To win, Kerry must turn over a new leaf: Be like broccoli
By Beth Teitell
Wednesday, September 29, 2004
Which of these things is not like the others?
1. Miss Congeniality 1963.
2. John Kerry
3. A stalk of broccoli.
Answer: John Kerry.
The other two know how to win people over.
Here we are, a mere six weeks from the election, and Kerry's advisers still haven't figured out the whole likability thing.
So, in an attempt to help the hometown team, the Herald sought advice from the real pros, veterans at image flossing: broccoli marketers, beauty queens and, of course, a reality-show contestant.
``You've got to poke fun at yourself,'' said Lorri
Koster, spokeswoman for the Mann Packing Co., one of the world's largest suppliers
of fresh broccoli. When the first President Bush said he hated broccoli, the broccoli
people milked it. ``We said that will be on his gravestone.''
And broccoli wasn't too proud to ride the coattails of glamorous cheerleaders like Wolfgang Puck at the California Pizza Kitchen, who chopped the vegetable onto pizzas and pasta dishes.
``You try to get influencers to carry your banner - to say `Give it another chance,' '' Koster explained.
And they worked on broccoli itself. No Botox or tanning booths, but broccoli slimmed down and got a new name: broccolini.
Note to Kerry: If you're stumped at tomorrow night's debate, ask yourself, WWBD? What would broccoli do?
Better yet, what would Miss America's Miss Congeniality winner do?
``If you are perceived as having a sense of humor, you are much more likable,'' said Jeanne Robertson, Miss North Carolina.
``That is not a comedic talent - comedy is entertaining people. A sense of humor is an attitude in working with people, which is probably what he lacks. You should always laugh at yourself first.'' (Hey, just like a leafy green.)
``And there is nothing wrong with approaching someone having a problem and saying, `The same thing happened to me one time,' '' said Robertson, who's now a professional speaker.
And when the going gets tough, she added, ``ask yourself how would this situation play in a sitcom.''
Or on a reality TV show. Michael Ellis, also known as ``Cowboy,'' came in second on the most recent ``Big Brother,'' and he got as far as he did by being super likable. ``I always treat others how I want to be treated,'' he said.
``Sometimes I'll have bad days but I have to smile no matter what. I try not to bring my sadness to someone else. I try to keep a positive outlook for their day.''
Did he feel down after losing? Of course not. ``I'm so happy for Drew (Daniel, the winner),'' he said. ``He's an incredibly good friend. It's an honor to come in second place.''
Well, Mr. Kerry, maybe you should skip that second bit of advice.
