How a convicted criminal became US President - The art of persuasion

Like him or loathe him, President Trump is a master of persuasion. As the first president in over 120 years to be re-elected after losing an election, his ability to influence and captivate audiences is undeniable. This achievement is all the more remarkable given his criminal conviction for paying hush money to a porn star, numerous personal scandals, allegations of corruption, and misogynistic comments. Yet, he won by a commanding majority.  

How does he do it? 

While Trump’s tactics may not always be admirable, there’s no denying that his approach to communication offers valuable lessons for marketers - particularly in how to connect with audiences and drive action. Let’s explore four key strategies he employs, backed by examples from his campaigns and speeches.  

Emotional Appeals: Tapping Into Fear and Hope

Trump’s messaging often evokes strong emotions like fear, anger, and hope. His famous slogan “Make America Great Again” (MAGA) is a prime example of *declinism*—the idea that the country has fallen from greatness but can be restored. The phrase simultaneously stirs nostalgia for a better past and hope for a brighter future while channeling anger toward those perceived as responsible for the decline.

In speeches, he frequently uses emotional language to connect with his audience. For instance, during one campaign rally, he declared: “The system is rigged... You’re losing your jobs; they’re going overseas.” Statements like these tap into feelings of frustration and fear while positioning him as the solution to these problems.

For marketers, this highlights the power of emotional resonance. Too often in B2B marketing especially, brands focus on technical features or overwhelming customers with information about their products. But before diving into the details, it’s crucial to first create an emotional connection - whether through motivations or showing empathy and understanding through pain points.

Simplification: Clear and Memorable Messaging

Trump excels at distilling complex issues into simple, memorable phrases that stick in people’s minds. Slogans like “Build the Wall” and “America First” encapsulate entire policy platforms in just a few words. These phrases are easy to repeat and understand, making them highly effective tools for persuasion.

Even when addressing broader issues, Trump keeps his language straightforward. For example, during a press conference, he repeatedly stated: “I inherited a mess... It’s a mess” when describing the state of the country under previous administrations. This repetition reinforces his narrative while avoiding complex explanations that might lose his audience’s attention.

Marketers can learn from this approach by focusing on clarity over complexity. Customers don’t want to decode jargon or sift through endless details—they want to understand quickly what your brand stands for and how it benefits them. A clear message is not only more memorable but also more likely to inspire action.

Repetition: Driving Messages Home

As marketers know, repetition is essential in building brand recognition and trust. And so it proves that repetition is also one of Trump’s most powerful rhetorical tools. 

He hammers home key points through repeated phrases and slogans until they become ingrained in the public consciousness. For example, at campaign rallies, he often closes with variations of: “We will make America strong again. We will make America proud again. We will make America safe again. And we will make America great again.”

This technique not only reinforces his message but also creates a rhythmic cadence that makes his words more impactful and memorable. Similarly, his repeated use of nicknames like “Crooked Hillary” or “Sleepy Joe” cements negative associations with his opponents in voters’ minds.

Repeating key messages across campaigns - whether through advertising slogans or consistent branding - ensures they stick in customers’ minds long after they’ve seen them.

Storytelling: Creating Relatable Narratives

Trump’s storytelling prowess lies in his ability to craft relatable narratives that resonate with everyday people. One notable example comes from his 2016 campaign speech in Hershey, Pennsylvania, where he brought onstage the mother of a campaign worker who had tragically passed away in an accident. The mother shared her story about how Trump had shown kindness and compassion during her time of grief.

This moment wasn’t about policy - it was about human connection. By sharing this story onstage, Trump demonstrated empathy and positioned himself as someone who cares about individuals beyond politics. The story allowed him to create an emotional bridge with his audience while reinforcing his image as someone who understands their struggles.

This highlights the importance of storytelling for any marketer; storytelling that centres on real people and relatable experiences rather than abstract ideas or corporate jargon. Stories are powerful because they evoke emotions and help customers see themselves in your brand narrative.

The Power of Persuasion in Action 

While there are many aspects of Donald Trump's approach that may not be admirable or worthy of emulation, there are certainly lessons marketers can learn from his persuasive techniques. By appealing to emotions, simplifying complex ideas, repeating key messages, and crafting relatable stories, he has consistently managed to galvanise support despite significant controversies.

For marketers, these strategies offer valuable insights into how clear messaging and emotional resonance can drive behaviour. In today’s crowded marketplace - especially in B2B marketing - it’s easy to fall into the trap of overwhelming customers with information about product features or technical specifications when what they really want is connection and clarity.

Trump’s success serves as a reminder that persuasion isn’t about overwhelming people - it’s about connecting with them on a deeper level. Whether you agree with him or not, there’s no denying that Donald Trump has mastered the art of persuasion - and there are lessons here for anyone seeking to inspire action or build loyalty in their own field without holding him up as an ideal figurehead.