Presidential campaigns are a time when passions run high and candidates jostle for the spotlight.
Avid supporters of each candidate put signs in their yards, wear buttons, or put stickers on their bumpers. Politicians who use simple, repeatable slogans have a higher success rate and a longer shelf life in the public square. Can you finish any of these popular mantras?
- Tippacanoe and __________ (Tyler Too/William Henry Harrison)
- A Chicken in Every Pot and __________ (A Car in Every Garage/Herbert Hoover)
- Happy Days are ________ (Here Again/Franklin Roosevelt)
- I Like ____ (Ike, Dwight D. Eisenhower)
- Make America ________ (Great Again/Donald Trump)
A good presidential campaign slogan is memorable, meaningful, and highly quotable. More than a phrase, it builds a heart connection with the dreams and needs of listeners.
And it is often a candidate’s key to victory.
Why Confusion Scares People
Voters and prospective customers aren’t so different.
Both are weighing decisions and navigating information overload, so strong messages should be short and sweet. Customers will not progress when in a fog because no one likes being confused. If you are confused about the rules of the road, you could smash your car. If you are confused about a medication’s dosage, you could poison yourself. Feeling uncertain about an idea leaves people feeling vulnerable.
The human brain is designed to experience delight when it understands something and resistance or fear when it doesn’t. This is a basic survival mechanism and a way to logically categorize information. When someone feels uncertain, they naturally move away from situations that confuse them and toward places they feel more in control.
Many companies miss this point and underestimate the emotional weight of precise, repeatable messaging. They overcommunicate, bury the lead, or complicate the storyline.
Lift the Fog and Move Prospects Toward Action
Want to eliminate uncertainty and move your prospects toward action?
From a direct mail postcard to an email drip campaign, here are three basics that every lead generator should include:
1. Pique Curiosity
In the header of your brochure or the beginning of your proposal, pique curiosity with a poignant phrase, like:
- Save $500 a month and buy your next car with cash
- Put a stop to this before it puts a stop to YOU
- Increase your ACT score by 4 points in 4 months
- Own your own little piece of paradise
Strong hooks work to draw people in, press the pain point, paint a compelling future vision, or appeal to the selfish desires of key customers.
2. Preview a Solution
After the hook comes your pitch.
If your lead statement draws them in, the next idea you communicate should answer the “but how?” question.
Like this:
- Save $500 a month and buy your next car with cash . . . with our Freedom Finder Debt Consolidation plan
- Increase your ACT score by 4 points in 4 months . . . with one-to-one Varsity Tutoring
- Own your own little piece of paradise . . . Unlock the world with thousands of hassle-free timeshares
3. Offer a Next Step
Businesses are meant to be transactional, and it’s not pushy to ask for a sale.
Having a “Buy Now” or “Schedule a Call” button on your sell sheet or website helps your customer understand the kind of relationship you are inviting them into. Make your next step to put prospects in the driver’s seat.
By adding clarity to your lead generators, you’ll build customer confidence, make your brand more memorable, and ultimately close more deals. The better your hooks are, the more successful your sales will be!