Copying Obama’s Winning Strategy

4 Methods to Sharpen Your Marketing Message

Now that the election is over, I’m sure the last thing you want is campaign redux. I can’t say that I blame you.

But before you get ready to chuck this post, please know this: Obama’s winning campaign strategy has 4 proven marketing methods you can use to grow your business.

Now have I got your attention? Okay. Let’s jump right in.

Here are the 4 marketing methods from Obama’s campaign you should implement immediately:

1. Uncover a heartfelt need.

Are you addressing your customer’s heartfelt need? I sure hope so. Rambling on and on about things customers are indifferent to is a surefire way to lose.

Fueled by President Bush’s puny approval rating of 20%, Obama identified and spoke to the voter’s most obvious heartfelt need: the need for change. And he branded himself as a champion for change in voter’s minds. Now that’s smart.

Here’s the deal: Obama’s message of change was more salient than McCain’s message of being a maverick or placing the country first. And as a marketer the best thing you can do is identify and address your customer’s most pressing need.

2. Define your position in the customer’s mind.

Okay, you’ve uncovered a heartfelt need. Now what?

Take a sledgehammer approach to advertising it; creating a noticeable difference between you and your competition. My friend and partner, Chris Maddock calls this difference a positioning wedge. Chris puts it this way: “Say what your are; say what you’re not.” Every ad you create should contain a clearly defined positioning wedge.

Obama masterfully applied this tactic by obsessively attaching his campaign to the position of change. But he didn’t half-step the process. Obama also created stark contrast between his chosen position and that of John McCain; successfully anchoring the Republican candidate to the disastrous policies of President George W. Bush. (Obviously not the anchor McCain wanted to be tied to.)

The lesson here is this: The first to clearly define their position and their competitor’s usually wins the race.

And avoid this rookie mistake: Don’t attempt to scale a mountain already occupied by your competitor. McCain squandered valuable resources when he attempted to pry the position of change from Obama. Just wasn’t gonna happen. Obama already owned that position in the public’s mind.

Find a mountain that’s uniquely yours. Climb it. Own it. And make it known.

3. Speak in an intimate voice.

No, I’m not recommending you break out your best Barry White imitation. That would feel kinda creepy. I’m urging you to communicate with customers in an open, honest and personal tone.

According to the 2007 Edelman Trust Barometer, when asked whose opinion they trusted most when seeking information about a company or organization, the majority of consumers responded with, “a person like me”. Consumers want to know you share their values. And your communication style gives them unmistakable clues.

Would it surprise you to learn John McCain went through all three presidential debates without ever mentioning the phrase “middle class”? Not a single mention. Barack Obama mentioned the phrase a total of 10 times during those same three debates. And get this: voters felt more comfortable with Obama’s ability to handle the turbulent economy. Go figure.

Want more proof that voters felt a greater personal connection with Obama? Check out the video below and count how many people touch the Barack Obama impersonator versus the John McCain impersonator:

Score: Obama touched 111 times. McCain touched 14 times.

4. Harness the power of social media.

Face it folks. Social media isn’t going away. It’s importance is accelerating.

The Obama campaign used social media marketing tools to connect with voters and mobilize volunteers on a scale never before witnessed. Blogging. Facebook. Twitter. And several others.

Unlike advertising, social media is organic and non-threatening; making it a perfect customer relationship builder. But heads up: You’re customer doesn’t want to hear a sales pitch; so happy-talk and hype are off limits. Breaking the rules will only hurt your image.

Not sure where to begin?

Here’s my beginner’s social media marketing game-plan: Create a blog. Discipline yourself to update it regularly (at least once a week). Add in a Facebook or Twitter account and you’ve got something to build on. And do yourself a favor: Please jump on the social media bandwagon before your competitor’s do.

Like it or not; Obama’s winning campaign strategy was based on sound marketing principles. Use them to sharpen your marketing message and grow your business.

Stay in the loop by subscribing and in future posts I’ll share methods to build a more powerful and persuasive marketing message.