| The 2004 election is over--at least in the minds of | | | | movie franchise--though let's not call "Fahrenheit 9 |
| the public--and analysis runs rampant as to why | | | | 11" a documentary. Unfortunately, Michael Moore |
| Senator John Kerry lost. From a business | | | | himself has proved to be less than stellar at being |
| viewpoint, one could say that he simply didn't sell | | | | his own product. Although as of this writing he |
| the product. Or more accurately, he didn't sell the | | | | won the People's Choice Award for Best Film of |
| American voters on himself, and by extension the | | | | the Year, he's also developed a reputation for lack |
| Democratic Party, as the product. We all | | | | of integrity, not to mention bashing the USA that |
| remember phrases such as "This is the wrong | | | | has given him his career. Moore's whole image as |
| war in the wrong place at the wrong time" and "I | | | | "a man of the people" has been called into |
| voted for the invasion of Iraq before I voted | | | | question many times. Although the marketing of |
| against it."Imagine if Bill Gates took to the | | | | Michael Moore is an Oscar-worthy production, 51 |
| airwaves and said, "We're against business. Our | | | | percent of Americans didn't find him |
| aim is to completely sandbag business [N.B.: some | | | | credible.Celebrity endorsements are only as good |
| Microsoft foes may quip that he's succeeded.] But | | | | as the celebrities themselves, and many |
| even though we're anti-business our software can | | | | Americans found the Dixie Chicks, Barbra |
| do business better than our competitors' products. | | | | Streisand, Sean Penn, Martin Sheen, Jessica Lange, |
| So buy Microsoft even though we're | | | | Ed Asner, Janeane Garofalo, Whoopi Goldberg, |
| anti-business."Even all of Bill Gates' millions couldn't | | | | and many of the supposed elite to be less than |
| stop stockholders from hauling him before a Wall | | | | convincing, particularly with the way Hollywood |
| Street firing squad. Die-hard Windows lovers, like | | | | keeps selling crudeness, vulgarity, violence and |
| true blue Democrats, would continue to support | | | | intolerance for any point of view but its own. The |
| Gates nonetheless. They might even do it to spite | | | | multiple military backgrounds, Ph.D.s, and public |
| Apple Computer, the way so many Kerry voters | | | | service records the Bush team collectively holds |
| chose to support Kerry because he wasn't Bush. | | | | puts in perspective the glamour of a few |
| "The Uncola" slogan worked for 7-Up, but that's | | | | Academy Awards and hit TV shows, movies or |
| the exception. Most successful business | | | | albums.4) You are confident enough in yourself |
| enterprises win loyalty by telling customers who | | | | not to deride people who opt for an alternate |
| they are, rather than who they're not.Consider | | | | product. The British newspapers derided the |
| the mundane example of juicers, specifically an | | | | majority of Americans who voted for Bush as |
| online store front called LivingRight.com, one of a | | | | being "dumb."As my voice acting teacher, |
| family of health appliance and lifestyle product | | | | Samantha Paris, founder of Voicetrax San |
| Web sites operated by Arizona-based company | | | | Francisco/Desert Cities says about casting for |
| Open Chute. There are literally hundreds of juicer | | | | radio, narration, animation and TV commercial |
| Web sites, so what can Open Chute do to | | | | jobs, "It's selection, not rejection."5) You thrive on |
| convince customers to buy from Except for | | | | competition, not taking it as a personal attack, |
| saying, "We will meet or beat any of our | | | | and you don't turn the competition into personal |
| competitors' prices," LivingRight doesn't waste | | | | attacks. Politics violates this rule too often, and |
| much time reminding you of the competition. | | | | the 2004 campaign was nastier than |
| Consider the statement on their homepage:"We | | | | most.Contrast that with Coke and Pepsi. The |
| supply commercial juice extractors and industrial | | | | competing celebrity endorsements (Santa and the |
| juicers to businesses and also carry the best | | | | polar bears on the Coke side, Ray Charles and |
| juicers for at-home juicing junkies. We have gift | | | | Faith hill on the Pepsi side) only prolong an ongoing |
| ideas for the health nut in your life, juicing recipes | | | | competition that isn't likely to be resolved any |
| and tips on juicing for healthy living, as well as a | | | | time soon. The Pepsi Challenge shook Coke out of |
| Best Price Guarantee."Let's look at what | | | | it's 1980s complacency, and Coke learned from its |
| LivingRight has just told you about itself:Fact: It | | | | abysmal New Coke mistake. Although to be fair, |
| cares about your health, and to prove it, there | | | | Pepsi had its own klunker with Crystal Pepsi, |
| are pictures of spiffy-looking juicers surrounded | | | | although they rebounded with Pepsi Twist.These |
| by fresh fruit. Mm-mm. It even wants your | | | | days Coke has brought back Cherry Coke, Vanilla |
| friends and family to be healthy!Fact: It supplies | | | | Coke, and even branched out into Coke with lime. |
| commercial juicers, and links to those products | | | | Notice that Coke isn't telling investors how awful |
| are right up there on the home page. But those | | | | Pepsi is, and vice versa. It's just good |
| juicers seem affordable for "at-home juicing | | | | old-fashioned competition in which you, the |
| junkies." Open Chute knows that if you're going to | | | | businessperson, puts your best foot forward.6) |
| invest in a juicer you're going to get something | | | | You don't change who you are. People were |
