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A Profound Marketing Lesson From Scott Brown

By John Joyce on January 20, 2010 - Comments 0

Image: Landov via Portfolio.com

Who knew we would get a Marketing 101 lesson from newly elected US Senator, Scott Brown, these past few weeks?  His strategy was so simple yet so difficult to execute:

Listen - Every business owner gets excited about telling the masses about their “groundbreaking” new product or service.  We rattle off features, platforms, technologies, widgets, gadgets, and whatever buzz words we can muster.  But, in many cases, messaging is developed in a vacuum and isn’t based on actual feedback from the target audience.  Scott Brown spent a great deal of time visiting with people, especially small business owners, to find out if the citizens of Massachusetts were seeking the same kind of change he had in mind.

Know Your Audience – Portfolio.com mentioned some very interesting numbers in an article today that identified the political makeup of small business owners in this country:

  • 45% identify themselves as Republican
  • 25% identify themselves as Independent
  • Only 22% identify themselves as Democrat

Be Passionate – People will eventually figure out whether or not you actually believe what you are preaching.  If the fire inside is genuine, you will gain the trust and commitment of dedicated followers.

Present a Consistent Message – Take the first three ingredients and mix. Test and tweak until a clear and concise message is crafted.  Utilize all appropriate channels and mechanisms to get the word out and empower your supporters to become evangelists.

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