Say what you will about Trump—love him, loathe him or roll your eyes at his every tweet. But there’s no denying one thing: the man has confidence.
And when it comes to commercial copywriting, that’s something every brand could use a little more of. Content is coming at us fast from all directions, and polite and reserved messaging often gets drowned out. Copy that lacks conviction doesn’t turn heads, doesn’t grab attention, and doesn’t convert. If your words don’t demand to be heard, they’re likely to be ignored.
Don’t get me wrong. I’m not suggesting you start using hyperbole, insults or over-the-top promises like a certain reality TV star-turned-politician. But, there is a critical lesson to be learned from Trump’s approach to messaging.
His words are bold, direct and unapologetically clear (aka simple). And guess what? It works.
Confidence = copy skill, not a personality trait
Before you get worried, let me clear something up. You don’t need to be Trump to write confident copy that lands with conviction.
Confidence isn’t a personality trait—it’s a skill. It’s the difference between a message that feels like an afterthought and one that makes people stop, pay attention, and—dare I say it—act.
Trump’s messaging isn’t about being bombastic for the sake of it. It’s about clearly stating his position without hesitation. Whether you agree with his policies or not (I’m guessing not!), there’s no ambiguity in what he’s saying. And that clarity is one of the most powerful tools you can wield as a copywriter.
How Trump shows up (and why it works)
It’s tempting to dismiss Trump’s communication style as over the top, but let’s break down why it actually works in the context of messaging:
Simplicity = clarity
Trump’s language is about as complex as a billboard. He speaks in clear, simple terms that anyone can understand—he’s not trying to win any awards for literary prowess. His style ensures that his message reaches the widest possible audience.
Copywriting takeaway – Simple language cuts through the noise. When was the last time you read a piece of copy that was so straightforward you didn’t have to think twice about it?
Repetition = resonance
Let’s talk about repetition. ‘Make America Great Again’ wasn’t just a catchy slogan—it was an unavoidable mantra.
Repeating key phrases and messages sticks. And when you keep hammering the same idea home, it stays top of mind.
Copywriting takeaway – If you want to leave a lasting impression, repeat your core message in multiple ways. Reinforce your value proposition until it feels like a fact.
Certainty = believability
Trump doesn’t dabble in half-measures. His language isn’t filled with ‘maybe’ or ‘could be’—it’s absolute. This sense of certainty makes his statements feel like hard facts.
Copywriting takeaway – Own your statements. Avoid hedging with words like ‘we think’ or ‘it could help. Be confident in what you’re offering. Your customers will be more likely to trust you when they feel like you believe in it.
Unconfident copy doesn’t build trust
Here’s the truth: if you don’t sound confident, your audience won’t trust you. Period.
Without confidence, your copy becomes a lifeless blur of unassertive statements that fail to stand out. You’re trying to please everyone—and, in the process, end up pleasing no one.
Weak messaging feels like it’s dancing around the point, always uncertain about what to say. ‘Maybe our product can help?’ ‘We think you’ll love it!’ Or worse: ‘It might be a good fit for some.’
These lines dilute your impact. Readers notice the hesitation and move on to something bolder, something that takes a stand.
How to inject Trump-level confidence into your copy (minus the ego)
You can channel Trump’s confidence into your copy without sounding like a politician on a power trip.
Here are some quick tips for more confident copywriting:
- Replace ‘we believe’ with a declarative statement – Instead of, ‘We believe our product can help you save time,’ say, ‘Our product saves you time, every time.’
- Cut the fluff – Take out weak words like ‘just,’ ‘maybe,’ or ‘hopefully.’ Instead of, ‘You can maybe consider our services,’ say, ‘Our services will improve your workflow today.’
- Use strong, active verbs – A sentence that says ‘We offer solutions’ can be far more effective than ‘We solve problems.’
- Own your position – Don’t be afraid to polarise. If you stand for something, be loud and clear about it. Trump thrives on certainty, and his unfiltered language always speaks directly to his base. You don’t have to go over the top—but being clear and unapologetic about your offer is critical.
- Strategic repetition – You don’t have to chant your tagline like a cult leader, but making your key message stick is crucial. Reiterate your core benefits in various ways—your reader needs to hear it more than once. Seven times is the well-known advertising rule.
Brands that have really leaned into this bold, confident copywriting approach include Red Bull, Vegemite, Nike and Who Gives a Crap.
See also: 5 tips to help you write better copy
Steal the swagger, skip the scandal
Look, you don’t have to run for office, wear way too much fake tan or start tweeting in all caps. Neither do you have to follow his politics, but you can certainly up your copywriting skills by taking his messaging lessons to heart.
Be clear, be bold, and make sure your words stand out.
Are you a small business owner or large company looking for a confident copywriter to help you write bolder, more compelling copy for marketing and advertising communications?