Blog from Maribeth Kuzmeski of Red Zone Marketing
I was in California last week and had the “pleasure” of listening to the horrifically negative political ads on TV. Most TV’s across the country are filled with these ads right now. The California Gubernatorial race serves as the perfect example of a political race that has put productive political discourse aside and devolved into a cycle of negative ads. Democratic candidate Jerry Brown refers to his Republican opponent, Meg Whitman, as Pinocchio in his ads. Whitman says that Brown has a legacy of failure and that failure follows him everywhere. One thing is for sure. Negative ads must work because they are appearing coast to coast – from California to West Virginia to Delaware. But would negative ads work for financial advisors or other professional services businesses? I think not. Then why does it work for politicians?
Negative ads can be a very effective way to turn the electorate one way or the other through emotional arguments and attacks. It is a war of words with an ultimate winner and a loser. And it works. But the downside is that the perception left with voters is some level of disdain for both sides. This type of advertising wouldn’t work with professional services firms because their success is built upon relationships and trust. Obviously connecting with voters through trust is not a primary strategy for politicians. I personally believe that what candidates should focus on is becoming better connectors like financial advisors and other professionals must. Would it be that detrimental to take the high road?
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).
Follow Me:
Hi Maribeth
I totally agree. I’m currently in California for a few days and one of the first things I heard on the radio when I got here was what a fraud Meg Whitman was – I was horrified (disclosure here I was ignorant to her former business life).
Even if I knew it was most likely scandal with a mix of truth and lies I couldn’t fathom how either party calling each other out at this level was remotely helpful – I’d vote for neither of them. Who wants people with no integrity running in politics.
I still have no idea what either of them will bring to the table, what they stand for and what they want to change, I just know why they’re `terrible human beings’.
I am still sure there are some politicians out there who are all about fighting for the peoples’ rights – surely this should be the focus.
This is not a marketing tactic any business should employ ever
Natalie
Did you know politicians are exempt for telling the truth in a ad? You and I must tell the truth, but politicians don’t have to. If Meg and Jerry did what each other is accusing one another of, they would both be in jail. Ms. Boxer has gone to the stupid side with her ads. I don’t understand why the Dems are using class warfare to get elected? It’s sick! Vote early and often.