Trumped up not your selling style ?

Some folk believe that “Telling is selling.” Others on the other hand argue that selling cannot purely a one-way process of communication like a drill sergeant shouting orders across the parade ground. Selling cannot be solely a  dated “challenger sale” battering ram.

Certainly the Trump style may not sit comfortably in your own make up. However let’s look at its strengths and weaknesses. Whether you are pro or anti Donald Trump put that aside a moment and let's examine the pros and cons of the style.

Trumped Up Selling Style :

A  communicator who clearly states what (s) he his/ hers organisation, their products and services can offer the customer ( voter).

Businesslike and focused – Commercially savvy 

Some of his supporters believe in their man who has run a business successfully and so can "fix" America's finances. Others like his blunt, straight-talking style.

Some may consider the style more akin to a bull dozer that flattens all before them. The strengths of the style are communicating direct and clear messages.
  e.g.  Campaign slogan "Make America great again." 
There’e too much PC talk.

Trumps selling effort has focused on five clear messages

• The USA Economy -  a man with credible Business track record A touch of the Ross Perot about him
• The voice of Anti-Immigration cause -
• Name recognition – celebrity status. from the Apprentice TV show. 
• WYSIWYG ( what you see is what you get) 25% of the respondents said it's "extremely important" that a candidate stand up for his or her beliefs in the face of criticism support Mr Trump. Mr Bush was a distant second at 11%.
• The 'silent majority' , the ‘fed up’ crowd, Much like the UK conservative Party who were swept to power by the 'shy tory' vote which was not picked up by the pollsters. Mr Trump We're tired of being pushed around, kicked around, and acting and being led by stupid people."  Contrary to certain beliefs not all buyers want a 'relationship'.

This selling style tells it as it is ( at least from the salesperson’s point of view!). 

Despite Mr Trump's controversial comments on Mexican immigrants and Sen. John McCain's war-hero status.

He was still top of NBC News Survey Monkey Poll  taken after the debate with his comments about Fox News anchor Megan Kelly  with  23 %. Senator Ted Cruz was next on the list with 13 %. In the debate Mr Trump was voted 2^nd with  18%   to former Hewlett-Packard CEO Carly Fiorina at 22%.

Double or Quits Gambler:

And far from backing down after the outcry his comments have provoked, he tends tp amplify them - or "doubling down" doubling the wager to use the jargon - and that will left the other nine co-debaters shuffling uneasily at their podiums.

Rubbishing the competition – does it work ? Can it harm?

Mr. Trump has rubbished the competition, and publicly criticised former colleagues for example

•  "I just realized that if you listen to Carly Fiorina for more than ten minutes straight, you develop a massive headache. She has zero chance!" Trump tweeted.

• Jeb Bush's gaffe over women's health funding last week, saying he "came out horribly" and that the comment about overfunding -- which Bush said was meant to reference Planned Parenthood -- "will go down to haunt him and be the same as Romney's '47%.'"

• Of blogger Erick Erickson's decision to revoke Trump's invitation to the weekend's conservative RedState Gathering, Trump said last Sunday: "This guy's a loser. He's backed so many candidates who have lost."

 Such a selling style equips you to negotiate robustly and close strongly.

Where such a style may be found wanting is in poor building of human relations, particularly with those whose views they disagree with. 
They are likely to pounce on protagonists' words and not listen. They are likely to argue as their default tactic.. They are likely to attack anyone who challenges or criticises them

Having looked at the strengths and weaknesses of the Trump selling style let us now look at how it relates to Professional Selling.

To understand your full responsibility  as a professional salesperson you need to look at your job from three different viewpoints:

1. Your customer’s viewpoint
2. Your company’s viewpoint
3. Your own viewpoint

Today’s professional sales executive needs to merge many roles and satisfy many needs.

1.       Your Client’s viewpoint

To be fully successful in opening, building, maintaining and servicing an account there are four different styles upon which to draw, depending on the business situation that you face at any one time.  These are:

Diplomat:  a friendly representative who relates well to other people.

Bulldozer: a persuasive communicator who clearly communicates what his organisation can offer. Not afraid to challenge buyers.

Administrator: an efficient organiser who makes things happen as they should.

Consultative Seller: a business adviser who helps to identify and satisfy needs and analyse and solve problems.


Related Links



Selling skills audit

Selling Halloween 6 selling saints to celebrate this All Hallows Tide 2016

So the three-day observance of Allhallowtide, the time in the  year dedicated to celebrating the dead, including saints (hallows), martyrs, and all the faithful departed.

Saints of Selling

Here are 6 sales hallows whose lived values you may care to celebrate this All Hallow's eve. (3 Laymen and 3 priests) all salespeople of a sort

Amand -persevering and courageous  prospector

Expeditus  - Time focused target beater.

Francis of Assisi – team leader extraordinaire

Homobonus – Good and generous

Nicholas of Myra – secret giver

Secundus of Asti – committed and dedicated

All of the above are patron saints to merchants, dealers and business people. Of course some of their stories may be mythical but the essence of virtue and good conduct can be learnt from their story nonetheless, we go about the business of building trust in our business.

1. The persevering and prospecting traveller Saint Amand

Amandus (c. 584 – 675),  Saint Amand, was a bishop of Tongeren-Maastricht and one of the great Christian missionaries of Flanders.

He was made a missionary bishop in France in 628, without a fixed diocese. (No local fixed sales  territory but national Account responsibility.)

 He evangelised ( prospected )the pagan inhabitants of Ghent, later extending his field of operations to all of Flanders.

Under Amand's supervision monasteries were established at Ghent and Mont Blandin, the first in Belgium ( Sales management skills).

At  70 years old, the inhabitants of the Basque country asked him to return to their country to evangelize, although 30 years earlier he had preached there in vain. ( Long term Account developer)

Returning home, he founded several more monasteries in present-day Belgium with the help of king Dagobert. ( Further Account Growth)

2. ‘Seize the day ‘ Saint Expeditus

Information concerning Saint Expeditus can be found only in martyrologies, so precise details about his existence cannot be obtained.

