Why won’t Donald Trump play by the rules? Why does he continue to make his blustery comments, creating a firestorm of pushback from the traditional political sources? Why did the Huffington Post decide to cover Trump’s campaign as “Entertainment” rather than “Politics”? So many questions.
Tim Moore is a nationally-known broadcast consultant and managing partner of Audience Development Group. His “Midweek Motivator” newsletter, copied below in bold print, is Copyright ADG 2015. Well worth the few minutes it takes to read.
Relax…this is not a political column. For years we’ve advised our programing clients to follow the rules of the mind. Harry Beckwith wrote about it: instead of trying to convince people your brand is “better,” you need to convince them you’re different. Countless focus groups reinforce this rule of survival in the marketing war.
Here in the stone center of summer Donald Trump is on everyone’s mind; the buzz is everywhere; a sort of Howard Stern of current political times. Like all compelling, dominant personalities, Trump is polarizing. Yet, after months of political discourse even the media still doesn’t get it. They seem perplexed that this proverbial bull in the Tiffany’s showroom can create such a firestorm of attention. They search for answers and seem most comfortable with the rationalization that he’s a side show, part butt-clown, part tycoon, all bluster. They’re missing it by a mile.
Like others before him from Mick Jagger to Mohammad Ali, Trump is real; he’s sucking all the oxygen out of the political ecosystem because he’s DIFFERENT. Under no pressure to play to a faction, temporize his language or become the season’s champion sophist. He’s worth a stated 10 billion and in that sphere, needs no favors and pulls no punches. He’s different from them all. Not since Ross Perot has anyone enjoyed that position; no holds-barred, no markers-owed, no serpentine generalities when asked about the border, congress’ fecklessness or China’s aspirations. He may not go ten rounds, fading as the pundits predict by late year. Maybe. But on the ride, he’s shaken the stodgy, boring, mildew caked predictable campaign trail with blunt Trumpisms. Polls? Nielsen? What’s real?
What we’re seeing here-love him or hate him-is a guy who says what he believes, standing long arm’s length from politics as we know it. What does this have to do with the radio fraternity? Lots. In markets large and small, radio executives continue to pitch their ratings future on the “better” claim and in the doing, seldom own anything! In the real word of “differentiate or die,” the really smart people have come to accept unless they’re famous for a compelling difference, they’re not famous.
It’s still uncommon in America to find that rare person who comes along, sticks it big, and is different in every way. It’s what the best talent, sales managers and CEO’s have in common; polarizing, different.
Who can say if Donald Trump can sustain his meteoric trajectory. Considering his global footprint it’s fair to say he hasn’t missed many calls. Trump is where he is, however tentative, based on what he’s famous for: he’s different.
What’s your brand famous for?
(The Midweek Motivator column, posted in bold above, is written by Tim Moore and Copyright 2015 Audience Development Group.)
Posted by Tim Morrissey