See YouTube video
https://www.youtube.com/watch?v=sd2btvyThuc
Contrary to what people say, negative advertising is a useful and effective tool in election campaigns. The term negative is used to indicate that your opponent(s) are the focus of your advertising, while positive advertising has a focus on you. Positive advertising shows why you are the best option and negative advertising shows why your opponent is not the best option.
Maybe a better term to use is COMPARATIVE advertising, with objective to compare and contrast options, which gives voters more information so that they can see the big picture rather than just the limited and exaggerated hype of a positive campaign.
There is a lot of psychological strategy involved in a negative ad - maybe more than in a positive ad. The use of the primary emotions of fear and anger are used to either suppress or mobilize voters.
Slides that go with this video on how a candidate can use anger (righteous indignation) in an election campaign
https://www.youtube.com/watch?v=IgmzIrAG318
The basics on the wage gap, implicit gender bias, interest-based negotiation and negotiating gender in a male-dominated business and professional field.
Slides that go with this video on how a candidate can use anger (righteous indignation) in an election campaign
https://www.youtube.com/watch?v=IgmzIrAG318
The basics on the wage gap, implicit gender bias, interest-based negotiation and negotiating gender in a male-dominated business and professional field.
Multi-rater leadership assessments are an invaluable tool for leadership coaching. In particular, they allow one to view a leader from the perspective of different groups of observers (e.g., bosses, peers, direct reports). Each rater has a different relationship and set of experiences with the leader they are evaluating, and those relationships influence their perceptions of that leader’s behaviors. Understanding those differences can help us interpret 360 assessments in a more nuanced and effective way, allowing us to help leaders gain a clearer understanding of how their behaviors are perceived and construed by those around them.
In this one-hour webinar, MRG’s David Ringwood and Maria Brown will share new research and insights that shed light on the following questions:
What behaviors do different observer groups associate with effective leadership?
Are there differences in the behaviors perceived by different observer groups?
What do self and observer perceptions tell us about leader blind spots?
How can we use this information to interpret feedback more effectively and to inform the way we coach and develop leaders?
Our discussion will center on insights obtained from a recent global sample of leaders who were rated by their bosses, peers and direct reports using MRG’s LEA 360™.
Self-awareness is essential to individual success, but it’s also critical to healthy team dynamics. While most individuals believe themselves to be capable of true objectivity, each of us harbors subconscious biases that influence our perspective on the world. That perspective influences our behaviors, and the response of others to those behaviors further justifies and ingrains our biases. This cycle threatens objectivity, and ultimately harms interpersonal relationships at work and beyond.
So how do we help leaders control for biases that are deep below the surface? By being alert to potential biases and exploring them with our clients, we can inspire self-awareness and foster the objectivity required to restore a positive team dynamic.
This 60-minute webinar will illuminate 5 types of bias that lead to unintentionally harmful behaviors that can derail an otherwise positive team dynamic, including:
- Mindset effects: a different perspective on the world can shade how we behave toward others
- Interpretive bias: neutral behavior can be misinterpreted based on a subconscious bias
- Estimation errors: calibrating the comfort level of others based on our own levels
- Attribution errors: assigning an erroneous motive to actions and behaviors that are otherwise neutral
- Assumption-based thinking: believing that our personal motivators must apply to others as well
Our motivations play an important role in how we understand ourselves and the world. We all operate with assumptions, mindsets and expectations that we are sometimes less conscious of and which are likely to be influenced by our deeper motivational orientations.
By understanding the links between motivational patterns and hidden biases, we can expand our self-awareness, achieve a more complete and objective view of others, and make wiser behavioural choices.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Alice's adventures in Wonderland upend Victorian gender roles for women and give us an example to lead by. As one critic said, "Alice’s reality is one where women author their own tales, work out their own problems, expect the extraordinary, and speak their minds."
Developmental conversations are critical for short-term change, but when it comes to reaching long-term goals, traditional leadership development practices can come up short.
To support an executive in their commitment to lasting, impactful change or the achievement of major, lifelong goals, coaches must dig deeper to examine the core drivers – usually subconscious – that have steered the client to their current path. Further, you must help your client uncover whether these deep-seeded drivers are helping or hindering their ability to achieve their goals, and support them in making any changes required of them.
Such broad and deeply personal conversations can be challenging, but with the right tools, they can lead to your most impactful and rewarding engagements.
