What can a storytelling and speaker coach learn from a Trump rally?
As a professional storytelling and speaker coach, my usual role is to work behind the scenes—helping executives and leaders refine their speeches, hone their messages, and perfect their delivery. But in the days leading up to the 2024 U.S. presidential election, I found myself taking a very different seat: amidst the crowd at a Trump rally in Macon, Georgia.
On a hot Sunday afternoon, I swapped my usual position of strategist and adviser for that of a spectator, immersing myself in the rally as a member of the audience. My goal? To witness firsthand the energy, rhetoric, and reactions, and to see how Trump’s performance resonated with the people. This wasn’t about politics or partisanship—I wanted to experience the event as a communicator, learning from its structure and impact.
What I saw was a masterclass in passion, performance, and storytelling, offering valuable lessons for anyone interested in persuasion, marketing, and leadership.
The Power of Purpose and Simplicity
Many professional speechwriters have criticized Trump’s speeches for their delivery and language, but it’s important to remember that speeches have a function—they aren’t supposed to be literary works. The purpose of Trump’s rally speeches was crystal clear: to energize his supporters and mobilize them to vote.
To his critics, I’d ask: Which one of your clients ever got 77 million people to cast a vote for them?
I attended the rally thanks to a Republican friend, who arranged VIP passes, ensuring quick access and comfort. But we still chose to sit with the general crowd, where the real energy was. The atmosphere was electric, with Trump-branded merchandise everywhere, but it wasn’t just about the products—it was about the tribe.
This wasn’t merely a political event; it was a congregation. It had the communal feel of a church service, with every person in the audience united by a common belief. The merchandise wasn’t just for sale—it was a symbol of belonging. In the same way that employees of companies like IBM or Facebook identify as “IBM’ers” or “Facebookers,” Trump supporters wear their MAGA gear to show they’re part of something bigger.
Business leaders can take a note here: building a tribe—people who aren’t just employees but true believers—should be a goal. And in Trump’s case, his tribe’s identifier was the four-letter, 21-character slogan: MAGA. How many companies can say they’ve developed a brand with that kind of emotional weight?
Know Your Audience
One of the most striking lessons from the rally was Trump’s deep understanding of his audience. He wasn’t trying to convince them of something new. Instead, he reassured them that their beliefs and perceptions were valid. He spoke their language, and he knew what they cared about.
The Trump campaign understood that if you want to connect with your audience, you need to speak their language. In business, this is vital: you don’t speak to your customer in corporate jargon; you speak to them in a way they understand. Relevance, as I tell my clients, is key. Trump’s speeches connected with the struggles of everyday people—the challenges of paying bills, putting gas in the car, and getting by in an economy that feels increasingly uncertain.
Clarity and Consistency
Another lesson from the rally was the power of clear, repetitive messaging. The messages leading up to Trump’s appearance were consistent, simple, and constantly reinforced. The mantra was clear: “Get Out and Vote.” And it was repeated endlessly—before, during, and after the speeches.
This clear call to action wasn’t just an afterthought; it was the central theme of the entire event. Whether you were listening to local speakers or watching Trump himself, the message was the same: get everyone you know to vote. It was a lesson in focus and repetition, and a reminder that businesses, too, must consistently communicate their core message.
The Art of Storytelling
At the heart of Trump’s rally was storytelling. Every element of the event—from the speeches to the music, the videos, and even the imagery on the big screens—was designed to tell a compelling story.
The narrative arc was simple but effective: Trump painted a picture of how things were (high prices, rising crime) and how things could be (more prosperity, less crime) if people voted for him. This is a fundamental storytelling technique: setting up a problem, presenting a solution, and giving the audience a choice.
In business, this is essential. Storytelling isn’t just about crafting an engaging tale; it’s about positioning your brand as the hero of your customer’s journey. Leaders must embrace their role as “Chief Storytelling Officers” to build a compelling narrative for their company.
Building Support Through Advocates
Another key takeaway came from the lineup of speakers who preceded Trump: Marjorie Taylor Greene, Herschel Walker, Sarah Huckabee Sanders, and others. Each person added their voice to the chorus of support, reinforcing the broad coalition backing Trump’s message.
Similarly, businesses can benefit from involving multiple voices in their narrative. Instead of having the CEO be the sole spokesperson, consider letting employees, customers, and partners share their stories. This creates a sense of inclusivity and helps build a broader, more engaged community around your brand.
The Importance of Optimism
The rally had an unmistakable optimism. It wasn’t just about policy or politics—it was a celebration. From the familiar patriotic anthems to the rock and pop tunes, the atmosphere was designed to inspire and energize. The playlist included feel-good classics like God Bless the USA and YMCA, which evoked nostalgia and a sense of national pride.
This is another lesson for business leaders: people follow leaders who make them feel good. The right tone—whether optimistic, inclusive, or empowering—can inspire action. How leaders communicate emotionally with their teams and customers can make all the difference.
Trump’s Performance: A Showman at Heart
When Trump took the stage, he performed. He knew his audience, and he knew how to give them what they wanted: a show. His delivery was full of humor, anecdotes, and familiar talking points. He had the crowd in the palm of his hand, making them laugh, cheer, and clap. His performance was less about formal rhetoric and more about connecting with people on a personal level—he knew exactly what his supporters wanted to hear.
In business, this reminds us that leaders need to master the art of performance. Whether it’s delivering a pitch, a speech, or even just a company update, how you present your message matters as much as the message itself.
A Stark Reminder of Consequences
One moment from the rally stood in stark contrast to the festive atmosphere: an articulate, angry Hispanic mother who spoke passionately about the tragic death of her daughter at the hands of a criminal. The crowd fell silent, and for a moment, the politics of the event were overshadowed by raw human emotion.
While this moment didn’t offer any business lessons, it did serve as a poignant reminder that choices have consequences. In leadership and business, decisions—both personal and professional—carry weight. Leaders must be aware of how their choices, actions, and words can impact those they lead.