Saint Expeditus is commemorated on  April 19, , Melitene (now Malatya, Turkey),

The name "Expeditus" which may be a misnomer has  evoked puns, so he has become the saint of rapidity. At first, he was invoked for urgent causes; he has since become the patron of dealers; he is also implored for success in lawsuits.

He is portrayed as a soldier with a crow with the writing "cras" ("tomorrow") underfoot.

In Germanic countries, the saint indicates a clock, whereas in the rest of the world he has a cross with the writing "hodie" ("today") in his hand.

3. The Team builder and inventor of the Christmas Crib - St. Francis

St. Francis of Assisi (born Giovanni di Pietro di Bernardone, but nicknamed Francesco ("the Frenchman") by his father, 1181/1182 – October 3, 1226) was an Italian Catholic friar and preacher.

He founded the men's Order of Friars Minor, the women’s Order of St. Clare, and the Third Order of Saint Francis for men and women not able to live the lives of itinerant preachers followed by the early members of the Order of Friars Minor or the monastic lives of the Poor Clares.

 Though he was never ordained to the Catholic priesthood, Francis is one of the most venerated religious figures in history.

Francis' father was Pietro di Bernardone, a prosperous silk merchant.( Francis is a patron saint of merchants)

 On a pilgrimage to Rome, he joined the poor in begging at St. Peter's Basilica.

The experience moved him to live in poverty. Francis returned home, began preaching on the streets, and soon amassed a following

The Franciscan Order had grown to such an extent that its primitive organisational structure was no longer sufficient. He returned to Italy to organise the Order. Once his community was authorised by the Pope, he withdrew increasingly from external affairs.

In 1223, Francis arranged for the first Christmas manger scene.

 It is customary for Catholic and Anglican churches to hold ceremonies blessing animals on his feast day of October 4. 

He is also known for his love of the Eucharist, and for the creation of the Christmas crib or Nativity Scene.

4. Good and honest Saint Homobonus

Saint Homobonus (Italian: Sant'Omobono, German: Sankt Gutman) is the patron saint of business people.

He was canonized in 1199 his feast day is celebrated on November 13.

He was a merchant from Cremona, northern Italy. Born Omobono Tucenghi, he was a married layman who believed that God had allowed him to work in order that he would be able to support people that were living in a state of poverty. His name is derived from the Latin homo bonus ("good man").

He practiced his business at Cremona with scrupulous honesty. He also donated a large proportion of his profits to the relief of the poor. ( generous)

Homobonus was a frequent church attendee that would partake in the Eucharist everyday. Pope Innocent III called him "father of the poor", "consoler of the afflicted", "assiduous in constant prayer", "man of peace and peacemaker", "a man good in name and deed", "this saint, is still like a tree planted by streams of water that yields its fruit in our time.

5. The Gift giver St Nicholas

Saint Nicholas (called Nikolaos of Myra, was a historic 4th-century saint and Greek Bishop of Myra (Demre, part of modern-day Turkey) in Lycia

 He had a reputation for secret gift-giving, such as putting coins in the shoes of those who left them out for him, and thus became the model for Santa Claus, whose modern name comes from the Dutch Sinterklaas. His feast day is the 6th of December.

Saint Nicholas is the patron saint of, merchants, pawnbrokers  in various cities and countries around Europe.

6. Secundus of Asti ( (died 119) is venerated as a martyr and saint. His feast day is generally celebrated on March 29.

He was a historical figure who was beheaded at Asti under Hadrian. He is said to have been a patrician of Asti and a subaltern officer in the imperial army. It is known that a church was dedicated to him in the area as early as the 9th century

He is patron among other roles of merchants

I'm thinking of you - honestly ...Developing the sales relationship

Let alone with the competition of email, Facebook birthday wishes on friends’ time line or the hash tag special day campaigns on twitter or a social media service ( algorithm) tenderly telling we that they care about me ! ( yuk) , the Greeting Card Industry  constantly works at raising awareness of their offering by reminding us of their offering during the fallow periods between traditional Christian seasons of   Christmas, Easter , St Valentine’s.

They  invented 'Mothers’ day' ( as opposed to Mothering Sunday) , Fathers’ day etc.

One campaign I had not noticed before is “Thinking of you week” I saw in the window of my local branch of Clinton Cards.

Research form the Buyers’ views of Buyers survey reveals that Buyers do not like salespeople who don’t walk their talk about relationship- ie who only show up ‘when there is an immediate smell of blood.”!!!

Successful salespeople who do walk their talk in developing relationship building know of the importance keeping in touch with clients even when there is no immediate benefit to them.

Here are three simple ways to employ the “..saw this, thought of you” technique  for example :-

1.   E mail with attachments of articles of interest to your buyer
2. E mail with a link to site of interest or post on a relevant topic to your buyer
3.  How about a snail mail letter or Card with a news clipping of an article of interest ? The time and trouble you took makes a good impression

Perhaps the slogan of Clintons Card for successful salespeople should be extended to                                                         “ Thinking of you” (all the  year) “

Selling Wine back in the day - the late 1200s !

A few days ago I was walking up Guildford High Street and came across a salesman from the late 13^th century. --- well a model in a museum to be exact.

His smart attire included a coat of local Guildford coarse blue woollen cloth called Kersey. This cloth was traded across all parts of Europe hundreds of years before the machinations of Brexit in the 21^st Century! Business Dress was important back then as it is now.

The production of this cloth was a major industry of Guildford with finishing processes of dyeing and fulling whose houses were sited on the banks of the River Wey.

Under a shop at 72-74 Guildford High Street is an undercroft. Distinct from a basement an undercroft has a ceiling which is above street level which affords greater headroom at its entrance. This stone- vaulted semi- basement dates from the end of the 13^th century. Measuring by some thirty feet by nineteen, the Undercroft has a rib-vaulted ceiling supported by two central columns. It is entirely built of solid chalk known as ‘clunch’.

