Sarah Palin is polarizing.
When you’re polarizing, you have the ability and power to ignite both glee and rage in different groups of people. While the reactions may not be favorable, there is still always a reaction.
This is what Sarah Palin is doing for the Republican party and the McCain ticket. Is she under-qualified? Most likely. Is she charismatic and different? Definitely. So for every disgruntled, unimpressed constituent out there, there’s at least another who is completely infatuated. Since announcing her as the other half of the ticket until now, she has been the single biggest influence on the campaign. And that’s because she’s polarizing.
Obama is also polarizing. His charisma and presentation are his most attractive qualities. McCain isn’t. Biden definitely isn’t. It’s very easy to see the difference.
The point here is that polarizing is good, especially in marketing. We are too often tempted to please everyone, or at least the majority. But that leads to stale, predictable marketing that does nothing and goes nowhere. That’s what Biden has done his entire career – pleased the masses – and you see that he’s really had no effect on this campaign at all.
Don’t be scared to be offensive to some. It’s means you’re carving out a small area where you fit perfectly, and where your group of loyalists will gladly join you and defend you.
If you’re polarizing, you’re magnetic.
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