Why I Think Warren Failed

So our candidate of choice is out, which is a bummer. And there is a lot of speculation as to why Elizabeth Warren’s campaign didn’t succeed. I’d like to throw out my own theory why:

He messaging was terrible.

OK, stay with me; I’ll explain. But before I do, let me start by saying that I’m actually an expert on the subject. I’ve worked in marketing for over 20 years as a creative director, and messaging is my forte.

In fact….I will now present…

BASIC MESSAGING 101
(A lesson for politicians)

Messaging Lesson #1: Use Active Voice

You won’t ever see Walmart say:

Walmart has low prices

Instead they’ll say:

Walmart keeps prices low

See the difference?  In the first example, they are telling customers what they have. In the second, they are telling customers what they are doing. Walmart is active, not passive.

Good messaging always uses active language: Eat Fresh. Just Do It. Think Different. They call you to action. They use active voice.

How did Trump do?

Make America Great Again. Drain the swamp. Lock her up. Build the wall. They’re all active. They’re energetic. They call voters to action. They actively declare what Trump is going to do. Grade: A+

How did Hillary do?

Better Together. It doesn’t inspire me to act. It doesn’t say what the campaign will accomplish. Hell, there isn’t even a verb. It’s beyond passive. Grade: F

How did Warren do?

I’d say she was hit or miss. She had messages like “Persist” and “Dream Big. Fight Hard.” That’s active. But she had some duds like “Big Structural Change”, which again, doesn’t even have a verb. Grade: B-

Messaging Lesson #2: Speak to an Unmet Need

What if Nike were to say:

If you want shoes with thick rubber soles, choose Nike

They would go out of business. Why? Because no one is looking at their current shoes and saying, “Boy, do I wish there was a shoe out there with thick rubber soles!” It is not an unmet need.

Instead, Nike knows that everyone wants to be better. Everyone has aspirations to get in better shape. To do a 5K. To join a gym. To win the starting role on the team. So Nike creates messaging that answers that unmet need that is burning in almost everyone.

Just Do It. Choose Nike.

If you want to create a message that people pay attention to, you need a message that speaks to an unmet need.

How did Trump do?

Trump looked at people, especially in red and purple states, and saw that lots of them felt left behind. They pined for the old America of the 50s. These people felt like the country they loved was slipping away. And he went to these people with the message: Make America Great Again.   Grade: A+

How did Hillary do?

I voted for her. I campaigned for her. I donated to her campaign. I genuinely do not know what her message was. By the end, it had basically devolved into: Trump is awful. And when I cast my vote, I wasn’t voting for Hillary. I was voting against Trump. Grade: F

How did Warren do?

I’m going to focus on just one of her messages: Big Structural Change What the hell does that mean? It invokes no emotional response whatsoever. I mean, seriously, how many voters are sitting there thinking, “Boy, you know what I really want? I want big structural change?” None. Grade: F Actually…she did have some other messages that were stronger than that — but none of them really hit on a burning unmet need that was going to get voters cheering. Grade: D

Messaging Lesson #3: Repetition and Consistency

What comes to mind when I say “15%”?

Over 80% of people in the US will answer: GEICO. Why? Because they have pounded that message into us for years. 

15 Minutes Could Save You 15% or more

Relentlessly and consistently. They don’t switch it around with other messages. They don’t say it some of the time. They say it again and again and again and again.

If you’re not sick to death of your messaging, you’re doing it wrong.

How did Trump do?

Did you ever see that doofus without that stupid red MAGA hat? Grade: A+

How did Hillary do?

Stronger Together? I think it was on some of her signs. I might have had an “I’m with her” magnet. She didn’t really say “Stronger Together” in speeches, I don’t think. Grade: D

How did Warren do?

Persist. Big Structural Change. Dream Big. Fight Hard. A Woman’s Place is in the White House. She’s Got a Plan for That That’s a lot of messages. Too many. I was on her email list. I sometimes noticed that she sometimes used some of these messages. I also noticed that her emails were too long. Grade: D

NOW…Imagine if THIS had been Warren’s message.

You all remember the recession of 2008? Well, in 2006 someone predicted it. Me.

And when the recession hit, I led the effort that stopped that recession from becoming a full blown depression.

Well guess what folks? I see all the signs. Another crash is coming any minute. Businesses are going to go bankrupt. People are going to lose their homes and see their 401Ks disappear. And Trump is pulling all the wrong levers. He’s making it worse. He’s heading for the cliff.

So now…before it’s too late…it’s time to…

STOP THE MADNESS

Scare the hell out of voters that the crash is coming and position herself as the only one who can stop it. That hits on a powerful unmet need, it’s active, and you can pound that message all day no matter what happens.

Coronavirus keeps getting worse and this administration is doing everything wrong. What are we gonna do?

STOP THE MADNESS

You see Trump got in a Twitter war with Kim Kardashian? Is this what our President should be doing? Is this the picture we want to show to the world? What is it time to do?

STOP THE MADNESS

It works for global warming, women’s rights, racism…you name it. It paints everything Trump does as madness (which is easy to do) — and it gives voters a clear way to stop it.

Stop the Madness. Choose Warren.

Who knows if that’s right, but it’s way better than what she had. What she had was messaging that didn’t follow the basics — and I think it was part of why she failed.

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I will end by saying this: Elizabeth Warren legitimately inspired my son. And she inspired me too. I think she would make a remarkable President, and I was proud to volunteer for her.

I’ll also say…if Biden wants help with his message, I’m available. Because he could absolutely use some help.