With his flashy suits, iconic hairdo, and larger-than-life persona, Donald Trump has captivated the public eye for decades. But beyond his celebrity status, Trump is an astute businessman with an innate understanding of marketing, brand-building, and self-promotion. Even those who dislike his politics have to admit – the man knows how to sell.
From bestselling books to luxury hotels and casinos, Trump has built an empire by putting his marketing ideas into action. Drawing from decades of experience, he has cultivated a unique approach to promotion that aspiring entrepreneurs would be wise to study.
Here are Donald Trump’s top 8 marketing tips for success in business:
1. Promote Yourself Shamelessly
Trump is an unapologetic self-promoter, unafraid of tooting his own horn. He splashes his name on everything – buildings, brands, books, businesses – to build a powerful personal brand tied to success. His ostentatious public persona is all part of this carefully-crafted image.
While some may see this as egotistical, Trump understands human psychology. People are drawn to confidence, so never be afraid to talk yourself up. Promote your accomplishments and expertise at every opportunity. Develop a unique personal brand that captures attention – love him or hate him, everyone knows Donald Trump’s name.
2. Generate Controversy and Drama
Trump seems to deliberately court controversy, using dispute and drama to capture media attention. He makes inflammatory statements, picks very public fights with high-profile figures, and constantly makes headlines for his colorful antics.
This generates enormous amounts of free publicity and keeps him front-and-center in the public conversation. As Trump says, “good news is no news.” Bad press is still press. While generating unnecessary conflict is not advisable, stirring up drama does attract eyeballs. Having a reputation for the unpredictable and theatrical helps create buzz.
3. Stand Out With Bold Design
From his towers to his suits to his hairstyle, Trump believes in making bold aesthetic choices that get him noticed. He focuses on creating a sensory experience – loud, bright, visceral, aggressive – almost assaulting the senses. This overwhelming style may seem gaudy or weird to some, but that reaction means it is working.
In business, blending in with understated elegance may seem like the safe route, but Trump says you should embrace peculiarity. Do something nobody else would dare, break the rules in a way people cannot ignore. An outrageous sense of personal style makes you more memorable.
4. Leverage Hyperbole
Trump takes exaggeration to an art form, blatantly inflating claims of his own success and accomplishments. He depicts himself as an unequivocal business genius, the greatest deal-maker in history, with unmatched negotiating skills. Everything he touches turns to gold in his telling of the story.
For example, when his Taj Mahal casino opened and ran into financial trouble early on, Trump told the press it was an “unparalled success” destined to be the “eighth wonder of the world.” He hailed failed ventures like Trump Steaks, Trump Airlines, and Trump University as fantastic triumphs at their launch. This extreme, hyperbolic rhetoric sounds outlandish and laughably unrealistic.
Yet perversely, over-the-top boasting makes people pay attention and lends claims gravitas. Stretching the truth may ultimately harm credibility in the long run, but bold declarations get you noticed in the short term. Declare something “the finest in the world” enough times with unrelenting conviction, and some segment of people might just start to believe it.
5. Use Simple, Memorable Slogans
Trump keeps his messaging straightforward by speaking in slogans, maxims, and soundbites. “Make America Great Again”, “Build the Wall”, “Drain the Swamp”, “Fake News” – his phrases are provocative, propagate rapidly on social media, and imprint themselves in people’s minds through repetition.
Image by Gage Skidmore
He relies on short, punchy mantras that can fit neatly on a ball cap or protest sign. During political rallies and speeches, Trump drives home key messages by repeating his favorite couple dozen succinct phrases over and over again. This hacks the human brain’s vulnerability to pounding messages home through constant verbal drumbeats.
Find a few potent ideas or slogans that resonate with your audience and keep pounding them home for maximum effect. Sprinkle into every talk track, embed into all marketing material, and plaster across online properties. Follow the old Stalin propaganda edict: “Repeat a lie often enough and it becomes the truth.”
6. Never Apologize or Admit Failure
Raising eyebrows with his unusual behavior, Trump frequently provokes calls for contrition. Yet he steadfastly refuses to apologize or back down, spinning every perceived misstep into proof of his supposed excellence. He assaults critics, denies obvious truths, and insists stubbornly that he is always right.
This supremely confident posture projects the perception of preeminent competence. Trump claims problems are caused by “haters and losers” attacking his brilliance out of jealousy. Admitting imperfection damages your negotiating leverage, so deny culpability and play aggressive offense. Followers are drawn to unflinching conviction and virtual infallibility.
7. Flood Communication Channels to Define Your Brand
A former reality TV star, Trump knows modern information moves fast across multiple platforms. He leverages this with a flooding strategy that hijacks attention across broadcast, print, and social media. Trump himself constantly comments on his brand’s own press coverage and controversies.
This allows Trump to craft his own media narrative across the infosphere, amplified by recirculation. Savvy self-marketers today should similarly leverage social, tap influencers, seed content, post often, and join trending conversations to project their preferred brand framing. Be your own 24/7 PR firm.
8. Polarize Public Opinion
Trump positions everything as simplistic binary choices, framing complex dynamics as black-and-white. Issues become reduced to us-versus-them, good-versus-evil, paired absolutes – you either agree or you’re the enemy. This forces people to pick sides and fires up emotional tribalism.
While morally questionable, this polarization tactic strengthens loyalty among target customers who identify with a particular ideological stance. Brand messaging feels personal, not commercial. Critics get dismissed as diametrically opposed antagonists. Fold fence-sitters into your in-group by creating an “other side” outsider threat.
Key Takeaway
Donald Trump’s braggadocios marketing tactics may seem obnoxious or even unethical to some. He deliberately traffics in outrage, eschews facts for hyperbole, co-opts media narratives, and deals in extremes. Clearly this approach is too manipulative and divisive for most business situations.
Yet there is method in Trump’s bluster and bombast that aspiring marketers should thoughtfully examine. Standing out with a bold, brash personal brand; embracing the weird and controversial; staying ruthlessly on-message; projecting uncompromising confidence – these strategies do garner disproportionate public fascination. Say what you want about Donald Trump, but his mastery of marketing and branding cannot be denied.