Donald Trump Is Getting It Right by Doing It All Wrong
Takeaways from Trump include:
- Validate your customers’ feelings, not yours, and show them you are just like them when it comes to fears, hopes and values. This works in politics and in business. I helped a client change his rosy sales pitch for real estate investment to one of caution in order to validate how prospective investors felt. Once we got their trust by talking about their feelings and not ours, we got their business.
- Be real and be transparent. Share your revenues, your profits, and contributions to causes and political campaigns. Open your books and hide nothing. Customers will forgive you for a mistake you apologize for but never for hiding a truth or a lie you crafted.
- Brag up your victories, humbly, and let the world know you are winning at all that matters to them. Show customers and prospects that you are winning the game for customer satisfaction, loyalty, industry reviews, quality and more. Use customers and industry experts to help validate your successes.
- Finally, create headlines beyond your website and social media pages. Do something others will write about, be it the media or customers. Take on a local cause, take a stand on a social issue and support it, highlight your exceptional talent, or do what Coca-Cola does on its coca-cola.com/happiness site and just share tips on living a happy life. To be newsworthy, keep it real and valuable to others, not just your brand.
In short, brands that learn to appeal to consumers’ psychological needs, show they stand for the same values customers do, and find ways to be top-of-mind for not just great quality but for supporting great causes, will win much more than 39 percent of customers’ loyalty, and gain far longer-lasting results.
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.