Trump says, he brought up immigration first. He said he brought up the veterans first. He talked about political correctness first.
Tell me whatever you want but that was a strategy. People won’t remember much about you in this noisy world so whatever you say has to hit the headlines.
I cannot educate about marketing without alluding to the adoption bell curve:
The reason, why there is so much money in politics is because it used to be about buying TV ads. TV gave you a microphone and the mass was listening. The problem is, as every other marketer realized: TV is not what it used to be.
Find out how much money Jeb Bush spent and consider – he lost. A few years ago, he’d be better off. Today, he constitutes a warning for every marketer: Mass is dead.
Nevermore you are going to reach the mass by directly trying to talk to them. Hundreds of millions of dollars wasted in the election prove my point.
The edges are all we’ve got.
Mass is boring. The mass wants proven stuff but in order to appeal to the edges, you’ve got to make something remarkable. Remarkable does not mean it’s good. It means it’s worth talking about. It is interesting.
Hint: The reason, why I’m writing about Trump is because it’s interesting.
Trump appealed to the edges; the less informed; and the angriest part of the population; and of course they’re going to respond.
The middle is really crowded and the edges tend not to be.
Some of Trump’s statements seem risky for him to us but in fact, making them only a little bit more safe would be really risky for him because it would make them less remarkable.
This is nothing new, as ancient Sparta’s spokesman surely knew a thing or two about remarkability.
The only chance the media had to stop Trump and kill his chances of success was to not talk about him at all. He would die in oblivion. Instead, they were selfish. News on Trump got people clicking; it got people tuning in and more traffic meant more money.
Not reporting on Trump would have been easy a few years ago when all we had were 20 channels in our TV which all were controlled by a handful of big corporations. Today, if the New York Times decided not to post about Trump, there would be the competing Guardian to steal that attention of potential New York Times readers. And don’t forget the rest of the internet.
With the mass dead, we don’t have a top-down approach anymore. All we have is people who talk to each other. To get them talking about you, you need to be interesting; you must be remarkable. It’s the edges that will open the door to the mass, a door that you could never open yourself.
I think Trump knew.