Examining
the Kerry Campaign
Personal politics aside, the upcoming presidential election is a fascinating case
study in message development. I do not dare suggest in this missive that the outcome
of the election is clear. It clearly isn’t. But while the outcome
is not certain, the differences between these two candidates and the ways they communicate
offer compelling contrasts.
Polls suggest that there is a large percentage of the electorate that is not supportive
of President Bush. One could reasonably argue that the situation in Iraq , an exploding
budget deficit, and a somewhat sluggish economy present a real opportunity for the
challenger. Yet, with only weeks to go until the November election, President Bush
appears to be ahead in most major polls, and in some cases comfortably ahead. As
of this writing it appears possible that Kerry’s opportunity to unseat a polarizing
president may be slipping away. Why?
If the Kerry campaign hired The Latimer Group for a quick coaching
session,
here are three observations I would make:
1. Electorates are like financial markets - they hate uncertainty.
If George Bush does anything well, he simplifies his message and makes it
crystal clear, certain and memorable. You may not agree with Bush’s message – and
many don’t - but if you hear him speak, you understand and remember his message.
I would tell my hypothetical client John Kerry that he has been failing to establish
what he stands for... too many apparent position shifts. I have listened to his convention
acceptance speech three times, and I still am not entirely sure what it was about.
Repackaging this candidate is certainly still possible, but the message needs to
be simpler, clearer, and more emotionally charged.
2. Know your audience.
Since John Kerry became the presumptive Democratic nominee it has been clear that
he and his inner circle decided to place great emphasis on his military record.
It also seems clear that there was a parallel decision made to try to focus attention
on the National Guard record of George Bush. I submit that this may have been a
strategic error on the part of the Kerry campaign. There are many important events,
policies and issues in 2004 America to focus on in this election. I suspect that
the American people will cast their votes based on 2004 Iraq and the 2004 economy,
not on 1970 Vietnam.
3. Speak the language of decisiveness. Is John Kerry decisive?
Probably. Certainly, he is more decisive than he has been portrayed in this campaign.
But for the next five weeks, he needs to speak decisively, all the time. Leave
the subordinate clauses at home, John. Shorten your sentences. Make them declarative.
Make them simple. Welcome to the world of presidential campaign communication,
which could not be further from the world of senatorial debate.
Much can happen in the next five weeks. But if John Kerry is going to pounce on
the opportunity in front of him, a few things have to change. If George Bush wins
on November 2, the reason may not be that more Americans like him and approve of
his performance. If he wins, the reason may simply be that they understand him better
than the Junior Senator from Massachusetts.
 Beacon Issue -
October 2004
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