This is kinda exciting. For the first time in the history of National elections, people won't have to turn to network televison only to get the same old, extremely limited campaign coverage. The YouTube era, has blown it wide open, and YouTube themselves, have done a great job in creating a marketing campaign of their own, this Presidential election season.
But ZD doesn't get spun by that sh*t the campaign managers put out, either. But I do enjoy analyzing the campaigns from a strategy standpoint. (Part Al Ries/Jack Trout, part Dr. Deming, part Anthony Robbins, part Sun Zu and part Zuma Dogg.) So here's my take on Hillary Clinton, after watching a few of her videos on YouTube. Check out her videos at www.youtube.com/hillaryclinton. (All the candidates have a page on YouTube...you can't miss the banner.)
To: Hillary Clinton Presidential Exploratory Committee
Fr: Campaign Strategist Zuma Dogg
Re: You Video Performances from a "Focus Group" viewpoint
Dt: March 30, 2007
Dear Hillary,
My name is Zuma Dogg, a Campaign Strategist/Spin Doctor and over all Al Ries/Dr. Deming/Tony Robbins/Sun Zu kinda guy.
Just watched some YouTube.
ZD says, "She doesn't come off presidential in the canned, sit-down speeches you posted. Looks too much like Katie Couric, not enough like a President. Clothes way to casual, too.
SHE COME OFF GREAT standing up, LIVE in front of people -- as opposed to seated in a "canned" teleprompter situation that isn't easy to come off comfortable looking, for anyone (except Zuma Dogg).
Most of those sit down, canned speeches you posted on YouTube, should start about 1:30 into the speech. In an ADD, YouTube era, get right to the hook, y'all! Put all that statistic-based legalease at the end. You've lost them before you get to the good part.
But Hill -- you gotta watch your vocal tonality when you are start to raise your voice to "rally pitch", or when you have to talk over the crowd. YOU GOTTA FIX THAT IF YOU DON'T WANNA SUBCONSCIOUSLY TURN PEOPLE OFF TO YOU AND LOSE OVER SOMETHING LIKE THAT. No one likes the teacher who scratches the chalkboard.
And Bill kinda let me down in his YouTube speech. Not only was the content kinda weak...I'm sure Anthony Robbins would say he didn't look congruent. I know he wants to move back onto Pennsylvania Ave. I know he feels so guilty he can hardly say the words, but tell him to watch some Zuma Dogg videos, on my website and maybe he'll get his charming, charismatic spokesperson self back. He can win this thing for her, maybe more than she can. People love the guy for the same reason people love ELTON JOHN. They associate him to good memories and good times. DON'T WORRY ABOUT THE LIABILITY FACTOR. Real people/humans vote by emotion, not logic. Forget the talk show hosts! People get a chuckle out of old Billy Boy, and probably feel good having his experience around. So if you're gonna put Bill out there, you better hit 'em with all the confidence and personality you have shown us in the past. You still got it...Keep showing Bill...people want to go back to good times, and his face represents those good times better than any rock star of the era, except maybe Bono. But he isn't available. Talk to Antonio, he never lets shame or dignity get in the way of a killer smile. Remember that!
HOW HILLARY SHOULD HANDLE THE "BILL" SITUATION
If ZD got to call the shots in the Clinton campaign, he would ask Bill and Hillary if it is possible for them to appear in public like they are thrilled to be with each other and enjoying being together this campaign. See, I know people feel Bill is a liability, to some extent because of the extra-marital affairs. ZD says here's how you address that from a Marketing Strategy angle. (See Sun Zu "Art of War", Ries & Trout "Marketing Warfare".):
Bill and Hillary walk off the plane; or onto the stage, holding hands (if they can do it without puking) and Hillary takes to the mic and says:
I know that Bill has been a real challenge to the marraige at times in the past. (Laughter) And we've had to make some "adjustments" to our marraige throughout the years. And I want everyone to know, Bill and I haven't had this much fun together since the early days in Arkansas, or the first time HE was campaigning for President. You can say what you want about Bill Clinton, but the guy knows how to run this country, he's still VERY beloved internationally, and has the wealth of experience only a President can have. And it was during some pretty good times. So to answer the question, how involved will Bill Clinton be in the Hillary Clinton White House. I say, "Very Involved". What President wouldn't consider it a privilege and blessing to have a two term, internationally beloved, President and all his knowlege as close as possible. And that way, we can save the country money we would be paying him as a consultant. Not a bad resume for the first, First Gentleman.
And then Bill can say, "I can tell you EXACTLY what kind of President Hillary Clinton will be. I heard exactly how she felt for eight years, and let me tell you, she know how to call the shots and knows how to call "good" shots."
(No kiss, but they clasp hands and hold them over their heads in a victory pose, and Chlelsea gets her old room back.)
Al Ries & Jack Trout say in situations like this, "You have to admit a negative to get a positive." Who cares if it's all B.S. for the camera and suckers who want to hear it. And that's all you are trying to do on a campaign. Make people feel good, so they will feel good about voting for you. Then you can do all those great things they don't really want to hear about.
Zuma Dogg
Campaign Strategy and Methods for Management of Quality and Productivity
www.zumadogg.com
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