The 2016 Presidential Election: What America Is Telling Your Business
This past week I sat and watched the final presidential debate in what will surely go down in history as the most entertaining, tragic and uninspiring debate season in our nation’s history. As I watched, I couldn’t help but think we were being sold a bag of goods at every opportunity. Rarely, if ever, did I hear the candidates engage effectively on issues and concerns that touch every American on a daily basis. Most of the rhetoric was promotion of self and defamation of the competition. It’s no wonder the nation is turned off by the choice they have in front of them.
What if, just what if, one of the candidates chose a different approach? What if they stopped talking about how great they are and how lousy, evil or egotistical their competition is but rather spoke to the voters as a peer instead of a figure head. What if they ONLY talked about the concerns you care about the same way a friend would, sitting in your living room having coffee. No ego, no promotion of ideals, just earning your attention and vote through honesty in their approach and the context of their mission.
Note I didn’t say message or ad (we all know “the XYZ group is responsible for the content of this ad” and the more popular “I’m So-and-So and I approve this message” commercials we see every day). This isn’t about promotion or talking at someone. This is about being real and allowing the voters to decide what they choose to intake, process and digest. How insanely popular would a candidate be if they had the opportunity to do just that very thing!?!!?
Societal behavior in 2016 CRAVES quick, easy to digest, relatable and meaningful data and information. This was highlighted on September 23rd when Jill Stein (who is the Green Party’s candidate for President) wrote a published letter in USA Today. According to Stein, “76% of voters want to see a four candidate debate” so they can hear about a wide range of issues and be informed. People WANT to be informed, not sold on a concept.
I think of Brand Publishing in the B2B world the exact same way. Your company’s target audience and your potential customers/buyers are the same people who will be voting (hopefully) in a few weeks. Based on the reaction both candidates are getting by shouting their “message” into microphones (Secretary Clinton) or relaying messages of divisiveness (among other things) amongst an already divided people (Mr. Trump), do you think the American public wants to be spoken to or would they rather be spoken with?
Just as the process of gaining voter allegiance has changed over the past 5-15 years, so has the process of gaining customer allegiance. Now look, I know many of you have been in this industry a LONG time and I also know it’s tough to change because “different” is implied as “difficult” BUT guess what — the audience you need to relate to is different, either by personnel or by the steps they take to make an educated buying decision. Is your business not worth the attempt to evolve with them?
The future of this country is going to depend on who can relate to the American people the best, and the country is not convinced that either has done an overly effective job in doing so to date. The future of your company will depend on YOUR ability to relate to your customers and potential customers. Among other things, short and concise topical pieces of content that build a bridge of trust and acceptance between you and the market will be your best hope to remain relevant in the years ahead. I urge you not to waste the opportunity that lies in front of you.