Know your customer!
We are only days from the election now, and many will be pleased when the election is over. Yesterday the Institute for Fiscal Studies released a report on one of the main reasons. Fake claims. Fudging. Dishonesty.
It is stating the extremely obvious to say we all know that politicians cannot be trusted to be upfront, clear and honest about their plans, about where they will spend and where they will cut. The problem is particularly acute in this election, due to the damage caused by the recent recession, and the corresponding need for major cuts in public spending.
This lack of candour drives us all nuts, so why do they do it? A member of the public commented on Channel Four News yesterday that any politician who breaks the mould and gives us the facts would become very popular for their obvious bravery and honesty. So I repeat, why will they not come clean?
Again, the reason is blindingly obvious. Following the first debate we were shown the results of the official instant poll, and also of the ratings of the “undecideds”. If you missed it, a group of undecided voters were given the opportunity to rate how happy or otherwise they were, about what was being said by each candidate. They gave their ratings in real time. What the ratings clearly showed was, each time a candidate promised more spending, they were popular with the group of undecided voters. And conversely, when a candidate suggested less spending, they immediately became unpopular.
This is the reality politicians face when targeting undecided voters. Elections are decided by people looking for easy answers. The politician who promises the most usually wins. And so they promise, and promise, and promise. They know their obfuscation annoys us, but they know telling the truth annoys the voters who, once all votes are tallied, decides who lays his head in No 10 for the next five years.
It’s ugly, yes. But give a thought to the politicians. In their ugly business they are doing what we tell delegates on our marketing and presentations skills courses to do; know your customer, know your audience, and deliver what they want.
Then again, on our marketing courses we also tell our delegates to “under promise, and over deliver”. Gordon. David. Nick. Are you listening?
Kieran Bird
