Imagine you sat on a damp chair.
And the water seeped through your jeans.
Right through your underwear.
Enough so you could feel the dampness on your bum.

What would you want to do next?
You know the answer. You’d want to change those jeans. And the underwear as soon as possible.

Obama knows this damp feeling. And he’s hitting one note: Change.

Because yeah, yeah, everyone on the planet wants health insurance, and a great economy and yada, yada. All that stuff is nice. But when your jeans and underwear is wet, all you want to do is change. You don’t care what you change into, as long as you change.

Obama seems to know the real attractor.
He seems to know below all the yada, yada, is the desperate need for change.
And he’s in the unique position to be a complete newcomer. Someone that stands for change.

As a marketer, if you understand what your public wants (despite the yada), then you can give them that word. And you’ll increase your results based on that one word alone. Of course, once they buy into you, you’ve got to deliver. But we’re not talking consumption. Just attraction.

And Obama has attraction down pat.