Attack ads in politics are successful because they are much more interesting to watch than regular boring TV commercials. It’s true! We are attracted to things that are interesting, different and even controversial (i.e. Reality TV). That’s precisely why we were just subjected to perhaps the highest level of negative political advertising in history.
If I told you that this video http://politi.co/aG48EV interview on mudslinging in campaigns received hundreds of thousands of views earlier today, would you check it out? Well, maybe to see what others thought was interesting. Do you think lots of people would watch a video that was boring and content heavy? It is unlikely. (Frankly this interview is downright “dirty fun!”)
Most people will say they despise negative political ads. They make us uncomfortable. Yet we can’t turn away … every time. And what we do see helps us form our opinions on candidates. In business, as in politics, having something that is even slightly interesting is critical. And although negativity may not work in business like it does in politics, doing something different does.
Maribeth Kuzmeski
Maribeth Kuzmeski, MBA is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. She is the author of 4 books, has frequently appeared on TV and radio, and has written articles on marketing strategies for hundreds of publications including Business Week and Entrepreneur. She regularly speaks to audiences on topics relating to business development, marketing, and sales strategies. Maribeth is author of The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley, September 2009).
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