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7 Reasons You ARE Your Own Best Product, or Lessons From the 2004 Presidential Election


The 2004 election is over--at least in the minds of the public--and analysis runs rampant as to why Senator John Kerry lost. From a business viewpoint, one could say that he simply didn't sell the product. Or more accurately, he didn't sell the American voters on himself, and by extension the Democratic Party, as the product. We all remember phrases such as "This is the wrong war in the wrong place at the wrong time" and "I voted for the invasion of Iraq before I voted against it."

Imagine if Bill Gates took to the airwaves and said, "We're against business. Our aim is to completely sandbag business [N.B.: some Microsoft foes may quip that he's succeeded.] But even though we're anti-business our software can do business better than our competitors' products. So buy Microsoft even though we're anti-business."

Even all of Bill Gates' millions couldn't stop stockholders from hauling him before a Wall Street firing squad. Die-hard Windows lovers, like true blue Democrats, would continue to support Gates nonetheless. They might even do it to spite Apple Computer, the way so many Kerry voters chose to support Kerry because he wasn't Bush. "The Uncola" slogan worked for 7-Up, but that's the exception. Most successful business enterprises win loyalty by telling customers who they are, rather than who they're not.

Consider the mundane example of juicers, specifically an online store front called LivingRight.com, one of a family of health appliance and lifestyle product Web sites operated by Arizona-based company Open Chute. There are literally hundreds of juicer Web sites, so what can Open Chute do to convince customers to buy from LivingRight.com? Except for saying, "We will meet or beat any of our competitors' prices," LivingRight doesn't waste much time reminding you of the competition. Consider the statement on their homepage:

"We supply commercial juice extractors and industrial juicers to businesses and also carry the best juicers for at-home juicing junkies. We have gift ideas for the health nut in your life, juicing recipes and tips on juicing for healthy living, as well as a Best Price Guarantee."

Let's look at what LivingRight has just told you about itself:

Fact: It cares about your health, and to prove it, there are pictures of spiffy-looking juicers surrounded by fresh fruit. Mm-mm. It even wants your friends and family to be healthy!

Fact: It supplies commercial juicers, and links to those products are right up there on the home page. But those juicers seem affordable for "at-home juicing junkies." Open Chute knows that if you're going to invest in a juicer you're going to get something that lasts. And hey, there's a Best Price Guarantee!

Fact: It is so sure that LivingRight will make a difference in your life that it offers recipes to go with the juicers, as well as tips on juicing for healthy living.

So in one short paragraph, LivingRight has sold itself as a caring consumer advocate and supplier of these nifty health appliances. After all, everyone wants to be healthy.

Contrast this with Kerry's message, delivered not in one paragraph but in hours of negative campaigning, debates, and speeches. For those of you who can't remember what it was, "I'm not Bush" comes pretty close. Although "We have better hair" also surfaced as a slogan. Reality check: People only vote for hair and make-up at the Oscars. Hillary Clinton herself denigrated the media fascination with her hair. Imagine that: Hillary's a better business leader than John Kerry. After all, she survived Whitewater, didn't she?

So what could the Democrats have done differently and what can you learn from them? For a start, you can realize and affirm the seven reasons why you are your own best product.

1) You are successful in what you do. LivingRight's Web site says, "More than 25,000 health appliances shipped!" "Shipped" communicates follow-through, as in a former McDonald's slogan "Over one billion served."

While going to war isn't a popular decision (as even Joan Rivers remarked at the 2002 Oscars, "Every idiot in the world wants peace"), President George W. Bush successfully prevented attacks on American soil by first going after al-Qa'eda, then in toppling Saddam Hussein from power.

2) You believe in your product, and by extension yourself and your vision, so much that you use it yourself. Those cheesy Hair Club For Men ads hit it right on the head, pun intended: "I'm not only the Hair Club president, I'm also a client." If John Kerry was so against the action in Iraq, why did he initially vote for it?

3) You are so compelling that you surround yourself with people who build up (not necessarily brown-nosers) rather than tear down your image. Bush has benefited from Colin Powell, Condoleeza Rice, Vice-President Dick Cheney, California Governor Arnold Schwarzenegger (another businessman successful at selling himself), Rudy Giuliani, Georgia Democratic Senator Zell Miller, and especially the legacy of former President Ronald Reagan. Now Bush has truly moved into bold territory by appointing his own father and former President Bill Clinton, one-time political rivals, to head the Asian tsunami relief.

