Most email newsletters are terribly boring, especially those from B2B technology companies. And political candidates. And nonprofits. Well, most organizations send boring email newsletters. One way to stand out from the swamp of sameness is to use humor.
Alert readers know that a love to draw examples from U.S. presidential candidates. It’s especially interesting because so many candidates market in exactly the same way as the others.
I’ve now gone to 16 candidate events in New Hampshire, the first in the nation primary state and I’m signed up to get email and text messages from 20 candidates. I get between 5 and 10 messages a day from various candidates and it is a fascinating case study to see how they are the same. And how they are different.
Check out how the candidates not only use the same text marketing software platform, but even use the exact same word for word playbook! What Marketers Can Learn From 2020 Presidential Candidates' Text Messaging. Take a look at four examples - from Cory Booker, Kamala Harris, Joe Biden, Amy Klobuchar, and Julian Castro all sent me identical text messages. This is not a good way to stand out in voters' minds.
Joe Biden’s email made me chuckle
I’m seeing much of the same behavior with email communications. Same old playbook as everyone else: 1) We’re in a crisis. 2) I’m the candidate that can lead. 3) Donate now.
However, I’ve gotten a few emails from the Biden campaign that are a bit different than the others. Here’s one where he acknowledges that marketers from the Trump campaign are reading his emails!
Humor is Truth
When something is funny, it means people understand it. Sometimes, the best way to promote your organization is to use humor.
Important note: This is a marketing blog, not a political blog. I am not commenting on any candidate’s views on the issues nor am I publicly supporting any candidate. I write about the US Presidential election because it is a massive marketing case study playing out for several years, not because I voice my support for any candidate over another or one party over another.
For more of my posts about US Presidential election marketing going back three election cycles, go here.