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Sarah Palin: Wise Selection or Selling to Women Maneuver?

Posted on | September 4, 2008 | 1 Comment

by Delia Passi

I support women. I take pleasure in seeing other women succeed. My mantra is to always look back and see what women you have pulled up.

I am delighted at the thought of a woman in the White House, one who isn’t hosting tea parties. Most voters would agree to the caveat that she be the “right woman.” I would think most would agree to the same caveat for men in the White House. Was McCain’s choice of Sarah Palin, a selling to woman strategy or an act of brilliance?

Is McCain using Sarah Palin as a ploy to attract women voters? It’s not what he claims, but a lot of voters are asking themselves if the McCain campaign is just putting a woman on the ticket the way some advertisers put a woman in their ads and then don’t fulfill the promise in the store.

Would it work? Can it work? It’s plucked a few emotional chords with me and I’m sure I’m not alone. I believe it is going to take a lot of work on our candidates to build confidence with women, and like any good salesperson building trust will ignite the consumer confidence needed to seal the deal.

I won’t drag my personal viewpoint into this discussion, but regardless of the candidates, their running mates and their relative merits, it is important to remember that any election campaign is a sales process like any other. It’s all about delivering the value promised. A savvy customer (voter) asks whether the value is there before they make their purchase decision.
attachment-1.jpegDelia Passi, Founder of WomenCertified® and author of Winning the Toughest Customer: The Essential Guide to Selling to Women is a regular columnist on eBrandMarketing. Want my take? Email me and visit my sites,


One Response to “Sarah Palin: Wise Selection or Selling to Women Maneuver?”

  1. Andrea Learned
    September 4th, 2008 @ 1:25 pm

    So right, Delia – the Republican campaign brand is trying to “sell” Palin to women, but not in a way women will find relevant to their lives and brains. So much is known on how to market more effectively to women, but no one in McCain’s camp must have read any of our books or blog posts etc. What makes them think they can slide this past women – and come close to even selling the more influential women in their own party? Astounding.

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