| The 2004 election is over--at least in the | | | | at least profiting from, a successful movie |
| minds of the public--and analysis runs | | | | franchise--though let's not call "Fahrenheit |
| rampant as to why Senator John Kerry lost. | | | | 9/11" a documentary. Unfortunately, Michael |
| From a business viewpoint, one could say that | | | | Moore himself has proved to be less than |
| he simply didn't sell the product. Or more | | | | stellar at being his own product. Although |
| accurately, he didn't sell the American | | | | as of this writing he won the People's Choice |
| voters on himself, and by extension the | | | | Award for Best Film of the Year, he's also |
| Democratic Party, as the product. We all | | | | developed a reputation for lack of integrity, |
| remember phrases such as "This is the wrong | | | | not to mention bashing the USA that has given |
| war in the wrong place at the wrong time" and | | | | him his career. Moore's whole image as "a |
| "I voted for the invasion of Iraq before I | | | | man of the people" has been called into |
| voted against it."Imagine if Bill Gates took | | | | question many times. Although the marketing |
| to the airwaves and said, "We're against | | | | of Michael Moore is an Oscar-worthy |
| business. Our aim is to completely sandbag | | | | production, 51 percent of Americans didn't |
| business [N.B.: some Microsoft foes may quip | | | | find him credible.Celebrity endorsements are |
| that he's succeeded.] But even though we're | | | | only as good as the celebrities themselves, |
| anti-business our software can do business | | | | and many Americans found the Dixie Chicks, |
| better than our competitors' products. So | | | | Barbra Streisand, Sean Penn, Martin Sheen, |
| buy Microsoft even though we're | | | | Jessica Lange, Ed Asner, Janeane Garofalo, |
| anti-business."Even all of Bill Gates' | | | | Whoopi Goldberg, and many of the supposed |
| millions couldn't stop stockholders from | | | | elite to be less than convincing, |
| hauling him before a Wall Street firing | | | | particularly with the way Hollywood keeps |
| squad. Die-hard Windows lovers, like true | | | | selling crudeness, vulgarity, violence and |
| blue Democrats, would continue to support | | | | intolerance for any point of view but its |
| Gates nonetheless. They might even do it to | | | | own. The multiple military backgrounds, |
| spite Apple Computer, the way so many Kerry | | | | Ph.D.s, and public service records the Bush |
| voters chose to support Kerry because he | | | | team collectively holds puts in perspective |
| wasn't Bush. "The Uncola" slogan worked for | | | | the glamour of a few Academy Awards and hit |
| 7-Up, but that's the exception. Most | | | | TV shows, movies or albums.4) You are |
| successful business enterprises win loyalty | | | | confident enough in yourself not to deride |
| by telling customers who they are, rather | | | | people who opt for an alternate product. The |
| than who they're not.Consider the mundane | | | | British newspapers derided the majority of |
| example of juicers, specifically an online | | | | Americans who voted for Bush as being |
| store front called LivingRight.com, one of a | | | | "dumb."As my voice acting teacher, Samantha |
| family of health appliance and lifestyle | | | | Paris, founder of Voicetrax San Francisco |
| product Web sites operated by Arizona-based | | | | Desert Cities says about casting for radio, |
| company Open Chute. There are literally | | | | narration, animation and TV commercial jobs, |
| hundreds of juicer Web sites, so what can | | | | "It's selection, not rejection."5) You thrive |
| Open Chute do to convince customers to buy | | | | on competition, not taking it as a personal |
| from Except for saying, "We will meet or | | | | attack, and you don't turn the competition |
| beat any of our competitors' prices," | | | | into personal attacks. Politics violates |
| LivingRight doesn't waste much time reminding | | | | this rule too often, and the 2004 campaign |
| you of the competition. Consider the | | | | was nastier than most.Contrast that with Coke |
| statement on their homepage:"We supply | | | | and Pepsi. The competing celebrity |
| commercial juice extractors and industrial | | | | endorsements (Santa and the polar bears on |
| juicers to businesses and also carry the best | | | | the Coke side, Ray Charles and Faith hill on |
| juicers for at-home juicing junkies. We have | | | | the Pepsi side) only prolong an ongoing |
| gift ideas for the health nut in your life, | | | | competition that isn't likely to be resolved |
| juicing recipes and tips on juicing for | | | | any time soon. The Pepsi Challenge shook |
| healthy living, as well as a Best Price | | | | Coke out of it's 1980s complacency, and Coke |
| Guarantee."Let's look at what LivingRight has | | | | learned from its abysmal New Coke mistake. |
| just told you about itself:Fact: It cares | | | | Although to be fair, Pepsi had its own |
| about your health, and to prove it, there are | | | | klunker with Crystal Pepsi, although they |
| pictures of spiffy-looking juicers surrounded | | | | rebounded with Pepsi Twist.These days Coke |
| by fresh fruit. Mm-mm. It even wants your | | | | has brought back Cherry Coke, Vanilla Coke, |
| friends and family to be healthy!Fact: It | | | | and even branched out into Coke with lime. |
| supplies commercial juicers, and links to | | | | Notice that Coke isn't telling investors how |
| those products are right up there on the home | | | | awful Pepsi is, and vice versa. It's just |
| page. But those juicers seem affordable for | | | | good old-fashioned competition in which you, |
| "at-home juicing junkies." Open Chute knows | | | | the businessperson, puts your best foot |
| that if you're going to invest in a juicer | | | | forward.6) You don't change who you are. |
