When you think about the election cycle from a marketing perspective, we can observe how audiences responded differently to each campaign, and how candidates were able to successfully attract and retain their "customer" base and even acquire new customers.
THE LESSONS:
People want simple, clear messaging.
Keep your message short and direct. Don't get lost in the details or elaborate much. Feel free to repeat your point. Do it in a clever way, of course, but your audience won't mind the repetition as much as you think. Bring emotion to your piece. You don't have to be perfect, just speak from the heart.
Don't be afraid to break the rules.
Go off script now and then. You don't have to follow the same formula every time in your presentations—or even in your delivery. Do the unexpected. Not participating is also an option. It may be in your best interest to not to participate in certain activities.
It's about you...and me.
It's okay to talk about yourself. Yes, you can brag a little, too, even. Audiences won't mind. But, you better be sure to bring it back to your dear reader and explain exactly what they will get in the end.
Repetition = Credibility
Say it enough and people will believe you. The old adage “tell ‘em, tell ‘em, tell ‘em again” has never been more true. While it may be terrifying to think it doesn’t matter what the TRUTH actually is, that you say it enough people will buy what you’re saying—but this is the landscape we are now living in. Companies who offer credible/authentic products and services are going to face competitors who may not be doing things as ethically as you. The problem is if they shout louder, no one hears you. So, keep your message short and sweet. Repeat your message again and again. Don’t change it. Be consistent. Have a unified message, and with enough touch points those prospects will convert. Short, consistent soundbites are key.
What can I take away from this?
Use this opportunity to reflect upon your own marketing, and ask yourself whether you should modernize content for today's reader. Consider developing variations of your marketing pieces for different audiences. You may already have white papers or datasheets for buyers who want to go in-depth. Now is the time to create simple one-sheet overviews for buyers who want fast high-level information only.
It's time to attract new customers! The marketplace is telling you they want you to keep it simple — so listen!
Let us know your thoughts by sharing your comment below!
