In 2016 politicians made some remarkable ‘sales’: Brexit and President elect Trump. What are the implications for 'ordinary' selling? Should we adopt the techniques used by the politicians? Be careful!

2. In 2016 politicians made
some remarkable ‘sales’.
Led by policy-light,
simple, but visceral and
aspirational messaging:

3. Make America Great AgainSM
First used in Ronald Reagan's 1980 presidential campaign, also by Bill Clinton in his 1992 campaign,
although he later claimed the statement was a racist dog whistle during the 2016 election. ‘The Donald’
applied to trademark the slogan in November 2012, and it was registered as a service mark in July 2015.

4. Let’s take back control

5. NEGATIVE
SELLING
PREVAILED
Both in the UK and the US
we saw a lot of ‘FUD’.

6. FEAR
UNCERTAINTY
DOUBT

7. IMMIGRANTS
EMPLOYMENT
SUBJUGATION

8. TERRORISM
EMPLOYMENT
SLEAZE

9. The remain campaign was rightly criticised
as negative. They failed to sell the benefits
of remaining in the EU.
Though using negative dog-whistle lines
Brexiteers smeared the remain campaign
as .
Meanwhile they painted a positive picture of
freedom and increased opportunity for post-
Brexit Britain.

10. BUT
On both sides of the Atlantic promises behind
the visceral messages have already unravelled.

11. The wall that’s
maybe a fence,
and the Mexicans
won’t have to pay after all.

12. Sterling down about 15%
10 years and £Bns to leave

13. The implications
If Trump fails to deliver he will become
another single term president.
But the UK can only exit the EU once!

14. Lessons for ‘ordinary’ selling
Be sure to counter any competitors’ FUD
Deliver a positive message
simple
visceral
aspirational
Address decision makers’ real concerns
their business and their personal agendas
sell ‘to the heart’ as well as ‘to the head’
If you want repeat sales, be careful what
you promise.

15. Pictures courtesy of Microsoft clip art, Wikimedia and others.
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