What Obama’s State of the Union Teaches Us About Choices

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On January 28, 2010, in Sales, Target Marketing, by Brett Duncan

While watching Obama’s State of the Union last night, I was surprised to find myself really enjoying his speech. For the record, I didn’t vote for Obama, and I’m not his biggest fan (nor his worst critic). But I couldn’t help but, at the least, enjoy his delivery, and beyond that, maybe even some of his ideas.

So it hit me that I could choose how I wanted to react to this speech. If I wanted to be an Obama-hater, I could find plenty of sound bytes and fact nuggets to support my case. If I wanted to be an Obama-lover, I could do the same thing.

We don’t rely on facts to help us make a decision. We choose what we want to believe, and then we go find the facts to support it.

We choose whether we’re pro-life or pro-choice, and then make our case.

We choose whether we believe in global warming or not, and then make our case.

We choose whether we’re a Mac or PC, then make our case.

Oddly enough, most campaigns, promotions and sales tactics concentrate on a group we like to call the “undecideds.” That group doesn’t exist, and they aren’t worth chasing.

Instead, find the people who have already chosen to believe whatever you’re promising, and keep giving them reasons to feel good about what they’ve chosen.

Stop thinking your in the business of changing minds and rather in the business of helping people make their case. That’s your market.

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Speaking of choices, you could make what some think is a great choice and subscribe to Marketing In Progress. Just sayin’.