Democrats PLEASE Sell The Soup

New poll: The public overwhelmingly supports Democratic POLICIES, and at the same time Republicans have the biggest lead in the “generic ballot” EVER.

How can that be?

For a while I had a software “evangelist” job where I would go out to small startup companies full of engineers that were developing software products for an operating system, and try to help them become real companies. These “companies” were small groups of programmers who had come up with a product. I’d explain the need for investment capital, a good Board, etc…

But mostly I had to explain marketing.

Engineers always believed that if they made a great product they would do really well. People will flock to their product because it was better. They never, ever understood that people wouldn’t do that. I had to introduce them to the idea that they are not their customers. That the ways people get information are not the ways THEY got information. This was almost impossible to get across to people who in their own lives researched everything about technology and understood what they wanted and how to find it…

One of my formative moments was when I was visiting a software store to see how things were going. I say a guy pick up two competing software products, weighing them in his left and right hands. He bought the heavier one.

Dems really have to learn that the public doesn’t hear a list of product features, they hear the benefits. Sell the soup (h/t Anat), not the ingredients. AND SELL THE SOUP don’t just think people will hear about your soup because it tastes better. And seeing something about it in the NY Times does not mean people in Oklahoma are hearing about it.

The reason Campbell’s dominates supermarket soup shelves is because Campbell’s PAYS stores to put more of their product in front of the customer.

Democrats have for DECADES refused to invest in communication. (Remember the whole thing around creating Air America?) “Conservatives” have put literally billions into communication since the 70’s. They have developed a huge propaganda apparatus. Part of that has been the research, training and hiring that now means the public hears almost no Democratic-supporting voices ANYWHERE.