Well, Trump said something like that, didn’t he? Did it work?
I recently referenced The Donald and how he succeeded and well, I did get some positive responses. I also got a lot of negative responses about how wrong, divisive and, well, there were a lot of swear words too. Hypocritical, Toxic…
If it were true, I would agree with most of the ‘hate’ mail and the editorial I have seen out there. Inventive media coupled with manufactured testimony and doctored photography is more than misleading. Also, there are a lot of Trumpisms that I just can’t believe! It seems to me both sides were equally at fault.
This is the elephant in the room and it goes back a long way. It’s not new. Thomas Edison said “Hell, there are no rules here, we are trying to accomplish something”.
In the case of Trump, he would have made millions out of the presidency, win or lose.
The concepts, ideas and techniques are not new, they are set in stone and work again and again and again, yet most miss them. That is the big surprise and perhaps the source of the shock itself. Everyone thinks they know, yet still, they are surprised.
You can see it laid out in the press. Trumps life has been full of people telling him he could not do what he has done. The lessons can be read again and again, he continuously proves the pundits wrong and pockets the cash. I am not saying everyone should break the rules, I am just suggesting that if you want to be successful you have to be disruptive to get noticed and perhaps that is what is at the heart of the Trump problem…
When I set up Weboptimiser 20 years ago, people would say to me, what do you need a search engine for… You just add dot com to the brand name and you are away. I had a clear vision of the future and was proven right. If I had listened I would never have employed all those people, started off an entire industry and got to chair the IAB UK & Europes Search Council.
My dad used to say the problem with voting is that you always get a politician. Thank goodness at least that’s changed! It is not criminal to break the rules. For most in business, it is criminal not to.
If you want to make sure you fail in what you do, do your best to comply with everyone and everything. Do things the way they are normally done, don’t stand out, don’t get noticed and watch as you spend more on advertising than you get in sales. Media owners are happy to take your money and subject you to their rules.
The surefire way to fail is to focus on your brand, make it big, include a big picture with hardly any text, have people see how clever you are. As a result they will not bother you or your business, you will get few phone calls, peace will reign.
The surefire way to succeed is to change everything. That is what most successful businesses start out doing, they lose it as everything becomes homogenised. This is what breeds unwanted competitors. Competitors all start with “why we are different” and break through. Trumps approach was no different.
Trump is divisive, he is also devastatingly effective. He played the media at their own game. Hilary ultimately got the mandate of the people, nice. Trump got the Presidency though.
Yet everything we do could be said to be divisive, we all choose one product over another. It’s called personal choice. To choose or not to choose, that is the question. Most present no choice.
Lets Make Our Business great Again
Personally I draw the line at hurt. I would urge those who try to take what they can from recent events, from the concepts, ideas and techniques that you have seen to not use them for evil purposes. I know it should go without saying, breaking the rules does not give anyone permission to hurt others.
Our only salvation is that the more these concepts, ideas and techniques are employed properly, professionally, for wholesome reasons, then it will be harder for the negativity to get through and genuine success will be achieved by those that deserve it. It should not be shocking to realise that shock tactics work.
Handle With Care
The thing is that these concepts, ideas and techniques are dangerous. If you simply copy what you have seen in action, it is possible to get it wrong and produce the wrong type of devastating effect. Like fireworks, they should come with the warning: handle with care.
Love You, Love You Not
The truth is that most business owners prefer to lose out and as a result really lose out. There have been reports that many of the Trump Hotels around the world have been jam packed since Mr Trump became president.
Depending on your perspective, happily we cannot all become presidents. However, we can all give our customers an experience to remember and use this to drive even more sales. You can divide and rule. You can choose the customers that are right for you. It all starts with applying customer service before people become your customers. This is Mr Trumps special knowledge. He knows he does not suit everybody, but roughly half is a huge, huge, huge number, very large, and very, very good for business too.