 Whoever built it, the high quality stonework testifies to his prosperity. The carving suggests this undercroft was intended to be more than just a cellar or storeroom.

There is nothing that directly links this undercroft with the wool trade.

It is most likely there was some connection either directly with cloth dealing or indirectly with the import of luxury goods. Such as wine attracted by the cloth dealers’ wealth

The small town of Guildford at the time had a population of barely a thousand dominated by a Norman Castle belonging to no lesser personage than the King. It was not big enough to have separate trade guilds and so a single Guild Merchant regulated the borough’s commerce.

On record it is known that the king would order wine from Bordeaux in large quantities each year ( over 5,000 gallons* each year.

From the Eyre Rolls of 1294 are listed 5 wine sellers in Guildford.  

It is suggested that the owner of the undercroft might well have been a merchant.

There is a surviving merchant house in French Street , Southampton which was built in  around 1290. The merchant was named John Fortin who was a wine merchant who traded in Bordeaux. Unlike the doorway in Fortin’s undercroft which is six feet wide - wide enough to allow the tuns ( great barrels) of wine, the narrower entrance of the Guildford undercroft is too narrow for a tun. The experts suggest that wine transported in half-tun casks known as ‘butts’ or quarter-tuns called ‘hogsheads’

*The wine gallon of 231 cubic inches originates from the time of Edward 1. Wine casks were tuns of 252 gallons, pipes of 126, hogsheads of 64, barrels of 32, kilderkins of 16 and firkins of 8. – There were many local variations.

https://www.guildford.gov.uk/undercroft   Definitely worth a visit if you are in Guldford

Source :The Medieval Undercroft – Matthew Alexander  Copyright of Guildford Museum 2015

Related Links:-

Selling Image

Selling a trustful image

Dress for Success

Selling and Sartorial rectitude

Business Dress Code

Formal Dress Codes at Ascot

Cutting your coat to your cloth

Dressed to do business

Do clothes make the salesperson

Marketing Services - What are the real differences in selling products and services?

“ My business is different – it’s a service”.

This view is expressed by many in the professional and service sectors in business.

Surprisingly there is not a great deal written for these sectors despite the growth and significance of the services sector in the UK.

But what are the key differences between marketing and selling intangible service compared to physical products?

I have conducted many programmes for banks, building societies and financial services as well as a plethora of industrial services. As a result I have come to one clear conclusion.

If you ask a group of five sales professional services executives what the differences are between selling products and services you will get at least 50 opinions!

A conventional approach to the question might generalise the differences and products as follows..

A service organisation will usually have the following ( informally if not formally)
• Sales
• Marketing
• Finance
• Operations/expertise
• Human Resources, L and D

However a service business will not usually have the following management functions:
• Production
• Engineering
• Buying
• Security
• Distribution
• Quality Control
• Research and Development
This is perhaps how some of the literature tells you what they perceive as the differences between services and products.

In reality there is considerable overlap between marketing services and products and this overlap will differ from business to business.

Selling skills essentially focus on the interactive communication between client and provider and can easily be adapted into selling services.

Many sales trainers would argue that that ALL sales executives are selling services in any case, since what buyers buy are the benefits not the features or facts of your offering.


For example YOU SELL:
The sizzle not the steak ( product)
Holes not the drill bit ( product)
Security not the policy document (service)
The design not the drawing ( service)

The challenge of all selling is to match your offer to the needs and wants of your client – the process of communication differs little between products and services- although the language and jargon will be a little different

.
For example services often charge ‘fees’ rather than prices, a high street bank will ‘lend’ rather than sell money.

Many of the perceived differences between services and products are just that perceptions.


It is fair to say that services do differ from products, such as Corn Flakes or baked beans, but not in all respects. B2B can learn a lot from FMCG and vice versa, and services can learn from both!





However we should also accept that there are also some real differences between marketing and selling services compared with products.


These differences have the following characteristics:-

1. Services tend to be intangible.
All services have a degree of intangibility. When buying a product, a customer can measure it against a specification or sample. On the other hand, when a client buys a service, (s)he buys a description. With the rise of quality standards ISO 9002 etc and specific trade codes of practice such as NICE, COSH, FSA, some element of measurement and quality can be introduced but it is not possible for a client to know what they will receive until the service is rendered. Consequently trust becomes the dominant factor of all transactions involving a sales service executive.

2. The service provider is often the service.
A product salesperson tends not to be part of the product unless (s)he offers some technical expertise.

Product salespeople are often perceived as company representatives conveying the image of the supplier, and the product that is offered has physical dimensions and specifications which are unique to it alone. On the other hand a services salesperson is inextricably part of the service offered. For example, an architect sells their expertise to a client rather than the blue prints. The architect is the service.

3. Services are often difficult to standardise.

Since the supply of a service is usually inseparable from the service provider, standardising services is difficult because individuals vary widely in personality, attributes, skills, and knowledge. Although certain services can be standardised in some of their routines, most services that are rendered are ‘one-offs’ and customised for each client. Therefore, any assessment of quality before the prospective client purchases the service becomes difficult.

4. Services are perishable.
Services cannot be stored or built up for some future date as demand occurs.

In many services the key resource is TIME, and nobody has yet come up with a way of storing that!

Perishability of services causes many problems.

Fluctuations in client demand make it impossible to build up stock in slack times and similarly in good times a services salesperson can’t make 'hay while the sun shines'. Some problems can be covered by using additional temporary staff or subcontractors or outsourcing but this perishability characteristic causes serious challenges for service providers.

The implications of these real differences between services and products are seen when the client is evaluating the service offered.

