How to Turn a Nasty Criticism Around
Carly Fiorina released a new campaign video, “Faces,” hitting back at Donald Trump’s comments about her appearance. He said “Look at that face!” and “Would anyone vote for that?” Her recent commercial pulled headlines like this one:
Fiorina Turned Trump’s ‘Look at That Face!’
And online comments included praise like this one:
“Ladies, look at this face, and look at all of your faces — the face of leadership,” Fiorina says to open the video, which cuts together Fiorina’s speech to the Federation of Republican Women in Arizona with the faces of several women.
Fiorina ends the video to cheers: “This is the face of a 61-year-old woman. I am proud of every year and every wrinkle.”
How to Turn a Nasty Criticism Around: Takeaways
- You don’t have to explicitly attack competitors by naming them.
- Decide whom you’re targeting for your message, as this video did.
- Craft your message to connect emotionally with them.
- Frame a criticism on a broader issue — like leadership or pro women — so you take the high ground.
- Make a strong statement — what you’re especially proud of that sets you apart from competitors.
- Keep your call to action simple. In this case, it was “Join us.”
Okay, you’re likely not running for President. And I hope nobody is complaining about your face. But you are looking for ways to build your brand and your business. Contact me so we can develop a highly persuasive video marketing strategy, turning video into business for you: bob@kaplitz.tv.
