Donald Trump Is Getting It Right by Doing It All Wrong
Real Winners vs. Phony Losers
While we might root for the underdog in a sports game, when it comes to our values, lifestyle, community and ability to control our destiny, we align with winners. Quite often in politics, we do so without even knowing what the current winner stands for and how he or she will really impact our lives. And we align even more with winners who we believe are real, “just like us” and transparent.
Here, Trump again is brilliant. The entire hour I watched of his Sept. 14 speech had two main themes: He is a real person with no canned persona or teleprompter speech, and he is winning the race. Unprovoked, he told how much money he makes and how much he pays in taxes. He showed he was real and had nothing to hide. But most importantly, he raged on about his place in the polls. I am winning here, there and everywhere was and still is his recurrent theme, and voters seem to be buying this line more than any position on any issue.
Winning the Attention Game
Trump has mastered the ability to get his name in headlines — a lot of them. Insulting any opponent who gets a headline seems to be furthering his strategy quite well. Google “Trump insults Fiorina” and see what I mean. The media and his victims support that strategy quite well by reporting and responding, both of which give him more headlines than even he would pay for. And I, too, fell for it, as I couldn’t resist writing about the psychological marketing tactics he uses quite well.
Regardless of what you think of Trump, his persona or his politics, there’s a lot we can learn from how he has risen from an “unlikely” status to the GOP contender who has succeeded more than any other politician this early in a presidential campaign, regardless of party.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.