The client tends to look more closely at:-
• Quality of personnel
• Expertise in the client’s market
• Ability to keep project deadlines
• Fee levels
• Range of services
• Size of the services provider relative to the client
• Location of the supplier’s office
• Reputation and track record

Acknowledging these differences, however, will not preclude the use of most techniques employed in marketing and selling products.

They can be adapted with little bother to match the requirements of the services sector.

In the same way that the accountant uses standard techniques and approaches to obtain a financial picture of a business ( e.g. P  and L, Balance sheet and Cash Flow statement), marketing use classic models such as the 4’P’s , 4’C’s 7’P’s etc. to produce a marketing picture of a services company and develop strategies and tactics for it. Selling will offer both step processes as well as approaches to develop relationships.

The vocabulary of the services businesses is special. They may take ‘instructions’ rather than orders, and liaise with ‘clients’ rather than customers.

But the unifying part of all business products and services is the customer. All businesses whether offering services or products should be about anticipating, identifying and satisfying customer requirements profitably. Be it a service or a product, we are all marketers and salespeople under the skin.

Wake up and smell the Café Nespresso - further developments in vertical market strategy

Café Nespresso coffee shop at
 100 Cheapside development
 in early August.

A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or market segment of customers with specialised needs. 

Having sold their coffee products through third party shops and cafés, Nespresso have started to move towards a vertical market model in recent years where they have set up their own retail boutiques where their coffee pods and club membership are sold.

The next move  is the Café Nespresso coffee shop. One has opened at 100 Cheapside in the City of London ( financial district) development near to the Mansion House and Bank of England .

'Walk-thru ' cafe .City customers queue up to place their orders and
 collect their orders through hatch much like a Drive thru

It offers customers an extensive range of coffee – made from capsules – and “premium” food to pair with coffee.

Premier food to pair up with their Nespresso pod coffee.
 Notice the screens on the right current selling coffee club messages

The move comes as the competing top coffee brands battle it out to attract customers with “enhanced coffee experiences”. 

Nespresso fans are encouraged to become members of its club.

The company is also expanding its retail boutiques. These  'Apple i store' style showrooms where customers can sample the range of coffees, speak to experts and purchase machines and accessories. There are now thirteen Nespresso boutiques in the UK and Ireland.

“Café Nespresso is our latest innovation in the retail and service arena,” -Francisco Nogueira, general manager of Nespresso UK and Ireland.( reported by the Guardian Newspaper)

“As we have seen through the expansion of our boutique offer, there is a great deal of demand from UK customers for our range outside of the home. Café Nespresso is the next step in our customer experience.”

 Some adverse has been voiced by some consumers who have complained on social media that they did not want to “pay through the nose” to buy capsule coffee in a cafe that they could make at home.

Nespresso, which founded the capsule method of making Italian-style espresso coffee 30 years ago – and launched it in the UK 10 years later – has also recently launched its first internet-connected coffee machine.

Designed to “suit increasingly connected lifestyles”, the Prodigio will allow owners to instruct their machines to brew a cup of coffee to be ready as they wake up – a modern version of the old-fashioned teasmades.

 It uses Bluetooth to connect with an app to allow users to choose from a selection of coffees and brewing techniques – and order new supplies – and is already on sale at Debenhams and John Lewis.

Related links:

The 7 Ps of marketing coffee pods

Selling your mission -Trump's Acceptance speech an analysis of rhetoric selling

There was much brouhaha with the accusations of plagiarism in Melania Trump's speech at the Cleveland Convention of the Republican Party. Social media was quick to show edited video pairings of the alleged copied passages of Mrs Michelle Obama’s speech to rub in the point.

Yet as we are all too aware, the facility of ‘cut and paste’ in word processing can tempt many a  presenter to take short cuts. 

It is better to quote sources, if you can , as it gives proof to your efforts in preparation . I guess that was not an option for Mrs Trump to quote from a Democrat President’s speech.

However  ‘most things in Life have been thought of before ; the trick is to think of them again’ which I am reliably advised is a translation of a quote of Goethe.

  So for his acceptance speech, the speech writers for Donald Trump will inevitably have borrowed / researched/copied some of the classic techniques of rhetoric to compose his speech.

To start with his opening “Friends, delegates and fellow Americans” opening. This certainly resonated the famous rhythms of “Friends Romans and Countrymen...” of Mark Anthony’s speech from Shakespeare’s play Julius Caesar.( Act 3 Scene 2)

Trump’s selling tasks at Cleveland were to bring together the rival factions of the Republican party camps to heal divisions as best he could and to focus on the task ahead - to attack the Democrats and Hilary Clinton, his opponent, for the race to the White House. He now has to sell himself as the next leader to his country.

The 'pattern of threes' is used heavily in
 Trump's speech.
 Here is the pattern cleverly used in this Budweiser
 Poster
 during the European Football Cup ,France.2016 
Resonating with the ups and downs in
 emotions of football fans and the tension of extra times.
Trump used his 'patterns of three' to resonate with his audience
 emotions on the ups and downs of America

Such a task is not dissimilar to the challenge of a new leader e.g. Sales Director or Managing Director pitching their  mission to educate, motivate and inspire their company, sales team, distributors, franchisees etc. 

So let’s examine how Trump’s writers went about the task. It is a long speech so feel free to surf and scroll :-

“ Friends, delegates and fellow Americans (Shakespeare see above): I humbly and gratefully accept your nomination for the presidency of the United States.

Who would have believed that when we started this journey on June 16, last year, we — I say we because we are a team — would have received almost 14 million votes (Factual attention getter combined with a rhetoric question), the most in the history of the Republican party?

And that the Republican Party would get 60 % more votes than it received 8 years ago. Who would have believed it? The Democrats on the other hand, received 20 % fewer votes than they got four years ago, not so good.

Together, we will lead our party back to the White House, and we will lead (notice the use of repeating phrases e.g. ‘we will lead’ , Mr Trump uses the technique a lot as we will see) our country back to safety, prosperity, and peace (pattern of threes – the first example of many in this speech). We will be a country of generosity and warmth. But we will also be a country of law and order.

