What do you do when your opponent consciously decides to
stir things up by launching attacks that are just this side of inciting a lynch
mob? Or, because on this blog politics is viewed as a test bed for broader
communications strategies, your company’s chief competitor launches a viral
rumor campaign against your flagship product?
The best response is a calm and trusted voice that can set
things right. It could be a CEO who steps forward (the Japanese are
particularly adroit at that) but an endorsement from an outsider whose
voice is broadly trusted by your target
audience is much, much better.
This radio ad, running now in the battle ground state of
Virginia, is a micotargeting
masterpiece. And the music in the background ain’t half bad neither. Don’t miss it.
A very big thanks to Kathy G or at The G-Spot for putting
this up. Click over to her website and check it out. She has a lot more of Ralph Stanley’s music posted. My
favorite? “Man of Constant Sorrow” which pretty much covers how many folks will
be feeling when they open up that envelop and see their 401K statement latter this
month.