I have to concede partial credit to Kerry and the Democrats for being associated with, or at least profiting from, a successful movie franchise--though let's not call "Fahrenheit 9/11" a documentary. Unfortunately, Michael Moore himself has proved to be less than stellar at being his own product. Although as of this writing he won the People's Choice Award for Best Film of the Year, he's also developed a reputation for lack of integrity, not to mention bashing the USA that has given him his career. Moore's whole image as "a man of the people" has been called into question many times. Although the marketing of Michael Moore is an Oscar-worthy production, 51 percent of Americans didn't find him credible.

Celebrity endorsements are only as good as the celebrities themselves, and many Americans found the Dixie Chicks, Barbra Streisand, Sean Penn, Martin Sheen, Jessica Lange, Ed Asner, Janeane Garofalo, Whoopi Goldberg, and many of the supposed elite to be less than convincing, particularly with the way Hollywood keeps selling crudeness, vulgarity, violence and intolerance for any point of view but its own. The multiple military backgrounds, Ph.D.s, and public service records the Bush team collectively holds puts in perspective the glamour of a few Academy Awards and hit TV shows, movies or albums.

4) You are confident enough in yourself not to deride people who opt for an alternate product. The British newspapers derided the majority of Americans who voted for Bush as being "dumb."

As my voice acting teacher, Samantha Paris, founder of Voicetrax San Francisco/Desert Cities says about casting for radio, narration, animation and TV commercial jobs, "It's selection, not rejection."

5) You thrive on competition, not taking it as a personal attack, and you don't turn the competition into personal attacks. Politics violates this rule too often, and the 2004 campaign was nastier than most.

Contrast that with Coke and Pepsi. The competing celebrity endorsements (Santa and the polar bears on the Coke side, Ray Charles and Faith hill on the Pepsi side) only prolong an ongoing competition that isn't likely to be resolved any time soon. The Pepsi Challenge shook Coke out of it's 1980s complacency, and Coke learned from its abysmal New Coke mistake. Although to be fair, Pepsi had its own klunker with Crystal Pepsi, although they rebounded with Pepsi Twist.

These days Coke has brought back Cherry Coke, Vanilla Coke, and even branched out into Coke with lime. Notice that Coke isn't telling investors how awful Pepsi is, and vice versa. It's just good old-fashioned competition in which you, the businessperson, puts your best foot forward.

6) You don't change who you are. People were never sure of who John Kerry was, whereas George W. Bush's swagger ("which in Texas is calls walking," he remarked in his acceptance speech at the Republican National Convention) doesn't hide itself. Bush has made no attempt to correct his oft-remarked-on slips of the tongue and even owns up to it ("People sometimes have a tendency to correct my English--I knew that I was in trouble when Arnold Schwarzenegger started doing it.") Bush's folksy ways make a statement that he is comfortable in his own skin. Likewise, Bill Clinton didn't switch to caviar from McDonald's (much to his regret later). Costco hasn't added high-end coffee bars and gourmet food stands, but the lines at the checkout are still as dauntingly long as ever.

7) You focus on who you are for the present and future, rather than who you used to be. Senator Kerry's rehashing of the Vietnam conflict, and the Swift Boat controversy that cropped up to haunt him, illustrated how drawing on past glories (or controversies) only make people confused about who you are in the present. Imagine if Coke and Pepsi trotted out all their marketing missteps, and imagine if Pepsi tried to resurrect its ad campaign with the embattled Michael Jackson. Dated at best, controversial at worst.

People connect with who you are in the moment and who you will be in the future. When someone buys, say, a juicer, she envisions many mornings of fresh homemade nutritious juice and the well-being that she receives, well-being that she comes to associate with the company or store that makes and/or sells the juicer. A past track record is helpful, particularly in maintaining relationships with customers, but don't keep rehashing it. "You've always been there for me" sets up the expectation that, like State Farm, you will be there in the future. You can enjoy a restaurant twenty times, but have you ever noticed that one bad meal can make you think twice about going there?

