Image courtesy of Cornell University Library
As we all know, it’s election season here in the (somewhat) United States. The candidates are burning up the miles, platforms and soapboxes to make sure their message is properly stated and that you understand that their opponents are evil people out to steal your grandma’s remote control.
Messaging. That’s what it is all about, isn’t it? Telling a relevant story to the right people. Going to Iowa? Talk about the drought and how much it hurts you to think about how many farmers are struggling and what you plan to do for them. In New Orleans? Talk about the rebirth and rebuilding of a city that just a few years ago some thought of as good as gone after a horrifying hurricane. So what can we, as marketers, learn from what we see on the campaign front? Surprisingly, quite a bit!
1. Know your audience and target the message for them.
If you’re stumping at the Villages in Florida, bring your mom and talk about Medicare and her small business and how you honor her and would never do anything to take away what she’s getting today. If you are schmoozing Hollywood celebrities, talk about how you understand the artists’ need to give back and you’re just like they are. Understanding the people you are talking with, and how you can add value to them is key.
2. Don’t be (too) controversial.
You can lose your audience before you’ve even had a chance to properly engage with them. Remember when the media gave Michael Jordan such a hard time for not using his star status to bring light to social issues? His response of “Republicans buy shoes, too” rankled some, but from a business standpoint Jordan got it. He did not want to alienate any of his potential customers so he chose to keep his opinions in check unless it had to do with his game or his team.
3. Don’t obsess about your competition.
Nothing turns off voters/buyers more than bad-mouthing competitors over and over again. It gets old…really quick. Instead of talking about all of their negative aspects, focus on your strengths and what you bring to the table. Its far more refreshing to prospects to hear about what you can bring to them as opposed to what your competitor can’t do.
4. Never make it about you.
Except for maybe your mom and for some of your closest friends, no one really wants to hear about you and what you can do. They want to hear about you what you can do for them, what their issues are, and that they are listened to. Don’t use “I” and “we” statement. Instead go with “you” and your”. Buyers will respond much more favorably to that.
5. Create a reason to build a relationship.
Don’t leave it to the buyer to figure out what it would mean to work together. Assume that it has already happened, and talk about what that looks like now. The best politicians when campaigning speak as if they are already in that role and what that means to their communities. Give people a vision of the future instead of having them try and figure it out.
See? You actually can get some value out of all the stumping, debates and attack ads going on in our political landscape today. Just don’t fall into some of their traps!
