1) Why should I care?
2) Why should I believe you?
I heard Thom Hartmann explain these 2 basic principles of Marketing, the other day -- and it was an eye-opener to me.
Thom says these principles are no secret -- businesses use these methods to Sell their Ideas, and then their Products, all the time.
The Republicans do too! (thanks to the Framing efforts of Frank Luntz, Newt Gingrich, and now Rush Limbaugh)
Hartmann asked his audience: When will the Democrats in Congress get with the Program?
The "Two Questions" Program ...
Marketing a Product (or an Idea) boils down to 2 tasks:
Task 1) Defining the Benefits of X
Task 2) Defining the Features of X
An example. Remember those "Miller Lite" Ads, from years past?
Task 1) Benefits of "Miller Lite" are defined by:
Less Filling, Fewer Calories
(What's in it for Me? -- ie "Why should I Care?")
Task 2) Features of "Miller Lite" are defined by:
Tastes Great, so Millions choose "Miller Lite"
(What's makes you credible? -- ie "Why should I believe you?")
Throw in a few Superbowl Ads, and your "Marketable" Credibility -- takes on a whole new level!
Alright, how many out there, went out and bought some tasty "Doritos", after the last barrage of Superbowl Ads?
(I did.)
Or, perhaps you are more inclined to choose "Federal Express" now, because of their very slick Ads, made you laugh out loud?
(Score some Credibility Points, for Fed-Ex.)
Granted there must be "real benefits" and "real features" behind those Products, all vying for your attention, in that "Marketplace of Ideas" -- or else, No amount of advertising will make you part with your cash ... or your Vote, ... or your Time and Effort.
Let's look at another Example, The Product: "Universal Health Care":
1) What's in it for Me? -- "Why should I Care?"
Ummmh ... the Benefits:
Healthier Society,
Healthier Economy,
Less Individual Stress,
Less Medical Bankruptcies,
Live in a more Compassionate Society.
2) What's makes you credible? -- "Why should I believe you?"
Ummmh ... the Features:
Treat Illness before it's an Emergency,
American Businesses more able to compete,
Workers more free to change jobs,
Catastrophic Coverage -- no longer Catastrophic,
No longer will millions of uninsured live in pain, or worse.
So that's how to make your point!
(quickly and effectively)
Here's another little wrinkle too -- Pose the "What if nothing changes?" Question.
The Product: "NO Universal Health Care" -- just the 'Same Old Thing' we got now:
Ummmh ... the Anti-Benefits:
Increasing Costs,
Decreasing Wages,
Continued Drag on the Economy.
Ummmh ... the Negative-Features:
Small Businesses forced to layoff workers,
Large Businesses forced to offshore workers,
Manufacturers continue to close down or move overseas.
SO Why this 2 Question pairing?
Well, according to Thom Hartmann's discussion about this,
(on local Portland Radio, KPOJ, 3-3-2009, 8-9 am)
Just stating the Benefits of your Idea -- WITHOUT the Features --
Results in X "having No Credibility" to your Audience.
AND
Just stating the Features of your Idea -- WITHOUT the Benefits --
Results in X "having No Relevance" to your Audience.
SO there you have it, the quick and easy Framing Methods, to reaching your Audience. If you Have a Point to Make -- Then just Answer 2 Questions:
- Why should I care? (my benefits)
- Why should I believe you? (your credibility)
It's just basic Marketing 101, --
and the GOP has these Questions down cold.
It's time for the Democratic Party, to get with the Program --
The "Answer Two Questions" Program!
and thanks for reading this post!
and always consider the Framing of the Debate ...
(ie. How's the Context being defined; is it the context that Matters to you?)