Why political consultants need PsyPology.
The vast majority of professional political consultants I’ve met have an innate sense for advertising and marketing strategy, despite not having ever worked in a traditional advertising agency setting. Some took courses and others were former campaign operatives – managers, field staff, fundraising, etc – prior to becoming consultants.
Our jobs – however – involve telling our clients what make voters tick… what will persuade them or drive them to an action. When we’re lucky, some of this is informed by polling or campaign generated data (like open rates, signups or contributions). In many cases, however – decisions are made in the absence of polling or data – and the strategy or creative choices are informed to a large degree by the consultant’s opinions, instincts, experience, and (hopefully) knowledge.
PsyPology exists because there is a tremendous body of research relating to how people make choices and consume advertising. While large corporations (and smart smaller to medium sized ones) are able to spend resources diving into the psychology of their customer/clients, few political campaigns have the time/resources to do the same. Political consultants, for their part, are often stretched too thin to spend – and as a result, discussion of consumer/behavioral psychology and neuroscience and their potential applications to our work is sparse.
The goal of PsyPology is to provide political operatives and campaigns with intelligence from psychology and neuroscience – package it with some analysis discuss the potential applications to political and advocacy campaigns.
Some consultants are already running campaigns consistent with the best indicators from consumer psychology. For those of you that fall in this category, this may simply serve as backup for when your clients ask you why you are doing things a certain way (or for you to argue against their desire to do it differently).
For other consultants, some of this info may serve to help you refine an already good product, perhaps gaining an advantage over your competition or some level of increased efficacy in your work.
Without question, there are consultants that are producing work that isn’t consistent with what the psychological or neuroscience community knows about how people process information/decisions. Hopefully, PsyPology will provide insight into new ways to approach your communications.
This is a new product – and there are three major points I’d like to convey to you:
- Your confidential feedback is encouraged. I want this to be a valuable resource for you, and to that end, I need to know what you like and don’t like, or want more or less of. Anything you can provide will help me make future editions that much better. You’re welcome to do this via email – email@example.com or phone – 954-336-4402.
- I am a political consultant with a strong interest in psychology, not a psychologist. I’m looking at these studies from the standpoint of a campaigner – and looking for conclusions that might possibly guide our work. To that end, my opinions are my own, and you should use your own judgement as to whether the findings of the studies are indeed applicable. I’ve picked studies that seem, to me, to have relevance – but haven’t yet been proven in the political world. (They’re intel, not predictions.)
- While you must log in to get the latest editions, and we’re taking some precautions to avoid sharing, we also want to make the documents easy to access. If you choose to share it with someone – vs. encouraging them to sign up, you are devaluating your own expenditure, and risking whatever competitive advantage you’re gaining by getting it in the first place. (You’re also violating the terms and conditions of your subscriber agreement and potentially violating our copyright.) As such, please make every effort to protect the value of your/our work and investments, and keep the info confidential.
- Please make sure to join the PsyPology Subscriber Facebook Group found here – which will (ultimately, hopefully) have active discussions about the content and allow you to interact with other subscribers (more and more as it ramps up). Ask to join on the Facebook page or by emailing firstname.lastname@example.org.