Our convention occurs at a moment of crisis for our nation. The attacks on our police, and the terrorism in our cities, threaten our very way of life. Any politician who does not grasp this danger is not fit to lead our country.

Americans watching this address tonight have seen the recent images of violence in our streets and the chaos in our communities. Many have witnessed this violence personally. Some have even been its victims. (His audience is not only those in the Convention Hall but also the next audience to win over – the American electorate.)

I have a message for all of you: The crime and violence that today afflicts our nation will soon — and I mean very soon come to an end. Beginning on January 20th 2017, safety will be restored.

The most basic duty of government is to defend the lives of its citizens. Any government that fails to do so is a government unworthy to lead.

It is finally time for a straightforward assessment of the state of our nation. I will present the facts plainly and honestly. We cannot afford to be so politically correct anymore.

So if you want to hear the corporate spin, the carefully-crafted lies, and the media myths  ( Pattern of threes)— the Democrats are holding their convention next week. Go there.

But here, at our convention, there will be no lies. We will honor the American people with the truth, and nothing else.

These are the facts: (Telegraphing to the audience to prepare their minds for key messages)

Decades of progress made in bringing down crime are now being reversed by this administration's rollback of criminal enforcement. ( here follows a set of facts to keep his audience’s attention.

Homicides last year increased by 17% in America's fifty largest cities. That's the largest increase in 25 years.

In our nation's capital, killings have risen by 50 %. They are up nearly 60 % in nearby Baltimore.

In the president's hometown of Chicago, more than 2,000 have been the victims of shootings this year alone. And almost 4,000 have been killed in the Chicago area since he took office.

The number of police officers killed in the line of duty has risen by almost 50 % compared to this point last year.

Nearly 180,000 illegal immigrants with criminal records, ordered deported from our country, are tonight roaming free to threaten peaceful citizens.

The number of new illegal immigrant families who have crossed the border so far this year already exceeds the entire total of 2015.

The Pattern of threes in another 
advertisement this time for GWR.
It works for ads and it works
 for speeches like Mr.Trump's

They are being released by the tens of thousands into our communities with no regard for the impact on public safety or resources.

( After a series of facts ( statistics) particular examples are given to illustrate and support the facts)

One such border-crosser was released and made his way to Nebraska. There, he ended the life of an innocent young girl named Sarah Root. She was 21 years old and was killed the day after graduating from college with a 4.0 grade point average. Her killer was then released a second time, and he is now a fugitive from the law. I've met Sarah's beautiful family. But to this administration, their amazing daughter was just one more American life that wasn't worth protecting. One more child to sacrifice on the altar of open borders.

What about our economy? Again, I will tell you the plain facts that have been edited out of your nightly news and your morning newspaper  ( the use of you and your rather than ‘the’ is more persuasive and arresting to an audience):

Nearly four in 10 African-American children are living in poverty, while 58% of African-American youth are now not employed.

2 million more Latinos are in poverty today than when the president took his oath of office eight years ago.

Another 14 million people have left the workforce entirely.

Household incomes are down more than $ 4,000 since the year 2000. That is 16 years ago.

Our trade deficit in goods reached — think of this — our trade deficit is $800 hundred billion dollars. Think of that. $800 billion last year alone. We will fix that.

The budget is no better. President Obama has almost doubled our national debt to more than $19 trillion, and growing.

Yet, what do we have to show for it?  ( rhetorical question to hold his audience’s attention) Our roads and bridges are falling apart, our airports are in third world condition, and 43 million Americans are on food stamps.

Now let us consider the state of affairs abroad. Not only have our citizens endured domestic disaster, but they have lived through one international humiliation after another. One after another.

We all remember the images of our sailors being forced to their knees by their Iranian captors at gunpoint. This was just prior to the signing of the Iran deal, which gave back to Iran $150 billion and gave us absolutely nothing. It will go down in history as one of the worst deals ever negotiated.

Another humiliation came when President Obama drew a red line in Syria and the whole world knew it meant absolutely nothing.

In Libya, our consulate, the symbol of American prestige around the globe was brought down in flames.

America is far less safe and the world is far less stable than when Obama made the decision to put Hillary Clinton in charge of America's foreign policy. I am certain it is a decision he truly regrets.

Her bad instincts and her bad judgement, something pointed out by Bernie Sanders are what caused the disasters unfolding today. Let's review the record. ( the power of link back to lift the audience’s attention and memory)

In 2009, pre-Hillary, ISIS was not even on the map. Libya was stable. Egypt was peaceful. Iraq had seen a big reduction in violence. Iran was being choked by sanctions. Syria was somewhat under control.

After four years of Hillary Clinton, what do we have? ISIS has spread across the region and the entire world. Libya is in ruins, and our ambassador and his staff were left helpless to die at the hands of savage killers. Egypt was turned over to the radical Muslim Brotherhood, forcing the military to retake control. Iraq is in chaos. Iran is on the path to nuclear weapons. Syria is engulfed in a civil war and a refugee crisis that now threatens the West. After 15 years of wars in the Middle East, after trillions of dollars spent and thousands of lives lost, the situation is worse than it has ever been before.

This is the legacy of Hillary Clinton: Death, destruction and terrorism and weakness.

But Hillary Clinton's legacy does not have to be America's legacy. The problems we face now — poverty and violence at home, war and destruction abroad — will last only as long as we continue relying on the same politicians who created them. A change in leadership is required to produce a change in outcomes.

Tonight, I will share with you for action for America. The most important difference between our plan and that of our opponents, is that our plan will put America first. Americanism, not globalism, will be our credo.

As long as we are led by politicians who will not put America first, then we can be assured that other nations will not treat America with respect. The respect that we deserve. The American people will come first once again.

First, my plan will begin with safety at home which means safe  (1) neighborhoods, (2) secure borders, and (3) protection from terrorism  ( pattern of threes). There can be no prosperity without law and order.

