Hi. I’m Wayne Allyn Root for Personal Liberty®. Donald Trump is calling Megyn Kelly a “bimbo.” He’s calling Anthony Weiner a “perv.” Who’s next on Trump’s hit list? Everyone wants to know. Trump is like the old E.F. Hutton commercial: When he speaks, everyone listens. Brilliant.
In my latest book, “The Power of Relentless,” I wrote about the importance of celebrity branding. The only presidential candidate who understands celebrity branding is Trump. He is, in a word, relentless. He relentlessly brands himself 24/7. He relentlessly attacks 24/7. He relentlessly sells 24/7. He relentlessly pitches 24/7. And he does it all with relentless chutzpah. Brilliant. Trump is well on his way to becoming president of this country.
Like it or not, the reality is America is no longer the U.S.A. We are actually now TMZ — as in TMZ.com, the popular celebrity gossip website, and TMZ on TV, the nationally syndicated TV show. We are a nation that idolizes celebrity. We’re one big reality show. That’s how Barack Obama got elected — twice. He wasn’t elected for his policies. Most of his supporters don’t even know his policies. Obama’s supporters elected the “American Idol.” Obama was famous and exciting. That’s what people want in a candidate. That’s the reality of America today. I deal in reality. All smart businessmen deal in reality. So rather than argue, I say let’s give it to them.
Trump is our celebrity. Trump is our Obama. Trump is the “American Idol” of the GOP.
And Trump understands how to win over average American voters to his side: by picking fights with celebrities and by saying controversial things that grab media headlines. This is all part of a plan.
Pick a fight with a media elephant, create controversy, create headlines, get people talking and tweeting. Pick a fight with Univision and NBC. Pick a fight with Rosie O’Donnell. Pick a fight with John McCain. Pick a fight with Kelly and Fox News. Pick a fight with Hillary Clinton, Huma Abedin and Weiner. Trump makes headlines by picking fights with celebrities and saying the very things we all whisper about at the water cooler (but would never dare say out loud), thereby making himself more famous every day. Controversy sells. Trump and his fights are all we talk about. Brilliant.
Trump gets it. The other candidates don’t. “The squeaky wheel gets the oil.” Trump has sucked all the oil and oxygen out of the race. By appealing to the TMZ Nation, he has made us into “Trump Nation.” It’s Trump Channel all day, 24 hours a day, on every channel on the dial. Or haven’t you seen Trump’s last two rallies carried live in their entirety on CNN?
Some dummy, huh? I’ll bet Jeb Bush and Scott Walker wish they could be as dumb as Trump.
Trump’s running media battles with Kelly and Fox News — and more recently Clinton and her top aide, Abedin — are carbon copies of the running media battles between Muhammad Ali and Joe and between George Steinbrenner and Billy Martin. Everyone involved got rich and famous.
Trump (like Ali and Steinbrenner) understands that controversy sells. Outrageous sells. People love a good soap opera. It takes their minds off the tragic Obama economy. It would be a dull summer without Trump calling Kelly a “bimbo” and Weiner a “perv.” Instead, we are all entertained. It’s time to watch Trump on TV. Pass the popcorn!
And the other GOP candidates who are horrified at this kind of behavior, who think politics is serious, who can’t name a celebrity, who live to never offend anyone, who want to be loved and not controversial, who think it pays to be nice and polite and gentlemanly … where are they? Bush? Who’s that? Walker? Who’s that? Trump is like David Copperfield. He makes his competition disappear.
Trump has turned politics into a real-life reality show. He’s Ronald Reagan, Obama, Tiger Woods and Kim Kardashian rolled into one. And throw in Caitlyn Jenner for good measure. Some old-school conservatives are horrified about that idea. But they don’t understand America. They’ve never read People magazine. They’ve never watched TMZ. They’re dinosaurs.
Love Trump or hate him, you’re dying to see the show! Everyone wants in. Everyone is listening. Everyone is watching. Everyone is talking about it.
It’s like Trump is reading from the pages of my book. He’s the prototype for the exact kind of candidate that I think wins elections in today’s America. Here are the principles and attributes that I believe lead to success:
- Relentless energy
- Relentless enthusiasm
- Relentless chutzpah (audacity)
- Relentless offense (always set the agenda; always play offense)
- Relentless salesmanship (If you aren’t selling, you aren’t winning.)
- Relentless boldness
- Relentless risk-taking
- And relentless pitching, instead of bitching. Success is about pitching your cause 24/7/365.
- But the most important rule is relentless celebrity branding. Success is about making you, your company or your product a star. Without a “brand” in this TMZ Nation, you’ve got nothing.
Trump gets the check on every box. Trump gets it. Trump excels at it. Trump wrote the damn book! As Charlie Sheen would say: “Trump is winning!” So pass the popcorn and start practicing the words “President Donald Trump.”
Now one new bit of gossip to pass along. I keep hearing about this news from my sources high up in the GOP. I hear Mitt Romney is about to enter the race. Yes, I said Romney. The GOP establishment is panicked and desperate to stop Trump. He is a runaway freight train. They now realize no one in the current field can stop Trump. Just as I’ve predicted for months, Bush is dead as a doornail. Even with $120 million raised, Bush is dead — for good reason. Bush is so boring he makes people in a coma look exciting.
So the GOP establishment desperately needs a new candidate. Enter Romney. That’s what I hear. I hear they are begging him to get in the race. They think his star power as the last nominee will match Trump’s star power. And Romney becomes the reasonable “adult alternative” to Trump: another celebrity business mogul — but without the offensive statements, or the bluster, or the bankruptcies.
But it won’t work. You know what you get without all the bluster and offensive statements? A loser. A boring loser. Sorry, Mitt. We tried it your way once before. Without personality, you can’t win the presidency anymore. Like it, or not, bigger-than-life personality trumps competency.
Trump is a runaway train. Romney, if he enters, will make it interesting. But in the end, Trump will win because we’re a TMZ Nation. That’s just the way it is. And Trump is the perfect president for a TMZ Nation.
Trump should counter Romney by immediately announcing Dr. Ben Carson as his VP. That’s the GOP Dream Team: Trump and Carson. I’ll tell you why in a future column.
I’m Wayne Allyn Root for Personal Liberty®. See you next week. God bless America.