A coda to this list: Fortunately, if you've made yourself your primary product, even the most critical of diners can forgive a slip-up, because they've already invested in you. So make sure you are an investment they'll want to hang on to, and in the Democratic Party's case, a future they believe in.

Kristin Johnson is co-author of the "highly recommended" Midwest Book Review pick, Christmas Cookies Are For Giving: Stories, Recipes and Tips for Making Heartwarming Gifts (ISBN: 0-9723473-9-9). A downloadable media kit is available at our Web site, http://www.christmascookiesareforgiving.com, or e-mail the publisher (info@tyrpublishing.com) to receive a printed media kit and sample copy of the book. More articles available at http://www.bakingchristmascookies.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. July / 14 / 2020
5 simple home remedies to fight cold and flu - Times of India
5 simple home remedies to fight cold and flu  Times of India

Age-Old Home Remedy Peddled As COVID-19 Cure Found By Indian Student - BOOM
Age-Old Home Remedy Peddled As COVID-19 Cure Found By Indian Student  BOOM

Best home remedies to get rid of acne during monsoon - TheHealthSite
Best home remedies to get rid of acne during monsoon  TheHealthSite

6 home remedies for mosquito bites to stop your itch and provide relief - Insider - INSIDER
6 home remedies for mosquito bites to stop your itch and provide relief - Insider  INSIDER

Keep COVID-19 away through these yogasanas and home remedies by Swami Ramdev - India TV News
Keep COVID-19 away through these yogasanas and home remedies by Swami Ramdev  India TV News

5 simple and effective home remedies to treat dehydration - Times of India
5 simple and effective home remedies to treat dehydration  Times of India

COVID-19: Try these simple home remedies to treat a sore throat - Times of India
COVID-19: Try these simple home remedies to treat a sore throat  Times of India

Home Remedies For Diarrhea: Opt For These Simple And Effective Ways to Get Rid of The Problem - India.com
Home Remedies For Diarrhea: Opt For These Simple And Effective Ways to Get Rid of The Problem  India.com

Here are some quick and easy home remedies for acne - NewsBytes
Here are some quick and easy home remedies for acne  NewsBytes

The best natural remedies for a stomach ache, according to a gastroenterologist - Insider - INSIDER
The best natural remedies for a stomach ache, according to a gastroenterologist - Insider  INSIDER

Here are some home remedies to get rid of tanning - NewsBytes
Here are some home remedies to get rid of tanning  NewsBytes

Here are some basic home remedies which can help you fight cold and flu - NEWS HEADS
Here are some basic home remedies which can help you fight cold and flu  NEWS HEADS

Apple Cider Vinegar For Sore Throat: Is It An Effective Remedy? Know Ways To Use It Safely - NDTV Doctor
Apple Cider Vinegar For Sore Throat: Is It An Effective Remedy? Know Ways To Use It Safely  NDTV Doctor

Ministry of Ayush shares home remedies to stay safe from flu, other monsoon infections - Times Now
Ministry of Ayush shares home remedies to stay safe from flu, other monsoon infections  Times Now

COVID-19: Home Remedies For Oral Health Care During Lockdown - NDTV Food
COVID-19: Home Remedies For Oral Health Care During Lockdown  NDTV Food

Here's why Indians are searching on Google for how to make coronavirus vaccines at home - Business Insider India
Here's why Indians are searching on Google for how to make coronavirus vaccines at home  Business Insider India

Skincare Tips: Don't Squeeze, Use These Simple Home Remedies to Get Rid of Blackheads - India.com
Skincare Tips: Don't Squeeze, Use These Simple Home Remedies to Get Rid of Blackheads  India.com

Local News: Feeling Antsy? (7/13/20) - Chronicle Times
Local News: Feeling Antsy? (7/13/20)  Chronicle Times

How to Get Rid of Flies Inside and Outside of Your House, According to Insect Experts - Prevention.com
How to Get Rid of Flies Inside and Outside of Your House, According to Insect Experts  Prevention.com

Swami Ramdev shares home remedies for treating sinus - India TV News
Swami Ramdev shares home remedies for treating sinus  India TV News