On the economy, I will outline reforms to add millions of new jobs and trillions in new wealth that can be used to rebuild America.

A number of these reforms that I will outline tonight will be opposed by some of our nation's most powerful special interests. That is because these interests have rigged our political and economic system for their exclusive benefit. Believe me. It is for their benefit. For their benefit. ( echoed repetition for emphasis)

(1)Big business, (2) elite media and (3) major donors (pattern of threes) are lining up behind the campaign of my opponent because they know she will keep our rigged system in place. They are throwing money at her because they have total control over every single thing she does. She is their puppet, and they pull the strings. That is why Hillary Clinton's message is that things will never change. Never ever. ( echoed repetition for emphasis)

My message is that things have to change and they have to change right now. ( echoed repetition for emphasis)

 Every day I wake up determined to deliver a better life for the people all across this nation that had been ignored, neglected and abandoned. ( pattern of threes)

I have visited the laid-off factory workers, and the communities crushed by our horrible and unfair trade deals. These are the forgotten men and women of our country, and they are forgotten, but they will not be forgotten long. ( combination of echoed repetition for emphasis in a pattern of three !)

 These are people who work hard but no longer have a voice. I am your voice. ( leader you and me together)

I have embraced crying mothers who have lost their children because our politicians put their personal agendas before the national good.

I have no patience for injustice. No tolerance for government incompetence. When innocent people suffer, because our political system lacks the will, or the courage, or the basic decency  ( pattern of threes) to enforce our laws, or worse still, has sold out to some corporate lobbyist for cash I am not able to look the other way. And I won't look the other way.

And when a Secretary of State illegally stores her emails on a private server, deletes 33,000 of them so the authorities can't see her crime, puts our country at risk, lies about it in every different form and faces no  consequence — I know that corruption has reached a level like never ever before in our country.

When the FBI director says that the Secretary of State was "extremely careless" and "negligent" in handling our classified secrets, I also know that these terms are minor compared to what she actually did. They were just used to save her from facing justice for her terrible, terrible crimes.( echoed repetition for emphasis)

In fact, her single greatest accomplishment may be committing such an egregious crime and getting away with it, especially when others who have been far less have paid so dearly.

When that same Secretary of State rakes in millions of dollars trading access and favors to special interests and foreign powers, I know the time for action has come.

I have joined the political arena so that the powerful can no longer beat up on people that cannot defend themselves.

Nobody knows the system better than me, which is why I alone can fix it. I have seen firsthand how the system is rigged against our citizens, just like it was rigged against Bernie Sanders. He never had a chance.

But his supporters will join our movement, because we will fix his biggest issue: Trade deals that strip our country of jobs and the distribution of wealth in the country.

Millions of Democrats will join our movement, because we are going to fix the system so it works fairly and justly for each and every American.

In this cause, I am proud to have at my side the next Vice President of the United States: Governor Mike Pence of Indiana. And a great guy. We will bring the same economic success to America that Mike brought Indiana, which is amazing. He is a man of character and accomplishment. He is the right man for the job.

The first task for our new administration will be to liberate our citizens from the crime and terrorism and lawlessness that threatens their — our communities. ( pattern of threes)

America was shocked to its core when our police officers in Dallas were so brutally executed. Immediately after Dallas, we have seen continued threats and violence against our law enforcement officials. Law officers have been shot or killed in recent days in Georgia, Missouri, Wisconsin, Kansas, Michigan and Tennessee. ( listed examples to emphasise the point)

On Sunday, more police were gunned down in Baton Rouge, Louisiana. Three were killed, and three were very badly injured. An attack on law enforcement is an attack on all Americans.

I have a message to every last person threatening the peace on our streets and the safety of our police: When I take the oath of office next year, I will restore law and order to our country.

I will work with, and appoint, the best prosecutors and law enforcement officials in the country to get the job properly done. In this race for the White House, I am the law and order candidate.

The irresponsible rhetoric of our president, who has used the pulpit of the presidency ( analogy) to divide us by race and color, has made America a more dangerous environment than frankly, I have ever seen and anybody in this room has ever watched or seeing.

This administration has failed America's inner cities. Remember, it has failed America's inner cities. It's failed them on education. It's failed them on jobs. It's failed them on crime. It's failed them in every way and on every single level. ( repetition to emphasise)

When I am president, I will work to ensure that all of our kids are treated equally, and protected equally. Every action I take, I will ask myself: Does this make life better for young Americans in Baltimore, Chicago, Detroit, and Ferguson ( reminder examples that resonate with audience) who have really come in every way, have the same right to live out their dreams as any other child in America? ( rhetorical question)

To make life safe in America, we must also address the growing threats from outside the country. We are going to defeat the barbarians of ISIS. And we are going to defeat them bad.

Once again, France is the victim of brutal Islamic terrorism. Men, women and children viciously mowed down. Lives ruined. Families ripped apart. A nation in mourning. The damage and devastation that can be inflicted by Islamic radicals has been proven over and over. At the World Trade Center, at an office party in San Bernardino, at the Boston Marathon, and a military recruiting center in Chattanooga, Tennessee. And many other locations. ( reinforcing point by examples)

Only weeks ago, in Orlando, Florida, 49 wonderful Americans were savagely murdered by an Islamic terrorist. This time, the terrorist targeted LGBTQ community.

No good. And we're going to stop it. As your president, I will do everything in my power to protect our LGBTQ citizens from the violence and oppression of a hateful foreign ideology. Believe me. And I have to say as a Republican, it is so nice to hear you cheering for what I just said. Thank you.

To protect us from terrorism, we need to focus on three things.

We must have the best, absolutely the best ( repetition for emphasis), (1) gathering of intelligence anywhere in the world. The best.

We must abandon the  (2)failed policy of nation- building and regime change that Hillary Clinton pushed in Iraq, Libya, in Egypt, and Syria.

