It feels like both yesterday and forever ago that Donald Trump shocked the nation with his 2016 presidential win. Given what took place in the media, during the debates, and all manner of social media, it seemed like a slam dunk for Hilary.
So, what happened?
Really powerful marketing, that's what.
In this post, we're going to look at the two aspects of Donald Trump's marketing that I believe secured his win. While the purposes behind this marketing may not have been positive, there's no question the tactics worked.
And this is where we can learn.
When done well, marketing is powerful. The problem is, most of us don't understand it. And it can be used for good or evil.
And so, it's our responsibility as music teachers to build our marketing skills in order to change the world.
Because you could have the most life-changing program on the planet. But, if you can't market it, it won't make a difference because you'll always struggle to find students.
This Isn't a Political Post
Just a quick disclaimer - this isn't a political post. Regardless of your political affiliations, please read this as objectively as possible. We're looking at what worked and why it worked so that we can learn.
One of the best ways you can improve your marketing is to notice it when it's happening around you. Especially if you dislike the person behind it.
Now, let's get to the two components of Trump's marketing that secured his win.
Lesson #1: The Power of Storytelling
For centuries, stories have been used to teach and inspire. They've also been used to control.
We're wired to see ourselves as part of a narrative. Even today, there's an internal narrative going on in your mind - the "story" of your life.
And whether we realize it or not, we love to be invited into a story.
Throughout Donald Trump's campaign, he found a pain point in America and created a story around it they could be a part of.
A story where American citizens were the hero in trouble, and he would be the guide to lead them out.
A story where Americans were disappointed again and again with their government.
A story where their elected legislators let them down and never followed through on their promises.
And he was going to be the one to fix it.
His billionaire status meant he didn't need to rely on outside funding, and he spoke seemingly without a filter. These qualities alone fit the character perfectly.
Of course, the story had very few details and no logical plan of action. But, the simplicity of the story was powerful enough to resonate with voters across the nation.
The other candidates perhaps had campaign promises. But they didn't have a compelling story to invite people in. Thus, allowing the candidate with a powerful story to win.
Stories are that powerful.
Some excellent reads on this topic are Building a StoryBrand by Donald Miller and Story Driven by Bernadette Jiwa.
Lesson #2: The Power of Repetition
You could say that marketing is also an exercise in memorization. And so, repetition is key.
Take Geico, for example...
15 minutes could save you...
See how you heard the rest of that tagline in your mind? Why is that? Because Geico repeated this tagline relentlessly for decades!
Donald Trump used the same strategy.
It didn't matter if you were democrat or republican, it didn't matter if you loved him or hated his guts. There wasn't a human in the nation, or even on the planet, that didn't know his slogan.
Make America Great Again
And this slogan still comes up again and again, even though his presidency is in the rearview mirror.
It didn't matter that Trump didn't define what was great about America. It didn't matter that Trump didn't clarify what "great again" would look like. All that mattered was this phrase was repeated. Again and again and again and again.
Not only was the phrase repeated, but it was also tied to the story he was telling America.
Hilary had her catchphrase, "I'm with her." But it wasn't repeated enough, nor was it particularly compelling. "I'm with her" could mean a lot of things to a lot of people, and wasn't connected to a story or narrative.
Now It's Your Turn
As I said from the start, this isn't a political post. It's an opportunity to learn more about marketing tools and how powerful they can be.
So, how can you apply this to your own teaching and your own programs?
When it comes to stories, which stories are you sharing? Write a few of them down.
There are the big-picture stories about the change you're trying to make in the world. What "villain" are you saving your students from? What does life without music look like? What does the happy ending of your story look like? How are you going to be the guide?
Then, there are the stories from your life. The ones that made you who you are and can inspire others.
And of course, don't forget your students' compelling stories. How have they overcome the odds to seize victory? How can you share these? Both in your marketing to bring in new students and to inspire the ones who are already with you.
When it comes to repetition - what are you repeating to your students and families? Not just practice techniques, strategies, recital dates, and all that fun stuff.
But the big-picture stuff. What's your slogan?
Pick something that means a lot to you and start repeating it. Even if you feel like it's a bit much. See if it feels good. If it doesn't, pick something else. Keep going until you have something you can be excited to repeat relentlessly for the next decade.
I'd love to hear your thoughts in the comments below. And while you're there, join our mailing list for more tools to help you on your marketing journey in music.
When you get your marketing right, you can change the world the way you always wanted to when you first became a music teacher. That's what Musiciative is all about.
