What does Scott Brown know about small business marketing?

How did Scott Brown win in Massachusetts and what does it possibly have to do with small business owners? Scott Brown just ran an incredible election. Much like the presidential election of 2008 when Barack Obama won handily. If you want to know how to win in politics just study the winning campaigns and copy what they did. All partisan politics set aside what these two politicians did was amazing. Let's talk about what happened recently in Massachusetts.

So how did Scott Brown, a conservative republican win in an overwhelmingly democratic state? He used a secret that most small business owners know nothing about. He found things that people were angry about and he created a message around that. When you connect with people like this it creates a powerful emotional bond. We like to associate ourselves with people who think like us. He found things that were keeping people up at night, things that people were talking about at the diners and coffee shops. In a nutshell, he pinpointed things that people were upset about. It was a brilliant strategy and Obama did the same thing in 2008.

What does this possibly have to do with small business owners? A lot more than you may think! If an entrepreneur can find something that upsets people, something That keeps them up at night, something that causes them pain. If they can find out what that thing is and then craft a message Around that then whey will connect with people on an emotional level.

This does two things, first it creates affinity between the small business owner and the public. You feel their pain, you know where they are coming from, you're on their side. It's us against them! Secondly, you become the person who can solve the problem, take away the pain, reduce the stress. You, not your competition or anyone else. We, as consumers always pay more for things that take pain away, reduce stress and remove problems. Remember the plumber who shows up when you have water coming through your ceiling, he's not charging $10 an hour. You pay a lot to make the problem go away and don't think twice about it.

To summarize this article, find something that people are upset about. Create a message based around it then position your product or service as being able to solve the problem. It's really not that hard,the public is upset about so many different things and it's your opportunity as an entrepreneur to help the public live better lives.

Small Business Marketing

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