He is the butt of a lot of jokes these days. Late-night talk shows and comedians are having a field day with him. But despite all the wisecracks about his hair and his endless references to China and his absurd approach to immigration policy, one thing is certain: Donald Trump is gaining major popularity and accomplishing what many thought was impossible. He’s being viewed as a serious presidential contender within the GOP, complete with a full line of “Trump For President” T-shirts and bumper stickers.
I’m not going to dive in here and pick apart the politics behind this man’s popularity, but I will say: There’s no question he’s moving closer towards landing himself on the ballot as a presidential candidate. Those of us with business aspirations of our own would do well to note some methods he’s employing to achieve such a gargantuan goal.
1) He speaks the language of his target audience: Trump is obviously not attempting to win the hearts and minds of everyone in America. On the contrary! Every word coming out of his mouth is clearly intended for the ears of Americans who ALREADY love him. He doesn’t waste his time worrying about alienating the folks who don’t like him. He focuses solely on reaching his target audience, and thus, continues gaining more supporters like the ones he’s already amassed.
What’s the take-away for you?
I’m not suggesting you behave or speak in a way that alienates people, but there is great logic and wisdom in focusing one’s message to reach a particular audience.
Most folks understand the basic concept of targeted marketing, and yet, countless salespeople regularly fail to adjust their language accordingly (in networking situations and live presentations) for fear of excluding potential clients outside their chosen markets. This is the antithesis of targeted marketing!
As Trump demonstrates, it is smarter to pitch ideas targeted towards a fan base comprised of people who already love you (or are likely to love you), rather than waste time and money trying to win people over who are likely to be unreceptive. By consistently gearing your language to a specific market, you are representing yourself as someone who really understands the specific needs and concerns of the population you wish to serve. Once you’ve established yourself as the go-to person—the word on the street spreads easily to more of the right prospects.
2) He keeps it real: At least half the people watching Trump these days are doing so for entertainment purposes; they want to see what’s going to fly out of his mouth next! Some people are offended, and some nod their heads in approval. I, personally, appreciate the fact that he doesn’t beat around the bush. He has no bones about telling the world exactly what he thinks—and as far as I’m concerned, there is something to be said for such a straight-forward approach to communicating—(merits of content aside).
What’s the take-away for you?
I will be the first to say that Donald Trump has ZERO tact, and if 99% of business-oriented folks adopted his in-your-face-whether-you-like-it-or-not approach to their professional endeavors, they might wind up with a few civil lawsuits on their hands.
That said, allowing oneself to speak plain English, limiting the use of jargon and avoiding excessive “word-crafting” to avoid ruffling feathers are paramount when it comes to building relationships; this approach keeps things clear—and honest! Too much self-imposed diplomacy can actually backfire because you might inadvertently give people the impression you’re attempting to pull a fast one on them.
3) He keeps it simple: A couple weeks, ago, Jimmy Fallon did a hilarious skit on his show, lampooning Trump’s various simplistic solutions. I laughed so hard, tears rolled down my face! The fact is, no matter what you think of Trump’s values and opinions—the solutions he presents are undeniably concise and easy to comprehend—(again, targeting his chosen audience).
What’s the take-away for you?
A while back, I stopped by a mechanic’s garage to get some advice on a flat tire, wondering if it was worth repairing or not. The mechanic proceeded to walk me through the entire anatomy of a tire, and then presented 6 different ways he might fix it. At one point, I interrupted him to ask what it would cost to replace it, and he launched into a full-blown dissertation, detailing the pros and cons of each brand of tire available today. He never actually came forth with a solid recommendation, and finally, I just thanked him for his time and walked out.
When we’re in a position to offer advice on any given topic, there is definitely a common pitfall to watch out for: the tendency to go on automatic expert pilot, over-zealously presenting information that is, in fact, way above the heads of the people seeking our guidance.
A good adviser or salesperson always remembers to read his or her audience, to impart information or a solution in its simplest form, breaking down the steps, as needed.
I’m obviously not a huge fan of Donald Trump, but I’m wise enough to recognize he’s doing many things “right” to effectively gain the popularity he’s achieved thus far.
Regardless of how you feel about Mr. Trump—I think it’s safe to say: We’d all like to achieve the same kind of steady growth and success in our respective professional endeavors as he is generating for himself, and there are clearly notes to be taken as we watch his political story unfold!
