Asking the audience a question and answering it for them
Trump’s ‘speech weapon’ #1 is the so-called double bind. You can see him using it masterfully during debates. In essence, this technique revolves around creating a kind of a ‘word trap’ that leaves your opponent with no chance of countering your argument without losing face in some way.
Trump achieves this through various methods that adapt to the situation, which shows his talent in verbal battles. Luckily, you don’t need to have any training in this specific skill to apply this trick when developing your content as there isn’t a direct argument there. What you should learn from this approach is to establish a ‘verbal setting’ that will give your audience less reason to argue.
A very effective way to achieve this is to ask a direct question and offer an answer to it, supported by overwhelming evidence. The question will lead the reader to the specific train of thought you want to target. The evidence will prove that your answer is THE ONE.
Don’t give people other options and offer enough supportive proof to kill off any arguments before they even occur.
Using repetition of the simplest ideas
When using this method for your content, remember that too much repetition makes a text look bad. Trump can get away with it because he’s making an oral speech, but you need to ration the message you want to make the biggest impact on the readers. Try not to use the same phrases more often than once every 150-200 words.
Using social proof
Trump is a champion of incorporating social proof into every speech he makes. He can actually make some sort of social reference after every other sentence, and it’s one of the reasons for his success. He understands how a human brain works and appeals directly to its ‘decision-making centers’.
It turns out that in many situations, we don’t really make decisions based on rational proof. Instead, we are influenced by the majority opinion. This is especially true for the situations when a person experiences an informational overload, like following the political race to the election.
Too much info is a stress for the brain, so it latches onto the opinion supported by the public. Which means that introducing social proof that tells the audience ‘look, people think this is best’ will motivate them to think the same.
Use this method in your content by including reviews and testimonials. Tell stories of how people who used your products and services benefitted from them.
Eliminating any negative social proof
Appealing to the authority
This technique works on the same level as social proof. Trump often doesn’t offer any rational arguments, but he calls out the names of ‘people in high places’ who support his ideas. In this case, the public reacts to the authority generated by the name, so they trust the opinion on the subconscious level.
Try to incorporate expert opinions into your content. Even if they only support one aspect of your message, mentioning a name your readers trust should increase your conversion rate.
Using emotionally compelling proof
Studies indicate that people are more likely to believe an idea supported by some emotionally compelling proof (story) than by a rational argument that features large numbers and statistics.
Of course, this doesn’t mean that you should exclude all stats from your content as they have some level of persuasive value. However, it’s appealing to the emotions that you should focus on. Creating content in a form of a story that people can identify and sympathize with will give you an edge over the texts that focus on numbers, no matter how great an impact these numbers can make.