Continuing on from yesterdays Trump marketing lesson…
There’s another strategy he used to win the election that marketers can learn from.
Especially if you’re having trouble getting your audience to take notice of what you’re saying.
So let me explain…
During the 2016 primary elections in the US the candidates speeches were analysed by a Flesch – Kincaid test. The test is designed to uncover the grade level of speeches.
Candidates such as Ted Cruz averaged a night grade level.
And Ben Carson and Mike Huckabee both averaged an eighth grade level.
Interestingly, Trump averaged only a third to fourth grade level on his speeches.
Now, common wisdom would suggest those with higher grade levels perform better speeches.
But what I’ve found is…
It’s MUCH better to use simple words that EVERYBODY can understand.
Using big complex words might make you sound intelligent, but it’s not the best way to get a message across to the masses.
The point here is Trump had the lowest grade level speeches, but he won both the primaries and then the federal election to become president.
His rhetoric was clear and straight to the point.
People could understand him perfectly and took notice of what he had to say.
As marketers it’s easy to fall into the trap of using big complex words to describe something, without realising many people will have no idea of what you’re talking about.
A common mistake is describing features of your product or service.
You might be talking about industry specific “lingo” using jargon that makes sense to you… but doesn’t make any sense to the prospect.
For example if you are selling an internet marketing product or service, and talking about traffic, it will totally confuse a newbie who has no idea what this is. They are likely to get it confused with traffic on the roads.
The problem with this is people will tune out to what you’re saying because they don’t understand it.
So my advice is to not try to sound too clever when speaking or writing articles for your audience.
Aim to communicate in a way that a third or fourth grader could understand, without having to use a dictionary.
Russell Brunson goes into detail about this concept in his book Expert Secrets. You can grab a fee copy by clicking the image below: