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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 ([email protected]) 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 Thu. May / 06 / 2021
Home Remedies for Wheezing - Verywell Health
Home Remedies for Wheezing  Verywell Health

5 Home Remedies To Try When You Have Dry Eyes - NDTV Swirlster
5 Home Remedies To Try When You Have Dry Eyes  NDTV Swirlster

Home remedies no match for serious eye diseases - Healio
Home remedies no match for serious eye diseases  Healio

Home Remedies for Postnasal Drip: What Works, What Doesn't - Healthline
Home Remedies for Postnasal Drip: What Works, What Doesn't  Healthline

3 Home remedies to deal with dry cough while home quarantining with COVID 19 virus - PINKVILLA
3 Home remedies to deal with dry cough while home quarantining with COVID 19 virus  PINKVILLA

Add some scepticism to Covid home remedies - Deccan Herald
Add some scepticism to Covid home remedies  Deccan Herald

6 Super easy home remedies that will help you tame your curly hair - PINKVILLA
6 Super easy home remedies that will help you tame your curly hair  PINKVILLA

Covid 19: Bhagyashree shares home remedy to combat chronic fatigue, muscle soreness - The Indian Express
Covid 19: Bhagyashree shares home remedy to combat chronic fatigue, muscle soreness  The Indian Express

Redness around nose: Causes, treatment, home remedies, and more - Medical News Today
Redness around nose: Causes, treatment, home remedies, and more  Medical News Today

5 Home Remedies To Soothe Burning Eyes During Summer - NDTV Swirlster
5 Home Remedies To Soothe Burning Eyes During Summer  NDTV Swirlster

5 Effective Home Remedies For Skin Tightening - NDTV Swirlster
5 Effective Home Remedies For Skin Tightening  NDTV Swirlster

Home remedies to get rid of smelly armpits - Times of India
Home remedies to get rid of smelly armpits  Times of India

My Nani's haldi doodh is more than just a home remedy - SBS
My Nani's haldi doodh is more than just a home remedy  SBS

Say goodbye to dry scalp with these effective home remedies - Yahoo India News
Say goodbye to dry scalp with these effective home remedies  Yahoo India News

Is joint swelling a symptom of COVID-19? - Medical News Today
Is joint swelling a symptom of COVID-19?  Medical News Today

Tips to deal with an unwanted pimple using home remedies - Times Now
Tips to deal with an unwanted pimple using home remedies  Times Now

Keep your coloured hair healthy with these easy home remedies - PINKVILLA
Keep your coloured hair healthy with these easy home remedies  PINKVILLA

Wrinkles: Causes, home remedies and clinical treatments of this sign of ageing - PINKVILLA
Wrinkles: Causes, home remedies and clinical treatments of this sign of ageing  PINKVILLA

Ear Infection While Pregnant: Symptoms, Causes, Treatment - Healthline
Ear Infection While Pregnant: Symptoms, Causes, Treatment  Healthline

Neetu Kapoor shares easy home remedies for relieving anxiety, muscle and joint pain - The Indian Express
Neetu Kapoor shares easy home remedies for relieving anxiety, muscle and joint pain  The Indian Express

COVID-19 Information: Dry cough could be an early symptom; treat it at home with these 5 easy remedies - Jagran English
COVID-19 Information: Dry cough could be an early symptom; treat it at home with these 5 easy remedies  Jagran English

4 Korean home remedies for bright and clear skin - PINKVILLA
4 Korean home remedies for bright and clear skin  PINKVILLA

Supplements for piles: What works and more - Medical News Today
Supplements for piles: What works and more  Medical News Today

Gum Line Cavity: Causes, Symptoms, and More - Healthline
Gum Line Cavity: Causes, Symptoms, and More  Healthline

Birthmark Removal: Types of Treatments, Cost, and More - Healthline
Birthmark Removal: Types of Treatments, Cost, and More  Healthline

EXCLUSIVE: Nushrratt Bharuccha REVEALS her DIY exfoliating scrub, home remedies to get rid of eyebags & more - PINKVILLA
EXCLUSIVE: Nushrratt Bharuccha REVEALS her DIY exfoliating scrub, home remedies to get rid of eyebags & more  PINKVILLA

Skincare: Here are 2 DIY home remedies that will help you get rid of uneven tan and lines during summer - PINKVILLA
Skincare: Here are 2 DIY home remedies that will help you get rid of uneven tan and lines during summer  PINKVILLA

Foot Pain At Night: 8 Causes, Treatment & Prevention - Healthline
Foot Pain At Night: 8 Causes, Treatment & Prevention  Healthline

Complaint sent to Chief Secretary against Vijay Sankeshwar in home remedy issue - The Hindu
Complaint sent to Chief Secretary against Vijay Sankeshwar in home remedy issue  The Hindu

Remove blackheads at home with 3 home remedies - Times of India
Remove blackheads at home with 3 home remedies  Times of India

