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Strong Marketing Message On The 30 Minute Barack Obama Political Message Tonight

by JasonParker
18 replies
Hey, that was just a million dollar lesson in marketing.

Anybody see it?
#barak #marketing #message #minute #obama #political #strong #tonight
  • Profile picture of the author Andyhenry
    Considering I think that both candidates are a bad choice I don't think their marketing has been all that great. But since they're getting votes there must be some people getting affected by it
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    nothing to see here.

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    • Profile picture of the author JasonParker
      Originally Posted by Andyhenry View Post

      Considering I think that both candidates are a bad choice I don't think their marketing has been all that great. But since they're getting votes there must be some people getting affected by it
      The video tonight was like one long, great sales pitch with the same elements you see in good sales letters.
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      • Profile picture of the author Maria Gudelis
        Originally Posted by JasonParker View Post

        The video tonight was like one long, great sales pitch with the same elements you see in good sales letters.

        Yup - watched it and funny, opened up Word on my laptop to start taking ad copy notes! Especially when Clinton talked about making millionaires and emphasis on 'real changes in other peoples' lives'

        big sales pitch on the benefits.
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    • Profile picture of the author getsmartt
      Originally Posted by Andyhenry View Post

      Considering I think that both candidates are a bad choice I don't think their marketing has been all that great. But since they're getting votes there must be some people getting affected by it
      I Agree whole heartily, but the video might be interesting from a sales point of view, anybody have a link - too busy to search right now.
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      • Profile picture of the author JasonParker
        Originally Posted by getsmartt View Post

        I Agree whole heartily, but the video might be interesting from a sales point of view, anybody have a link - too busy to search right now.
        It was just on TV so I don't know if it's on YouTube yet or anything.

        ...It's got a lot of elements of a great sales letter like stories that suck you in and keep attention and you can relate to.

        There's a lot of footage of Obama listening to his market and delivering messages promising to fix those problems.

        There's also a strong call to action at the end.
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        • Profile picture of the author nick1123
          Originally Posted by JasonParker View Post

          It was just on TV so I don't know if it's on YouTube yet or anything.

          ...It's got a lot of elements of a great sales letter like stories that suck you in and keep attention and you can relate to.

          There's a lot of footage of Obama listening to his market and delivering messages promising to fix those problems.

          There's also a strong call to action at the end.
          All things I saw too. The call to action was twofold:

          First: go vote Obama

          Second: spread his message for him

          I am guessing that this will be all over the press tomorrow and he will greatly benefit from all the publicity. Even the conservatives will be talking about it, and just 6 days before the election.

          I think this was a brilliant idea. Obama did something remarkable (i.e. worth remarking about) and people will be talking about his message everyday up to the election.

          If I am not mistaken he just launched an ideavirus and love or hate him, it's good marketing.


          Jason, what other marketing elements did you see?
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    • Profile picture of the author RobInCharlotte
      Originally Posted by Andyhenry View Post

      Considering I think that both candidates are a bad choice I don't think their marketing has been all that great. But since they're getting votes there must be some people getting affected by it
      Obama's marketing hasn't been great??!

      Wow.

      You can disagree with his politics - but EVERYTHING - from his logo design and implementation of new media messaging to his use of political theater (announcing his run for office steps away from Lincoln's law office, allowing Hillary to step onto the convention floor to stop the vote and nominate him) has been a step by step tutorial in mass control and marketing.

      He has been nearly flawless in that regard. And when he has made mistakes (self designed Presidential seal), he has addressed the issue and quickly shifted the National dialogue to something more beneficial to his campaign.

      Again - disagree with his politics all you want...But we have witnessed a master class in marketing from him these past 20 months and to suggest otherwise is laughable.
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      • Profile picture of the author Paul Myers
        I am embarrassed. I predicted this, but forgot the story aspect. (Bad Paul. No biscuit.)

        Whether you like him or not, you've got a lot to learn from him. Look at his speeches, for a lesson in inspirational copywriting. Look at his delivery for a clue in focusing your message on the recipient.

        This guy is brilliant. And he executes.


