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      I used to get paid to watch these things. I don’t any more.  So… I’m going to go read a nice novel in a coffee shop.  Please feel free to talk about the debate in comments.  I will, actually, be curious to hear what people have to say, just not willing to sit thru so […]
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Another fine product from Jane Caro

Jane Caro is a former advertising executive and now a public speaker in Australia.  Her presentations cover many topics but she’s particularly outspoken about politics, education and feminism.  Some of you might remember a former video of hers on how politicians can gain the trust of their constituents.  I think it might be this one where Caro was one of 4 panelists talking about political spin from an advertising branding point of view. Pick her up at minute marker 19:00-ish.*

This latest one is about feminism and not being “nice”.  According to Caro, and our own site statistics, we must have been doing something right in 2008 because the push back, name calling and ostracism was ferocious.  She also makes a point about women on the internet that I have been trying to emphasize for some years now.  When it comes to the blogosphere, the internet is the best friend women ever had.  It is the great equalizer.  Yeah, your potential allies can leave you off their blog rolls and the trolls can be hostile pains in the asses.  But they can’t shut you down.  Nope, you can go on saying one irritating thing after another and if you don’t like the comments you get, well, they’re just pixels on a monitor.  They can not hurt you.

Anyway, enjoy the latest from Jane Caro.

 

I found Caro’s eight rules of political branding.  Before the purists out there get all bent out of shape that using advertising is somehow “dirty” in politics, know that to get elected, you need to advertise yourself and show the voters that your services are worth purchasing for a length of time.  Politicians that do not advertise do not get elected.  It goes with the territory.  Here are the Eight Rules:

1.) Underpromise and overdeliver.
2.) Be voter centered. Convince your voters that you put them first. Take risks in defense of what you believe even if it may cost you personally.
3.) Don’t sacrifice what your core voters always liked about you to buy new voters.
4.) All voting decisions are made emotionally and then post-rationalized. There are two emotions that change behavior: Hope and Fear. If you want to change behaviors, get to know what are the voters’ hopes and fears.
5.) While voting decisions are made emotionally and are post-rationalized, you must give voters ammunition to defend their choice.
Policy is important.
6.) Raise voters’ morale and your own. We want to vote for people who look like they want the job and once they’ve got the job, look like they love the job.
7.) Lower voter anxiety about YOU.
8.) Voters want politicians to love their constituency.

5 Responses

  1. I like this list. I’d like to observe a campaign sincerely applying it’s principles.

    • Yeah, me too. FWIW, she mentions in the video clip that she thinks Obama over promised and that he was bound to run into trouble.
      But there’s a lot to work with here. Not sure Elizabeth Warren is ready yet. I get the feeling that the next successful presidential candidate will need to know what it is like to fail.

      • The thing that bothers me about Warren is that on the surface she’s an appealing politician. But, that student loan proposal sucks (I think)

        No matter what the interest rate – it could be zero forever – those huge loans given to young people is too big a burden. I can’t remember but I don’t think her proposal addressed the issue of bankruptcy but, I don’t think it did.

        We have to find a way for people to get whatever education required for their vocation without them having to carry 10s of thousands of dollars of debt. Warren’s plan didn’t deal with that at all.

        • Yeah, why DO Americans have to shoulder so much debt when they’re young? Why de we assume that there is nothing we can do about exploitative profit mining and that it is the norm? How come no one is asking this question?

          • Exactly. How come none of these really smart people are asking the right questions — you can not find answers without asking those questions first. It’s not just student loans. It’s water in Detroit. It’s ALL of Detroit. It’s the privatization of our cities. On and on. Until someone steps up with some ideas, I’m staying out of it. Politics.

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