Yep, it’s campaign season again.
I know. Nothing but hot air so much of the time. It’s always interesting, though, when a marketing insight manages to float to the top of all the hot air.
Regardless of what you may think of the man, you gotta admit that the way Bernie Sanders is drawing crowds these days is intriguing.
After all, he’s 73-years-old, doesn’t seem to care about his appearance, and isn’t all hope and change-y in his message.
Yet Millennials love the guy.
And while Trump is busy hogging all the hot air, and Hillary is having to yap about her email scandal, Bernie is drawing bigger crowds than both of them.
So what’s up?
And, more importantly, what impact can it have on your business?
Here’s a clue:
He seems to go through the motions of reaching for the emotional connection that other candidates try to seize…
But the people don’t come to hear Mr. Sanders’s story. They come for his analysis of what’s gone wrong.
Mr. Sanders is clearly a different sort of political animal. If the tradition is to campaign in poetry and govern in prose, Mr. Sanders does both with a long list of bullet points written on a yellow legal pad he looks at when he speaks.
This reminds me of that marketing truism: “Don’t tell me about your weedkiller. Tell me about my crabgrass!”
Yes, it’s important to use stories in your marketing. But the story should be about your customer’s problems and not all about you.
Now, go forth and “Feel the Bern” in your marketing.
Quote source: NYT
Filed under: Stories/Storytelling