As one of the most polarising figures on the internet, Andrew Tate has amassed millions of followers on social media and has even grabbed attention in the mainstream media, even if its not always for the right reasons.
Love him or hate him, there is no denying he commands attention.
Tate’s charisma is not accidental; in fact, he uses very deliberate psychological tactics to influence and persuade others. Let’s look at the charismatic techniques he uses and understand the science that makes them work.
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The Illusory Truth Effect
Andrew Tate uses **The illusory truth effect** to increase his levels of charisma and influence. This is when we hear a false statement over and over again, to the point that it is repeated so much we believe it to be true.
This charismatic technique is particularly effective (as well as dangerous) because it can lead to misinformation and for followers to believe statements that are not true.
Andrew Tate is particularly effective as he repeats his phrases.
- “Escape the Matrix.”
- “I’m Top G.”
- “I say what I mean, and I mean what I say.”
- “They don’t want you to win.”
The Illusory Effect can have real positive benefits, for example, Barack Obama uses this charismatic technique in his victory speech, persuading the American people that he will bring prosperity:
“Yes, we can. To justice and equality. Yes we can. To opportunity and prosperity. Yes we can…”
The repetition makes you believe that you can do something.
There were 2 experiments carried out to better understand the Illusionary Effect. Below is the table of results:
Source: Why do we believe misinformation more easily when it’s repeated many times?
You can see that on average, the higher that a ‘truth’ was repeated the more credible it as seen by the participants.
Example
Watch this clip of Andrew Tate using his charisma to make you believe that he is successful. Count how many times he says “cash” because he wants to communicate his affluence to the point you believe him:
Confidence Amplifies Charisma
Part of Andrew Tate’s charisma is his unbreakable confidence he shows in interviews and talking about certain subjects such as woman, masculinity and success. Dr. Robert B. Cialdini outlines in his book Influence: Psychology of Persuasion that people tend to comply with individuals who appear authoritative, and one of the strongest cues for authority is certainty and confidence in speech and behaviour.
When Tate speaks he speaks with confidence and assertiveness, he never says something where he will sound unsure, uncertain or not confident.
This charisma technique that Andrew Tate uses is called the ‘Elaboration Likelihood Model’. This is when a speaker presents information to their audience and that audience will process and evaluate the information, remember it, and subsequently accept or reject it.
Tate makes use of attacking a listener’s “Peripheral Route Processing” so that they do not scrutinise his message. He wants you to focus on the content rather than the message itself.
Such as:
“When you walk into a room, act like you own the place.”
He wants you to see him as a confident and, therefore, an authoritative individual.
Example
This clip of Andrew Tate explains why the world needs more arrogant people. I believe what he is referring to is wanting more confident individuals, as it changes how a message is communicated. Watch how he explains the difference between a confident (arrogant) pilot and a non-confident pilot.
Let’s use his example, if you were flying into a storm and the pilot said: ”emm it’s going to be a little choppy, not sure how it’s going to go?”
How would that make you feel?
Non-Verbal Charisma: Posture, Tone, Facial Expressions
Professor Albert Mehrabian has been the founding father of the study of non-verbal communication. Since the 1960s, Mehrabian has been studying the effects of our non-verbal communication on others. He created The ‘Mehrabian formula’ which is:
We feel more fond of someone when we like the words they say, how they say it, and we like their body language.
He broke this down into how much of each you need to communicate effectively:
7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking
Source: The Mehrabian formula
Andrew Tate understands this and knows that the majority of influence does not come from the words he says, but from how he says them and his body language while he is talking.
People with low levels of charisma get caught up and what words they need to say rather than the more important factors such as facial expressions, tone, and eye contact.
Example
Let’s look at an image of Andrew Tate’s interview with Piers Morgan, you can see both side by side. Now ask yourself who looks more powerful, more in control or more confident?
Interestingly, Tate in this image is using the hand gesture “steeple hands,” which is often used by world leaders to portray that they are in control of the situation. An example of how Andrew Tate uses charisma to influence those watching him.
My Thoughts on Andrew Tate’s Charisma
Andrew Tate first came onto my radar in 2019 when he was doing the podcast circuit, sharing his story of Bugattis, supermodels, and money. It was intoxicating, and it became clear to me that he would explode into the public eye, not because of his achievements but because of his charisma. Whether you agree or disagree with Tate’s beliefs, there is a lot we can learn from his charismatic techniques that we can apply to our own lives. Perhaps you want to look more confident in a job interview, or you want to speak up in a meeting assertively, or you want to harness your body language to improve your communication. In my opinion, Andre Tate has charisma even if he is a very polarising figure.
Want to Build Charisma Without the Controversy?
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- Speak with authority
- Influence without manipulation
- Command attention without being over-the-top
Then Charisma Coaching is for you!
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