In Marketing and Politics

u-s--capitol-building-918333-m-1I’m quite involved with local politics here in my little town. Like in most places, we have to overcome the challenge of an uninformed and unengaged electorate. We find that not only don’t people know what’s happening in local government, but they don’t want to know. They don’t want the details of the latest Board of Education meeting or the Town Charter Revision proposal.

People who will listen at all want it simple.

As it is with your marketing messages, so it is with politics (and politics is marketing, by the way). You have to keep your message simple. Don’t give them all the background on an issue. Don’t offer six different perspectives. People are uninformed for a reason. Tell them what they need to know and nothing else.

The other key component that holds true in both marketing and political communications is relevance. You have to be able to demonstrate why an issue matters to¬†me. Don’t tell me what a particular change might mean for town budgets overall. Tell me that it might mean the difference between my road being plowed by 7am and 3pm. Could those two be the same issue? Sure. But one is general and one is specific to me.

Your marketing material and your political communications will work best when they are both simple and personal.

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