Develop
Messaging
Even before we
choose and support candidates (which we will have vetted extremely
well) we need to build a policy platform and form the messages we will
be putting forth. It is critical that the platform be simple and
attractive to the majority of the general population - ideally it would
be a platform that 80% of the country would find appealing.
The
"messages" that sell the platform would be tailored independently for
each candidate based on the needs and desires of their specific
constituents - voters in farm country would have different needs and
desires than people in industrial areas, for example. We are talking
salesmanship, folks - the very core of politics! That is how messages
sell a platform, and hence, get candidates elected.
Once we have a coalition with good leaders and have begun the search
for
great candidates, we need to enlist people experienced in advertising
to help craft our messages for each platform policy - how to sell it to
the greatest number of people. For the most part the Republican party
has tried to succeed by stating facts and logic because conservatives
are "left brain" thinkers (analytical & practical) while
liberals
tend to be "right brain" thinkers (emotion and sensory stimulation).
Jesus, Aesop and Ronnie Reagan all understood that you simply cannot
win people over with facts or logic because as the best salesmen know,
people do NOT buy "features". They buy "benefits" that arise from those
features. If you want to sell more steaks, throw one on the grill and
let people smell it and hear it sizzle. Instead of trying to sell the
steak, sell the SIZZLE.
People do not react to mere facts or
features. They react to sensory input (the smell of fresh-baked
brownies, the sound of patriotic music, the touch of fine linen) and
respond to their emotions which is why Democrats beat us to death -
they sell the imagery (pushing granny over a cliff) and whip up
emotions. We have to get great salesmen to craft such messages for us.
After all, you cannot win over a person by preaching to them - you must
first gain their attention by entertaining them, then use the
entertaining message to point out the truth in the message, like the
parables of Jesus and Aesop, or the humorous stories of Reagan. Those
are the messages people react to and remember - and they vote
accordingly.
Think about it - do you remember the facts and
logic that republicans have used to sell health care? Probably not. Yet
you likely recall the simple Democrat ad of a Republican pushing granny
over a cliff, or their cartoon "The Life of Julia". Therein lies the
difference between winning and losing. We need to sell our platform
with messages that are entertaining, funny and memorable. Appeal to
people's emotions and sensory perceptions. To this last point, we
should make it a point to highlight that all the violence, loss of
businesses and income was at the hands of people on the left, and we
will reverse that and restore peace in the land. Images of a family
gathering or people playing volleyball on the beach followed by images
of Minneapolis burning, to play on emotions to win over
non-socialist democrats and independents, showing how our candidates
will restore law, order, stability, fairness, family instead of
rioting, looting and burning.
Consider the real estate infomercial gurus who use "seminars" to push their products and services - they makes hundreds of millions a year because their strategy of salesmanship works. It is the very same strategy, though refined, used by the Old West "snake oil" salesmen - you put on a free show, whether a dancing girl, a circus elephant - something to attract attention. And once you have the attention, you give your message, designed to sell the benefits (a cure for what ails you) of that which you are offering. Entertain, tell a good story that ties in to the product, then sell the BENEFITS of the product.
We are not advocating that we sell snake oil (false promises), but our method should be the same if we are to sell our platform and our candidates.
FACT: the candidate with the best, funniest, most memorable messages
will win the election. Messaging is that important.