5 ways you can use baking soda to improve health, lose weight - Times Now
5 ways you can use baking soda to improve health, lose weight  Times Now

Constipation in Babies: What are the signs, causes and home remedies of THIS issue? - PINKVILLA
Constipation in Babies: What are the signs, causes and home remedies of THIS issue?  PINKVILLA

Oli continues to downplay Covid-19 and propagate home remedies, earning ridicule on social media - The Kathmandu Post
Oli continues to downplay Covid-19 and propagate home remedies, earning ridicule on social media  The Kathmandu Post

Want healthier nails? Try these easy home hacks - The Indian Express
Want healthier nails? Try these easy home hacks  The Indian Express

How Effective Are Probiotics For Diarrhoea? Let's Find Out - NDTV Doctor
How Effective Are Probiotics For Diarrhoea? Let's Find Out  NDTV Doctor

Beauty Benefits of Honey: Here's why you should add it to your daily skincare routine - NEWS HEADS
Beauty Benefits of Honey: Here's why you should add it to your daily skincare routine  NEWS HEADS

Avoid skin allergies caused by masks - Outlook India
Avoid skin allergies caused by masks  Outlook India

Try these 3 anti-ageing Korean beauty hacks at home - Times of India
Try these 3 anti-ageing Korean beauty hacks at home  Times of India

Monsoon Hair Care: 3 DIY Home Remedies And Tips To Prevent Excessive Hair Fall In Rainy Season - SpotboyE
Monsoon Hair Care: 3 DIY Home Remedies And Tips To Prevent Excessive Hair Fall In Rainy Season  SpotboyE

Coronavirus: Karnataka guidelines for home isolation for asymptomatic patients - The Indian Express
Coronavirus: Karnataka guidelines for home isolation for asymptomatic patients  The Indian Express

"Home remedies like lemon and salt just don't cut it anymore": Sanjeev Gauba, Kent - afaqs
"Home remedies like lemon and salt just don't cut it anymore": Sanjeev Gauba, Kent  afaqs

Does COVID-19 impact your menstrual cycle? Here’s the truth for you - TheHealthSite
Does COVID-19 impact your menstrual cycle? Here’s the truth for you  TheHealthSite

Fever clinics help detect virus in city, keep spread in check - Times of India
Fever clinics help detect virus in city, keep spread in check  Times of India

Immunity-boosting kadha: Covid-19 survivor shares recipe that helped her - The Indian Express
Immunity-boosting kadha: Covid-19 survivor shares recipe that helped her  The Indian Express

Malaika Arora Shares Home Remedy For Good Digestion - Lehren Networks
Malaika Arora Shares Home Remedy For Good Digestion  Lehren Networks

Singing therapeutic for me: Malaika Arora - Telangana Today
Singing therapeutic for me: Malaika Arora  Telangana Today

How to dry up breast milk: Methods and timelines - Medical News Today
How to dry up breast milk: Methods and timelines  Medical News Today

Coronavirus Cure: Can coconut oil protect against COVID-19? Here's what doctors have to say - Jagran English
Coronavirus Cure: Can coconut oil protect against COVID-19? Here's what doctors have to say  Jagran English

COVID-19 treatment: Experts worry excessive usage of Tocilizumab, Remdesivir can do "more harm than good" - Times of India
COVID-19 treatment: Experts worry excessive usage of Tocilizumab, Remdesivir can do "more harm than good"  Times of India

Chronic Insomnia: Why It Happens, and What to Do About It - Greatist
Chronic Insomnia: Why It Happens, and What to Do About It  Greatist

9 clinically proven natural remedies for common ailments - MD Linx
9 clinically proven natural remedies for common ailments  MD Linx

Malaika Arora shares recipe of immunity boosting drink: True blue make in India home remedy - India Today
Malaika Arora shares recipe of immunity boosting drink: True blue make in India home remedy  India Today

Not feeling well? Here are some practical home remedies - Houston Chronicle
Not feeling well? Here are some practical home remedies  Houston Chronicle

Coronavirus home remedies: separating fact from fiction - FOX13 Memphis
Coronavirus home remedies: separating fact from fiction  FOX13 Memphis

5 natural home remedies for insomnia that can help you get better sleep - Insider - INSIDER
5 natural home remedies for insomnia that can help you get better sleep - Insider  INSIDER

