Lessons in Selling: How Trump Won
Keith Rozelle, Sales Marvel
LinkedIn for Grown-ups | Empowering SMEs to Win. On LinkedIn | Mentor: Help to Grow | Author: How to Sell Virtually
Against the odds, Trump won ALL 7 swing States, here's how...
The Power of Differentiation – How Trump Set Himself Apart
Unless you've been hiding at the back of a cave this week - with no wifi - you no doubt know by now that we have a new President of the United States.
Donald Trump’s spectacular win offers insights beyond politics. It highlights the importance of standing out – a message that resonates across sectors (customer segments), especially marketing and personal branding. Trump positioned himself as a change-maker, promising a break from the status quo, while Kamala Harris’s campaign felt closely (too closely) aligned with the Biden administration. Her alignment - or lack of difference - failed to inspire a clear vision of what she, as an individual, could bring to the table.
During an interview with the BBC, political commentator David Schultz noted that this lack of distinction was a significant factor in Harris' loss. Her campaign's inability to step out of Biden’s shadow left her offering an extension of the current administration’s policies. Schultz believes that the American public, looking for a distinct and fresh perspective, found it in Trump’s bold approach.
Talking to the Right Audience – A Key Lesson from Trump’s Strategy
Trump excelled at 1 crucial tactic: knowing his audience. He crafted messages that resonated directly with the groups he targeted, addressing issues they felt were often ignored. Harris, however, focused on niche issues, losing the broader appeal that is essential in a national campaign. This focus on a specific but narrow audience limited her message’s reach, contrasting sharply with Trump’s broad-based approach.
For LinkedIn users, the lesson here is clear. If your posts or campaigns are speaking to a small segment, you might be missing potential clients who could be interested in what you offer. Are your LinkedIn posts too focused on niche topics? Or are you crafting messages that appeal to a wider audience, capturing the attention of all those who can genuinely benefit from your "offer"?
Avoiding the Trap of “Same Old, Same Old”
One of the biggest mistakes marketers and personal brands make is falling into predictable messaging. Harris’s campaign, which many saw as an extension of the Biden administration, was perceived as “4 more years” of the same, rather than a unique vision. Meanwhile, Trump’s bold, distinct voice resonated because it was crystal-clear and different.
On LinkedIn, recycling content that mimics industry norms can result in your posts disappearing into the background. Are you offering a fresh perspective, or are you merely reiterating ideas that others have already voiced? Standing out on LinkedIn means taking risks, being bold, and avoiding the “same old” trap.
For more tips on LinkedIn marketing and effective messaging, check out these blogs:
How to Craft Messages That Resonate with Your LinkedIn Audience
The Power of Targeted Content: Reaching the Right Audience on LinkedIn(
H2: Are You Targeting the Right Audience? Lessons from Trump’s Victory
Trump’s messaging wasn’t just different; it was highly focused. He spoke directly to those who felt overlooked. In contrast, Harris’s messaging targeted issues that mattered only to a small demographic and, given everyone's vote has equal weight at the ballot box, missed a broader audience.
Similarly, on LinkedIn, it’s crucial to know your audience. Ensure your posts reach the people who can benefit most from your expertise. Are you positioning yourself in front of the right decision-makers? Are you tailoring your content to address their concerns directly?
Takeaway: Differentiation Wins in Politics and it also Wins in Marketing
Whether in politics or professional branding, differentiation is vital. Avoid the trap of being indistinguishable from your competitors. Experiment, listen to your audience, test and adapt your messaging. As Trump’s victory demonstrates, the bold, focused voice cut through the noise, while the predictable voice faded into the background.
By applying these insights, you can create a LinkedIn presence that doesn’t merely echo others but stands out with purpose and resonates with the right audience.
Donald Trump’s victory underscores a powerful point: understanding all of your voters’ (or customers’) needs is a winning strategy. Trump’s approach was broad-based, reaching beyond typical political lines to address the concerns of diverse, often overlooked groups, effectively creating a coalition that felt seen and heard.
In stark contrast, Kamala Harris’s campaign targeted relatively small voter segments, often focusing on niche issues like pro-choice, which, while important, didn’t speak to the larger population’s broader concerns of the economy. No matter how much the campaign mentioned the strong economy or low inflation, people simply didn't feel better off.
In marketing, just like in politics, the lesson is clear. When you’re narrowly focused on a few issues or addressing a specific subset of your audience, you risk alienating those broader, universal needs that could bring your whole community together. To truly connect, it’s essential to understand and address the wide range of concerns within your audience - as Trump did, to significant effect.
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