The Pitch
Politics, Branding and You |
 Newsweek recently reported that "[Nancy] Pelosi, who ... has five kids, always tries to ground
her politics in the personal, reminding her audience of her domestic roots. At one point,
chattering from the crowd [at a senior center in Portland, Ore.] grows a little too loud. She
leans in to the microphone. 'Am I going to have to use my "Mother of Five Voice" to be heard?'
The line works. The audience laughs. She knew they would, because they did the last time she
used it. And the time before that. If Pelosi has stolen anything from the Republicans, it is a
total devotion to the discipline of message control ... [She] is unfailingly consistent." (Oct.
23, 2006).
The fact is, anyone with a product or service to sell would also be wise to steal the discipline
of message control from the Republicans, and for that matter, unfailing consistency from
the incoming Speaker of the House, along with the technique of grounding one's politics — or in this
case, one's marketing — in the personal. This is what we in the trenches of the marketplace
call branding.
You, fortunately, do not have to study the Republican playbook or Nancy Pelosi's "collection of
one-liners, slogans and personal homilies"; all you have to do is pick up the phone and call
Editorial Emergency, your friendly neighborhood branding specialists. Not sure what your message
is? Unclear on how to "control" it? Leave that to us.
We will determine what makes you and your offerings singular and compelling, and distill that
into language Not sure what your message
is? Unclear on how to "control" it? Leave that to us. you will use over and over — in your advertising copy, your Web content, your
company one-sheet, your newsletter, your pitches, your press kit, your speeches, your blog, your
packaging. We will mine the personal in your life and the passion in your vocation to make sure
your target audience, consumers, users, listeners, viewers and supporters identify with you, feel an
emotional connection to what you do and are thus drawn inexorably to your goods and services. We
will tell your story and send your message.
"Bill Clinton had three equal directors of his 1992 presidential election team," reports branding
brain John Simmons in his delightful book "We, Me, Them & It: How to Write Powerfully for
Business, "one responsible for strategy, one for communications and one ... for language. I like
to think that the result of the election was partly a victory for language."
You don't have to be a politician to ride language to victory; you just need a branding
consultant on your campaign team. Let Editorial Emergency help you win the race.
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