I won't say who I voted for, but Donald Trump proved the effectiveness of my book, Hot Button Marketing. Here's how he used the principles and insights of Hot Button Marketing, the Revised Edition. I can't say if he read it, but I receive many calls from politicians who read my books.
If you have read my books, you know that President elect Trump selected my #1 Hot Button, based on years of interviewing consumers.
That Hot Button is Control. But what is control. Take away control and what do you get? Fear. And President elect Trump preyed on our fears.
Based on almost a thousand interviews around the world, most people think their lives are out of control. They feel they are one step away from the soup line. That's a real fear. They may have had jobs, but they have little control over being hired or fired and losing heath care. Because of this, they have little confidence over their finances and health.
People don't feel that that they have control of their and their family's destiny. They are living paycheck to paycheck, thanks to what they consider poor minorities and minorities in general taking money from them. Many are aggressively anti minority because they don't have any control over these minorities. Yes, they are afraid of them.
They feel that Trump, via his toughness and brand can put their world back together. Yes, a great many people may have called him the Anti Christ, but voters saw him as the anti Clinton, the anti establishment. The way to a true rebirth.
So what is control? Control is reassurance. Control is the absence of change. Change is exciting when initiated by us. Threatening when done to us
Successful change and innovation is how well the new product (Trump, the brand) conforms to current consumer mindsets. To say our mindsets are in an upset state is to say it mildly. Trump hit that big time. Trump’s control was reassurance for consumer mindsets. He knew and blasted away at how well his brand conforms to current consumer mind.
He knew he had to sell his brand the way consumer WANTED it to be sold
He was right.
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