Kings of Communication – why Trump is showing Boris how it is done.
As a communicator, a business owner and former Political Adviser I have more than a passing interest in current affairs. I am genuinely fascinated to be living in the time of President Trump and Prime Minister Johnson.
The 45th President recently told an audience in the US that Boris Johnson is the ‘UK version of Trump.’ That may be a compliment but why when the President seems to be made of Teflon the similarity with the new UK Prime Minister ends as he seems to be falling fowl of well, just about everyone (even his brother.)
The message for communicators everywhere is the reason Trump is successful, and will more than likely be returned for a second term in the Oval Office is that he truly understands his audience and communicates to them with laser like quality.
Yes Johnson is ahead in the UK polls should there be a General Election but what his communication advisers are missing is that right now the UK public are not the Prime Ministers audience. The people he needs to engage and win over are MPs, Brexit negotiators in the EU and as always journalists. At present he is failing miserably on all three fronts.
Trump knows he will be the Republican Candidate for President again. He knows that he is communicating to the mid-West rural voters of the US. Does he care that citizens of the West Coast and East Coast of his homeland promise never to vote for him with a growing group of them wanting him impeached? No he doesn’t. He doesn’t need them to win again. When they announce how offended they are by his latest tweet or speech at a rally the President rejoices.
Whether it is politics selling a message to a nation or business selling widgets to customers the winners are always those who understand their audience right now and communicate with them right now.
We can all wish for who we would like our customers to be (usually the affluent ones!) The place to start for any business wanting to have sustained success is understanding who your current people are and keep focused on them. No one else. Do that and as Trump is finding, they won’t even think about going anywhere else.