Our 9th president, William Henry Harrison, won by a landslide in 1840. His campaign was the first-ever to use a campaign slogan – “Tippycanoe and Tyler Too.” There were buttons, posters, pamphlets, songs and copious mud slinging on both sides, just like the modern campaigns we know and love today. But here’s that fascinating part – it was an inside joke that propelled him to office.
Opposition newspapers accused him of being too old for the presidency and suggested, “Give him a barrel of hard cider and … a pension … and he will sit the remainder of his days in his log cabin.” Harrison realized this was an insult to the majority of voters and he gleefully transformed this slur into an inside joke. He poked endless fun at the “patrician snobs” sitting in Washington who drank fine wine while honest men drank cider. His team organized “log cabin raising” events in most major cities to rally the agrarian base. And his entourage shared barrels of hard cider at every speech and whistle-stop. He won by a landslide.
Moral of the story – be as one with your base. Build trust with stakeholders by demonstrating you are “of the tribe” through thought, word, action, and humor!