Quick Thought: Are You Taking Every Opportunity?

I live in the Massachusetts Fifth Congressional District, and therefore have been deluged with mail from the candidates seeking the US House seat vacated by now-US Senator Ed Markey. Of course, I read the literature carefully (that’s my job, right?). I have formed impressions of three of the candidates and am leaning toward one. My decision thus far is based not only on the positions of the candidates, but also on how effectively they are articulating them. I can’t help it—I’m a marketer.

Last evening the telephone rang. I didn’t recognize the number that came up in Caller ID, and against my better judgment I picked up the phone.

“May I speak with Carol Trager, please?”

“Speaking.”

“This is [name] calling from the Committee to [something, not directly the name of a candidate]. We’d like to know if you will be voting for [candidate] in the upcoming election.”

“I am still undecided.”

“OK, thank you.” And the caller hung up the phone.

So many missed opportunities here:

1. To remind me that there is an election coming up.

2. To find out if I intend to vote at all, and make sure I have a way to get to the polls and/or an absentee ballot.

3. To engage me and find out what issues are important to me.

4. To use that information to match my positions to those of the candidate (and mark me for future calls).

5. To offer to answer any questions I have about the election, thereby engaging me (see 2).

6. To explain to me why the candidate is good for me, my district, my state, my country.

7. And, in so doing, to move me from “undecided” to “likely.” At least!

Perhaps it was not the intent of this caller to do any of the above—but if not, why not?

This experience is not likely to move me in any way … but under other circumstances it might have. So ask yourself: Do I take every opportunity to help people understand what I do, and how what I do relates to their lives, their needs?

And if not, why not?