Almost no one could have predicted Donald Trump’s improbable victory over a field of more than 20 Republican and Democratic candidates. Unless you knew what clues to look for.
We have no way of evaluating yet, whether Donald Trump will be an effective president. You can’t even say the jury is out on that, because the jury hasn’t even been seated.
We can draw one conclusion from the hard-fought battle that resulted in his victory after more than 18 months of coast-to-coast campaigning: Donald J. Trump out-marketed the competition, hands-down. In that respect, he has already carved out his place in history.
For better or for worse, Trump is a straight shooter. He looks his audience straight in the eye and speaks from the gut. It’s his talent, and he uses it to connect with people. The Donald connected with 60-million Americans on November 8th – enough to propel him into the White House.
Aside from Trump’s verbal communication skills, he proved his marketing genius by leveraging social media to continuously circulate his name and opinions.
“Donald Trump was the most real-time candidate out there,” noted David Meerman Scott, my guest on 77WABC’s Mind Your Business, back in March 2016 after Trump started racking up victories in the early primaries. “He was focused on commenting on what’s going on; on a moment by moment basis.” Scott, author of the book: Real-Time Marketing & PR, had been following the presidential campaign closely to compare how different candidates were marketing their candidacy.
One day, Mr. Scott decided to blog on how the Donald was effectively using Twitter in real time to keep his name out there. The very next day, Scott got his own name out there, when a reporter from a leading advertising magazine called him to request an interview.
“Anybody can do this,” Scott says. “Whether you’re an entrepreneur, business owner, someone working in an organization, or even if you’re looking for a new job, the idea of putting your content out there at the right moment is a great one.”
Some pundits singled Trump out for chronic overexposure, but top marketing people like Scott knew there was a method to his madness. Don’t worry about information overload, he says. “Yes, there’s tons of information out there, but when somebody has a specific need for a piece of information, those people never think there’s overload. They think there’s never enough.”
Scott told me the story of how he and his wife loaded themselves with information while planning their dream vacation to Antarctica, to go kayaking among giant blue-green icebergs and have close encounters with penguins and whales. They began their research more than a year in advance of making the trip. They finally settled on company called Quark Expeditions, because Quark provided quantum quantities of information that gave them the confidence to pull out their credit card and reserve their trip.
“We had near perfect information from which to make decisions,” Scott says. “Smart companies understand this new world and build a buying process around the realities of independent research. Instead of selling, they deliver information at precisely the moment customers need it.”
The secret to make this work for you is to understand enough about the people you’re trying to reach so that you can create precisely the right content.
Rather than writing about your own products and services, think about the problems buyers face and the challenges of people who might want to buy your services and what words and phrases they use.
That’s the formula that Donald J. Trump used to catapult himself into the White House – and that’s the formula any business should follow to grow their operation.
Bottom Line Action Step: Deliver the right information to the right audience at the right time.