In this 60-minute session, we will explore the concepts you must understand in order to take your coaching of senior executives to greater depths, including:
- Strategies for achieving long-term goals rather than quick wins
- Opening up the conversation to include an individual’s personal, as well as professional, motivations
- The benefits of a directional approach in support of a developmental approach
- Supporting the client as they challenge themselves, recognize internal contradictions, and question their own assumptions
- Selecting and understanding the assessment tools available for exploring personal drivers
Join MRG’s David Ringwood to explore how you can broaden the coaching conversation with senior executives to support them in making choices that will have a lasting, life-long impact.
Lecture on election campaigning underpinned by the AIDA model (Attention, Interest, Desire, Action) and using the 2008 US Presidential election as a case study. Fifth lecture for final year students on the Political Communication option in Bournemouth University
Mindsets are the belief systems that each individual holds, influencing their thoughts, actions and words in both the personal and professional realms. Just as an open and inquisitive mindset can support development, a constraining mindset can hinder it.
The good news: mindsets may be deeply rooted, but they are not unchangeable. Developing the self-awareness to recognize one’s own mindset is challenging, but it’s critical to stimulate lasting, meaningful growth.
This 60-minute session will give you the tools to:
- Understand what a mindset is and how it impacts behavior and reinforces itself
- Assess and uncover aspects of a client’s mindset that could be hindering development
- Begin the conversation about considering a change to personal mindset
- Support clients in shifting and developing their mindsets to create positive momentum
Join Tricia Naddaff, MRG President, for a stimulating one-hour session filled with practical strategies that will broaden your coaching toolkit.
This presentation was given by Spitfire Strategies at ComNet15, The Communications Network annual conference. The presentation was part of the pre-conference workshop, Communications Apocalypse: How Will You Respond When the Zombies Attack? The workshop was led by Beth Kanter, Spitfire Strategies.
Multi-rater leadership assessments are an invaluable tool for leadership coaching. In particular, they allow one to view a leader from the perspective of different groups of observers (e.g., bosses, peers, direct reports). Each rater has a different relationship and set of experiences with the leader they are evaluating, and those relationships influence their perceptions of that leader’s behaviors. Understanding those differences can help us interpret 360 assessments in a more nuanced and effective way, allowing us to help leaders gain a clearer understanding of how their behaviors are perceived and construed by those around them.
In this one-hour webinar, MRG’s David Ringwood and Maria Brown will share new research and insights that shed light on the following questions:
What behaviors do different observer groups associate with effective leadership?
Are there differences in the behaviors perceived by different observer groups?
What do self and observer perceptions tell us about leader blind spots?
How can we use this information to interpret feedback more effectively and to inform the way we coach and develop leaders?
Our discussion will center on insights obtained from a recent global sample of leaders who were rated by their bosses, peers and direct reports using MRG’s LEA 360™.
Self-awareness is essential to individual success, but it’s also critical to healthy team dynamics. While most individuals believe themselves to be capable of true objectivity, each of us harbors subconscious biases that influence our perspective on the world. That perspective influences our behaviors, and the response of others to those behaviors further justifies and ingrains our biases. This cycle threatens objectivity, and ultimately harms interpersonal relationships at work and beyond.
So how do we help leaders control for biases that are deep below the surface? By being alert to potential biases and exploring them with our clients, we can inspire self-awareness and foster the objectivity required to restore a positive team dynamic.
This 60-minute webinar will illuminate 5 types of bias that lead to unintentionally harmful behaviors that can derail an otherwise positive team dynamic, including:
- Mindset effects: a different perspective on the world can shade how we behave toward others
- Interpretive bias: neutral behavior can be misinterpreted based on a subconscious bias
- Estimation errors: calibrating the comfort level of others based on our own levels
- Attribution errors: assigning an erroneous motive to actions and behaviors that are otherwise neutral
- Assumption-based thinking: believing that our personal motivators must apply to others as well
Our motivations play an important role in how we understand ourselves and the world. We all operate with assumptions, mindsets and expectations that we are sometimes less conscious of and which are likely to be influenced by our deeper motivational orientations.
By understanding the links between motivational patterns and hidden biases, we can expand our self-awareness, achieve a more complete and objective view of others, and make wiser behavioural choices.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Alice's adventures in Wonderland upend Victorian gender roles for women and give us an example to lead by. As one critic said, "Alice’s reality is one where women author their own tales, work out their own problems, expect the extraordinary, and speak their minds."
Developmental conversations are critical for short-term change, but when it comes to reaching long-term goals, traditional leadership development practices can come up short.
