Trump has been trumping a lot lately about whether Obama was born in the U.S. or not.
Some may ask themselves – who cares?
Well, if you want to learn a thing or two about marketing, then you should care – just watch the big man in the white house – he’s one of the best self-marketers around.
So, what’s the deal with that whole Obama’s birth certificate?
If you really don’t care about it – it just goes to show you’re not an ideal Trump prospect, but…
If this whole issue stirs any kind of emotion in you towards Trump, be it admiration or resentment – that’s exactly what Trump is aiming to do here.
See, the tactic Trump is applying here is called using a common enemy with his crowd –
If you’re a Republican or any kind of Trump enthusiast, then you hate Obama’s guts.
If you’re a Democrat, or simply don’t like Trump, then you hate Trump’s guts for yapping on an on about Obama (or any other issue for that matter)
So by keeping the Obama birth certificate subject in the news, Trump is forcing you to pick a side – love him, or hate him.
As long as you’re not indifferent to him – Trump’s mission is accomplished, because like any great salesman knows –
If you get your prospect all emotional, it means he cares.
And if he’s emotional – you can channel that emotion into action.
In other words, Trump would rather you hate him than not care about him because if you hate him he can eventually convince you he’s right at some point.
But if you simply don’t care – that’s the worst thing that could happen to old Trump, or as the old saying goes –
“There’s no such thing as bad publicity”.
So the lesson learned here is to talk about things that are guaranteed to stir emotions in your prospect.
Be them good or bad – as long as there’s emotional weight, you can leverage it to bonding with him and getting him to buy from you.
You’d be amazed how many times we start a relationship with some business by hating them, only to eventually learn to respect what they’re saying, even if we don’t like it, and finally become their customers.
Learn from the big man in D.C – use controversy to stir emotion in your prospect, so you’re always on his mind.
In future articles, I’ll talk about how to use those haters to your advantage.
Boredom is the death of the sale, and indifference is the death of the salesman.