Trump Is Running The Classic Marketing Playbook Like A Boss
Don’t sell a solution — sell aspiration
His voters think: vote for Donald Trump and I can be successful like him.
I can not think of any other real reason why he has been able to build such broad support for his candidacy.
He never ceases to tell everyone how rich he is.
“I’m worth billions of dollars.”
He’s very, very smart.
“I graduated from Wharton, a top school. I did very well.”
He’s a great negotiator.
“I will get the best deal.”
He’s strong.
“I will build the biggest wall and Mexico will pay for it.”
He should add one more.
“I am a great marketer”
I have to agree with that one.
He’s been able to tap into voters’ goals and dreams (and fears) like no one else in the current field, perhaps the best ever in electoral politics.
He speaks to who his supporters want to become — a one percenter — not what they need (a decent paying job).
His supporters want something to believe in, a return to a land of overflowing milk and honey.
His supporters want to belong to a new tribe — not the establishment Republican Party that no longer want or represent them.
They have a voice in the decisions that change their lives. They believe that Trump listens to them! Of course, he only listens to himself.
They can make a difference! They believe that they can change the world or at least kick out the illegals who have taken their jobs or depressed their wages.
They gain social status. They may even recognize that being a Trump supporter is a badge of questionable honor but is much better than the scar of a neglected Republican stepchild.
Each time Trump brags, his supporters bob their heads with affirming adulation. When he parades his model wife onto stage, his supporters swoon. As he trots out the beautiful Ivanka and the rest of the Trump kids — birthed across three wives — his supporters buy into Trump’s vision of an old fashioned America that once was.
By definition, aspirational marketing speaks to a consuming public that can NOT afford what is being marketed.
Trump is not appealing to the one percenters — they already have what he has. He’s playing to the emotions and desires of the other 99% by telling them they can have what he has.
It’s Marketing 101, and Trump has been schooling the rest of his competition.
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If you can’t get enough of Trump, read this: https://medium.com/defy-convention/the-donald-is-not-mussolini-or-hitler-fb35be3412fc#.yz7ek29et
And this: https://medium.com/defy-convention/what-does-trump-s-hair-say-about-him-feed28ecc7c0#.uzelazcms
