Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

The Obamas Lay an Egg in Copenhagen

They forgot the importance of 'YOU'

Vol. 5, Issue No. 20 | October 13, 2009 By Denny Hatch
14

IN THE NEWS

Obamas' Olympic Bid for Chicago Fails
President Barack Obama and wife Michelle's efforts to land the 2016 Olympics for Chicago have failed: The city was eliminated in the first round of voting to determine where the Summer Games will be held. On Friday it was announced that Rio de Janeiro—long thought to be the front-runner—would host the Olympics, the first time any city in South America got the Games.

—Maria Lehner, People magazine, Oct. 2, 2009


This is not about whether the Obamas were smart or dumb to go to Copenhagen, Denmark, and pitch Chicago as the 2016 Olympic site.

No question, they should have gone, joining King Juan Carlos of Spain, Prime Minister Yukio Hatoyama of Japan and Brazilian President Luiz Inacio Lula da Silva.

President Obama was damned by the Republicans for going and mocked by the Republicans for not closing the deal. But he would have been more severely damned and mocked—and blamed—had he not gone and the U.S. lost out.

What’s more, the president was gone for one day, and he is a fair multitasker. Last I heard, Air Force One has a telephone and video conferencing systems onboard, so he didn't have to relinquish the presidency to Joe Biden while he was aloft. In addition, he tended to foreign policy by having a 15-minute meeting with Gen. Stanley McChrystal, chief U.S. honcho in the Afghanistan war.

The real embarrassment was Chicago being eliminated on the first ballot with a pathetic 18 votes out of 94.

What happened?

I got the clue the following Sunday on “This Week with George Stephanopoulos.”

A Sunday Pundit Figured It Out.
Sunday mornings, I go around the dials to see what the talking heads are saying. Here’s the opening exchange between two Georges—Stephanopoulos and Will:

George Stephanopoulos: Was it the right thing to do to put the prestige of the White House on the line. The White House says hey, you never go wrong fighting for your country.

George Will: Well, they were fighting for a city and a city divided on whether or not this would be a good thing to have the Olympics there. What’s alarming is whether it indicates a belief on the part of the president, which is that there is no problem that will not melt before the sunshine of his charm. And this is evidence once again that this is not so.

The president and first lady went to Copenhagen and gave little speeches about themselves. She—Mrs. Obama—used the first person singular pronoun in some form or other, “I” or “me,” 34 times in 16 paragraphs.

Takeaways to Consider

  • “The prospect doesn’t give a damn about you, your company or your product,” Seattle guru Bob Hacker used to rant. “All that matters is, ‘What’s in it for me?’”
  • To make that easy to remember, “Always listen to W I I-FM.”
  • Speeches (and copy) about “I,” “me,” “we,” “us” and “our” are nowhere near as powerful as those where the subject is “YOU”—you, the members of the audience, your career, your business, your relaxation and your life.
  • The eight key copy drivers—the emotional hot buttons that make people act—are: fear – greed – guilt – anger – exclusivity – salvation – flattery – patriotism. The Obamas did not employ one of them in their speeches. President Luiz Inácio Lula da Silva of Brazil laid on guilt with a shovel and won hands down.

Web Sites Related to Today's Edition

Text of speeches by President Obama and the first lady
http://url2it.com/bflk

Media coverage of the Brazilian president's speech
http://url2it.com/bfll
http://url2it.com/bflm
http://url2it.com/bfln
http://url2it.com/bflp
http://url2it.com/bflq
http://url2it.com/bfma
http://url2it.com/bfmc
http://url2it.com/bfmd

Speech by the first lady Michelle Obama—YouTube.com
http://url2it.com/bfme

Speech by President Obama—YouTube.com
http://url2it.com/bfmf

Speech by the president of Brazil—YouTube.com
http://url2it.com/bfmg


 
14

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
Malcolm Auld - Posted on October 28, 2009
Couldn?t agree more with your comments about WIIFM. But there is also a subtle cultural element that came into play, with due respect. Americans are the only people who use the term ?sports? for the plural ?sport?. No other country uses ?sports? in this way and it sounds incorrect to most English speakers and can be irritating. ?Sport? is accepted as plural in all countries except the US .

For example the sentence: ?Sports were what brought our community together.? This would be written and spoken as ?Sport is what brought our community together.?