COVID-19: Home Remedies For Oral Health Care - Rising Kashmir
COVID-19: Home Remedies For Oral Health Care  Rising Kashmir

Natural Vision Improvement Review: Safely Improve Eye Health | HeraldNet.com - The Daily Herald
Natural Vision Improvement Review: Safely Improve Eye Health | HeraldNet.com  The Daily Herald

Shingles vs. Poison Ivy: How to Tell the Difference - Healthline
Shingles vs. Poison Ivy: How to Tell the Difference  Healthline

Picking scabs on the scalp: Complications and treatment - Medical News Today
Picking scabs on the scalp: Complications and treatment  Medical News Today

The Ultimate Skin Care Routine for Combination Skin - Healthline
The Ultimate Skin Care Routine for Combination Skin  Healthline

As COVID-19 sweeps rural India, sick struggle to access healthcare - Thomson Reuters Foundation
As COVID-19 sweeps rural India, sick struggle to access healthcare  Thomson Reuters Foundation

Haircare tips: Simple Ayurvedic remedies to keep dandruff away - The Indian Express
Haircare tips: Simple Ayurvedic remedies to keep dandruff away  The Indian Express

10 natural beta-blockers - Medical News Today
10 natural beta-blockers  Medical News Today

12 Best Under-Eye Patches of 2021 - Healthline
12 Best Under-Eye Patches of 2021  Healthline

How long does gout last? What to know - Medical News Today
How long does gout last? What to know  Medical News Today

Say Goodbye To Fever Blisters With These Remedies - Pragativadi
Say Goodbye To Fever Blisters With These Remedies  Pragativadi

Home ingredients to tackle sun damage on skin and hair - Times of India
Home ingredients to tackle sun damage on skin and hair  Times of India

Government isn't the enemy; it's the solution to our future - Southgate News Herald
Government isn't the enemy; it's the solution to our future  Southgate News Herald

Red Root: Uses, Benefits, Side Effects, and Dosage - Healthline
Red Root: Uses, Benefits, Side Effects, and Dosage  Healthline

Antibiotics and Sinus Infections - Verywell Health
Antibiotics and Sinus Infections  Verywell Health

Bicep tendonitis: Causes, treatments, and recovery time - Medical News Today
Bicep tendonitis: Causes, treatments, and recovery time  Medical News Today

WhatsApp-armed youth create awareness among Sonbhadra tribals - Hindustan Times
WhatsApp-armed youth create awareness among Sonbhadra tribals  Hindustan Times

NTV: Special Discussion On Home Remedies (Video) - Social News XYZ
NTV: Special Discussion On Home Remedies (Video)  Social News XYZ

A supposed home remedy for boosting blood oxygen levels is unfounded - Khabarhub
A supposed home remedy for boosting blood oxygen levels is unfounded  Khabarhub

Black Pepper, Honey, Ginger Are Not A Remedy For Covid 19: PIB - NDTV Food
Black Pepper, Honey, Ginger Are Not A Remedy For Covid 19: PIB  NDTV Food

Managing mild Covid at home - The New Indian Express
Managing mild Covid at home  The New Indian Express

Now, 170 Ayurveda doctors on call - Ahmedabad Mirror
Now, 170 Ayurveda doctors on call  Ahmedabad Mirror

Home Remedies Using Apple Cider Vinegar - Integris
Home Remedies Using Apple Cider Vinegar  Integris

Coronavirus home remedies: Treatment options and when to seek help - Medical News Today
Coronavirus home remedies: Treatment options and when to seek help  Medical News Today

Home Remedies and Lifestyle Changes to Help Your Back Pain - Health Essentials from Cleveland Clinic
Home Remedies and Lifestyle Changes to Help Your Back Pain  Health Essentials from Cleveland Clinic

11 natural remedies for acid reflux - Medical News Today
11 natural remedies for acid reflux  Medical News Today

6 home remedies for asthma - Medical News Today
6 home remedies for asthma  Medical News Today

Arthritis in the Neck Home Remedies - Verywell Health
Arthritis in the Neck Home Remedies  Verywell Health

Oily skin: Natural remedies to make at home - Medical News Today
Oily skin: Natural remedies to make at home  Medical News Today

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15 GERD home remedies: Diet, herbs, posture, and more  Medical News Today

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5 of the best home remedies for chafing  Medical News Today

9 home remedies for burning feet - Medical News Today
9 home remedies for burning feet  Medical News Today

Easy home remedies to cure sore throat - The Indian Express
Easy home remedies to cure sore throat  The Indian Express

Use self-help remedies with good sense and restraint - mid-day.com
Use self-help remedies with good sense and restraint  mid-day.com

Castor oil and other home remedies for pesky skin tags - Seattle Times
Castor oil and other home remedies for pesky skin tags  Seattle Times

Home remedies boom as India pandemic cases soar - Medical Xpress
Home remedies boom as India pandemic cases soar  Medical Xpress

Home Remedies That Work - WebMD
Home Remedies That Work  WebMD

The Ultimate Skin Care Routine for Dry Skin - Healthline
The Ultimate Skin Care Routine for Dry Skin  Healthline

