Al Gore remains a skilled expert at dodging direct questions about his political aspirations.
Of course, this should surprise nobody.
What is surprising is how similar his “uncampaign” looks to a smart marketing strategy used by many businesses and professionals.
The former vice-president is doing a lot of things that keep his name in front of a lot of people. He’s produced a movie, he’s written a book and he’s doing a lot of speaking engagements all over the country.
By doing these things he is educating his market. He’s helping them acquire information about issues that interest them.
But he’s also promoting himself.
He is positioning himself as a person who is knowledgeable and passionate about certain issues. Issues a lot of people will be attracted to.
Smart marketers do this every day.
No longer do they blast the same old “buy from us” or “vote for me” message to masses of people who may or may not be interested. Instead they put information out that interested will respond to. They make their information relevant, useful, genuine and accessible.
It’s not based on fluff nor is it a thinly-veiled attempt to sell something.
It’s based on a genuine concern for the issue or topic they’re discussing. It’s something they care about and they are knowledgeable about.
Smart marketers do two things well:
1. They educate people about a topic or issue.
2. They start conversations about that topic or issue.
When you do this you create a powerful magnet that attracts like-minded people to you. These people become your readers, your fans, your friends, and eventually, your customers.
So, politics aside, Al Gore gets an “attaboy” from me for pursuing a smart marketing plan as he decides to think about maybe considering the possibility of a run for President again, someday.