August 19, 2024

Guide to Political Marketing

Ever wondered how political marketing really works? Why do people consistently vote for politicians who don’t seem to benefit them in any tangible way? Or maybe you're considering running for office yourself and need to crack the code of voter behavior. Well, you’re in the right place.

Forget the Labels, Focus on the Fundamentals

To truly grasp the essence of political marketing, you need to divorce yourself from the political labels we’re bombarded with daily. Forget about terms like Democrat, Republican, Libertarian, Liberal, or Conservative. These labels often cloud the real dynamics at play. In political marketing, there are only two key concepts you need to understand: the right and the left.

• The Right: Focuses on individuals who find success by working within the system.
• The Left: Represents those who are either unable or unwilling to participate in the system.

Here’s why this matters: At any given time, in any particular situation, you could find yourself on either side of an issue, regardless of your usual political leanings. Let's take a trip back to 2007, during the height of the housing boom. First-time homeownership was at an all-time high, and President George Bush was proudly touting the success of the system. Everything seemed perfect—what could go wrong? People who believed in the system were on the right side of the issue.

But there were others, regardless of their political affiliations, who saw the cracks forming. They believed the system was broken, plagued by greed, incompetence, and laziness. These left-leaning individuals bet against the system, and they were right. The financial crisis hit, leading to a deep recession, and millions lost their homes, jobs, and hope. The system had failed them.

So, even if today you’re comfortably aligned with the right or the left, circumstances can shift, and you might find yourself questioning your stance.

The Two Pillars of Political Campaigns: Money and Votes

Now, let’s get into the mechanics of a political campaign. A successful campaign hinges on two things: raising money and getting votes. Here’s the kicker—you can’t get votes without money, and you can’t raise money without promising to secure votes. The linchpin that ties these two together? Emotion.

Emotions drive political marketing. They compel people to donate their last hundred bucks to a campaign, and they’re what motivates voters to get up early and head to the polls on election day. In political marketing, we focus on three core emotions: hope, fear, and pride.

• Hope: Barack Obama’s 2008 campaign is a masterclass in leveraging hope. After years of war and economic downturn, Americans needed something to believe in. Obama offered hope—a vision of a better future when nothing else seemed to be working. When everything is bleak, hope becomes a powerful motivator.
• Fear: Lyndon B. Johnson’s infamous Daisy ad during the 1964 election is a prime example of using fear. The ad showed a little girl picking petals off a flower, followed by a nuclear explosion—implying that if Johnson’s opponent won, it could mean nuclear war. Fear grips voters, pushing them to make decisions to avoid the worst-case scenario.
• Pride: Ronald Reagan’s re-election campaign in 1984 leaned heavily on pride. His message? Look at how great things are. The economy is booming, the country is safe, and Americans are thriving. Even if not everyone was experiencing this prosperity, the narrative of national pride resonated with a majority, securing his victory.

Identity Politics: The Real Reason Behind Voting Patterns

Now, let’s address the question I posed at the beginning: Why do people vote for politicians who don’t seem to benefit them? It boils down to something called identity politics. But not in the way the media often portrays it—it’s not just about race or ethnicity. It’s about the group you identify with.

Ask yourself this: Do you align with those who believe the system creates more victims, or do you see yourself as someone who, with a fair shot, can achieve your dreams within the existing system?

Here’s a truth bomb: People judge others by their actions, but they judge themselves by their intentions. For instance, you might be receiving government assistance, which theoretically aligns you with left-leaning policies. But if you believe that, with the right opportunity, you can rise within the system, you might still vote for right-leaning politicians. It’s not just about what you do; it’s about what you believe.

Take Steve Jobs, for example. A billionaire who succeeded within the system, yet he donated to left-leaning politicians. Why? If Jobs hadn’t found success with Apple, he could have been just another person struggling within a broken system. Identity drives voting behavior more than tangible benefits.

The Political Marketing Playbook: Hope vs. Fear

So, where does this leave us in today’s political landscape? If you’re advising Donald Trump or Kamala Harris, here’s what they need to do to win:

• Kamala Harris: She needs to harness hope. Her message should be about fixing the system to create opportunities for everyone. She must convince voters that with a few adjustments, the system can work for them, leading to mutual success.
• Donald Trump: He needs to stoke fear. His strategy should focus on pointing out the failures of the current administration, emphasizing that the system is fine, but it needs strong, capable people to run it.

Ultimately, who wins the election will depend on how voters feel about their current situation—whether they believe they’re succeeding or struggling, and whether they blame the system or the people in power.

That’s political marketing in a nutshell. It’s about emotions, identity, and timing. So, whether you’re running for office or just curious about the inner workings of political campaigns, remember this: It’s not about the labels or the policies; it’s about how you make people feel and where they see themselves within the system.

I’m Maverick Steffen, your Marketing Consultant, and if you found this guide valuable, stay tuned for more insights every Monday. Until next time, keep pushing boundaries and redefining success.

To your success!