I’m a fan of WWE professional wrestling.
Their marketing is extremely effective. And you can learn a lot from how they emotionally involve their fans and how expertly they tap into the power of story-telling and story lines.
For me, the wrestling itself is secondary – although I still love a good “Tombstone Piledriver” by the Undertaker.
Now, if you’ve followed the WWE at all you know who The Rock is. If not, he’s the…
“Jabroni-beating, pie-eating, trail-blazin’, eyebrow raisin’, all around, smack it down, People’s Champ!”
Talk about a Unique Selling Proposition. What an “elevator speech.”
You’ll also remember how he’d face off with an opponent pre-fight, and when the other guy says something that starts with, “I think,” The Rock would loudly interrupt and respond…
“It doesn’t matter what you think!!!”
So what’s that have to do with campaigns?
Well, when it comes to messaging and imagery you need to understand and accept that you are NOT your voter.
It doesn’t matter what you think. The only thing that matters is what THEY think.
For example, when designing a mail piece, it doesn’t matter if you like it. The only thing that matters is whether the VOTERS will like it.
It doesn’t matter if it’s an issue important to you. The only thing that matters is if it’s important to the VOTERS.
You might think returning the country to the gold standard is important. But it doesn’t matter what you think. The voters want potholes filled. THAT’S what matters.
You might think potholes are a trivial issue. But if that’s what voters care about intensely – it doesn’t matter what you think.
TALK ABOUT POTHOLES!
Can you ssssmell…what the Rock…is…cooking?!!!
Cheers.
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
(homeschooled)
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* Psephology (see-follow-gee): The study of campaigns and elections