Try these natural pain relievers as quick home remedies - The Indian Express
Try these natural pain relievers as quick home remedies  The Indian Express

Coweta County and COVID-19; the facts, just the facts - Newnan Times-Herald
Coweta County and COVID-19; the facts, just the facts  Newnan Times-Herald

Myth-busting: Which of these DIY home remedies for coronavirus are actually effective? - KPRC Click2Houston
Myth-busting: Which of these DIY home remedies for coronavirus are actually effective?  KPRC Click2Houston

Coronavirus Fact Check: Do these 'home remedies' actually help? - NBC2 News
Coronavirus Fact Check: Do these 'home remedies' actually help?  NBC2 News

Many home remedies were good medicine — if you could survive the cure - The Mountaineer
Many home remedies were good medicine — if you could survive the cure  The Mountaineer

Opium Demand Jumps as Desperate Afghan Villagers Seek Covid Cure - BloombergQuint
Opium Demand Jumps as Desperate Afghan Villagers Seek Covid Cure  BloombergQuint

5 natural home remedies to get relief from flu - Times of India
5 natural home remedies to get relief from flu  Times of India

Malaika Arora’s immunity booster is high on vitamin C; check it out - The Indian Express
Malaika Arora’s immunity booster is high on vitamin C; check it out  The Indian Express

5 home remedies to treat cold and flu caused by the sudden change in weather - Times of India
5 home remedies to treat cold and flu caused by the sudden change in weather  Times of India

Dangerous Home Remedies for COVID-19 - Everyday Health
Dangerous Home Remedies for COVID-19  Everyday Health

No, garlic won't prevent COVID-19. These 'home remedies' and 'cures' just don't work - NorthJersey.com
No, garlic won't prevent COVID-19. These 'home remedies' and 'cures' just don't work  NorthJersey.com

11 Home Remedies for Glowing Skin and Mistakes to Avoid - Greatist
11 Home Remedies for Glowing Skin and Mistakes to Avoid  Greatist

Question of the day: Can home remedies such as garlic, red pepper, saline, hot baths or alcohol protect a person from catching COVID-19? - Victoria Advocate
Question of the day: Can home remedies such as garlic, red pepper, saline, hot baths or alcohol protect a person from catching COVID-19?  Victoria Advocate

Home Remedies for Allergies: Natural Ways to Ease Symptoms - Shape Magazine
Home Remedies for Allergies: Natural Ways to Ease Symptoms  Shape Magazine

Chloroquine, home remedies are not the answer to treat coronavirus, experts say - TribLIVE
Chloroquine, home remedies are not the answer to treat coronavirus, experts say  TribLIVE

Home Remedies for Migraine Relief and Prevention | Shape - Shape Magazine
Home Remedies for Migraine Relief and Prevention | Shape  Shape Magazine

Coronavirus Prevention: Make hand sanitizer at home using these three ingredients - Times of India
Coronavirus Prevention: Make hand sanitizer at home using these three ingredients  Times of India

Four home remedies to get rid of a toothache when you can't see a dentist - Insider - INSIDER
Four home remedies to get rid of a toothache when you can't see a dentist - Insider  INSIDER

Say Thanks To Honey Because Of These 5 Amazing Home Remedies - NDTV Swirlster
Say Thanks To Honey Because Of These 5 Amazing Home Remedies  NDTV Swirlster

Migraines: Home remedies that work, according to real people - KSAT San Antonio
Migraines: Home remedies that work, according to real people  KSAT San Antonio

Best Natural Remedies for Common Health Issues That Work - Prevention.com
Best Natural Remedies for Common Health Issues That Work  Prevention.com

13 Home Remedies for Acne, According to Dermatologists - Men's Health
13 Home Remedies for Acne, According to Dermatologists  Men's Health

5 effective home remedies for vaginal itching - Times of India
5 effective home remedies for vaginal itching  Times of India

6 home remedies for mosquito bites and itches - Times of India
6 home remedies for mosquito bites and itches  Times of India

Do home remedies work to fight the flu? - Siouxland News
Do home remedies work to fight the flu?  Siouxland News

