This is not a political post. It doesn’t matter whether you hate President Donald Trump or think he’s the freshest breath of air. It doesn’t matter what you think of his politics or the future.

As a business owner, there are a lot of business marketing lessons that you can learn from Donald Trump and his presidency. This post focuses on that. Here are just three of the business marketing lessons you can learn from President Donald Trump.

Diversion

There is some speculation that Donald Trump uses Twitter as a way to distract or divert the attention of the public away from something else. As a business owner, this is a marketing lesson worth learning. You have a lot of control over how your marketing efforts are perceived by using the power of diversion.

For example, let’s assume your company received some negative reviews that you don’t agree with online on your company’s Facebook page. You’re concerned about how the negative attention will impact your company. You could fight with the customer, leaving defensive feedback. However, you know this won’t go well.

Instead, you can create a diversion so new customers stay on the message you want them to see. First, ask your happy customers to leave reviews on your page about their honest experiences, since happy customers are less likely to leave feedback than unhappy ones. Second, create a social media campaign that showcases your favorite customers. This will attract attention away from the negative reviews.

Silence

Something that Donald Trump’s critics and supporters agree upon is that silence would go a long way toward fixing public perception. This is exceptionally true in business.

Do you remember SeaWorld’s initial response to the flack they got from the documentary called Blackfish? The company became offensive and defensive, which aren’t flattering responses.

If the company stayed silent about it instead of trolling the haters, the company might have sustained less damage over the long haul. Any time your company faces adversity, weigh the benefits of changing the conversation, which SeaWorld could have done earlier by focusing more on its conservation efforts earlier, or staying silent.

Clear Messaging

Donald Trump has a casual way of writing that makes it difficult to fully understand what he’s saying. Confefe aside, there’s something to be said about honesty and clarity, as well as using direct langauge.  This has been evident with the recent transgender military ban and the previous Muslim ban. Clear messaging would have gone far.

In the case of your company, make sure whatever message you send out is consistent. If your policy is to not give away free sauces, all of your locations need to have the same policy.

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