A political election campaign is essentially a marketing campaign, except that you are selling a person (and his or her ideas) rather than a product or service. During the recent presidential election, the Democrats effectively used the same marketing techniques that businesses use -- market segmentation, targeted messaging, and emotion-based selling. The Republicans should consider adopting a similar model to win future elections. Businesses understand that no matter how good their product or service, some people will never buy. For this reason they target their marketing and advertising toward people who would likely be persuaded by their messages to buy their product or service. In addition, the messages need to create visual images that appeal to the emotions. The same is true in politics. The Democrats followed this strategy and won. Thus, contrary to the rhetoric, it is the Democrats and not the Republicans who were not inclusive. Like any successful marketer, the Democrats divided potential "buyers" into demographic groups -- African-American, Hispanic, women, young people -- and tailored their advertising....
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