The recent Virginia governor’s race provided more than just political insights; it served as a masterclass in marketing, showing how understanding human behavior can influence outcomes. It’s a case study worth examining for anyone involved in fundraising or leadership.
The Model of Human Action
As we’ve discussed before, Ludwig von Mises’ Human Action Model provides three key requirements for people to act:
- Dissatisfaction with the present state of affairs
- A vision of a better state
- Belief that we can reach that better state
In the race, Republican candidate Glenn Youngkin tapped into each of these effectively. From addressing parents’ dissatisfaction with school policies to offering a vision centered on individual freedoms, Youngkin’s approach fit perfectly into this model.
By contrast, his opponent, Terry McAuliffe, leaned more on creating fear around his opponent rather than offering a compelling vision for the future. Without that vision and belief, McAuliffe couldn’t energize voters in the same way.
Framing the Narrative: Autonomy vs. Control
Youngkin mastered the framing of his campaign as one offering “autonomy” in contrast to the “control” his opponent supposedly represented. A powerful insight from one of our readers highlighted this framing, emphasizing the psychological pull of giving people the freedom to make decisions for themselves and their families.
The Day-One Plan: Belief in a Path Forward
Youngkin didn’t just outline the problems; he presented a clear “Day One Game Plan” that reassured voters he had a strategy for moving Virginia forward. This plan solidified the belief that his vision for a better state was achievable, completing the Human Action Model.
Applying the Four Horsemen of Marketing
Youngkin’s campaign also provided a textbook example of what Richard Viguerie refers to as the “Four Horsemen of Marketing”:
- Positioning: He positioned himself as a political outsider and a successful businessman who could bring real change.
- Differentiation: Youngkin consistently appeared as a problem-solving figure dressed in business-casual attire, a sharp contrast to the political class.
- Benefit: His campaign emphasized the tangible benefits voters would experience, from lower costs to more personal freedoms.
- Brand: Through consistent messaging, Youngkin built a brand that portrayed him as a level-headed leader voters could trust.
Mastering Effective Marketing
In short, this governor’s race was a masterclass in marketing. Youngkin didn’t just win votes; he built a connection with people by aligning his messaging with fundamental human behavior. For fundraisers and leaders alike, these are lessons worth applying to your own work.
