At the risk of, yet again, having an “evergreen” email age poorly…
Methinks Trump will win the upcoming election in just six short days.
Not only has he been running laps around Kamala in the media circuit, but, this past Friday, he also did Joe Rogan’s podcast for the first time.
This interview—which was Trump at his best in my humble, yet accurate opinion—already has 40M views in six days. It’s also Rogan’s second most viewed video ever with his first, third, and fourth highest viewed videos happening four or five years ago. (I don’t know how jettisoning his videos from YouTube during the Spotify thing impacted his views, but still, the second highest Rogan interview in just six days is impressive.)
And Trump crushed the Rogan interview.
They went three full hours—something that Kamala would find literally impossible. They talked about all sorts of stuff from the election and past elections to aliens and UFC. And Trump revealed one of mayhap his best-kept secrets for creating raving events, fans, and engagement:
The weave.
What’s the weave?
Well, when it comes to Trump’s candidacy in 2016, in 2020, and in 2024, the weave has been his biggest strength and weakness.
It’s what’s allowed him to connect with millions of Americans despite the nonstop onslaught of insults and allegations coming from the other political side. But it’s also exactly what gave the media fodder to hurl their insults and allegations at Trump.
The weave was in full effect during the Rogan interview. And since Rogan doesn’t play “gotcha” with his guests or edit a three-hour conversation into a 22-minute interview (like they do with Kamala), Trump’s weave worked wonders—and made him totally fit the vibe of the Joe Rogan Experience.
Alright, enough buildup.
Here’s what the weave is:
The weave is when you weave in different stories, anecdotes, analogies, and even unrelated topics into your speech. Several times during the three-hour conversation, Rogan would ask Trump a question and he’d start to answer… then jet off to a completely different topic, tell a story about that topic, ask about fighting, then get back to his original answer.
Trump didn’t always get back to his original answer though. And sometimes, Joe’s question went unanswered.
But this is one of the main reasons why Trump is beloved by his fans.
And you can bet your sweet arse that this applies as much so (if not, more) to the world of copywriting.
Being able to weave seemingly unrelated stories, anecdotes, and analogies into your copy is one way to keep your audience on their toes, leaning into every sentence, getting them more ready to whip out their credit card and pay you as they read on. It’s how you keep your audience engaged.
And an engaged audience is mayhap the best marketing asset you can own.
Even if you have a tiny list, you can still make heaps of moolah if that tiny list is engaged.
And so, your homework for today is to go watch the full Trump-Rogan episode and keep your ears “perked” for the weave.
Or - if you’d rather work with a professional instead of going through the wicked learning curve of email copywriting of yourself, hit reply, and let’s chat.
John
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