Lessons for marketers from the language of politicians.
The U.S. Presidential election – particularly the Clinton-Obama contest – is a wonderful example of the power of words – the right words.
The winner is the one who uses the ‘rightest’ words – words that give the audience hope and belief that change will come about as a result of voting for them.
Isn’t this what we want to do with our potential reps or customers? Offer them the words that give them the hope that maybe things will change for the better – if they say yes to us?
It’s all about the right words – words that inspire the audience to believe change is really possible after all.
Clinton has more experience than Obama, but Obama is winning because of his words. Clinton would be the first woman president, a big change indeed. But Obama’s words are trumping sex here.
People seem to believe that change can happen more – with Obama’s words. And most important for Americans, I believe, is that with his words, people believe they can be participants in that change.
His campaign slogan: Change We Can Believe In. And his official website offers this message: “I’m asking you to believe. Not just in my ability to bring about real change in Washington… I’m asking you to believe in yours”
A strong call to action – not a promise to deliver the moon while they sit back doing zip – with their hands held out.
Blogger Maki sums up the winning formula:
“Mirroring your audience’s wishes is a pathway to gain their acceptance or support. Obama’s speeches are, he adds, “emotionally engaging and are skillfully delivered to nurture his audience’s belief in themselves.”
Words to nurture your audience’s belief in themselves. And to participate in the changes they seek.
Check your business or product presentation against that metric: Do the words you use nurture the audience’s belief in themselves? Does it mirror your audience’s wishes and hopes? Does it encourage them to participate in the change?
Or is it all about how great the company and the product is? And all they have to do is sign up and the world will change for them?
The ultimate aim of the words of persuaders/sellers/change agents: To express shared goals and audience empowerment.
That’s the ultimate form of marketing, writes Maki. Shared goals and audience empowerment.