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Phil has an incurable disease. His esophagus doesn’t work. It gets worse and worse and eventually he might not be able to talk or eat.

But he seems fine. “I am fine,” he told me. “Because of the same method I use to elect Presidents.”

“Is this the most important election ever?” I asked Phil Stutts. I asked him because he is one of the few people that has actually helped elect a President of the United States.

For the past 12 months, Phil has been collecting data on hundreds of millions of people. He told me a year ago, “People think they are going to die of COVID. They think everyone is going to die. They want to know they are safer than the media says.”

And because Phil told me that, I upped my podcast from two days a week to five in order to have more epidemiologists, virologists, etc. in order to properly analyze the data and assure people they were safer than they thought.

Throughout the past year I called Phil to ask, “What are people concerned about? I want to help.” And he would tell me. Just like he would tell candidates or corporations.

When everyone was insisting, “This is the most important election ever,” I wanted to know.

我去了学校报纸网它有一个过去250年里每篇报纸文章的档案。我搜索了“有史以来最重要的选举”。

Guess what?

Every election since 1800 was “the most important election ever.”

In 1844, for instance, “The Democratic Party of Perry County…assembled at the commencement of a political campaign which will terminate in one of the most important elections ever held in our country…”

1868年,“佛蒙特州的自由人!你被要求参加星期二在这个国家举行的最重要的选举的投票……”

In 1892, “As all of the speakers have told you, this is surely the most important election ever…”

1944年,“这是1860年以来最重要的一次选举。不仅如此,这可能是有史以来最重要的选举。”

Were all of these headlines wrong? No. They really were the most important elections ever. Just like 2020 was.

在没有意识到的情况下,我们也在想竞选活动想让我们想什么。他们花了数十亿美元来传播信息。他们用数据来找出什么让我们害怕。

总统会这么做的。公司会这么做。媒体做到了。我们必须与之抗争。

For 18 years, Phil Stutts has been on the front lines of using a unique new technique for spreading a message that has impacted tens of millions of people. This technique never existed before. In 1940 it didn’t exist. In 1852 it didn’t exist. Even in 2000 it didn’t exist.

菲尔·斯图茨在2004年总统竞选中开始为政治竞选工作。他率先提出了这项新的独特技术,从那以后它变得越来越复杂。这就是为什么他是最早和最有经验的使用这种技术来帮助企业。甚至帮助像我这样的人。

Phil knows more information about you than you think. Not because he spies on you. But because you give your data to many different companies and services. If you read the fine print, you’ll see that this data is shared with other companies. And political campaigns, led by people like Phil Stutts, get this data, understand it, and then use it to spread a message.

什么信息?他们知道你什么时候买下一辆车,他们知道你这个月吃了多少草莓,锻炼了多少,你最亲密的家人最关心什么问题。你今年想去哪里度假。

有了这些数据,他们可以向你发送一条信息,再向你的表兄发送一条信息,再完全向居住在美国另一边的选民发送另一条信息。

If this feels manipulated, it is. And it isn’t. This is now what every candidate does. This is the way politics works. And why not hear about the issues that are important to me?

在这次大流行和经济封锁期间,我定期给菲尔打电话。

“有什么新鲜事吗?”

Every week he was polling thousands of people and getting data on millions more. Phil is perhaps the first to take the techniques from political campaigns and use them for marketing of…anything. Businesses, political campaigns, even my own personal social media accounts. What do my readers like? What are they looking for?

企业听着,我听着,因为我们想解决人们的担忧。在人们最需要帮助的地方帮助他们。

每星期,菲尔都要检查脉搏。有时(经常)人们担心他们的经济状况。但有时他们害怕媒体上所有的误传。

或者他们想知道当地社区是安全的。有时人们,作为一个整体,并不关心物质商品。他们只是想知道这种病毒不会毁灭世界。其他时候,他们想知道自己的工作是否会回来。

每周都不一样。我每周都给菲尔打电话。因为他知道答案。

Phil has been on my podcast close to 10 times. Alongside people like Richard Branson, Mark Cuban, Peter Thiel, Tyra Banks, Danica Patrick, and even Kareem Abdul-Jabbar. Phil is my go-to guest when I want to really learn what is going on in the world.

菲尔曾代表共和党人、民主党人,现在还代表各个行业的企业。我喜欢的是他没有盲目的意识形态。他用数据研究世界的关注点是什么,以及企业和政治候选人如何才能最好地满足人民的需求。

I asked him, “Do people lie in order to fit the data? Do they say what the people want instead of what they believe?”

“不,”他告诉我。但候选人(或公司或作家)相信很多东西。他们希望听到他们的信息。所以他们谈论他们相信这一刻最重要的问题。“

而且数据也不一定很昂贵。我们可以测试、实验和观察我们周围的所有信息。

商业点子好吗?想出一个能得到数据的实验。

想要开始一个餐馆?让所有的食品invite people over to try it. Is a book cover good? Do what I did and post it on Facebook with a $20 ad budget and see which cover people click on.

他帮助企业赚了数亿美元。他帮助候选人成为美国总统。他帮助我和其他人为他们的读者写了好文章。

他的书刚出版。The Undefeated Marketing System, by Phil Stutts. And he was also just on my podcast to lay it all out.

  • 获取数据
  • Come up with a plan.
  • Figure out how to communicate about that plan.
  • 测试你的计划。
  • 发射。

“我用它找到了我了不起的妻子。当我得了不治之症需要帮助时,我就用它。我用它来帮助候选人当选。我和我的客户一起使用它。”

“你还帮我在播客里用它!”我说了。万博体育苹果下载

And now I don’t have to call him anymore. He told me on the podcast and in the book how he does it.

This election was harsh and dirty and surprising. But let’s not forget that many elections in American history have been like that. Let’s not forget that in the 1850s one Senator almost beat another Senator to death in the halls of Congress.

又或者约翰·亚当斯在1800年因为他通过的“外国人和煽动叛乱法案”而监禁了记者,托马斯·杰斐逊在“有史以来最重要的选举”中发誓要推翻这一法案。

如果选举要确定人民的真正代表,企业要满足顾客的需要,我们就需要确定顾客和选民想要什么。他们担心什么?

This can only be done with data. Not opinions. This can only be done if you know how to interpret that data. Not just guessing. There are no shortcuts.

很难找到你信任的人。在社交媒体的回音室里,也很难找到一个不喜欢所有脚本式想法的人。

相反,找人信任是不偏见的,这是很好的。掌握数据的人,以对选举和企业制定改变生活的决策。愿意与我们分享这些技术的人。有朋友的人。菲尔。

“Was this the most important election ever?” I asked Phil.

“No,” Phil said, “But the next one might be.”

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