Politics and marketing
I have embraced talking about politics in my marketing since I started running my business nearly three years ago. Despite conventional wisdom saying we need to stay away from politics when we want to appeal to people, I embrace talking about what I believe in, and I like that I have a platform to do so.
It’s not been an overt business decision; it started out as something that just felt right to me. But if you are reading this post, it means you’re probably a business owner with strong beliefs, feeling unsure whether you need to steer clear of talking about politics in your marketing.
Here’s what I think.
Marketing strategy and politics
Here I am Marching for the rights of working mothers with Pregnant then screwed in 2017. Photo by claire brookes photography.
As a marketing coach and strategist, everything I tell others to do is rooted in a few core principles.
I believe that to do marketing effectively, you need clarity of purpose, which is why we always start with why. From a clearly articulated purpose statement grows values - your key beliefs as a business - and personas, fictional representations of your audience segments.
Once these three key foundational elements are in place, I use them to help identify some content pillars which inform and guide the content strategy.
In the case of Goodness Marketing, my why is about being a force of good in the world. I have four values based on this purpose statement which I use to guide my business decisions (more about them here).
One of my values is “Good for the world”. What this means in practice is that I do ethical marketing, and act with honesty and integrity towards everyone. It’s also about promoting equality, reducing my impact on the world and doing what I can to make a positive contribution to the natural world around us.
What this means for my content pillars is that I talk about ethical marketing, sustainability and my enjoyment of nature. It also means that I talk politics, because I think matters of equality and fairness are absolutely political (and so are the others, actually).
For me, politics are central to addressing issues such as climate change, poverty, systemic racism and the patriarchy. Systems need to change, and it takes a movement to bring about what is needed. I can do my best to recycle, or walk rather than drive, but if governments don’t crack down on the biggest corporate polluters then my efforts are pretty much in vain. That’s political.
Because I feel so strongly about this, politics are part of who I am. And instead of trying to hide that in my marketing, I am owning it.
This approach isn’t for everyone. It can be scary to put yourself out there and tell the world what you believe, because that courts disagreement from those on the other side. You might worry that you are going to lose business as a result. And you may. Or you might find that more of your people come to you.
In my experience, standing confidently in my beliefs has led to many fulfilling professional encounters. I had someone come to me to help them with their marketing after they checked my social media and noticed I’d been on a pro-Remain march in London. Of course, I may also have missed out on client work as a result of my public politics! I can imagine someone checking my Twitter on 30 March last year and be outraged at my passion for the EU.
But isn’t that what good marketing is about anyway? Be completely irresistible to the people you really want to work with and repel the rest! I know that I’d rather work with people who know what I’m about than try to pretend to be something I am not for the sake of business.
I realise this is a privileged position to be in, and it is of course much more relevant to service-based businesses. What I sell is me - my thoughts, my unique experiences, knowledge and opinions. A product-based business that relies on selling volume might feel very different about this, though there are many product-based businesses who are highly political in their marketing and communications, and very successful at that (for example Lush).
I’m not trying to say all businesses should get political. But I’m saying that if you do feel political and you would like to express that - or you’re finding it difficult to suppress it - in your marketing, here’s how you could approach it.
How to incorporate politics into marketing
There are a few things to consider when you decide to be open about your political beliefs in your marketing.
Be value driven
Underpin your politics with your values, and write your values down. When your driving forces are written down like that, you can refer to them - almost like a mantra - in situations where the way forward isn’t very clear.
2. Authenticity
People smell performative politics from a mile away. So don’t pretend to care about something if you don’t. Admit when you don’t know the answers. Deeds not words: follow through with real action.
3. Learn and collaborate
Recent events have reminded me of the importance of listening to others who know more than you (and you will always find people who know more than you). Read books, watch films, listen to podcasts and collaborate with others outside your bubble.
4. Get comfortable with discomfort
Being upfront about your politics will cause discomfort. It will attract people who will vehemently disagree with you. You will make mistakes - say the wrong thing, make a wrong decision - and people will call you out on it. But there’s only one way forward and that is through these experiences.
5. Balance urgency with knee jerking
A lot of what is going on in the world needs urgent action. Black people have not been heard for centuries and this has to stop. We have depleted the world of resources almost to the point of no return. We need to take action now, but take a moment to think about what is right for you and your business, and what will truly help the cause.
You don’t need to avoid politics in marketing. In fact, if you want to be authentic in your marketing and politics are part of who you are, then sharing that with the world is not only ok, but something to celebrate and embrace.
Here’s how I can help you with your marketing.
Or get in touch to discuss your situation and needs.