Even my 5 year old has commented that Ray in Everybody Loves Raymond, is saying the wrong thing when he says he loves sports ? and half our country?s children are near illiterate. It?s not that we are grammar kings. (my copy is an example). I have a 63 year old Texan copywriter who works with me and he?s even switched to ?sport? instead of ?sports?. Once again it?s your comment about understanding your audience ? Obama?s speech was very US/Obama-centric.


Regards

Malcolm Auld
Principal
Malcolm Auld Direct | Level 3, 39 East Esplanade, Manly NSW 2095
Paul Roth - Posted on October 14, 2009
Aside the apparent egg laying, the Obama folks were fighting a losing battle.

Illinois's past two governors are in jail. Illinois's budget deficit will burden our grandchildren. It would be ludicrous if the games were held in arguably one of the most corrupt cities in America yesterday and today.

Illinois cannot afford it. Chicago did not deserve the games. The world knows.

The world did us a favor.

Steve Rhoades - Posted on October 14, 2009
I can't believe no one has played the race card here. Of course the real reason Chicago did not get the Olympics is because we sent a black president and first lady to make the pitch. Come on Al Sharpton, Je$$e jack$on. Where are you when we need you?
Tom Cannon - Posted on October 14, 2009
Denny,
I think the President did the right thing in going, and both he and the First Lady could profit from a healthy dose of "WIIFM" in their future speeches and strategies. However, we should realize that decisions made by the IOC are more akin to the self-serving machinations of the ruling panjandrums of Augusta National Golf Club than the open debates of Norman Rockwell's stalwart yeomen in a New England town meeting. Chicago was split on trying for the Games, the cost was going to be high, and the city is facing significant budget challenges. Those are enough red flags to say "Congratulations Rio" and move on to other issues like two wars, dysfunctional health care, a frail recovery, and global warming. If we make significant progress on those issues, we'll all enjoy the opening night telecast from Rio a whole lot more.

Tim Lowe - Posted on October 13, 2009
Let us not forget that Mr. Will is one of the aforementioned Republicans and has no interest in anything except pointing out any perceived shortcoming of the "opposition."
Rick Middleton - Posted on October 13, 2009
In a space of 22 years, the U.S. hosted the Olympics four times: Lake Placid 1980, Los Angeles 1984, Atlanta 1996, Salt Lake City 2002. One of the main reasons that the Chicago bid didn't win? The Games have already been here too often! Spread it out! Let the rest of the world play host! I'm tired of this endless navel-gazing, searching for the roots of the "failure" of the Chicago Games. We lost because some other countries deserve the Games more than us, and have been waiting forever. It seems simple.
George Macedo - Posted on October 13, 2009
"The Ego Has Landed" memorialized his arrival with one of the funniest comments of all time. Well, at least he won the Nobel for all of us--well, some of us. Good advice Denny. Unfortunately, politicians aren't seeking any these days. The mob would have killed Obama for suggesting what my advice would be, i.e., Let Brazil be the first country in South America to EVER host the Olympics. Isn't that good ol' American fair play? All of the rest of the Americas were rooting for Brazil. I think we missed a huge chance to walk the talk.
Wash Phillips - Posted on October 13, 2009
Denny,

As usual, good advice on the perennial wisdom of using YOU vs. I-WE in the sale.

As usual, some respondents insist on politicizing/personalizing your analysis of a market-tapping issue.

As usual, I admit ignorance of what constitutes a "bid" for the Olympics. Was that question not at the heart of the turmoil and ultimate success of Salt Lake City in the Winter Olympics?

