Yes, no, dinnae ken
With only 364 days to go to the Independence Referendum, excitement is building north of the border. Will they, won’t they? (Or, since I get a vote, perhaps I should say ‘Will we, won’t we?’)
According to the pollsters, Scotland’s fate currently lies in the hands of the ‘Don’t Knows’, and there’s a year to swing them one way or the other.
The persuaders and the trailing media pack seem to be focusing upon ‘The Rational Argument’. That is to say, when we hear the economic truth, we’ll have no difficulty making up our minds. Good Scots logic will prevail.
From a marketing perspective, I think this is a big mistake.
The crux of the economic argument goes something like this:
Better Together Campaign: ‘You’ll be worse off.’ (Notice ‘you’ll’.)
Yes Campaign: ‘No we won’t.’
Last time I looked in Kotler, fear was in a section headed ‘Emotional Appeals’. Fear triggers the flight reflex: at best an unpleasant chronic anxiety. It’s immensely powerful and largely immune to rational argument. Only proof truly dispels fear.
In promotional marketing, we give people free samples and incentives and money-back guarantees to overcome this little difficulty. Employing self-perception theory we enable our desired customers to come to know their true attitudes.
Of course, a trial separation of a large damp heathery landmass is another matter: but I know where I’d be concentrating my resources in this battle of the heart.