Instead, we must work with all of our allies who share our goal of destroying ISIS and stamping out Islamic terrorism and doing it now, doing it quickly. ( Repetition for emphasis) We're going to win. We're going to win fast. This includes working with our greatest ally in the region, the state of Israel.

Recently I have said that NATO was obsolete. Because it did not properly cover terror. And also that many of the member countries were not paying their fair share. As usual, the United States has been picking up the cost. Shortly thereafter, it was announced that NATO will be setting up a new program in order to combat terrorism. A true step in the right direction.

Lastly, and very importantly, we must immediately (3)suspend immigration from any nation that has been compromised by terrorism until such time as proven vetting mechanisms have been put in place. We don't want them in our country.

My opponent has called for a radical 550 % increase — think of this, this is not believable, but this is what is happening — a 550 % increase in Syrian refugees on top of existing massive refugee flows coming into our country already under the leadership of president Obama.

She proposes this despite the fact that there's no way to screen these refugees in order to find out who they are or where they come from. I only want to admit individuals into our country who will support our values and love our people. Anyone who endorses violence, hatred or oppression ( pattern of threes) is not welcome in our country and never ever will be.

Decades of record immigration have produced lower wages and higher unemployment for our citizens, especially for African-American and Latino workers. We are going to have an immigration system that works, but one that works for the American people.

On Monday, we heard from three parents whose children were killed by illegal immigrants Mary Ann Mendoza, Sabine Durden, and my friend Jamiel Shaw.  ( Specific examples to raise audience interest and of course three !!) They are just three brave representatives of many thousands who have suffered so greatly.

Of all my travels in this country, nothing has affected me more, nothing even close than the time I have spent with the mothers and fathers who have lost their children to violence spilling across our borders, which we can solve. We have to solve it.  ( repetition for emphasis)These families have no special interests to represent them. There are no demonstrators to protect them and none to protest on their behalf. ( pattern of threes)

My opponent will never meet with them, or share in their pain. Believe me. Instead, my opponent wants sanctuary cities. But where was sanctuary for Kate Steinle? Where was sanctuary  ( repetition to stress the point) for the children of Mary Ann, Sabine and Jamiel? It’s so sad to even be talking about this. We can solve it so quickly. Where was sanctuary for all the other Americans who have been so brutally murdered, and who have suffered so horribly? These wounded American families have been alone. But they are not alone any longer.

Tonight, this candidate and this whole nation stand in their corner to support them, to send them our love, and to pledge in their honor that we will save countless more families from suffering the same awful fate.

We are going to build a great border wall  (1)to stop illegal immigration,  (2) to stop the gangs and the violence, and (3) to stop the drugs from pouring into our communities. ( pattern of threes and repetition)

I have been honored to receive the endorsement of America's Border Patrol agents, and will work directly with them to protect the integrity of our lawful, lawful, ( repetition) immigration system.

By ending catch-and-release on the border, we will stop the cycle of human smuggling and violence. Illegal border crossings will go down. We will stop it. It will not be happening very much anymore. Believe me. ( Simple and direct appeal to audience)

Peace will be restored by enforcing the rules for the millions who overstay their visas, our laws will finally receive the respect they deserve.

Tonight, I want every American whose demands for immigration security have been denied and every politician who has denied them to listen very closely to the words I am about to say: On on January 20 of 2017, the day I take the oath of office, Americans will finally wake up in a country where the laws of the United States are enforced.

We are going to be considerate and compassionate to everyone. But my greatest compassion will be for our own struggling citizens.

My plan is the exact opposite of the radical and dangerous immigration policy of Hillary Clinton. Americans want relief from uncontrolled immigration. Which is what we have now. Communities want relief. Yet Hillary Clinton is proposing (1) mass amnesty, (2) mass immigration, and  (3)mass lawlessness. ( Pattern of threes and repetition to drive home the message)

( Further pattern of threes to come!)

Her plan will  (1) overwhelm your schools and hospitals,  (2)further reduce your jobs and wages, and (3)make it harder for recent immigrants to escape from the tremendous cycle of poverty they are going through right now and make it almost impossible for them to join the middle class.

I have a different vision for our workers. It begins with a new, fair trade policy that protects our jobs and stands up to countries that cheat — of which there are many.

It's been a signature message of my campaign from day one, and it will be a signature feature of my presidency from the moment I take the oath of office. I have made billions of dollars in business making deals. Now I'm going to make our country rich again. Using the greatest businesspeople of the world, I'm going to turn our bad trade agreements into great trade agreements.

America has lost nearly-one third of its manufacturing jobs since 1997 ( fact to raise the interest and attention level), following the enactment of disastrous trade deals supported by bill and Hillary Clinton. Remember, it was Bill Clinton who signed NAFTA, one of the worst economic deals ever made by our country. Or frankly, any other country. Never ever again.

I am going to bring our jobs back our jobs to Ohio and Pennsylvania and New York and Michigan and all of America and I am not going to let companies move to other countries, firing their employees along the way, without consequences. Not going to happen anymore.

My opponent, on the other hand, has supported virtually every trade agreement that has been destroying our middle class. She supported NAFTA, and she supported China's entrance into the world trade organization. Another one of her husband's colossal mistakes and disasters. She supported the job killing trade deal with South Korea. She she supported the Trans-Pacific Partnership which will not only destroy our manufacturing but it will make America subject to the rulings of foreign governments. And it is not going to happen.

I pledge to never sign any trade agreement that hurts our workers, or that diminishes our freedom and Independence. We will never ever sign bad trade deals. America first again. American first.

Instead, I will make individual deals with individual countries. No longer will we enter into these massive transactions with many countries that are thousands of pages long and which no one from our country even reads or understands. We are going to enforce all trade violations against any country that cheats. This includes stopping China's outrageous theft of intellectual property, along with their illegal product dumping, and their devastating currency manipulation. They are the greatest that ever came about, they are the greatest currently manipulators ever.

