Seth Godin makes a great point in his post, ‘Marketing lessons from the US election.’
In it, he asserts that motivating the committed outperforms persuading the uncommitted.
In the case of the Obama campaign, the “committed” were blacks and college age voters that too often in past elections did not show up in numbers on Election Day.
The genius of the Obama campaign is that by motivating these groups and tactically ensuring that they made it to the voting booth on Election Day, Obama managed to expand the electorate pie, a Herculean accomplishment that literally changed the equation.
Godin’s conclusion sums it up best: “Every marketer can learn from this. It's easier (far easier) to motivate the slightly motivated than it is to argue with those that either ignore you or are predisposed to not like you.”
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