Why Politicians Need A Marketing Lesson To Get People To Stay Inside.
In his daily midday address the other day, the butt-kickin’ Governor of NY, Andrew Cuomo, once again tried to emphasize how important it was that everyone stayed the @#$% inside during this crisis.
“I’ve tried to say this so many different ways,” he said, obviously frustrated that he was still not getting his message through to all the right people.
And he’s not the only one.
“Staying inside saves lives,” all the Politicians and Docs have said over the past few weeks. “Because sure, sure, 80% of the folks who get it will recover, but you could pass it on to someone that is one of the unlucky folks who don’t. So stay inside to help others.”
Makes sense. A very compelling argument, right?
Of course. But unfortunately, it’s just not enough for a heck of a lot of people.
What all the folks behind those podiums are forgetting is that they are selling something. It’s just not a product that comes in an Amazon box. It’s a message. And that message could be more valuable than Jeff Bezos’s entire net worth.
And to get people to “buy” it, they need to go back to marketing basics.
When designing a marketing campaign of any kind, you must remember The Non-Golden Rule . . . people do things for what’s in it for them. As ugly as it is to admit . . . self-interest is the public’s primary motivating factor.
Gross but true.
So telling people how staying inside will help other people may not be the most effective way to get these folks to actually do it.
It should be part of the argument, for sure. But in my opinion, the Politicians and Doctors are missing out on a very important part of the message. . .
And the lead that they’ve buried is this . . . even though 80% of the people who get this thing may not have to go to the hospital, they could be dreadfully and disgustingly ill.
I was reminded of this myself when I read Drew Gasparini’s Instagram Story the other day. If you don’t know him, Drew is a composer-who-will-be-reckoned-with (he’s the guy behind the upcoming Karate Kid score and he was featured on my Podcast recently as #SongWriterOfTheWeek) who also just battled COVID-19 and is now, thankfully, on the other side.
But before he broke the virus’s back, this is what he went through:
It is not hyperbolic when I say this is easily the sickest I’ve ever felt to the point that my own mind was questioning whether or not I was going to be able to wake up the next day.
There was nothing to prepare me for how god awful it is. I am on day 10, and I am very very slowly turning the corner but my experience was so bad that I am still very much just a shell of myself. I have never in my life felt as sick or scared that my body couldn’t handle something in my entire life. Ever. Not even close.
Here’s what my week felt like:
- Constant fever between 100-103 (treated every 4-6 hours with Tylenol)
- Chills and aches. Sometimes it got so bad that I would shiver when I left bed to the point that I would fall to my knees and have a hard time getting back up.
- No taste or smell (this is common with this virus)
- The fatigue was (still is) so bad I could barely lift my head or open my eyes. The most I traveled was from my bed to the couch and I really weighed out the bathroom trips.
- Perpetual nausea. It was constant, and painful as I tried to force nutrients into my body…
- Anytime I did eat it would be immediate (overshare) diarrhea.
- A cough, that once it started it would become a long coughing fit
So tell me, readers. Even if you knew you’d recover . . . do you want to deal with any of that, never mind all of that?
And I’ve heard even worse from others. One friend and industry professional I know had to take pain-killers because his body aches were so bad.
Another threw up blood. Another had blood coming out the other end.
I don’t know about you, but that’s enough to make me stay inside and bodywash with sanitizer.
And that message could affect the behavior of others in the way the politicians, doctors, and everyone wants and needs.
Hearing what the virus has the potential to do to YOU not only gets at the self-interest in all of us, but it also invokes one of the other primary marketing axioms . . . The Pain-Pleasure Principle.
People will always run to pleasure. And run from pain.
The current marketing of this “stay inside” message hasn’t showcased enough personal pain to get some of the population to trade in the pleasure of going to spring break, gathering at friend’s apartments, etc.
In fact, the “marketing” has done the opposite. The current message, and I’m quoting a website here, is “Most people infected with the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment.”
While that may be true, and while it does prevent panic, from a marketing perspective, it doesn’t help keep people locked down. If we want people to listen, we need to tell them, “You can get this. And yes, you’ll most likely recover. But in the process, it could hurt. A lot. So prevent yourself from the chance of (INSERT DISGUSTING SYMPTOMS HERE) and stay inside. Doing so will keep you feeling great, and could also save the lives of your friends, family and fellow New Yorkers.”
(This theory is the same that was used in those very successful anti-smoking ads that show people speaking with no larynx, etc.)
I’m sure most of the people who read this blog are the part of the population who are staying inside. But if you know people who aren’t, and you really want to get them to stay inside, use the above message on them, will ya?
And special thanks to Drew for his honesty.
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Last night on our live stream we featured Actor, Producer, Artrepreneuer ALAN CUMMING! Click here to watch the replay and hear him talk about . . .
- How he’s utilizing this time of forced isolation to write his next book. . . and bake homemade crackers!
- His number one tip to negotiating (you may be surprised by his response . . .)
- What he’s learned from doing his podcast, Homosapiens.
And tonight at 8 PM EDT, we have stage director Leigh Silverman joining us! Click here to get a reminder to tune in!
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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.