A common ‘insight’ that I see from many news pundits is that President Donald Trump needs to stop tweeting. They say his Twitter is evidence of a raving lunatic with no impulse control. Apparently he has thin skin and his Twitter rants could even start a war.
Maybe. But what if there’s another theory?
Imagine you’re the President and you want to get get the media to spread the news that unemployment in the black community is the lowest on record – then take credit for it.
You could perhaps tweet the following: “Because of my policies, Black Unemployment has just been the lowest rate ever recorded.”
Pretty bland. The media hate you already so they’re not going to show that tweet in any articles or broadcasts.
What you could do instead is add a little of what I call ‘Trump Spice’ to ensure the newspapers and blogs can’t ignore you. The key point of the message gets disseminated across the country and will stick in the minds of enough voters to at least nudge the needle a little more in his favour.
In this case, that Trump Spice is to re-word the tweet attacking a famous critic, as you can see below.
Read that tweet and imagine the hordes of journalists frantically rushing to their computers to write about it, salivating as they watch their website analytics (and bottom line) increase.
Far from being an outlet for impulse, Trump’s Twitter is a strategic weapon in his constant battle with the media. He can influence the news cycle for days with it.
Like he said himself in his book The Art of the Deal: “From a pure business point of view, the benefits of being written about have far outweighed the drawbacks. It’s really quite simple … The funny thing is that even a critical story, which may be hurtful personally, can be very valuable to your business.”
I’ll be discussing more techniques like this at this event in Belfast on March 18th. It’s purely about his strategy and is politically neutral. Get your tickets now as this is the last public show I’ll be doing here for some time.