| you're going to get something that lasts. | | | | People were never sure of who John Kerry was, |
| And hey, there's a Best Price Guarantee!Fact: | | | | whereas George W. Bush's swagger ("which in |
| It is so sure that LivingRight will make a | | | | Texas is calls walking," he remarked in his |
| difference in your life that it offers | | | | acceptance speech at the Republican National |
| recipes to go with the juicers, as well as | | | | Convention) doesn't hide itself. Bush has |
| tips on juicing for healthy living.So in one | | | | made no attempt to correct his |
| short paragraph, LivingRight has sold itself | | | | oft-remarked-on slips of the tongue and even |
| as a caring consumer advocate and supplier of | | | | owns up to it ("People sometimes have a |
| these nifty health appliances. After all, | | | | tendency to correct my English--I knew that I |
| everyone wants to be healthy.Contrast this | | | | was in trouble when Arnold Schwarzenegger |
| with Kerry's message, delivered not in one | | | | started doing it.") Bush's folksy ways make |
| paragraph but in hours of negative | | | | a statement that he is comfortable in his own |
| campaigning, debates, and speeches. For | | | | skin. Likewise, Bill Clinton didn't switch |
| those of you who can't remember what it was, | | | | to caviar from McDonald's (much to his regret |
| "I'm not Bush" comes pretty close. Although | | | | later). Costco hasn't added high-end coffee |
| "We have better hair" also surfaced as a | | | | bars and gourmet food stands, but the lines |
| slogan. Reality check: People only vote for | | | | at the checkout are still as dauntingly long |
| hair and make-up at the Oscars. Hillary | | | | as ever.7) You focus on who you are for the |
| Clinton herself denigrated the media | | | | present and future, rather than who you used |
| fascination with her hair. Imagine that: | | | | to be. Senator Kerry's rehashing of the |
| Hillary's a better business leader than John | | | | Vietnam conflict, and the Swift Boat |
| Kerry. After all, she survived Whitewater, | | | | controversy that cropped up to haunt him, |
| didn't she?So what could the Democrats have | | | | illustrated how drawing on past glories (or |
| done differently and what can you learn from | | | | controversies) only make people confused |
| them? For a start, you can realize and | | | | about who you are in the present. Imagine if |
| affirm the seven reasons why you are your own | | | | Coke and Pepsi trotted out all their |
| best product.1) You are successful in what | | | | marketing missteps, and imagine if Pepsi |
| you do. LivingRight's Web site says, "More | | | | tried to resurrect its ad campaign with the |
| than 25,000 health appliances shipped!" | | | | embattled Michael Jackson. Dated at best, |
| "Shipped" communicates follow-through, as in | | | | controversial at worst.People connect with |
| a former McDonald's slogan "Over one billion | | | | who you are in the moment and who you will be |
| served."While going to war isn't a popular | | | | in the future. When someone buys, say, a |
| decision (as even Joan Rivers remarked at the | | | | juicer, she envisions many mornings of fresh |
| 2002 Oscars, "Every idiot in the world wants | | | | homemade nutritious juice and the well-being |
| peace"), President George W. Bush | | | | that she receives, well-being that she comes |
| successfully prevented attacks on American | | | | to associate with the company or store that |
| soil by first going after al-Qa'eda, then in | | | | makes and/or sells the juicer. A past track |
| toppling Saddam Hussein from power.2) You | | | | record is helpful, particularly in |
| believe in your product, and by extension | | | | maintaining relationships with customers, but |
| yourself and your vision, so much that you | | | | don't keep rehashing it. "You've always been |
| use it yourself. Those cheesy Hair Club For | | | | there for me" sets up the expectation that, |
| Men ads hit it right on the head, pun | | | | like State Farm, you will be there in the |
| intended: "I'm not only the Hair Club | | | | future. You can enjoy a restaurant twenty |
| president, I'm also a client." If John Kerry | | | | times, but have you ever noticed that one bad |
| was so against the action in Iraq, why did he | | | | meal can make you think twice about going |
| initially vote for it?3) You are so | | | | there?A coda to this list: Fortunately, if |
| compelling that you surround yourself with | | | | you've made yourself your primary product, |
| people who build up (not necessarily | | | | even the most critical of diners can forgive |
| brown-nosers) rather than tear down your | | | | a slip-up, because they've already invested |
| image. Bush has benefited from Colin Powell, | | | | in you. So make sure you are an investment |
| Condoleeza Rice, Vice-President Dick Cheney, | | | | they'll want to hang on to, and in the |
| California Governor Arnold Schwarzenegger | | | | Democratic Party's case, a future they |
| (another businessman successful at selling | | | | believe in.Kristin Johnson is co-author of |
| himself), Rudy Giuliani, Georgia Democratic | | | | the "highly recommended" Midwest Book Review |
| Senator Zell Miller, and especially the | | | | pick, Christmas Cookies Are For Giving: |
| legacy of former President Ronald Reagan. | | | | Stories, Recipes and Tips for Making |
| Now Bush has truly moved into bold territory | | | | Heartwarming Gifts (ISBN: 0-9723473-9-9). A |
| by appointing his own father and former | | | | downloadable media kit is available at our |
| President Bill Clinton, one-time political | | | | Web site, or e-mail the publisher () to |
| rivals, to head the Asian tsunami relief.I | | | | receive a printed media kit and sample copy |
| have to concede partial credit to Kerry and | | | | of the book. |
| the Democrats for being associated with, or | | | | |