        Paul
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  • Profile picture of the author Andyhenry
    For those interested, the NYT wrote about it here:

    Obama Infomercial, a Closing Argument to the Everyman - NYTimes.com

    There are clips on youtube already too.
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  • Profile picture of the author nick1123
    Obama used several persuasive techniques.

    One example:
    We vote for people we like and he tried hard to make us like him:
    He tried to empathize with people's health care concerns and make us believe that he (and his family) has had similar problems/issues/heartaches.

    People tend to like those that are similar to them.

    People feel a bond with those who have gone through the same struggles as we have and Obama outlined several ways he and his mom had struggles that others have had i.e. single-mom raising a son, mom dies of cancer and has issues with health insurance.

    Many of us may not have these same problems but nearly everyone knows friends and family with similar issues.
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  • Profile picture of the author Ron Douglas
    One thing I learned to do is to address any potential objections in the customer's mind in order to influence their decision. This works really well for launches. Isn't that what this campaign is - one big product launch against a competitor launching at the same time. "Here's why my product is better."

    I think he did a good job of addressing many of the negative things McCain and others have been saying about him.

    If he can sway a good percentage of the undecided votes his way, I think he wins hands down.
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    • Profile picture of the author JasonParker
      Originally Posted by Ron Douglas View Post

      One thing I learned to do is to address any potential objections in the customer's mind in order to influence their decision. This works really well for launches. Isn't that what this campaign is - one big product launch against a competitor launching at the same time. "Here's why my product is better."

      I think he did a good job of addressing many of the negative things McCain and others have been saying about him.

      If he can sway a good percentage of the undecided votes his way, I think he wins hands down.
      I think you're right Ron.

      Good sales letters confront objections just like that.

      ...To answer your question Nick... I really feel like the #1 thing Obama did that worked well (that works well in sales) is he BROUGHT THE PAIN.

      Obama dug into the pain bad. He brought out the frustrations, anxieties, and feelings of struggle by focusing on all the specific problems the people in the stories were having. Then he followed up with a sense of hope.

      No pain, no gain.
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  • Profile picture of the author cadillac48
    Yeah, that was because of the amazing amount of money they have to work with. Money does wonders, doesn't it?
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    • Profile picture of the author TimPhelan
      The money is a result of the marketing also.

      I agree with others, even if you don't like his policies you have to admit the marketing was terrific. Plus, the campaign has been run masterfully. They seem to have some smart people working on the campaign and perhaps this time it will translate into a more competent administration. If he wins that is. ;-)

      Originally Posted by cadillac48 View Post

      Yeah, that was because of the amazing amount of money they have to work with. Money does wonders, doesn't it?
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      • Profile picture of the author JasonParker
        Originally Posted by TimPhelan View Post

        The money is a result of the marketing also.

        I agree with others, even if you don't like his policies you have to admit the marketing was terrific. Plus, the campaign has been run masterfully. They seem to have some smart people working on the campaign and perhaps this time it will translate into a more competent administration. If he wins that is. ;-)
        Yeep. There has GOT to be some hot shot direct response marketer on the crew.
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  • Profile picture of the author RobInCharlotte
    The Arena - Politico's daily debate with policymakers and opinion shapers | Politico.com

    Adam Bonin, Attorney and Chairman, Netroots Nation:

    Obama raised the bar for discourse in this past week -- a totally positive, solutions-oriented half hour. Didn't criticize his opponent, didn't even mention him. How can McCain/Palin still continue with their petty, nasty attacks at everyone who's ever lived in Hyde Park? Is that how he wants his last campaign's week to be remembered?

    The little things I noticed: explicit references to major American corporations Wal-Mart, Ford and Google; the upper half of Oprah Winfrey's head; Bibles; amber waves of grain; the parade of Vice Presidential runners-up Claire McCaskill, Bearded Bill Richardson and Tim "The People's Eyebrow" Kaine; and, for once, a candidate referring to his website in a context that had nothing to do with money, but in connecting voters with information.
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  • Profile picture of the author getmorebuyers
    I think it was brilliant advertising. We, as internet marketers can learn a lot from it. He got to the heart of the listener. It was touching especially the part about his mother and upbringing. He used the people being affected by the economy as the foundation of his message. Whether you like him or not, he knows how to affect people. I learned a lot as a marketer. You should too.
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