Our horrible trade agreements with China, and many others, will be totally renegotiated. That includes renegotiating NAFTA to get a much better deal for America and will walk away if we don't get that kind of a deal. Our country is going to start building and making things again.

Next comes the reform of our tax laws, regulations and energy rules. While Hillary Clinton plans a massive, and I mean massive, tax increase, I have proposed the largest tax reduction of any candidate who has run for president this year, Democrat or Republican. Middle-income Americans will experience profound relief, and taxes will be greatly simplified for everyone. I mean everyone.

America is one of the highest-taxed nations in the world. Reducing taxes will cause new companies and new jobs to come roaring back into our country. Believe me. It will happen and it will happen fast.

Then we are going to deal with the issue of regulation, one of the greatest job killers of them all. Excessive regulation is costing our country as much as $2 trillion a year, and we will end and it very quickly.

We are going to lift the restrictions on the production of American energy. This will produce more than $20 trillion in job-creating economic activity over the next four decades.

My opponent, on the other hand, wants to put the great miners and steelworkers of our country out of work and out of business. That will never happen with Donald J trump as president. Our steelworkers and are miners are going back to work again.

With these new economic policies, trillions of dollars will start flowing into our country. This new wealth will improve the quality of life for all Americans. We will build the roads, highways, bridges, tunnels, airports, and the railways of our tomorrow. This, in turn, will create millions of more jobs.

We will rescue kids from failing schools by helping their parents send them to a safe school of their choice. My opponent would rather protect education bureaucrats than serve American children. That is what she is doing and that is what she has done.

We will repeal and replace disastrous Obamacare. You will be able to choose your own doctor again.

And we will fix TSA at the airports, which is a total disaster. Thank you.

We are going to work with all of our students who are drowning in debt to take the pressure off these young people just starting out in their adult lives. Tremendous problems.

We will completely rebuild our depleted military. And the countries that we protecting at a massive cost to us will be asked to pay their fair share.

We will take care of our great veterans like they have never been taken care of before. My just-released 10 point plan has received tremendous better support. We will guarantee those who serve this country will be able to visit the doctor or hospital of their choice without waiting five days in a line and dying.

My opponent dismissed the VA scandal, one more sign of how out of touch she really is.

We are going to ask every department head and government to provide a list of wasteful spending projects that we can eliminate in my first 100 days. The politicians have talked about this for years, but I'm going to do it.

We are also going to appoint justices to the United States Supreme Court who will uphold our laws and our constitution. The replacement of our beloved Justice Scalia will be a person of similar views, principles and judicial philosophies. Very important. This will be one of the most important issues decided by this election.

My opponent wants to essentially abolish the 2nd Amendment. I, on the other hand, received the early and strong endorsement of the National Rifle Association. And will protect the right of all Americans to keep their families safe.

At this moment, I would like to thank the evangelical community because, I will tell you what, the support they have given me — and I'm not sure I totally deserve it — has been so amazing. And has been such a big reason I'm here tonight. They have much to contribute to our policies.

Yet our laws prevent you from speaking your mind from your own pulpits. An amendment, pushed by Lyndon Johnson, many years ago, threatens religious institutions with a loss of their tax-exempt status if they openly advocate their political views. Their voice has been taken away. I will work hard to repeal that language and to protect free speech for all Americans.

We can accomplish these great things and so much more. All we need to do is start believing in ourselves a in our country again. Start believing. It is time to show the whole world that America is back, bigger and better and stronger than ever before.

In this journey, I'm so lucky to have at my side my wife Melania and my wonderful children Don, Ivanka, Eric, Tiffany, and Barron: You will always be my greatest source of pride and joy. And by the way, Melania and Ivanka, did they do a job?

My dad, Fred Trump, was the smartest and hardest working man I ever knew. I wonder sometimes what he'd say if he were here to see this tonight. It's because of him that I learned, from my youngest age, to respect the dignity of work and the dignity of working people.

He was a guy most comfortable in the company of bricklayers, carpenters, and electricians and I have a lot of that in me also. I love those people.

Then there's my mother, Mary. She was strong, but also warm and fair-minded. She was a truly great mother. She was also one of the most honest and charitable people I have ever known, and a great, great judge of character. She could pick them out from anywhere.

To my sisters, Mary Anne and Elizabeth, my brother Robert and my late brother Fred, I will always give you my love. You are most special to me. I have loved my life in business.

But now, my sole and exclusive mission is to go to work for our country, to go to work for you. It is time to deliver a victory for the American people. We don't win anymore, but we are going to start winning again. But to do that, we must break free from the petty politics of the past.

America is a nation of believers, dreamers, and strivers ( pattern of threes)that is being led by a group of censors, critics, and cynics.( pattern of threes) Remember: All of the people telling you you can't have the country you want, are the same people, that would not stand, I mean they said Trump does not have a chance of being here tonight, not a chance, the same people. We love defeating those people, don't we? (Appeal Question) Love it.

No longer can we rely on those same people. In the media and politics who, will say anything to keep a rigged system in place. Instead, we must choose to believe in America.

History is watching us now. It's we don't have much time. We don't have much time. It's waiting to see if we will rise to the occasion, and if we will show the whole world that America is still free and independent and strong.

I am asking for your support tonight so that I can be year champion in the White House. And I will be a champion. Your champion.

My opponent asks her supporters to recite a three-word loyalty pledge. It reads: "I'm with her."

I choose to recite a different pledge. My pledge reads: "I'm with you the American people."( You appeal)

I am your  ( You appeal)voice. So to every parent who dreams for their child, and every child who dreams for their future, I say these words to you tonight: I'm with you, and I will fight for you, and I will win for you.

To all Americans tonight, in all our cities and towns, I make this promise:

(Classic Summary Close on three points and final mission statement)

( 1)We will make America strong again.

(2)We will make America proud again.

(3) We will make America safe again.

And we will make America great again!

God bless you and goodnight! I love you!



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