The One Word to Associate with Hillary that would Doom Her Campaign

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The One Word to Associate with Hillary that would Doom Her Campaign

In the worlds of mar­ket­ing and pol­i­tics, the most pow­er­ful weapon is word asso­ci­a­tion. It works both ways. Asso­ci­at­ing a cam­paign with a pos­i­tive word or phrase can build a rabid fol­low­ing; “hope and change” worked won­ders for Pres­i­dent Obama. Asso­ci­at­ing an oppo­nent with a neg­a­tive word or phrase can be even more dev­as­tat­ing. Nobody knows this bet­ter than “Low Energy Jeb” or “Lyin’ Ted.”

It doesn’t mat­ter if it’s true or not. If the nar­ra­tive can be sold, it can kill a campaign.

Don­ald Trump has cho­sen to go with “Crocked Hillary” and on the sur­face this seems like it falls in line with his other nick­names, but it doesn’t. It’s miss­ing some­thing very impor­tant: new mes­sag­ing. Repub­li­cans believed that Hillary was crooked before Trump assigned her the moniker. Many Inde­pen­dents and even a good chunk of Democ­rats have known it for a while. Trump’s nick­name for Hillary isn’t hurt­ing her the way nick­names hurt Jeb Bush, Ted Cruz, or the oth­ers who’ve fallen prey to Trump’s neg­a­tive word association.

In essence, we already knew on the sur­face that she’s crooked. He didn’t intro­duce a new message.

There’s a word that would work won­ders to take down Hillary. It’s ideal because it’s a word that hasn’t man­i­fested very often through­out the cam­paign but when peo­ple hear it, they can make the con­nec­tion in a way that can­not be disconnected.

The word to asso­ciate with Hillary Clin­ton that would doom her cam­paign is “entitled.”

Through the pri­maries, she’s held the air of some­one who felt enti­tled to the nom­i­na­tion. The recent rev­e­la­tions from the Wik­ileaks email release ver­ify that the DNC felt the same way about her.

Her cam­paign por­trays her as enti­tled to the White House for the sake of his­tory. They don’t come out and say it, but the sub­tle mes­sag­ing they’re using is that she should win because she’s a woman, she has polit­i­cal expe­ri­ence, and she’s been there before. More impor­tantly, they are paint­ing Trump as the type of per­son who should not be enti­tled. He can use this against her.

She acted like she was enti­tled to not be “flat broke” when they left the White House in 2001. The way she treats the media exudes a sense of enti­tle­ment; they only get to talk to her when she deems it. Even her famous speak­ing fees put on dis­play a level of enti­tle­ment. After all, she’s Hillary Clin­ton. She’s enti­tled to every penny she earns when talk­ing to room full of Wall Street bankers.

It wouldn’t be hard to get vot­ers from any party to asso­ciate her with feel­ing a sense of enti­tle­ment. Trump doesn’t have to call her “Enti­tled Hillary” to make it hap­pen. He sim­ply needs to talk about it and make sure his sur­ro­gates are plac­ing the proper level of empha­sis on using “enti­tled” or “enti­tle­ment” when dis­cussing her.

If there’s one thing that can draw the uni­ver­sal ire of the elec­torate, it’s when a can­di­date seems to think he or she is bet­ter than every­one else. By get­ting the world to see her as enti­tled, it’ll be much harder for vot­ers to mark her name on elec­tion day.

A note from DaT­e­chGuy: I hope you enjoyed JD Rucker’s piece. Remem­ber we will be judg­ing the entries in Da Mag­nif­i­cent try­outs by hits both to their post and to DaTip­Jar. So if you like Mr. Rucker’s work, please con­sider shar­ing this post, and if you hit DaTip­jar because of it, don’t for­get to men­tion Mr. Rucker’s post is the rea­son you did so.




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Plus of course all sub­scribers get my weekly pod­cast emailed directly to you before it goes up any­where else.


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In the worlds of marketing and politics, the most powerful weapon is word association. It works both ways. Associating a campaign with a positive word or phrase can build a rabid following; “hope and change” worked wonders for President Obama. Associating an opponent with a negative word or phrase can be even more devastating. Nobody knows this better than “Low Energy Jeb” or “Lyin’ Ted.”

It doesn’t matter if it’s true or not. If the narrative can be sold, it can kill a campaign.

Donald Trump has chosen to go with “Crocked Hillary” and on the surface this seems like it falls in line with his other nicknames, but it doesn’t. It’s missing something very important: new messaging. Republicans believed that Hillary was crooked before Trump assigned her the moniker. Many Independents and even a good chunk of Democrats have known it for a while. Trump’s nickname for Hillary isn’t hurting her the way nicknames hurt Jeb Bush, Ted Cruz, or the others who’ve fallen prey to Trump’s negative word association.

In essence, we already knew on the surface that she’s crooked. He didn’t introduce a new message.

There’s a word that would work wonders to take down Hillary. It’s ideal because it’s a word that hasn’t manifested very often throughout the campaign but when people hear it, they can make the connection in a way that cannot be disconnected.

The word to associate with Hillary Clinton that would doom her campaign is “entitled.”

Through the primaries, she’s held the air of someone who felt entitled to the nomination. The recent revelations from the Wikileaks email release verify that the DNC felt the same way about her.

Her campaign portrays her as entitled to the White House for the sake of history. They don’t come out and say it, but the subtle messaging they’re using is that she should win because she’s a woman, she has political experience, and she’s been there before. More importantly, they are painting Trump as the type of person who should not be entitled. He can use this against her.

She acted like she was entitled to not be “flat broke” when they left the White House in 2001. The way she treats the media exudes a sense of entitlement; they only get to talk to her when she deems it. Even her famous speaking fees put on display a level of entitlement. After all, she’s Hillary Clinton. She’s entitled to every penny she earns when talking to room full of Wall Street bankers.

It wouldn’t be hard to get voters from any party to associate her with feeling a sense of entitlement. Trump doesn’t have to call her “Entitled Hillary” to make it happen. He simply needs to talk about it and make sure his surrogates are placing the proper level of emphasis on using “entitled” or “entitlement” when discussing her.

If there’s one thing that can draw the universal ire of the electorate, it’s when a candidate seems to think he or she is better than everyone else. By getting the world to see her as entitled, it’ll be much harder for voters to mark her name on election day.

A note from DaTechGuy: I hope you enjoyed JD Rucker’s piece. Remember we will be judging the entries in Da Magnificent tryouts by hits both to their post and to DaTipJar. So if you like Mr. Rucker’s work, please consider sharing this post, and if you hit DaTipjar because of it, don’t forget to mention Mr. Rucker’s post is the reason you did so.




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We’d be happy to have you as a subscriber. If less than 1/3 of 1% of our readers subscribed at $10 a month we’d have the 114.5 subscribers needed to our annual goal all year without solicitation.

Plus of course all subscribers get my weekly podcast emailed directly to you before it goes up anywhere else.


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