The election looms.
And most of us, according to Russell Brand, will respond with:
“absolute indifference and weariness and exhaustion from the lies, treachery, deceit of the political class, that has been going on for generations now.”
He’s got a point.
And you only have to accidentally flick the remote onto ‘Question Time’ to be reminded of it.
There, every Thursday night, we are treated to the formulaic:
“what I say is this:….”
“I think the important thing here is….”
“I see people up and down the country”
“I’m really glad you’ve asked that question”
and all the rest of it: frankly just very weird phrases and sayings, trotted out left, right and centre.
When did you ever hear a normal person talk like this?
And where on earth do politicians learn to speak this pompous, top-down, duplicitous, jargon-laden, deeply patronising gobbledygook?
But more importantly, why are they so surprised by our “indifference” and “weariness”?
And why do they blame it on us – telling us that we don’t care enough about the big, political issues of the day?
Imagine if, as marketers, we sought to attribute any lack of engagement in our products or services as somehow the fault of our prospective customers. They would, quite rightly, great us with the contempt that we would deserve.
Marketers know, in a way that their behaviour at least suggests that politicians do not, that British people, in fact, have never been more engaged. Arguably, the market for something to believe in has never been stronger.
We also know that if you have a message that you need to convey, you can’t simply expect that it will willingly be taken up and understood by the people to whom you are trying convey it.
We know that we have to do all the hard yards: to articulate the message in a style and format that will resonate, and then to promote that message in places where the people we want to digest it might see it.
If politicians were genuinely serious about engaging us, this is what they would do.
It’s not rocket science, rusty or otherwise.
– this piece first kindly published by Campaign Magazine