You might not like the results and you might not want to give credit to the victors, but you can learn valuable lessons from the Brexit referendum and the US election.
Both campaigns for the winning teams are textbook examples of how to market yourself effectively.
The only issue is that they did it by, shall we say, not being totally straight (some might say lying, but that’s for each of us to judge).
If you sell a product or a service and you lie about what it can do, you could find yourself in breach of the Sale of Goods Act or on the wrong end of a court case.
Politicians don’t have those restrictions. We all know the Brexit Leave campaign claims about the EU money that could be used to fund the NHS - a proposal, it soon became clear, that nobody was prepared to stand behind once the leave decision became a reality.
Donald Trump trotted out a number of ‘facts’ during his campaign that were disproven along the way and he took the broadest of brushes approach to addressing the damage caused by immigrants and would-be immigrants coming in to the country and the threat they pose to the United States.
[It's hard to think that modern-day US politics would have found whole-hearted endorsement from George ‘I cannot tell a lie’ Washington.]
It appears that, in politics, once the result comes through, there is no way of addressing miss-selling, no stewards enquiry to call upon, no court of appeal to appeal to.
‘Result means result’ as Teresa May might say.
That aside, once the Leavers and Team Trump had created their strategy, they executed it to perfection.
In both cases, their marketing was textbook.
• Simple message(s).
• Consistently delivered and repeated (ad nauseam in some cases).
• An offer that resonated with its audience. A very straightforward: ‘What’s in it for you’.
That is marketing in a nutshell.
It doesn’t have to be big or clever. In fact it’s better if it isn’t.
In today’s busy world, where we’re bombarded with information, sales pitches and marketing messages, people won’t take time out to understand what you’re trying to tell them.
Either they get it in an instant or it’s lost.