The presidential race has made the turn into its final lap. Both the Donald Trump and Joe Biden campaigns have spent millions to connect with voters and stake out their policies and political agenda. But in the end, voters will make their decisions on something less tangible, but perhaps more powerful.
“Voters make their decision on how they make them feel,” said marketing executive Jason Voiovich.
Decades of research back him up. Political scientists from Paul Goren to Arthur Miller and George Marcus and more have established that voters are drawn to, or repelled from a presidential candidate based up on a sometimes simple set of emotions.
As the writer and producer of the website Marketer in Chief, Voiovich has ingeniously amplified what scores of political researchers have long established. Specifically, that voters select presidents based on gut-level emotions. His primary proposition is that presidents have to stake out emotional goal posts that voters are willing to run toward. In modern marketing terms, it’s about branding.