Although Zuma Dogg feels Hillary Clinton needs to implement some more effective communication (verbiage) into her public media talk and feels Hillary may benefit from some “vocal tonality” improvements, when she has to rise to louder “rally” over the crowd volume during speeches.
And, there seems to be an overall “congruence” issue in the way she is communicating to the public, because she has a high “negative” with too many people (according to polls) and there is a “trust” issue and overall high “unfavorables” regarding a perception of “flip-flopping”. And as you will read below, people don’t base these “feelings” on logic; they base these feelings on emotions. So, I know Hillary can benefit by some of the “more effective communication” training Bill received at Camp David, that I noticed was a big improvement. (Find out how to unleash that higher level of communication artistry on throughout this blog: www.executivestrategy.blogspot.com.]
Marketing Strategy: In the marketplace, the only thing that matters about your product is what people think about your product. Ultimately, the identity your customers attach to your product will determine your level of success. For any product to become a success, it must create a unique position and become a specialist. Focus on one narrow message and one benefit. Become the expert and dominate the catagory. Stay narrow in focus and broad in appeal.
Toys R Us and Blockbuster Video used this strategy to "own the position" as did Staples and a host of niche outlets that were first in the market and first in the consumer's minds.
When creating an identity, remember, people don't react to intellect, they react to emotions. McDonalds and Hallmark know this, so do Hollywood movie makers and radio/TV talk show hosts. Entertainers are among the highest paid and highest valued members of society. (However shallow a value, or not.) Entertainers are really good sales people. They do what any good salesperson/politician must do -- make the prospective client feel good about their product. (And again, you do this through emotion, not logic.)
Think about the reason people turn on the radio anyway. [This article was created for radio industry.] Chances are they are stuck in traffic or stuck at work. Either way, users want to change the way they are feeling (mood). That is what advertisers, salespeople and the highest paid entertainers do, and that is what all marketers/politicians/whatever occupation must do -- create a unique, instantly recognizable identity that affects the listener (voter) at an emotional level and makes them feel good.
In today's crowded marketplace it is becoming much tougher to define and maintain your position. The key to remember is to fit the product to the position (strategy). In other words, develop a strategy and work backward to make the product/issue/politician fit the campaign.
For example, Prego's advertising agency told them, "Add starch to the recipe, we're going with the word, 'thick'." Another agency told their client (a bank) to, "add more teller windows, we're going with a five minute guarantee."
You must articulate a compelling, believable message and deliver it consistently. Nobody taps you on the shoulder and tells you when it's time to adjust (innovate). You must take it upon yourself to create new demands. You do this by educating your audience about your product and services.
Remember, the more you specialize (narrow the focus) the bigger you become. This is a tough concept for a lot of people to believe in. [Back then it was tougher, now it seems obvious...I HOPE!] You have to jump in with a leap of faith and realize time and time again this immutable concept proves to be true.
So applying this to the Clinton campaign, here’s some advice that flies right in the face of most.
No matter how the talk show hosts on the other side want to try and spin him, the people associate good feelings to Bill Clinton. And no matter what indiscretions may have been associated to him, while he was in office; if you asked the question, “Do you think the Country was better off when Bill Clinton was President, not just because times were different, but because you feel Bill Clinton knows how to do a better job at running the country, than anyone else currently running for President. [Agree/Disagree]
I think the “Agrees” would make the linkage that I am about to suggest the right campaign strategy. [It’s up to you to run the question, or a variation that meets your satisfaction.]:
Operating under the premise that when people see Bill Clinton, they feel good; smile a little, perhaps wish he was still President, and all those good associations (the “halo effect”) that rock stars like Elton John and Bruce Springsteen benefit by. You see them, and all those good memories come back, and what do they say about memories? You remember the good times, not the bad times. That’s why people like “oldies”. The songs trigger the memories in their mind of the good times (good memories) when the song was first out.
And Bill Clinton represents that. And to high a percentage seem to be “turned-off” by Hillary, and I don’t feel it’s because of her policy; no offense Hillary, I am trying to help you, I think it’s because of your tonality (upon too many occasions) and overall non-congruent communication. I would make sure to always wear a dark, executive style suits and Presidential attire. I’ve seen you in too many videos wearing more feminine clothing that is too causal for a Presidential image, sad to say, coming from “Zuma Dogg”. (They guy who “dresses down”, to put it mildly, to prove it’s about the content of the message, not the way the person looks who is delivering it.)
So, if I were Hillary, I would see how much Bill is available, and have him be stepping off the plane, holding her hand, standing right next to her on the stage, whispering in her ear like on the cover of the national magazine, make it look like he is involved as much as they accused her of being involved when HE was President. And make sure Bill reminds Hillary, just how much of a guiding force she was during those good old days!
Contact: ZumaDogg@gmail.com or (310) 928-7544
ZumaTimes.com
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