In 2016 politicians made

some remarkable ‘sales’.

Led by policy-light,

simple, but visceral and

aspirational messaging:

Make America Great AgainSM

First used in Ronald Reagan's 1980 presidential campaign, also by Bill Clinton in his 1992 campaign,

although he later claimed the statement was a racist dog whistle during the 2016 election. ‘The Donald’

applied to trademark the slogan in November 2012, and it was registered as a service mark in July 2015.

Let’s take back control

NEGATIVE

SELLING

PREVAILED

Both in the UK and the US

we saw a lot of ‘FUD’.

FEAR

UNCERTAINTY

DOUBT

IMMIGRANTS

EMPLOYMENT

SUBJUGATION

TERRORISM

EMPLOYMENT

SLEAZE

The remain campaign was rightly criticised

as negative. They failed to sell the benefits

of remaining in the EU.

Though using negative dog-whistle lines

Brexiteers smeared the remain campaign

as .

Meanwhile they painted a positive picture of

freedom and increased opportunity for post-

Brexit Britain.

BUT

On both sides of the Atlantic promises behind

the visceral messages have already unravelled.

The wall that’s

maybe a fence,

and the Mexicans

won’t have to pay after all.

Sterling down about 15%

10 years and £Bns to leave

The implications

If Trump fails to deliver he will become another single term president. But the UK can only exit the EU once!

Lessons for ‘ordinary’ selling

Be sure to counter any competitors’ FUD

Deliver a positive message

simple

visceral

aspirational

Address decision makers’ real concerns

their business and their personal agendas

sell ‘to the heart’ as well as ‘to the head’

If you want repeat sales, be careful what you promise.

Pictures courtesy of Microsoft clip art, Wikimedia and others.

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