President Trump has brought a particular set of skills to the GOP that the party did not possess previously. While Republicans have been criticized for lackluster messaging over the years, Trump’s prowess at marketing and branding may just be turning things around for the Grand Old Party.

Trump recently came up with a new slogan ahead of the midterm elections: “Jobs, not mobs.” The catchphrase has now become a popular hashtag on Twitter, and many are repeating it at the president’s rallies. But why has it become so popular?

It uses potent marketing formulas that are proven to be persuasive; this is the type of messaging that the GOP must embrace if they want to continue to win.

Emotion

Trump’s new slogan elicits certain emotions in those who are hearing it. To the majority of Americans, employment is a top priority and those who have been out of work for extended periods of time know exactly how emotionally taxing unemployment can be. Focusing on jobs is the wisest decision Trump could have made when crafting the catchphrase, based on his recent assertion that “Democrats produce mobs, Republicans produce jobs.”

When it comes to mobs, Americans have seen the progressive figures like Rep. Maxine Waters (D-CA), Senator Cory Booker (D-NJ), and other prominent progressives urge their followers to confront conservative leaders in public. The nation has watched activists disrupt GOP lawmakers and members of the Trump administration as they dined in restaurants. This behavior has upset many on both the right and left of politics and such emotions are prime fodder for marketing gurus to utilize.

Many on the right eschew the use of emotion when making arguments. They like to think of themselves as people who base their decisions solely on logic and reason. But while facts and logic are important, they do not persuade as effectively as emotion does. In his book “Win Bigly,” Scott Adams, a cartoonist, trained hypnotist, and expert on persuasion, goes as far as to say that “facts don’t matter.” Adams isn’t saying that facts are not important; when it comes to forming policy decisions, they are essential. But in the realm of persuasion, they are only effective when emotion is also involved.

Sales guru Jeffrey Gitomer also asserts that emotions are most important when it comes to persuasion. One of his most famous quotes is: “The head is attached to the price, the heart is attached to the wallet. If you jerk on the heartstrings, the wallet comes popping out of the back pocket.”

Studies have shown that emotions are an integral component of the decision-making process. Therefore, it is important that conservatives focus on emotion at least as much as they focus on facts.

That Trump’s slogan carries the weight of truth is second only to emotion in importance when it comes to persuasion. Data shows that the GOP has managed to create jobs and slash the unemployment rate to historic levels. Since the facts on the ground support the president’s emotive slogan, people will be more likely to receive the message.

The Power of Rhyme

The following might sound a bit silly, but it’s true. When it comes to marketing, using rhymes is one of the most powerful ways to persuade and to make your message stick. Why? Because rhymes are easy to remember, and they are catchy.

Remember the O.J. Simpson trial? Take a second and think of the most memorable moment from the proceedings. It is likely that you remember when Johnnie Cochran, Simpson’s defense attorney, used an extraordinarily persuasive rhyme. When referencing the gloves that Simpson allegedly used during the murder of his ex-wife and her boyfriend, he said: “If it doesn’t fit, you must acquit.”

That isn’t to say that Cochran’s line was the only factor that contributed to Simpson’s “not guilty” verdict, but it was undoubtedly a powerful tactic because he used it to convince the jury that not only did the gloves not fit, neither did the prosecution’s entire case.

“Jobs not mobs” is memorable. When people think about the midterm elections, the catchphrase will stick out in their minds.

Differentiation

One of the most effective marketing strategies is to differentiate yourself from your competitor. This means telling the audience who you are, and who your competitors are – something Trump achieved masterfully during his presidential campaign.

Do you remember the nicknames Trump gave to his Republican opponents? What about Hillary Clinton? It is likely that you remember these Trump-appointed monikers without even having to look them up. While you may or may not agree with Trump referring to Senator Ted Cruz (R-TX) as “Lyin’ Ted,” or his dubbing Jeb Bush as “Low-Energy Jeb,” or Hillary Clinton as “Crooked Hillary,” but these descriptive nicknames are hard to forget.

“Jobs not Mobs” is a shrewd way to differentiate the GOP from the Democrats. It gives the listener only two choices: Embrace the party that creates jobs, or support the party who encourages mobs. Nobody except the far-left is in favor of mob antics, but everyone loves the idea of more Americans in employment.

Effective Persuasion Is Essential

The use of branding and marketing is crucial to the success of any political movement. If the GOP wants to remain relevant, they should take a page from Trump’s book. It is not enough to simply cite statistics and studies while explaining why conservative solutions are superior.

The president is giving the conservative movement strategy lessons on a regular basis. Up until now, the left was more proficient at using persuasion tactics to gain influence, but now, it appears the scales may be tipping in the GOP’s favor.