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.