To support an executive in their commitment to lasting, impactful change or the achievement of major, lifelong goals, coaches must dig deeper to examine the core drivers – usually subconscious – that have steered the client to their current path. Further, you must help your client uncover whether these deep-seeded drivers are helping or hindering their ability to achieve their goals, and support them in making any changes required of them.
Such broad and deeply personal conversations can be challenging, but with the right tools, they can lead to your most impactful and rewarding engagements.
In this 60-minute session, we will explore the concepts you must understand in order to take your coaching of senior executives to greater depths, including:
- Strategies for achieving long-term goals rather than quick wins
- Opening up the conversation to include an individual’s personal, as well as professional, motivations
- The benefits of a directional approach in support of a developmental approach
- Supporting the client as they challenge themselves, recognize internal contradictions, and question their own assumptions
- Selecting and understanding the assessment tools available for exploring personal drivers
Join MRG’s David Ringwood to explore how you can broaden the coaching conversation with senior executives to support them in making choices that will have a lasting, life-long impact.
Lecture on election campaigning underpinned by the AIDA model (Attention, Interest, Desire, Action) and using the 2008 US Presidential election as a case study. Fifth lecture for final year students on the Political Communication option in Bournemouth University
Mindsets are the belief systems that each individual holds, influencing their thoughts, actions and words in both the personal and professional realms. Just as an open and inquisitive mindset can support development, a constraining mindset can hinder it.
The good news: mindsets may be deeply rooted, but they are not unchangeable. Developing the self-awareness to recognize one’s own mindset is challenging, but it’s critical to stimulate lasting, meaningful growth.
This 60-minute session will give you the tools to:
- Understand what a mindset is and how it impacts behavior and reinforces itself
- Assess and uncover aspects of a client’s mindset that could be hindering development
- Begin the conversation about considering a change to personal mindset
- Support clients in shifting and developing their mindsets to create positive momentum
Join Tricia Naddaff, MRG President, for a stimulating one-hour session filled with practical strategies that will broaden your coaching toolkit.
This presentation was given by Spitfire Strategies at ComNet15, The Communications Network annual conference. The presentation was part of the pre-conference workshop, Communications Apocalypse: How Will You Respond When the Zombies Attack? The workshop was led by Beth Kanter, Spitfire Strategies.
Turn Social Media Complaints into a Stronger ReputationShel Holtz
This presentation was used as speaker support for a presentation to the California Patient Relations Association and is not intended to serve as a standalone document. I have added some text to image-only slides in order to provide context. Thanks to Paul Gillin and his excellent book, When Customers Attack, which served as one of the resources used in preparing this deck.
And the good news is? How to communicate bad news in the right wayBlythe Campbell
Bad communication about bad news can be really bad for your organization. Learn why bad news is so "sticky" and how to use a simple six-step process to communicate bad news the right way.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
In this compelling workshop, Bridgett will review multiple ways to manage your business reputation, appropriate ways to respond to negative feedback and how you can stay a step ahead of the media.
We all use foresight every day, in a foresight-action cycle, to predict, create, and lead the future. Foresight professionals are anyone tasked to think about probable, possible, preferable, or preventable (“Four Ps”) futures, over any time horizon. Foresight is both a set of time-tested practices and emerging models of adaptiveness and values, rooted in psychology and complex systems research. The more we use good foresight practices, the better our futures become. This presentation is a brief intro to my new book, Introduction to Foresight: Personal, Team, and Organizational Adaptiveness, available on Amazon now (March 2022).
Our motivations play an important role in how we understand ourselves and the world. We all operate with assumptions, mindsets and expectations that we are sometimes less conscious of and which are likely to be influenced by our deeper motivational orientations.
By understanding the links between motivational patterns and hidden biases, we can expand our self-awareness, achieve a more complete and objective view of others, and make wiser behavioural choices.
Risk Reimagined! Series- The Importance of People and Culture to Effective Ri...Resolver Inc.
Copyright notice: The following slides are intended for professional use within an organization for discussion purposes only. Any other uses or modifications are strictly prohibited.
Any organization is an assembly of people: people who take risk as they manage and direct the enterprise; people who decide how much risk is acceptable or even desirable; and provide oversight of the management of risk across the extended enterprise.
Organizational culture has been the topic of study for many years.
• “Culture is how organizations ‘do things’.” — Robbie Katanga
• “Organizational culture is the sum of values and rituals which serve as ‘glue’ to integrate the members of the organization.” — Richard Perrin
Richard Anderson and Norman Marks share their views on this complex subject. They cover:
• What is the difference between the “risk” culture and the “organizational” culture? How can it be analysed?
