An Informercial expert looks at Trump's technique.
Big reveal: he is doing it right.
The task of a political campaign is to show a candidate understands and empathizes with the concerns of the voters, and can solve their problems.
A political campaign is marketing.
Tony Farrell had a long career as a marketing expert. His most famous assignments were working for the Gap, The Nature Company, Sharper Image, Banana Republic, and Trump Steaks. He finished his career in the toughest leagues of marketing, direct to consumer product marketing: infomercials.
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| No small promise |
Infomercials aren't glamorous, but they sell, when done right. Through trial, error, and thousands of iterations marketers have learned what actually works. Farrell says that Trump is doing it right.
Campaigns are infomercials.
Campaigns are infomercials.
Farrell was a college classmate, then attended Harvard Business School. He brings professional expertise to one of the ongoing themes of this blog, that presidential campaigns are a struggle between competing political brands. Trump came into the race four years ago with a well established brand as a decisive New York real estate tycoon, one who was quick to change things by firing people, and on day one he was a leader in the GOP primary. Democrats are nearly unanimous in thinking Trump does not know how to govern, but they need to acknowledge the reality that he knows how to sell his brand.
Guest Post by Tony Farrell
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| Farrell |
"What Infomercials teach us about Trump"
I have said before in this venue that the number-one rule of success in the world of infomercials is "make no small promises."
That is, people are consumed with their own private lives, and it takes a powerful message to break through; otherwise, you are noise. Trump understands this, and it was manifest in his 2016 campaign; he made "no small promises."
Now, in infomercials, the foundational premise is truth; thousands of products are proposed and rejected because they failed to deliver on their promise.
Only those products that were proven to work were put into the maw of production, which might take more than two years, before being launched into broadcast.
Trump bypassed the requirement of truth, but followed through on the "promise" idea, and succeeded.
Now, I'll reveal the other great infomercial secret, and it is reduced to an oft-repeated aphorism: "They (the consumer) don't care what you know until they know that you care."
A 28-minute TV infomercial is as rigidly proscribed as a haiku, and the first 8 minutes of all of them work to establish the connection to the emotional torment of the viewer; nothing is of any consequence until the viewer is convinced that you care about their problem; their emotions; their trials. Once done, the "big promise" of a solution is revealed; an origins story is played out; an explanation of how it works is shown; and the secret is unveiled! We return to the "caring" and the rest is left to the order takers.
Many smart people have tried to break this formula but it is inviolate.
That takes me back to our politics: Trump is a master at conveying to his base that he genuinely cares about them; he speaks their language; uses their words; says out loud what they only feel comfortable thinking. The Democrat who will emerge from the morass of 24 candidates will be the one who can successfully inform all Americans that "they care."
Elizabeth Warren is the perfect example of one who has reversed infomercial's inviolate formula: She's all about explaining what she knows, and no one knows that she cares. (Best example: Warren's refusal to appear on Fox News; she doesn't even care enough to speak to those "Fox people."
When Trump says, "I love Ohio!" even his worse critics would have to admit that is a seductive cry; and I don't hear such expressions from any of the 24 candidates just yet.
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| Ohio rally |
Every Democrat believes Trump is a craven, incompetent, cruel and racist clown, and so no words need be wasted on that argument. What needs to be expressed is a true empathy for the Trump voters who feel, quite rightfully, that they've been dealt a shit sandwich over the past 20 years, and that their vote for Trump is not racist or cruel but a cry for some sympathy, empathy and recognition of their plight. Hillary demonized the Trump voters, a losing strategy and a failure of imagination.
The successful Democrat will be the one who genuinely conveys empathy with the Trump voter, even recognizing their "better angels," and one who makes clear how eagerly they aim to work with Republicans to achieve worthy outcomes. In contrast, Chuck Schumer revels in the combat and never celebrates collaboration.
Anyway, to repeat this most powerful aphorism: "They don't care what you know until they know that you care."
9 comments:
Bingo!
Many voters respond positively to this type of marketing.
Only critical thinkers pay attention to the wonkiness of the candidates as they explain things.
The problem is that there aren't enough critical thinkers to make a difference in elections.
Thank you, Peter. Finally someone who gets it. Everyone who knows they care should go to the Midwest over the next year to visit friends and family. Listen with true empathy. Maybe have a sandwich...?
I have many family members and friends who are Trump supporters and believe he is doing a good job as President. I’m not a Trump supporter. They listen to me and what I say not because I got my facts straight but because I know them for their self-worth and care about their lives, their family and their concerns. I listen to them as they feel Trump listens to them. He is, they say, an imperfect human being but can overlook his failings because he says outloud he cares. Whether he is able to follow through is often met with Democrat opposition. The perfect cover for Trump’s failure to deliver.
What you fail to mention is that infomercials mostly sell junk.
Sure it works, but it's high tech snake oil, and in a consumer driven society full of insecure people who have been led to believe that their possessions define their self worth, falling for phony sincerity is the lowest form of persuasion. A wise marketer once said "Good products don't need salesmen", and it's never been more true than today. Sales is about persuasion, marketing is about presenting value. Two completely different things and I would argue the former deserves the reputation it carries.
"They just like talking to salesmen" - (David Mamet, "Glengarry Glen Ross")
This article completely misses the point.
The question is: which audience should we sell to? Republicans or Democrats?
Republicans seem to know that it is their job to sell to Republicans. Democrats often seem to be confused by articles like this and think that it is also their job to sell to Republicans.
Warren showed that she cared about Democrats by not going on Fox. That is one of the many ways she showed she cares for me, and one of the many reasons why she will get my vote.
Nick H.
I agree with Nick H. that we are not talking to or able to reach that 30% who love trump. We need to reach our demoocrats and get them to the polls. We need to reach the non voters and the undecided middle group.
Yes, the candidate could follow the template outlined in an infomercial, that cannot hurt at all.
Marianne Williamson struck a chord, in that that we need to address the problem with the soul of America. Democrats want to know that the candidate cares about them, but also that this person cares about the country and the planet. They want to see the passion!
Liz can do it!
It would be interesting to have Tony’s take on the negative side- Fear. Like John F, I’m not a Trump supporter but know many who are. As others have mentioned they know Trump is deeply flawed, but they actually felt a vote for Hillary was a vote to legally force them and their faith communities to embrace things they find morally reprehensible (I.e. abortions and human sexuality stances). To progressives this may sound absurd, but Trump promises to champion their cause and indeed is living up to their expectations with his judicial appointments. Although there is increasing discomfort with his treatment of undocumented families.
Sure it works, but it's high tech snake oil, and in a consumer driven society full of insecure people who have been led to believe that their possessions define their self worth, falling for phony sincerity is the lowest form of persuasion. A wise marketer once said "Good products don't need salesmen", and it's never been more true than today. Sales is about persuasion, marketing is about presenting value. Two completely different things and I would argue the former deserves the reputation it carries.
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