What Our Election Taught Smart Marketers

I think we've all had our fills of politics. We somehow survived the never-ending presidential race and were pummeled senseless with negative political ads and forecasts of impending doom (with a healthy side of gloom).

And when the dust settled, the victory of Donald J. Trump taught marketers a few important things about American life in the twenty-first century. 

1. Many citizens are not happy with business or politics as usual; an outsider is appealing 

2. A lot of people are suffering

3. Many people are tired of being ignored and marginalized 

4. Fear is rampant, and fear is cancer–– ease fears

5. People like easy answers and the promise of simple solutions (the

ol’ KISS formula)

6. Trust is critical, and trust is relative 

7. Humans want to believe, have to believe in something

8. We like being heroes and told we’re exceptional and superior to others

9. We yearn for the certainty of the past, and are leery of the uncertainty of the future

10. Media wants a good show because media is show business–– it’s all about attracting an audience and selling its attention

11. Don’t always believe the numbers, over-relying on data is a fool's game

12. Data rarely captures emotion effectively

13. Internet technology enables whatever version of truth you like, and it's easy to affirm beliefs (see #8)

Those are just a few of things to keep in mind in preparing your messages for the modern marketplace. If you assume it's business as usual, if you think that rational reasoning is enough, you do so at your peril.

Humans are emotional creatures, and you must appreciate the emotions of your audiences, and be empathetic to them.

The upshot of this election was pretty clear: "I'm mad as hell, and I'm not going to take this anymore!” 

How are you going to help people make their lives better?

Enjoy this clip from the 1976 Paddy Chayefsky classic movie, “Network”––

https://www.youtube.com/watch?v=rGIY5Vyj4YM

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Patrick Scullin is an empathetic adman and founder of Ames Scullin O'Haire Advertising (ASO), and has created campaigns helping Georgia Aquarium, The Coca-Cola Co., UPS, Golf Pride Golf Grips, Mitsubishi Electric, Delhaize America, Georgia Natural Gas, Mellow Mushroom and more.

He has two blogs:  Empathetic Adman (marketing pontification) and The Lint Screen (satire,  smartassery humor, pop culture ramblings, and advice for people getting hip replacements).