And, I'm only sharing the direct mail pieces I collected over the last two weeks, which completely covered our dining room table. But, let's not forget the phone calls. In this past week, we've been averaging a dozen a day with at least five so far from Kelsey Grammer!
It's the perfect time to point out a few marketing basics:
Don't negative sell - The majority of the mailings so far in the race for Governor take turns negative selling Gillum vs. DeSantis. There's almost nothing that's honestly from the heart sharing why either one feels they should be governor.
Don't put your competitor first - A number of pieces kick the competition before they talk about their candidate. In the battle between Scott and Nelson, they sent out an 8 1/2 x 11 heavy stock card. I got two different cards on the same day. On one card Nelson's supporters chose not to say anything about their candidate and on the other only 1/4 was dedicated to Nelson. Both messages completely put Scott in the spotlight, and neither ever tell you what office Nelson is even running for!
Years ago Rollei ran an ad in the US about a new camera. The headline read, "While Hasselblad has slept, Rollei has turned dreams into reality!" Then it had a picture of a Hasselblad camera on a pillow. The ad put Hasselblad into the spotlight so much that, as president of Hasselblad USA at the time, I offered to pay to keep it out there!
I know this is more of a rant than a post, but my frustration with this nonsense is over the top. I can't help but wonder how many school lunches, shelters for the homeless, meals on wheels for the elderly and better medical care for our veterans could have been supported, instead of the money spent on the nonstop flow of paper in our mailbox!
I'm a proud American, but the world has run amuck, and while I'm so grateful for the right of free speech, that shouldn't extend to the right to fill our mailboxes or interrupt our lives with the constant dribble of robocalls.
diagnosing it everywhere and applying the wrong remedies.