Other than a skillful, passionate guilt trip delivered by their President and a flashy (if standard) video signature, what did Brazil offer to upstage the comparative packages of other nations, and how did it seal the deal? Better TV revenues alone? Promise to build an Olympic Brasilia?
Dev.Kinney - Posted on October 13, 2009
Thanks, Denny. We got beat by a better pitch. The real Americans among us can take it...and still be glad we played the game. Among lessons learned: a) the vaunted Obama speech writers have become a little too obsessed with their prodigies. b) America is involved in a world war over finances.
Max Bendel - Posted on October 13, 2009
Also doubt the Obama visit or the speeches mattered. The fix was already in. It is the punish the USA decade, and Europe and South America won't care until they need our protection or dollars again. The arrogance of the Obamas' in thinking I before you wouldn't have helped if Chicago had a chance.
Donna - Posted on October 13, 2009
Denny, you missed the first point by a mile. "In addition, he tended to foreign policy by having a 15 minute meeting with Gen. Stanley McChrystal..." That giving speeches to the Olympic Committee was more time consuming and important than his second (yes second as verified by General McChrystal) meeting with his appointed General in Afghanistan should be a huge concern to us all. Then, this same power seeking, narcissist is rewarded for his bad behaviour by getting a pass for failure and the Nobel Peace Prize for his rhetoric. It's not the Republicans who don't get it. It is you, Denny, who doesn't understand the priorities of war and our dying soldiers. God help them if the rest of the country feels, as you obviously do, that their lives aren't as important as Obama's loyalties to his previous Chicago buddies and thugs.
Phil - Posted on October 13, 2009

I understand Margaret's issue about the conflict with the TV revenues being a problem for awarding the games to the U.S. But that in no way negates the powerful points Denny, George Will (and DGR) make about the approach Mr. & Mrs. Obama took in their pitch for the Olympic games.

I think the two of them have begun to believe their own press hype a bit too much. That's when mistakes like this are made -- unforced errors really.

Now we have the Nobel Prize for Peace. I sure hope that award doesn't cloud President Obama's thinking/judgment when the administration sits down for talks with the likes of Iran and North Korea.

DGR - Posted on October 13, 2009
Mr and Mrs Obama are all about themselves. Narcissists don't think about "you."
Margaret - Posted on October 13, 2009
Welcome back, Denny! I've missed you. Excellent column today, as always, and your points about how to reach an audience are all unassailable. However, the real reason Chicago did not get the Games is that the International Olympic Committee and the U.S. Olympic Committee are at war over TV revenues. This was the IOC's way of telling the USOC to get in line and give up the TV dollars. Chicago never had a chance - with or without the Obamas.
Click here to view archived comments...
Archived Comments:
Malcolm Auld - Posted on October 28, 2009
Couldn?t agree more with your comments about WIIFM. But there is also a subtle cultural element that came into play, with due respect. Americans are the only people who use the term ?sports? for the plural ?sport?. No other country uses ?sports? in this way and it sounds incorrect to most English speakers and can be irritating. ?Sport? is accepted as plural in all countries except the US .

For example the sentence: ?Sports were what brought our community together.? This would be written and spoken as ?Sport is what brought our community together.?

Even my 5 year old has commented that Ray in Everybody Loves Raymond, is saying the wrong thing when he says he loves sports ? and half our country?s children are near illiterate. It?s not that we are grammar kings. (my copy is an example). I have a 63 year old Texan copywriter who works with me and he?s even switched to ?sport? instead of ?sports?. Once again it?s your comment about understanding your audience ? Obama?s speech was very US/Obama-centric.


Regards

Malcolm Auld
Principal
Malcolm Auld Direct | Level 3, 39 East Esplanade, Manly NSW 2095
Paul Roth - Posted on October 14, 2009
Aside the apparent egg laying, the Obama folks were fighting a losing battle.

Illinois's past two governors are in jail. Illinois's budget deficit will burden our grandchildren. It would be ludicrous if the games were held in arguably one of the most corrupt cities in America yesterday and today.

Illinois cannot afford it. Chicago did not deserve the games. The world knows.

The world did us a favor.

Steve Rhoades - Posted on October 14, 2009
I can't believe no one has played the race card here. Of course the real reason Chicago did not get the Olympics is because we sent a black president and first lady to make the pitch. Come on Al Sharpton, Je$$e jack$on. Where are you when we need you?
Tom Cannon - Posted on October 14, 2009
Denny,
I think the President did the right thing in going, and both he and the First Lady could profit from a healthy dose of "WIIFM" in their future speeches and strategies. However, we should realize that decisions made by the IOC are more akin to the self-serving machinations of the ruling panjandrums of Augusta National Golf Club than the open debates of Norman Rockwell's stalwart yeomen in a New England town meeting. Chicago was split on trying for the Games, the cost was going to be high, and the city is facing significant budget challenges. Those are enough red flags to say "Congratulations Rio" and move on to other issues like two wars, dysfunctional health care, a frail recovery, and global warming. If we make significant progress on those issues, we'll all enjoy the opening night telecast from Rio a whole lot more.

