Last night as I was watching the New Hampshire primary results come in, I realized that Joe Biden was making a classic marketing mistake that I’ve seen time and time again.
Here’s what I mean…
As the results rolled in, the hosts on CNN were perplexed by what was going on.
Bernie was winning…
Pete was in a close second…
But the most surprising part was that Joe Biden was in a distant 4th place.
And this was after he already had a bad showing in Iowa last week.
So it got me thinking…
How is someone who is a former Vice President, and has all the name recognition in the world struggling this bad?
It’s perplexing.
In most elections a guy like Biden would be a shoe-in.
But that’s not the case.
He’s holding on for dear life.
So I started racking my brain trying to figure out why.
And the more I thought about it, I realized there’s one crucial thing going on with Joe that’s holding him back…
He’s NOT exciting.
The prospect of Joe Biden is about as exciting as a rice cake.
And that’s because there’s no BIG idea behind his campaign…
His message is basically “I used to be Vice President, and I have the most experience, so you should vote for me”.
In a logical world, that would mean something…
But in reality, it doesn’t.
Cause it’s boring.
It’s not exciting.
There’s nothing there for people to get behind and get amped up about.
His promise is basically “I’ll bring sanity back to the White House”.
Well guess what?
That’s not a message that excites people.
Your promise and your BIG idea need to really excite people.
Think of the difference between how people feel about Joe Biden now and Barack Obama in 2008.
To a lot of democrats and independents, Obama was exciting.
He represented a new hope for a lot of people.
His message felt BIG.
So people rallied around that.
Biden just doesn’t have that.
It’s more of the “same”.
It’s not exciting.
Which is why ole’ Joe is struggling.
Voters are backing the candidates that get them excited.
And that’s the big point I want you to take away from this.
Your marketing has to have a BIG idea behind it that gets people excited.
It has to give the reader something they can rally behind.
Cause without that you just blend in…
And you’re about as appealing as a rice cake.
Keep that in mind.
That’s all I got for ya today.
BTW we’re gonna be closing ticket sales for our upcoming mastermind soon.
So if you’ve been on the fence and thinking about applying for a seat, then I’d suggest doing it soon.
You can get all the details on the event here.
– Justin
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