No matter your view of Barak Obama, it is impossible to look at his sudden rise to frontrunner in the Democrat presidential race and not marvel at his campaign’s ability to capture the hearts of millions across the country.  Obama’s message of hope has connected with a segment of the country in a manner more akin to a religious movement than a presidential campaign.

While the other Democrat and Republican candidates were trying to sell their experience, their proposed policies, or simply their opposition to the current administration, Obama was selling himself as the agent of hope.  Others have been engaged in traditional campaign rhetoric; Obama has been engaged in selling the emotions of a new vision for individuals.  Others have been trying to appeal to the brain; Obama to the heart. 

His appeal to emotions has resounded with tremendous force with tens of millions.

While political pundits and competitors have complained that his campaign lacks substance, his message has not veered from its simple appeal at a gut level. 

What hope?  What change?  How is hope and change going to be achieved?  Other than vague statements about specific issues, these questions have not only have not been addressed, they have been purposely ignored. 

Specificity in confronting issues is counter to the underlying theme of Obama’s campaign.  Although at some point in the campaign, especially if he becomes the Democrat nominee for president, he will have to begin to address policy specifics.  However, the more time he spends addressing policy specifics, the more his campaign begins to resemble that of a traditional candidate, something he wishes to delay as long as possible. 

And why shouldn’t he?  His strategy has projected him to frontrunner status.  It’s working—probably better than he could have imagined.

But for us in sales and marketing, the question isn’t is it working–but why is it working.  What has created the Obama phenomenon? 

The Obama campaign works because of a combination of three key components:

Personal Appeal:  Barak Obama is a charismatic individual.  People like him.  People feel they can connect with him.  He comes across as an articulate, kind, respectful man.  He isn’t bombastic, argumentative, or egoistic.  He isn’t an aloof, out of touch politician who comes across as haughty or privileged. 

Market Analysis:  Prior to beginning his campaign, Obama understood the wants and needs of his core market.  As a Democrat his core market of course is those who will vote in Democratic primaries and attend Democratic caucuses.  While his competitors sought to appeal to the market’s opposition to the current administration’s policies, Obama looked past the obvious opposition and recognized a more visceral need.  He understood his market was suffering from a deep sense of despair and hopelessness.  His market wanted change, but was desperate for someone to give them hope.  He allowed his opponents to try to appeal to the brain; his strategy was to address the underlying, immediate need.  Whereas his opponents addressed the visual manifestations, Obama understood his market and addressed the real issue of despair.  And possibly to his surprise, he discovered that despair had spread well beyond his core market.

Consistency of Message:  Throughout his campaign, every aspect of his marketing has been consistent.  His speeches, his advertisements, his interviews, his press conferences, and for the most part, even his surrogates have remained true to the message, deviating only slightly when confronted with a situation demanding a more substantive response, but immediately coming back to the central messages of hope and change. 

Although we as salespeople and companies may not be able to imitate Obama’s likeability, we can certainly take away lessons from his market analysis and the coordination of his marketing. 

Developing a deep understanding of your market and then crafting a consistent message that meets the core wants and needs of that market must be central to our business and sales plan.  Obviously, this is hardly a new concept.  But seldom do we have the opportunity to witness the impact and explosive possibilities of that concept in such a short period of time and to such degree as with the Obama campaign.

Paul McCord may be reached at pmccord@mccordandassociates.com