Tim Lowe - Posted on October 13, 2009
Let us not forget that Mr. Will is one of the aforementioned Republicans and has no interest in anything except pointing out any perceived shortcoming of the "opposition."
Rick Middleton - Posted on October 13, 2009
In a space of 22 years, the U.S. hosted the Olympics four times: Lake Placid 1980, Los Angeles 1984, Atlanta 1996, Salt Lake City 2002. One of the main reasons that the Chicago bid didn't win? The Games have already been here too often! Spread it out! Let the rest of the world play host! I'm tired of this endless navel-gazing, searching for the roots of the "failure" of the Chicago Games. We lost because some other countries deserve the Games more than us, and have been waiting forever. It seems simple.
George Macedo - Posted on October 13, 2009
"The Ego Has Landed" memorialized his arrival with one of the funniest comments of all time. Well, at least he won the Nobel for all of us--well, some of us. Good advice Denny. Unfortunately, politicians aren't seeking any these days. The mob would have killed Obama for suggesting what my advice would be, i.e., Let Brazil be the first country in South America to EVER host the Olympics. Isn't that good ol' American fair play? All of the rest of the Americas were rooting for Brazil. I think we missed a huge chance to walk the talk.
Wash Phillips - Posted on October 13, 2009
Denny,

As usual, good advice on the perennial wisdom of using YOU vs. I-WE in the sale.

As usual, some respondents insist on politicizing/personalizing your analysis of a market-tapping issue.

As usual, I admit ignorance of what constitutes a "bid" for the Olympics. Was that question not at the heart of the turmoil and ultimate success of Salt Lake City in the Winter Olympics?

Other than a skillful, passionate guilt trip delivered by their President and a flashy (if standard) video signature, what did Brazil offer to upstage the comparative packages of other nations, and how did it seal the deal? Better TV revenues alone? Promise to build an Olympic Brasilia?
Dev.Kinney - Posted on October 13, 2009
Thanks, Denny. We got beat by a better pitch. The real Americans among us can take it...and still be glad we played the game. Among lessons learned: a) the vaunted Obama speech writers have become a little too obsessed with their prodigies. b) America is involved in a world war over finances.
Max Bendel - Posted on October 13, 2009
Also doubt the Obama visit or the speeches mattered. The fix was already in. It is the punish the USA decade, and Europe and South America won't care until they need our protection or dollars again. The arrogance of the Obamas' in thinking I before you wouldn't have helped if Chicago had a chance.
Donna - Posted on October 13, 2009
Denny, you missed the first point by a mile. "In addition, he tended to foreign policy by having a 15 minute meeting with Gen. Stanley McChrystal..." That giving speeches to the Olympic Committee was more time consuming and important than his second (yes second as verified by General McChrystal) meeting with his appointed General in Afghanistan should be a huge concern to us all. Then, this same power seeking, narcissist is rewarded for his bad behaviour by getting a pass for failure and the Nobel Peace Prize for his rhetoric. It's not the Republicans who don't get it. It is you, Denny, who doesn't understand the priorities of war and our dying soldiers. God help them if the rest of the country feels, as you obviously do, that their lives aren't as important as Obama's loyalties to his previous Chicago buddies and thugs.
Phil - Posted on October 13, 2009

I understand Margaret's issue about the conflict with the TV revenues being a problem for awarding the games to the U.S. But that in no way negates the powerful points Denny, George Will (and DGR) make about the approach Mr. & Mrs. Obama took in their pitch for the Olympic games.

I think the two of them have begun to believe their own press hype a bit too much. That's when mistakes like this are made -- unforced errors really.

Now we have the Nobel Prize for Peace. I sure hope that award doesn't cloud President Obama's thinking/judgment when the administration sits down for talks with the likes of Iran and North Korea.

DGR - Posted on October 13, 2009
Mr and Mrs Obama are all about themselves. Narcissists don't think about "you."
Margaret - Posted on October 13, 2009
Welcome back, Denny! I've missed you. Excellent column today, as always, and your points about how to reach an audience are all unassailable. However, the real reason Chicago did not get the Games is that the International Olympic Committee and the U.S. Olympic Committee are at war over TV revenues. This was the IOC's way of telling the USOC to get in line and give up the TV dollars. Chicago never had a chance - with or without the Obamas.