Democrats won the midterms because they used marketing, plain and simple. Marketing means realizing that it’s not about you, but rather all about your customer. Or, in this case, the voter.
At the time, even Democrats believed that this intelligent, well-executed strategy would be formidable to their opponents — Republicans — if they continued this contemporary approach into the 2020 election cycle. However, that would be too easy.
Democratic strategists knew better. The party “thought leaders” and consultant class believed a more effective approach to their midterm success was needed: A return to a top-down messaging and communications model that got them nowhere in the past. This decision to change their course is simply ignorance on steroids and why unprecedented losses are in store for Democrats as they head into 2020.
Why? Because they are forgetting the working class — once upon a time, their base. Instead, they are currently appealing to the children of this base whose parents were Democrats. These are “New Democrats” who heard their parents/grandparents speak of how he saved America with New Deal government programs that gave hope to a despaired citizenry. They have forgotten their blue collar, distant cousins. They in effect do not understand the Trump working-class voter and what makes them “tick.”
They see them as a faceless, un-relatable group — a “basket of deplorables” (as Hillary Clinton once referred). With this perception comes an unwillingness to ask the question of what is driving Trump voters, and how can the Democratic Party best satisfy these needs?
For this group of Americans, Trump’s crass, brash, and unsophisticated language is a million times better than the beautifully executed words of vacuous politicians that have done nothing for them but speak more words. And we all know that words that don’t put food on the table or keep the house warm.
To this working-class voter bloc, focusing on better quality of life, President Trump is their FDR. Trump is the people’s president, just like Andrew Jackson was the choice in the 1800s over party favorites.
Impeachment is the ultimate “deaf response” from those who truly don’t understand working people anymore, and who are instead focused on having the system determine what’s best for them.
Impeachment is the purview of lawyers, politicians, and the media — three groups that voters do not respect. But how much of the voting class comprise this august market segment? According to the American Bar Association, there are about 1.3 million lawyers, while America counts 519,000 elected officials and about 600,000 in newspapers and other media.
These three groups — lawyers, politicians, and media — total 2,495,860, a figure that represents less than four percent of people who voted for Trump in 2016. It’s the four percent who are trying to persuade the majority that impeachment is a worthy endeavor — clearly not a significant group.
Impeachment then becomes a fool’s errand, dismissing what voters really want — which is solving healthcare/prescription costs, trade, and immigration, in favor of what party geniuses think they want — preserving the constitution, the republic, or any other idealistic meme that these frustrated voters have heard before.
This could have all been prevented if they remembered one thing. That it is always easier when you have marketing and branding in mind.
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.
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