Using home remedies to treat the common cold - kjrh.com
Using home remedies to treat the common cold  kjrh.com

Home Remedies for Dandruff and Itchy Scalp - Shape Magazine
Home Remedies for Dandruff and Itchy Scalp  Shape Magazine

Home remedies can ease symptoms of cough, sore throat - Daily Herald
Home remedies can ease symptoms of cough, sore throat  Daily Herald

10 home remedies to treat dark circles - Times of India
10 home remedies to treat dark circles  Times of India

Psoriasis: 12 home remedies and how to avoid triggers - Medical News Today
Psoriasis: 12 home remedies and how to avoid triggers  Medical News Today

Listeners Ask About Home Remedies, Carry-Out Food and Warm Weather When Dealing with Coronavirus - WKSU News
Listeners Ask About Home Remedies, Carry-Out Food and Warm Weather When Dealing with Coronavirus  WKSU News

10 natural and home remedies for ulcers - Medical News Today
10 natural and home remedies for ulcers  Medical News Today

Diverticulitis: 8 home remedies and natural treatments - Medical News Today
Diverticulitis: 8 home remedies and natural treatments  Medical News Today

Home Remedies For Sore Throat: Try This Simple Ginger-Garlic Drink For Quick Relief - NDTV
Home Remedies For Sore Throat: Try This Simple Ginger-Garlic Drink For Quick Relief  NDTV

Home remedies — did mother know best? - tnonline.com
Home remedies — did mother know best?  tnonline.com

15 natural remedies for a sore throat: Marshmallow root and more - Medical News Today
15 natural remedies for a sore throat: Marshmallow root and more  Medical News Today

Home Remedies: Ginger-Honey-Pepper-Lemon Water May Help Ease Cold And Cough - NDTV Food
Home Remedies: Ginger-Honey-Pepper-Lemon Water May Help Ease Cold And Cough  NDTV Food

Home remedies to soothe an upset stomach - Times of India
Home remedies to soothe an upset stomach  Times of India

Home remedies doctors swear by - Mumbai Mirror
Home remedies doctors swear by  Mumbai Mirror

Thirteen old-fashioned home remedies using everyday food which really work - Mirror Online
Thirteen old-fashioned home remedies using everyday food which really work  Mirror Online

Home remedies for cold feet and palms - Times of India
Home remedies for cold feet and palms  Times of India

6 easy and effective home remedies for body pain - Firstpost
6 easy and effective home remedies for body pain  Firstpost

7 best home remedies to get rid of knee pain - Times of India
7 best home remedies to get rid of knee pain  Times of India

Herbal Remedies and COVID-19: What to Know - Healthline
Herbal Remedies and COVID-19: What to Know  Healthline

Stuck at home during lockdown? Home remedies to cure minor illnesses - Times of India
Stuck at home during lockdown? Home remedies to cure minor illnesses  Times of India

Dry scalp: 9 natural home remedies - Medical News Today
Dry scalp: 9 natural home remedies  Medical News Today

6 simple and natural home remedies for cough - Firstpost
6 simple and natural home remedies for cough  Firstpost

5 home remedies to deal with the problem of low blood pressure - Times of India
5 home remedies to deal with the problem of low blood pressure  Times of India

Honey-pepper and water boiled with tulsi-haldi — Modi bats for Covid-19 ‘home remedies’ - ThePrint
Honey-pepper and water boiled with tulsi-haldi — Modi bats for Covid-19 ‘home remedies’  ThePrint

Natural home remedies that can help you with kidney stones - Times of India
Natural home remedies that can help you with kidney stones  Times of India

Fever home remedies: Adults, children, and infants - Medical News Today
Fever home remedies: Adults, children, and infants  Medical News Today

Natural antidepressants to improve your mental health - Times of India
Natural antidepressants to improve your mental health  Times of India

5 easy natural remedies for relaxing your muscles - Times of India
5 easy natural remedies for relaxing your muscles  Times of India

Home remedies: Herbal supplements may not mix with heart medicines - Medical Xpress
Home remedies: Herbal supplements may not mix with heart medicines  Medical Xpress

There’s No Home Remedy for Coronavirus Lies - The New York Times
There’s No Home Remedy for Coronavirus Lies  The New York Times

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