This isn’t a political blog, but when it comes to marketing, there are a lot of lessons to be learned from politics. I find what’s happening with Donald Trump especially interesting.
When I wrote about him last year, Trump had support from 24% of Republican voters. Today, he has so much momentum, everybody else has dropped out.
How did this happen? I got an interesting email from Anu Garg, founder of Wordsmith.org, which says a lot…
If you can scam someone to the tune of $35,000 and still have them vote for you, you must have fed them something strong. The secret sauce that Donald Trump has brewed has two main ingredients: hate and fear.
Hate and fear are powerful emotions. They can trump everything. At least for a short time.
If you can convince people to fear or hate someone different — a different religion, a different skin tone, a different nationality — you can have them do anything. Even vote against their self-interest.
Boyce Chait is an 84-year-old man who lives in New Jersey and paid Donald Trump’s “Trump University” $34,995 for a mentorship program. He found “there was nothing there” and asked for a refund.
The refund was denied.
Still, when it comes to who he’s going to vote for this November, Boyce says he and his wife will still vote for Trump because they are members of the Tea Party.
Whether you agree with Anu Garg’s assessment about what is going on or not, you can’t deny that how powerful selling a “remedy for pain” is, even when, like “Trump University,” there is nothing there.