Trump should be focused like a laser on winning these voters over. His every word, action and decision between now and Election Day has to assuage their concerns and give them permission to vote in their self-interest. His speech at the Republican National Convention is his biggest opportunity to do so — by stealing a page from the playbook of the last two-term Republican president, George W. Bush.
Going into the 2004 GOP convention, Bush was also facing reluctance from swing voters. So, he used his convention address to directly address their concerns — acknowledging their worries about his demeanor and disarming them with self-effacing humor.
“In the last four years, you and I have come to know each other,” Bush declared. “Even when we don’t agree, at least you know what I believe and where I stand.”
“You may have noticed I have a few flaws,” he continued. “People sometimes have to correct my English. I knew I had a problem when Arnold Schwarzenegger started doing it. Some folks look at me and see a certain swagger — which in Texas is called ‘walking.’ Now and then I come across as a little too blunt — and for that we can all thank the white-haired lady sitting right up there,” he said, pointing to his mother, former first lady Barbara Bush.
“One thing I have learned about the presidency is that whatever shortcomings you have, people are going to notice them,” he declared, “and whatever strengths you have, you’re going to need them.”
By addressing his perceived shortcomings with humor, he allowed voters to say to themselves: Okay, he gets it. He understands what we don’t like about him. And, in demonstrating that self-awareness, he gave them permission to look past his flaws and vote for him.
Trump needs to do something similar in his convention address in Milwaukee — in his own, inimitable way. We know that he can make jokes about himself — just watch his prepresidential appearances on “Saturday Night Live.” Trump can be charming and disarming when he chooses. He should use those skills to address the concerns of swing voters.
He could go with something like this: “I know I rub some the wrong way. Occasionally, I’m a little rough on people — in New York we call that ‘a Bronx cheer.’ Sometimes, I may exaggerate a tiny a bit — in New York we call that ‘negotiating.’ Perhaps I’ve got a little too much swagger in my step, but as we say in the city: Hey, I’m walkin’ here. If you didn’t like the way I talked, or walked, or combed my hair, I hope you liked the fact that our border was secure, our cities were safe, our economy was strong and the world was at peace. So, yes, I have a few flaws. As president, if I fought a little dirty at times, I always fought for you. And love me or hate me, I hope you know that I always have your back — and that I always put America first.”
That would send swing voters a message: He gets it. He understands what we don’t like about him. And he’s right — my life was better when he was president.
Trump has shown enormous discipline of late. During the debate, he didn’t interrupt Biden, instead looking on with an appearance of concern while the president struggled to complete a coherent sentence. And since the debate, he has kept a low profile — allowing Biden to twist in the wind as Democrats panic over whether he should step down from the ticket.
If Trump can match that discipline with a dose of humility — by acknowledging the concerns many voters have about his demeanor — he can close the deal.
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