15 Best Home Remedies for Heartburn Relief: Natural Ways to Get Rid of Heartburn - Parade
15 Best Home Remedies for Heartburn Relief: Natural Ways to Get Rid of Heartburn  Parade

Coronavirus: Ayurvedic home remedies for mild COVID symptoms (cough, fever and tiredness), by an Ayurvedi - Times of India
Coronavirus: Ayurvedic home remedies for mild COVID symptoms (cough, fever and tiredness), by an Ayurvedi  Times of India

Home remedies for insomnia: 9 options - Medical News Today
Home remedies for insomnia: 9 options  Medical News Today

6 natural home remedies to get rid of nausea - INSIDER
6 natural home remedies to get rid of nausea  INSIDER

Eczema (Atopic Dermatitis) Home Treatment and Remedies - WebMD
Eczema (Atopic Dermatitis) Home Treatment and Remedies  WebMD

Can home remedies help my sciatica? - Harvard Health - Harvard Health
Can home remedies help my sciatica? - Harvard Health  Harvard Health

10 home remedies to get relief from cough - Times of India
10 home remedies to get relief from cough  Times of India

Goodbye dull skin: 5 simple home remedies to rejuvenate your skin - Hindustan Times
Goodbye dull skin: 5 simple home remedies to rejuvenate your skin  Hindustan Times

Bzzz, slap! How to treat insect bites (home remedies included) - The Conversation AU
Bzzz, slap! How to treat insect bites (home remedies included)  The Conversation AU

Tired of Cough Drops? Try These 5 Home Remedies for Cough - EcoWatch
Tired of Cough Drops? Try These 5 Home Remedies for Cough  EcoWatch

Have mild COVID symptoms? Ayurvedic doctor shares effective home remedies - The Indian Express
Have mild COVID symptoms? Ayurvedic doctor shares effective home remedies  The Indian Express

Stomach ache? Here are some home remedies from a nutritionist - The Indian Express
Stomach ache? Here are some home remedies from a nutritionist  The Indian Express

How to get rid of dark neck: 5 effective home remedies - India Today
How to get rid of dark neck: 5 effective home remedies  India Today

VERIFY: Can at-home remedies help treat COVID-19? - WZDX
VERIFY: Can at-home remedies help treat COVID-19?  WZDX

My Upbringing Introduced Me to the Healing Power of Natural Home Remedies - Well+Good
My Upbringing Introduced Me to the Healing Power of Natural Home Remedies  Well+Good

6 home remedies to relieve headaches naturally - INSIDER
6 home remedies to relieve headaches naturally  INSIDER

Air pollution: 5 easy home remedies to stop coughing - Times of India
Air pollution: 5 easy home remedies to stop coughing  Times of India

Five effective home remedies to relieve sinus pain - Times of India
Five effective home remedies to relieve sinus pain  Times of India

5 effective home remedy for shortness of breath - Times of India
5 effective home remedy for shortness of breath  Times of India

Sciatica pain treatment: Medical options, exercises, and home remedies - Medical News Today
Sciatica pain treatment: Medical options, exercises, and home remedies  Medical News Today

Bad Home Remedies for COVID-19 - U.S. News & World Report
Bad Home Remedies for COVID-19  U.S. News & World Report

Natural remedies for hemorrhoids - Harvard Health Blog - Harvard Health
Natural remedies for hemorrhoids - Harvard Health Blog  Harvard Health

How to cure mouth ulcers: Top 10 home remedies - India Today
How to cure mouth ulcers: Top 10 home remedies  India Today

Simple and effective home remedies for constipation - Times of India
Simple and effective home remedies for constipation  Times of India

Natural remedies for inflammation: Foods, supplements, and more - Medical News Today
Natural remedies for inflammation: Foods, supplements, and more  Medical News Today

5 EFFECTIVE home remedies for dry cough - PINKVILLA
5 EFFECTIVE home remedies for dry cough  PINKVILLA

Dry eyelids: Causes, treatments, and home remedies - Medical News Today
Dry eyelids: Causes, treatments, and home remedies  Medical News Today

Home Remedies For Hair Growth: How To Grow Hair Naturally With Good Food - NDTV Food
Home Remedies For Hair Growth: How To Grow Hair Naturally With Good Food  NDTV Food

8 of the best home remedies to soothe a cough naturally, according to doctors - INSIDER
8 of the best home remedies to soothe a cough naturally, according to doctors  INSIDER

Is There a Home Remedy for Pink Eye? - Verywell Health
Is There a Home Remedy for Pink Eye?  Verywell Health

Sparse Eyebrows Treatment, Home Remedies, and Precautions - Healthline
Sparse Eyebrows Treatment, Home Remedies, and Precautions  Healthline

The best home remedies for asthma, like breathing exercises and natural herbs - INSIDER
The best home remedies for asthma, like breathing exercises and natural herbs  INSIDER

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