Good political marketing is simple.
Because all good marketing is simple.
It just has to do with the way people process information.
I think that Donald Miller explained all of this best in his book Building A StoryBrand.
In it, Miller tells the story of Steve Jobs shift in advertising before and after his stint at Pixar.
First, the computer “Lisa” was released with a 9-page advertisement.
Sales went nowhere.
After Pixar, Job’s new computer released by Apple was introduced with just two words: “Think Different.”
The rest is history.
Make no mistake, people are drawn to clarity.
Political consultants tell me to keep my message simple, vague, and forceful. Forget about engaging the intellect of the voters. Most are mentally lazy and bore easily. It’s all about style, not substance. Memorable slogans, catchy metaphors, bite-size non-thoughts. Entertain their emotions and you’ll win their hearts.
-Congressman X, The Confessions Of Congressman X