Marketing Lessons From The US Election

I really don't want to tar any professional marketer with the same brush, but there are some lessons we can learn from the Presidential Election - at least by recognising parallels.

1. Keep It Simple

"Make America Great Again"... "Stronger Together"... "Yes We Can"

You'd think that we all know this by now, but I still see some expensive TV advertising and am still baffled at the end of the piece as to what's being advertised and why.

Your own clients may well be intelligent people, but even so they're unlikely to want to spend time working out just what it is you're talking about. So keep your messages simple.

2. Target Your Ideal Audience

The Presidential candidates spent most of the time & resources in locations where they knew they'd have the most impact, and the most returns.

If you can't describe your ideal customer then stop. And work it out.

Your ideal customer actually wants to buy your product - you don't even have to work too hard. So talk to them first.

The other side of the coin is that there's far too many people and/or businesses out there who aren't your ideal customer - your budget simply wouldn't do them justice.

3. Paint A Picture

"Forgotten Man"

The Trump campaign successfully depicted the Forgotten Man in US society - painting a picture of those for whom "the system" had forgotten. The picture then developed to show a bright and inclusive future.

People are lazy when it comes to receiving and processing marketing messages, so make it easy for them. Paint your prospects a picture of how their life or how their business will be when they've chosen to invest in your products.

4. Close The Sale

"We are going to win"... "Welcome the next President"...

You don't get if you don't ask - so ask for the business; close the sale.

5. Nelly The Elephant Will Never Be The Same