Trump: The Message
Donald Trump has one message, and it makes him a success.
Trump the juggernaut Presidential Candidate is no different than Trump the businessman and developer.
At his heart, Trump is a builder, though never with his actual hands. Instead, he is a builder of visions, so far taking the shape of skyscrapers, resorts, casinos and other property development projects.
He makes these visions happen with other people’s resources, whether it be investment dollars, bank debt or votes. He must create a picture, a landscape, in order to win these parties over.
No matter what the project, he always uses the same words: “beautiful,” “classy,” “gorgeous,” and so on.
These are all adjectives for the real, unspoken theme of Trump’s eternal pitch, and it is as much the case in his campaign for President as throughout his career.
In reality, Trump 2016 is just another builder’s investment project. He needs votes, so he paints a picture to lure the audience.
Where’s the comfort?
Well, are many Americans comfortable right now? Polling for the last several years suggests most of us certainly don’t feel comfortable.
Anger is one observation of this reality, but do not forget uncertainty, apprehension, or a host of other feelings that cloud the mind and our perspectives when we don’t feel comfortable.
What’s the most powerful force against comfort? Change.
The past decade has seen an onslaught of disruptive change impacting the lives of the segment of our society known as the “silent majority.” Technology, culture, globalism, terrorism and a whole host of other influences have created a fluid, hyperactive environment where too many just want everything to stop.
These individuals want what they had before. They want security. They want their jobs back. They don’t want to feel threatened.
They want to be comfortable.
It’s the perfect audience of suckers for a man always selling comfort.
That’s not the word he uses, of course. Politics is still serious enough where such esoteric ideas have to be spun into tangible issues.
Seriously, though, look at Trump’s message. There are three clear message, repeated ad nauseum.
Build a wall to keep out the Illegals
Deport the Muslims
Bring back the jobs from China and Mexico
In other words, return your life to comfort, and eliminate the threats of change.
This is nothing new for the movement of populism. From William Jennings Bryan to Ross Perot, populist advocates regularly present their agendas from the perspective of trying to stop change.
Trump is the same, and his stances, while difficult for many people to stomach, reinforce an image in the minds of many who simply want things to go back to when they were comfortable.
The evening of the New Hampshire Primaries last week, Fox News sent a reporter to a bar in the state to talk to patrons.
Those who voted for Trump made it clear they felt he was the best candidate because they bought his pitch. Whether they mentioned jobs, terrorism or immigration, the consistent message was the same.
Trump’s voters believe he will take action, and he will take care of the problems and return them to a life with comfort.
His voters believe Trump will build a beautiful, gorgeous environment of comfort, with a door so he can only allow certain things in, and keep unwanted change out.
“Make America Great Again”? That’s about as comforting a vision you can create for someone who thinks their world is going to hell in a handbasket.
For too many, regardless what they say, comfort is their real issue.
Unless his opponents can successfully counter the ideas and realities these themes will bear, Trump is in a position to seal the deal.