• Who takes risk, and who should be responsible for deciding how much risk to take?
• Is there such a thing as a single risk level?
• Why do so many of us take different views of exactly the same risks? How does an organization decide which view is “right”?
• Is one person’s risk another’s opportunity?
• What about when the actions of one impact the success of another?
Positive Politics in Projects and OrganizationsVic Divecha
Inspired by Kathleen Reardon's "It's all politics", this presentation was used to facilitate a discussion at the Community of Project/Program Managers at the University of Michigan monthly meeting on January 2018, 2018.
Similar to Negative Advertising in Election Campaingns (20)
Goes with this video
Brands 3 - Brand Management in Politics
https://www.youtube.com/watch?v=tvotlu4wpv8
Building brand equity in politics is very similar to what is done in the commercial space
This slideshow goes with this video
https://www.youtube.com/watch?v=HSi6Pu4qVlE
It is clear that the phenomenon of brand equity and brand management are relevant in the political product (politician) development space
Does the concept of a brand exist in politics?
Link to videos
http://www.domovod.info/entry.php?106
I say YES - because a brand is fundamentally about a set of values and a long term relationship between a company and customer. That company can provide goods or services - and the services can be political.
I think that the concept of brand and especially brand management and brand equity might be more relevant in politics than anywhere else.
I have made a series of three videos.
Part 1: The basics of brands in business
https://www.youtube.com/watch?v=UzS3jUywcQk
Part 2: Does the phenomenon of brands exist in politics?
https://www.youtube.com/watch?v=HSi6Pu4qVlE
Part 3: Brand management in politics
https://www.youtube.com/watch?v=tvotlu4wpv8
This set of slides includes the slides from all three videos
What are the core conservative values which guide us in the decisions we make, how we live our lives and who we vote for.
When we understand our values, we can better communicate our reasons for the way we live and vote and maybe we can gain more converts to our side.
Development document for a "Democracy Enhancement / Evolution" project in Croatia.
Used to stimulate discussion in the steering committee and to foster feedback from the wider community.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Negative Advertising in Election Campaingns
1. Winning
the
Campaign
Nega%ve
Campaigning
Željko
Zidarić
Civic
Innova1on
Incubator
July
7,
2014
I
inkubator
2. Anyone can become angry
- that is easy, but to be angry
with the right person at the
right time, and for the right
purpose and in the right way
- that is not within everyone's
power and that is not easy.
Aristotle - Nicomachean Ethics
Book II, 1109.a27
Activists
35. Opinion
I do not agree with
voter suppression
because I see it as a manipulative
strategy to prevent people from
exercising their democratic
rights and obligations.
39. LossAversion
The pain of loss
is almost twice as
strong as the reward
felt from a gain
Pleasure
Pain
Loss
Gain
Small
Pleasure
Big
Pain
Counter-balanced by
Optimism bias
45. Fear
Flight
Fear is a response to a
stimulus perceived as a threat
– either now or in future.
• Rapid decisions
• Black or white thinking
• Herd mentality
46. Anger
Fight
Anger is a response related to
psychological interpretation
of having been threatened.
• Powerful tool
• Catalyst for action
• Optimism + control
• Respected response
47. Disgust
Avoid
Disgust is a feeling of
revulsion to the unhealthy.
• Risk minimization
• Preventative response
• Withdraw + avoid
• Long tem imprint
Contempt = Anger + Disgust
50. Disgust
1.6
1.8
2.0
2.2
Disgust
Sensi1vity
Conserva1ves
are
more
easily
disgusted
than
Liberals
Inbar, Pizarro, Iyer Haidt (2012) “Disgust sensitivity, political conservatism and voting”
N
=
29,623
in
USA
51. Neuroscientist
Paul D. MacLean, 1960s
TheBrain
3
1.
Rep%lian
FEAR
Fight
or
Flight
2.
Limbic
Emo1ons
+
Values
amygdala
hijacking
3.
Neocortex
Ra1onal
Thought
2
1
53. DualProcess
1890
William James
Associative
True Reason
1986
Petty Cacioppo
Peripheral
Central
1996
Steven Sloman
Associative
Rule Based
2000
Stanovich West
System 1
System 2
2003
Daniel Kahneman
Intuitive
Reasoning
2004
Strack Deutch
Impulsive
Reflective
2011
Daniel Kahneman
Fast
Slow
58. Goals
Negative ads that
work aren’t ‘negative.’
