(Chuck Muth) – Yesterday I attended a meeting with Education Secretary Linda McMahon, who’s in town for WrestleMania. I noted that I was probably the only person in the room who’s attended two WrestleManias.
Gia and I went to our first WrestleMania in 1991 at the Los Angeles Coliseum, where the Undertaker made his WrestleMania debut. The second was WrestleMania XXVI in Phoenix in 2010.
By that time we had three kids – who enjoyed every minute of the extravaganza. So while everyone else was asking Secretary McMahon about closing down the Department of Education – which she is committed to doing – I had something else on my mind.
Aside from the obvious entertainment value of professional wrestling, the WWE is a world-class marketing operation. So I asked Mrs. McMahon what she thought was the most valuable WWE marketing tool that political campaigns could benefit from.
One word: Stories.
And she’s absolutely right. When I’m training candidates on communications and strategy I emphasize the value of mixing platform positions and issues with real-life stories that make those issues come alive and make them relatable to voters.
And since I’m a huge fan of AI, I asked Perplexity last night to detail the “Key Lessons Political Candidates Can Learn from WWE Marketing.” For those of you who might be mulling throwing your hat in the ring this election cycle, here are some great tips…
- Storytelling and Branding: WWE excels at building compelling storylines and crafting larger-than-life personas for its wrestlers, making each character memorable and emotionally resonant with fans. Political candidates can similarly create strong personal brands and narratives that connect with voters on an emotional level, turning campaigns into ongoing stories that keep supporters engaged.
- Audience Engagement: WWE uses social media and digital platforms to maintain constant engagement, sharing highlights, behind-the-scenes content, and interactive posts like polls and Q&As. Candidates should leverage multiple digital channels, tailoring content for each platform and encouraging two-way interaction to build loyalty and excitement.
- Emotional Appeals and Spectacle: WWE’s marketing thrives on clear good-versus-evil dynamics and emotional appeals, encouraging fans to invest in the spectacle and pick sides. Political campaigns can use similar tactics by presenting clear contrasts, dramatizing stakes, and creating events that generate excitement and media attention.
- Consistency Across Channels: WWE maintains a purposeful, varied presence across all major social platforms, ensuring each channel offers unique content and reasons for fans to follow. Candidates should avoid duplicating content everywhere and instead offer platform-specific updates, behind-the-scenes glimpses, and exclusive material.
- Never Apologize, Always Double Down: WWE heels (villains) rarely apologize, instead doubling down on their personas to maintain audience engagement. Some political figures, like Donald Trump, have adopted this approach, focusing on attention—positive or negative—over apologies or backtracking.
- Merchandise and Monetization: WWE monetizes its brand through merchandise available globally, both online and at events. Candidates can similarly create campaign merchandise to foster identity and raise funds.
- Creating Interactive Experiences: WWE organizes live-streamed events, meet-and-greets, and interactive fan experiences. Political campaigns can benefit from town halls, live Q&As, and virtual rallies to create a sense of direct connection.
Winning campaigns aren’t so much about politics as they are about the marketing of politics – and candidates. And when you start thinking of campaigns from that perspective, the whole tone and flavor of your campaign will change.
For the better. WOO!!
