiers to stop killing innocent neighbors, brothers and sisters, to abandon this illegal war.

Arnold ends his talk with a call to action: “I ask you to help me spread he truth” and a blessing: “My dear Russian friends, may God bless you all”

What can we learn about influencing people in that speech?

1. Your name and your authority is not enough to expect people change the way they think or do

2. You need to establish enough trust and credibility (rapport) first, before you start selling your message

3. Empathy is a gateway to people’ hearths, show that you care

4. Show your personal relationship to the cause and to people

5. Be clear about the purpose and the audience you address

6. Build emotional connection before you enlist rational arguments

7. Be personal and authentic, use storytelling