What Barack Obama’s Acceptance Speech Can Teach You About Marketing
Do you know who David Axelrod is? He’s Barack Obama’s chief strategist. And he’s the man who Barack owes for winning the election.
Barack made this clear during his acceptance speech last night. He said, “To my chief strategist, David Axelrod–who has been a partner with me every step of the way, to the best campaign team ever assembled in the history of politics–you made this happen.”
It’s amazing what you learn about real estate marketing from a political campaign. And it’s even more amazing what you can learn from Barack’s acceptance speech. And what it can do for your marketing success. So let’s see what we can learn about real estate marketing from Barack’s acceptance speech.
Consumers Are in Control
I don’t think there was ever any question in Axelrod’s or Obama’s mind about who they needed to win over. Even during his acceptance speech, Barack Obama said “you” more times than we. And during his campaign, that was clear. He surrendered the message, the conversation, to his voters.
In the same way, you need to surrender your message and your conversation to your prospects and clients. How do you do this? Listen and respond by giving your prospects and clients what they asked for. It’s as easy as that.
Outside of his excellent skills as an orator, his smooth, seamless delivery, Obama can tell a story. He can weave the hard issues of life into a personal drama that just about everyone can relate to.
Take 106 year old Ann Nixon Cooper. Her story arced over a century with a generous amount of pain, hardship, misery and progress to finally see the day when she could not only vote–but vote for a black man. Over 60 years ago, this was impossible for two reasons–she was a woman and black.
Like a legend, that story will attach it’s self to the Obama presidency. And spread. Because it’s a story we believe. And it’s a story we respond to. Create a believable story and people will follow you.
Created the Common Enemy
Obama knew the problems that plagued America. And not only the country, but the government. Whether he’s right or not, that’s another story. But he defined the problem in such a way that people responded. And responded in droves.
In his speech, Obama cataloged petty, immature, partisan politics, selfish, greed-driven markets and utter ignorance of the widespread suffering on Main street as the poisons that ruined our country.
In other words, he created an enemy. A common opponent apathetic, fatigued people could rally around. People rally quickly when threatened. Think Pearl Harbor. 9/11.
Find the enemy in your own market demonizing people…and communicate a plan how you plan to exorcise it to the people who are demonized and you’ll win big fans, rock star like status.
Used Social Media Wisely and Liberally
On Obama’s website, you could easily sign up for every single social media site Barack was on: Facebook, Twitter. You name it.
While he didn’t use social media directly in his acceptance speech, he did, I believe, use what he, Axelrod and their team learned from what voters were telling them via the social media sites.
How do I know? The sole purpose of social media is relationship. Connection. Listening. And responding.
It’s impossible not to learn anything about how people are feeling about your market, city or state when you listen to them. And social media allows you to talk to an impressive swath of people at all times of the day.
Think about it: This is cheap market research.
Free tools you can use to find potent stories, discover the problems that plague them and give the consumers the control that will ultimately make you a person they can trust. And a person they want to work with.
How do you plan to give consumers control? How do you plan to use social media? Do you have any brilliant stories you share in your marketing? Do you have a common enemy in your market?
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