The marketing of politics.... or #40dollars

by agc
3 replies
On Twitter, the White House asked its 2.6 million followers what $40 would mean to them, and Obama's campaign Twitter account re-published the message to its 11.6 million followers -- turning #40dollars into a trending hashtag. Macon Phillips, the White House director of new media, wrote on his Twitter account Tuesday night that responses were coming in at the rate of 2,000 per hour.
Washington Post article here

Anything to be learned here about using an emotional hook to sell an idea?
##40dollars #marketing #politics
  • Profile picture of the author Micah Medina
    I forget the technical term, but emotionally reducing the price of something has a big effect on the way a person thinks about the price. $90 a month is a big deal, a cup of coffee a day, eh that doesn't sound so bad.

    It also speaks to the political power of message discipline.
    Signature


    {{ DiscussionBoard.errors[5310313].message }}
    • Profile picture of the author agc
      Originally Posted by Micah Medina View Post

      I forget the technical term, but emotionally reducing the price of something has a big effect on the way a person thinks about the price. $90 a month is a big deal, a cup of coffee a day, eh that doesn't sound so bad.

      It also speaks to the political power of message discipline.
      The words I would use are marginalizing, or trivializing. Not sure if that's the marketing version of it of it or not.

      Plus... this is the reverse... encouraging people to inflate the emotional value by attaching it to things like food and education.
      {{ DiscussionBoard.errors[5310395].message }}
  • Profile picture of the author BrianMcLeod
    Boiling the price/cost/result of something down to its "real world" implication is a tried and true persuasion device.

    The Obama Comm team has done a good job of turning that "meaningless" $40 per paycheck into a tank of gas, an unfilled prescription, a bag of groceries, etc. Losing THAT feels a lot worse than the idea of losing $40/paycheck.

    On the other side of the technique - when you're selling a result - guide the reader into the experience of having the result in tangible terms.

    What would an extra $12,000 a year in passive income mean for you?

    A long overdue family vacation? Paying off a nagging credit card debt that never seems to disappear? A blazing fast new computer and software you've been drooling over?

    What will you do with your new found skills as a talented woodcarver?

    Craft precious family heirlooms that are passed down for generations? Start a website and begin selling your gorgeous carvings for serious cashola? Etc etc.

    Reducing the abstract concept of $ into a tangible, practical application of that money makes it a lot easier for the reader to project themselves into the experience.

    Best,

    Brian
    {{ DiscussionBoard.errors[5310528].message }}

Trending Topics