| that lasts. And hey, there's a Best Price | | | | never sure of who John Kerry was, whereas |
| Guarantee!Fact: It is so sure that LivingRight will | | | | George W. Bush's swagger ("which in Texas is |
| make a difference in your life that it offers | | | | calls walking," he remarked in his acceptance |
| recipes to go with the juicers, as well as tips on | | | | speech at the Republican National Convention) |
| juicing for healthy living.So in one short paragraph, | | | | doesn't hide itself. Bush has made no attempt to |
| LivingRight has sold itself as a caring consumer | | | | correct his oft-remarked-on slips of the tongue |
| advocate and supplier of these nifty health | | | | and even owns up to it ("People sometimes have |
| appliances. After all, everyone wants to be | | | | a tendency to correct my English--I knew that I |
| healthy.Contrast this with Kerry's message, | | | | was in trouble when Arnold Schwarzenegger |
| delivered not in one paragraph but in hours of | | | | started doing it.") Bush's folksy ways make a |
| negative campaigning, debates, and speeches. For | | | | statement that he is comfortable in his own skin. |
| those of you who can't remember what it was, | | | | Likewise, Bill Clinton didn't switch to caviar from |
| "I'm not Bush" comes pretty close. Although "We | | | | McDonald's (much to his regret later). Costco |
| have better hair" also surfaced as a slogan. Reality | | | | hasn't added high-end coffee bars and gourmet |
| check: People only vote for hair and make-up at | | | | food stands, but the lines at the checkout are still |
| the Oscars. Hillary Clinton herself denigrated the | | | | as dauntingly long as ever.7) You focus on who |
| media fascination with her hair. Imagine that: | | | | you are for the present and future, rather than |
| Hillary's a better business leader than John Kerry. | | | | who you used to be. Senator Kerry's rehashing of |
| After all, she survived Whitewater, didn't she?So | | | | the Vietnam conflict, and the Swift Boat |
| what could the Democrats have done differently | | | | controversy that cropped up to haunt him, |
| and what can you learn from them? For a start, | | | | illustrated how drawing on past glories (or |
| you can realize and affirm the seven reasons | | | | controversies) only make people confused about |
| why you are your own best product.1) You are | | | | who you are in the present. Imagine if Coke and |
| successful in what you do. LivingRight's Web site | | | | Pepsi trotted out all their marketing missteps, and |
| says, "More than 25,000 health appliances shipped!" | | | | imagine if Pepsi tried to resurrect its ad campaign |
| "Shipped" communicates follow-through, as in a | | | | with the embattled Michael Jackson. Dated at |
| former McDonald's slogan "Over one billion | | | | best, controversial at worst.People connect with |
| served."While going to war isn't a popular decision | | | | who you are in the moment and who you will be |
| (as even Joan Rivers remarked at the 2002 | | | | in the future. When someone buys, say, a juicer, |
| Oscars, "Every idiot in the world wants peace"), | | | | she envisions many mornings of fresh homemade |
| President George W. Bush successfully prevented | | | | nutritious juice and the well-being that she |
| attacks on American soil by first going after | | | | receives, well-being that she comes to associate |
| al-Qa'eda, then in toppling Saddam Hussein from | | | | with the company or store that makes and/or |
| power.2) You believe in your product, and by | | | | sells the juicer. A past track record is helpful, |
| extension yourself and your vision, so much that | | | | particularly in maintaining relationships with |
| you use it yourself. Those cheesy Hair Club For | | | | customers, but don't keep rehashing it. "You've |
| Men ads hit it right on the head, pun intended: "I'm | | | | always been there for me" sets up the |
| not only the Hair Club president, I'm also a client." | | | | expectation that, like State Farm, you will be |
| If John Kerry was so against the action in Iraq, | | | | there in the future. You can enjoy a restaurant |
| why did he initially vote for it?3) You are so | | | | twenty times, but have you ever noticed that |
| compelling that you surround yourself with people | | | | one bad meal can make you think twice about |
| who build up (not necessarily brown-nosers) | | | | going there?A coda to this list: Fortunately, if |
| rather than tear down your image. Bush has | | | | you've made yourself your primary product, even |
| benefited from Colin Powell, Condoleeza Rice, | | | | the most critical of diners can forgive a slip-up, |
| Vice-President Dick Cheney, California Governor | | | | because they've already invested in you. So make |
| Arnold Schwarzenegger (another businessman | | | | sure you are an investment they'll want to hang |
| successful at selling himself), Rudy Giuliani, Georgia | | | | on to, and in the Democratic Party's case, a |
| Democratic Senator Zell Miller, and especially the | | | | future they believe in.Kristin Johnson is co-author |
| legacy of former President Ronald Reagan. Now | | | | of the "highly recommended" Midwest Book |
| Bush has truly moved into bold territory by | | | | Review pick, Christmas Cookies Are For Giving: |
| appointing his own father and former President Bill | | | | Stories, Recipes and Tips for Making |
| Clinton, one-time political rivals, to head the Asian | | | | Heartwarming Gifts (ISBN: 0-9723473-9-9). A |
| tsunami relief.I have to concede partial credit to | | | | downloadable media kit is available at our Web |
| Kerry and the Democrats for being associated | | | | site, or e-mail the publisher () to receive a printed |
| with, or at least profiting from, a successful | | | | media kit and sample copy of the book. |