They are ‘hard-hitting
issue ads about our
opponent’s record of
shame!’
Alex Castellanos
Republican strategist
65. AdBudget
The Wesleyan Media Project
Daily
Number
of
Ads
Republican
Democrat
5,000
5,000
-‐140
-‐120
-‐100
-‐80
-‐60
-‐40
-‐20
0
Days
to
Elec1on
2008
Daily
Democra1c
and
Republican
Ads
Elec1on
Day
67. Targets
Media
Voters
Opponent
Put opponent on defensive
Influence them to investigate
- get earned media
Influence
• suppress the undecided
• force voters to reassess
• mobilize your support base.
75. 2016: Obama's America
2012 documentary by
conservative author |
and commentator
Dinesh D'Souza.
July 13, 2012 (limited)
August 24, 2012 (wide
Run Time
89 minutes
Budget
$2.5 million
Negativev2.0
77. KnowOpponent
If you know your enemies and know yourself,
you will not be imperiled in a hundred battles.
Sun Tzu, The Art of War
78. HonestyinAds
People
want
ads
that
are:
• More
about
issues
than
traits
• Issues
that
relate
to
governing
• Be
more
specific
than
vague
• Prove
it
through
documenta1on
Nega)ve
ads
are
more
about
real
issues
than
are
posi)ve
ads
John
C.
Greer,
In
Defense
of
Nega1vity
79. Topics
Attack your opponent where you are strongest
- make opponent part of your story
1. About the public record and issues
2. What the costs of their policies will be
1. Past policies
2. Future Policies
3. Qualifications of your opponent
1. Experience: Have they been in office before?
2. Traits: Do they flip-flop?
3. Out of touch?
80. Topics
1. Be Fair: Make sure you throw clean mud!
• Factual and documented
2. Us substantive arguments
3. Say something positive about your opponent
then disagree
4. Use negative ads judiciously
• Strategically timed
• Use in moderation at proper intervals
5. Graphic and audio design = emotion
82. Right-KarlRove
Rovian Counter-thrust
Take away your opponents
competitive advantage
The
Rovian
Playbook:
Campaign
Tac1cs
Tac1c
1:
Take
the
offensive
Tac1c
2:
Aaack
your
opponent’s
strengths
Tac1c
3:
Accuse
your
opponent
of
what
they
will
accuse
you
of
Tac1c
4:
Go
Nega1ve,
then
cry
foul
Tac1c
5:
The
“Big
Lie”
Tac1c
6:
Appeal
to
moral
values
Tac1c
7
Sell
the
Bush
persona
Tac1c
8:
Sell
an
adolescent
worldview
Tac1c
9:
Exploit
the
media
Tac1c
10:
Create
straw
issues
Tac1c
11:
Employ
surrogates
Tac1c
12:
Use
emo1onal
appeals
Tac1c
13:
Rely
on
expert
tes1monials
Tac1c
14:
Rhetorical
devices
Tac1c
15:
Use
of
language
83. Saul Alinsky – Rules for Radicals
1. Power is not only what you have
but what the enemy thinks you have.
2. Never go outside the experience of your people.
3. Go outside the experience of the enemy.
4. Make the enemy live up to their own book of rules.
5. Ridicule is man’s most potent weapon.
6. A good tactic is one that your people enjoy.
7. A tactic that drags on too long becomes a drag.
8. Keep the pressure on.
9. The threat is usually more terrifying than the thing itself.
10. If you push a negative hard and deep enough it will break through.
11. The price of a successful attack is a constructive alternative.
12. Pick the target, freeze it, personalize it, and polarize it.
Left-SaulAlinsky
90. Formal
fallacies
Proposi1onal
fallacies
Quan1fica1on
fallacies
Formal
syllogis1c
fallacies
Red
herring
fallacies
• associa1on
fallacy
• appeal
to
emo1on
• argumentum
ad
hominum
• argumentum
ad
populum
• argumentum
ad
baculum
• argumentum
ad
consequen1am
Informal
fallacies
• false
aaribu1on
• if-‐by-‐whiskey
• moral
high
ground
• moralis1c
fallacy
• moving
the
goalposts
• onus
probandi
• pe11o
principii
• argumentum
ad
nauseam
• argumentum
ad
temperan1am
• argumentum
e
silen1o
• cum
hoc
ergo
propter
hoc
• circulus
in
demonstrando
LogicFallacies