Scott Adams has been pushing his “master persuader” theory of the rise of Donald Trump for quite some time now. In recent weeks, Trump has made a series of unforced errors that have clearly stalled his momentum toward the Republican nomination. Adams sums up the biggest ones here:
Donald Trump has made some big mistakes lately. On top of that, his opponents improved their game. As a result, he finds himself in an enormous hole of disapproval, especially with women. If you have been reading my Master Persuader series, you might be interested in why Trump’s persuasion suddenly stopped working.
It’s more interesting than you think.
I’ll ignore politics and policies as usual and focus on Trump’s persuasion game. I think we all agree that Trump says plenty of untrue things about reality. Even his supporters agree on that. (They just don’t care.)
So here are Trump’s big persuasion errors so far:
1. The Nazi salute.
2. The David Duke disavowal that wasn’t fast enough.
3. Saying women who break future abortion laws should be punished.
You might want me to include on his list of errors his unflattering tweet of Cruz’ wife compared to his wife. But that ploy was more of a mixed result than a complete fail. As obnoxious as it was, it was strong persuasion technique to showcase his mating prowess. You don’t want to believe that works, but it does.
Trump’s aggressive – and personal – attack also sent a signal to stay away from his family, which could pay dividends later. And more generally, he showed a willingness to strike back harder than he is struck, as has been his pattern. That gives pause to the enemy. And of course he sucked all the energy out of the room for another two weeks, consistent with his strategy. I bet most of his supporters found the tweet funny, which is a bonding emotion.
The downside to the wife tweet is that it was one more drip in what was starting to look like a rainstorm of sexist behavior. So on that level, it was a bad idea. Viewed in isolation, the wife tweet was more persuasion than mistake. But viewed in the context of Trump’s problem with women voters, it was a net mistake. But not a big one.
Let’s talk about the big ones.
