I’m a curious person by nature, and though I despise politics with a passion, I did watch with some interest to see who would end up running the country where my mail is delivered. And by “some interest,” I really mean very, very little interest. Politician A. Politician B. Life moves steadily on.
Before I go any further, this little note has nothing to do with politics. I don’t care. Or I should say that people arguing about politics has forced me not to care for my own mental health. No, this will contain no opinions on who’s right or wrong, no “what this country needs” or anything like that.
I’m in the business of influencing people. That’s all a presidential campaign is, really, so I got ready to take some notes.
To me, the most interesting thing about the whole election was Politician B’s campaign. (Yes, B. Age before beauty.) From a marketing standpoint it was total, utter, jaw-dropping genius. In a war over who can say all the right things best, Politician B annihilated.
But what did he say? Hope, believe, change. Simple enough – that’s campaignspeak 101. What genuinely impresses me is what I think the sum of his messaging boils down to.
Unspecific optimism.
Brilliant. “Things” will get “better.” In the words of Jessica Simpson, “I have no idea what that means, but I want it.” Honestly, I can’t think of a better position for a person, brand, company or product to be in. Don’t hope for something, just hope. Don’t believe in something, just believe. Change is a given, but go ahead and hope and believe that this inevitable change will be a good one.
I think this sounds more cynical than I mean it to be. I really do wish I could get away with asking people to like a product or company I’m advertising without having to tell them why they should.
“Choose Brand Y and don’t ask why!”
“Switch now because, and JUST because!”
“Consumers agree our product that doesn’t exist yet could be the best ever!”
Of course I’m oversimplifying a complex process, but the takeaway message is this: Politician B’s campaign pulled off the greatest marketing magic trick I’ve ever seen: getting people to be optimistic without any definite reason why they ought to be.
The pitfall with unspecific optimism is also the reason no advertiser can get away with it. People absolutely will specify – often to amounts and degrees that aren’t even possible to satisfy.
“Oh. The moon. Thanks. No, it’s not that I don’t like it, it’s just…well, Jupiter’s got, like, 60 moons and I was hoping…”
