Market Segmentation
In business, there is a well-established marketing methodology called market segmentation where sales and advertising is positioned toward identified segments of the market rather than the entire market. The concept is to speak more specifically to the target rather than generically to the whole. The message is somewhat different when addressing young, single males than it is when focusing on older, married females even though the product or service may be exactly the same. This approach has proven to be very effective, increasing total sales by increasing sales in each segment.
It works whether selling automobiles or banking services. For example, your community bank might have one advertising campaign running on the “in” radio station using the phrasing of the younger generation and talking about their online services… while, at the same time, have a print ad in the local newspaper business section with a primary message about security and interest rates. Each ad “talks to” a different part of the bank’s market but is selling the same bank’s services.
The same approach is used in politics. Talking more specifically to the current audience and, of course, saying things they want to hear. Nothing new there except the “political market” is becoming even more fragmented than it has ever been… there are many, many “single issue” groups… and those constituents are becoming more demanding than ever.
There’s a big difference, though. The bank promised things it could actually deliver to both of the groups. Even though their message was different, they could deliver.
Political segments, however, are too diverse and many, by their very nature, conflict with others. That’s just the way it is. Politicians cannot use the same marketing methods as business since there are fundamental differences in their ability to deliver and false expectations are inevitable. No matter how they address it in public, and we all know politicians are great wordmasters, they can only VOTE one way on issues when representing us. But they continue to twist words or flat out lie.
So, why do people LISTEN to politicians?
There is a (small) portion of the public who actually spend the time and effort to discover exactly how representatives themselves have voted in the past on issues… and made their decision based on that track record. A responsible and rational way to perform your duty as a citizen of this country.
Far more people, I fear, are blind followers. They do as instructed by “the party”, fall into line with “their friends/family”, are trusting/gullible and actually believe whatever they heard from “the candidate”, or… who knows?… just flip a coin.
And, sadly, there is even a segment of those eligible to vote who simply don’t care… and don’t vote (which, of course, gives greater power to those who do).
Please… vote responsibly. Even if you don’t vote the same as I do, I’ll respect you if you make a conscientious, informed decision. It’s the American way.
