It’s a bit less than a week before Election Day and I, for one, can’t wait for the elections to be over. That will mean that the political ads will end too, and that can’t happen soon enough.
Putting aside politics, the vast bulk of these ads are horrible marketing. One thing that marketers learned long ago doesn’t work is badmouthing your competition; yet damn near every ad I see across the multitude of channels I watch and stream is 30 seconds of negativity. These folks spend their allotted time distorting positions, taking things out of context, and flat-out lying in many cases. The candidate-produced ads are bad and the PAC-produced ads are even worse. You’d think they’d stop. In 2007, the Journal Of Politics did a study of negative ads. They found:
…that negative ads tended to be more memorable than positive ones but that they did not affect voter choice. People were no less likely to turn out to the polls or to decide against voting for a candidate who was attacked in an ad.
While campaign consultants seem to think that these ads work, science proves otherwise. Of course, there are many folks out there who don’t believe in science but that’s another screed…
It’s bad marketing. Going negative makes you look petty and unprofessional. Playing up your strengths always works better than bashing a competitor’s weaknesses. Good marketers explain how they are going to solve your problems. I think good politicians should do that too. I don’t want “small” people representing me. If you can’t run on your positions and your solutions, then how am I to trust that you can outperform the one running against you?
This applies to your business as well, obviously. Do you see a lot of non-political negative ads? No, you don’t. There are many good reasons for that. Do you see a lot of false claims in non-political ads? You sure don’t – there are laws against it. The FTC Act prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that’s not true. It seems to me that many political ads do just that, unfortunately.
Politicians may be brands, but they sure don’t advertise as if they were. Going negative isn’t particularly helpful in non-political marketing and it’s just as bad in politics. That’s one man’s opinion. What’s yours?
The World Series just concluded. Congratulations, Red Sox fans and boy, how it pains me to say that as a life-long Yankees fan. Watching baseball reminded me of something we used to say back when I played baseball. When a guy was in a hitting slump we’d often say “he’s due.” What we meant was that according to his batting average he had taken enough at-bats that it was time for a hit. After all, if his average shows he gets 3 hits every 10 times at bat and he hadn’t had a hit in 15 plate appearances, statistically he should get one now. We were convinced he was due.
That, dear readers, was our youthful display of The Gambler’s Fallacy. We were laboring under the misconception that what has recently occurred will affect what occurs next even if the two events are unrelated. For example, if flipping a coin nine times results in nine instances of “heads,” you might think “tails” is due. Sorry – probability still applies and there’s a 50 percent chance the tenth flip will be heads regardless of what has happened before.
Stop and think about how often you or someone you know in business makes the mistake that if something happens more frequently than normal during a given period, it will happen less frequently in the future (or vice versa). Salespeople refuse to accept higher quotas after a good year, holding back revenue projections which holds back hiring and spending which results in a missed opportunity. Marketers keep spending against historically good targets after a few campaigns don’t result in the expected results rather than acknowledging that the market may have shifted. Financial people let their insurance lapse after a disaster figuring that if they had a hurricane hit in their area which rarely gets hurricanes, the likelihood of another one hitting is very low. As someone pointed out, the term “100-year flood” doesn’t mean a flood happens every hundred years; it means there is a 1% chance of it hitting during ANY year.
The odds of a disaster happening might be very low but we buy insurance and, more importantly, we make disaster plans. The failure to hit a revenue target after three bad quarters doesn’t mean “you’re due” to have a huge fourth quarter. It means you need to make adjustments. There is no question that luck plays some role in business success and failure but that’s not a business plan.
In the great baseball movie “Major League”, the manager brings in a pitcher to face a batter that has gotten many hits off of him in the past. When the catcher questions his choice, the manager says “I know he hasn’t done very well against this guy but I got a hunch he’s due.” That might be how you want to run your baseball team but it is NOT the way you want to run your business. It worked out in the movies but that’s not real life.
It’s Foodie Friday and for some reason, I’ve got omelets on the brain. I’m not talking about the egg concoctions they’d serve you at the local greasy spoon although as you’ll see I’m a fan of those. No, I’m thinking about the French Omelet and as it turns out, there is a business point that comes along with it.
If you’re not familiar, a classic French omelet (or omelette) has, as Serious Eats put it, a smooth, silky exterior with little to no browning that cradles a tender, moist, soft-scrambled interior. It is a dish that relies almost exclusively on technique. As with any dish, you want the best ingredients, but unlike many of the foods about which I’ve written over the years in this space, this dish is a fussy little thing and without knowing the proper technique, producing the unblemished golden-yellow eggs with an ultra-creamy texture is almost impossible.
There is no person better equipped to explain the proper technique than the great Jacques Pepin. Here is a video in which he makes a country omelet (what you or I would make at home) and the classic French omelet:
With the first one, a competent 6 year old could handle the technique (or lack thereof). I’m pretty sure that the second technique would involve a fairly large mess. So what does this have to do with business?
I’m not going to deny that there are “techniques” in business. Where we see them most often is in the sales area. I recall going through various sales training sessions years ago where I was taught closing techniques, questioning techniques, objection handling techniques, and so on. The problem is that many of these techniques are used without an ethical overlay. Salespeople often look at them as ways to trick people. Obviously, if you have the right customer, you’re selling them something that will solve a problem they’re having. Why would tricking them be necessary?
I’m more of a country omelet businessperson. Sure, there are skills involved in what I do and you need to understand how to use the tools at your disposal. I’m far less concerned, however, with technique and more concerned with putting out a product that satisfies the basic need: someone is hungry! Is the ability to turn out a perfect French omelet impressive? It is, but it’s also way more fraught with risk. Minimizing risk while producing a great solution to a customer’s problem works for me every time. You?