Politics as Marketing

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Ruble Hord has been the top salesman for Northwestern Mutual Insurance Company. He is also an early adopter in doing good and doing well.

(Yes, that is his real name: Ruble, as in Russian currency. And Hord rhymes with Lord, jokes Hord.)

He ran for elective office a few years ago. He spent $240,000. Of his own money. After-tax dollars.

He lost.

At the final get-together after his concession speech, I asked him about his public spirit, his private money.

Ruble, do you feel bad about spending that much money?

No, he says.

No? Here it comes, I thought, now he would turn philosophical.

He is almost smiling. No, There was no way I could lose.

Excuse me? I’m lost. This is not usual.

I really thought I could win and serve, he explains. But in losing the race I might win…

Win?

…more business.

In the public-spirit spirit of John Wanamaker and Ben Franklin Ruble Hord demonstrated great dexterity in attempting to make a difference. But also, incidentally, make a buck.

I’m an insurance salesman, says Ruble who has his home phone number listed in the phone book. I want people to know about me.

They certainly do now, I venture.

The money spent was the cheapest marketing I could buy, says Ruble. Even in losing, all was not lost.

Even though he didn’t plan on losing the political race, he was still a winner. Ruble Hord is a master salesman and a master marketer.

Your Business Blogger has always thought that lawyers were natural political candidates because lawyers, well, know law, I supposed.

But no. Lawyers, as small business owners being well ahead of the trend, would run for office. The political campaign is little different from a marketing campaign. Lawyers would either pick up votes.

Or clients.

Small business owners have a passion for making a difference in their neighborhoods. Running for office might be another avenue to serve.

Serve the citizens. Serve your customers.

1 Comment ▼

Jack Yoest




One Reaction

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