In the world of politics, slogans can say it all, but trust says it better HAROLD MITCHELL
But it's still not quite over for Charlie's 92-year-old dad, who has had a bit of a problem with a faulty aorta valve. The old ticker is a complex thing to us ordinary folk, but as the sturdy nonagenarian sat in front of the heart specialist, who was explaining in detail what was going on in the vital organ and what he was going to do about it, Charlie's dad realised that he felt a lot better when he didn't try to keep up with the flow of technical language and just asked his own simple question. Do I trust him?
Yes, was the immediate answer, and now he is keen to get on with it. Not a bad lesson for most things in life. We humans have a way of overcomplicating things by overthinking them. The advertising industry is built on this realisation.
I remember sitting through a two-hour presentation by Holeproof's chief engineer as he described the specifications of the socks that he'd invented on his computer to defy the laws of physics. Instead of a single band of elastic around the top of the sock that cut off the circulation and fell down anyway, he elasticised the whole lower leg section of the sock: snugger on the leg, better for the heart and a great thing for Holeproof's balance sheet if it worked.
But it was a very long and boring presentation. "Ah," says our literary-minded researcher Louise, "that's where 'put a sock in it' came from!"
I had attended the presentation with Lionel Hunt, possibly the greatest advertising copywriter of the past 30 years.
A week later Lionel presented the TV commercial, which had a puzzled Isaac Newton tossing an apple in a waiting room and then jumping up and down without his socks moving south. The line "Socks that fall upwards" said it all - but simply and with great effect, and it was a tearaway success.
It was the same in 1972 when the pulse of the nation was expressed by the Labor Party's "It's Time" campaign. And three years later, the Liberals under Malcolm Fraser came back into power, saying "After three years of Labor darkness, turn on the lights". The only problem, according to some, was that when Fraser got to the Lodge he couldn't find the switch.
A killer line can bring big rewards. Remember John Howard's line against Kim Beazley, "He hasn't got the ticker"? Not like Charlie's 92-year-old dad who heads for the operation this Wednesday and will emerge triumphant. Boy, has he got a ticker.
Bill Clinton swept to power in 1992 when he nailed the incumbent with: "It's the economy, stupid". And that was the end of the first George Bush.
And so now we look to Canberra for new leadership in a brand new government, back with great exuberance. After the endless chatter of the wearying campaign, we don't need all the technical details but we do need clear communication about a well-paced rollout of promised action that inspires trust. Just like the 92-year-old who trusts his heart surgeon.
But the words must match the deeds. Just talking about being methodical isn't the same as being methodical. Saying that a government is governing for all Australians no matter who you voted for is not the same as releasing some bipartisan strength across the country.
This is a moment full of potential but it can only be achieved if there is a high level of trust, there is that word again, going both ways - people trusting government and government trusting people. Do that and we will have a country that falls up, not down.
Frequently Asked Questions about this Article…
The article shows that catchy political slogans can quickly capture attention and shape sentiment, but for investors lasting confidence comes from trust and credible action. Investors benefit more from clear communication about a well-paced rollout of promised policies than from clever one-liners alone.
As the article illustrates with the 92‑year‑old who simply asked “Do I trust him?”, trust matters because words must match deeds. Investors should look for governments that follow through methodically—talking about governing for everyone isn’t the same as delivering bipartisan, tangible results.
Watch for clear, plain-English communication about how and when promised actions will be rolled out, plus early signs that words are being matched by deeds. The article stresses that a well-paced, trust-building implementation and any bipartisan measures are key indicators investors can use.
The article recommends cutting through the clutter by asking a simple trust question—do I trust the people making the decisions? Rather than overthinking technical jargon, focus on clarity of plans, credible timelines, and early concrete actions that demonstrate competence.
Yes. The piece uses advertising examples (like the Holeproof sock campaign and historical political taglines) to show that simple, memorable lines are powerful, but investors should prioritize substance over style—slogans can attract attention, trust builds lasting confidence.
It means investors should look beyond rhetoric to whether a government is actually implementing policies as promised. The article warns that claiming to be methodical isn’t the same as being methodical; credible, consistent action is what reduces uncertainty for markets and portfolios.
The article argues that releasing bipartisan strength helps build mutual trust between government and the public, which in turn supports the country’s potential. For investors, bipartisan support can signal more durable policy outcomes and lower the risk of abrupt reversals.
Treat campaign rhetoric as headline-level information: useful for gauging themes but not a substitute for analysing concrete plans. The article suggests prioritising clear communication, realistic timelines, and evidence that commitments will be implemented before adjusting investment decisions.
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