What Donald Trump Means to Copywriters

By Mike Devaney

What can you say about Donald Trump that hasn’t been said 100X already?

Rude? Check.

Bombastic? Check.

Egotistical? Check.

But how about this?

Great copywriter!

Sure, Mr. Trump is not sitting in a coffee shop, banging away on his Mac. Still, it’s clear that he thinks like a direct response copywriter.

How so?

In short, his unorthodox campaign for the Presidency conformed to a four-step process direct response copywriters use to sell. Those steps are:

  1. Study the market
  2. Find a hungry audience
  3. Woo them
  4. Make an offer

Before going further, let me say this. I neither love nor loathe Donald Trump. As a New Yorker, I’m used to him. He’s been a local celebrity since… forever.

You may disagree with my assessment, but here it is: the office of President is 90% theater. It’s a distraction from real life. Trump’s Twittering is just the latest example of that.

As Paul Begala said, “Washington is Hollywood for ugly people!”

Still with me? Great!

Because however you view Donald Trump, his win is a case study in direct response tactics. The tactics he used to win can be applied to any product or service.

Read on to see what I mean.

The market for Presidents

Unlike Donald Trump, the Washington establishment does NOT think like direct response copywriters.

Why would they? Once elected, they’re as hard as splinters to remove. That kind of job security breeds fat, lazy thinking. Further, living in Washington D.C. seals them off from their constituents (i.e., customers).

So, it’s no surprise that prior to the 2016 election, all the “experts ” on cable TV were trashing Trump. He was going “off message,” they said. His brash, loose talk was killing his chances for advancement.

The pricey consultants who advise politicians don’t interact with real people. As you’d expect, the isolation skews their advice.

How? They advise Presidential hopefuls to stay “on message.” Apparently, the way to do that is to mouth a few quips, ad nauseum, like a robot gone haywire. The goal? Get voters excited about a poised, polished, and predictable candidate.

Judging by past presidents, no doubt this advice works.

But things were looking differently in early 2015.

Trump spotted an opening. There was an untapped market, just below the surface, giving hints about themselves. Might this patchwork of voters be hungry for change?

A foretaste of Trump

In mid-2015 Donald Trump announced his intention to run for the Presidency.

The D.C. elite laughed.

“He’s a joke!” they said. “DOA!”

Of course they were wrong. Donald Trump’s politically incorrect talk greased his path to the White House.

More than that, it endeared him to voters hungry for a human politician. This invisible market was just waiting for someone it could trust.

Why didn’t anyone else in Washington realize this?

Three reasons: bias, laziness, and stupidity.

In their defense, living, working, and socializing in the D.C. bubble blinds even smart people. The dynamic world outside is non-existent. Politics is the only game in town and everyone plays it.

Donald Trump didn’t live in D.C.

Really, he didn’t live anywhere. He spent the bulk of his campaign crisscrossing the country, Go to the full article.

Source:: Business 2 Community

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