A Strong Recipe for Cooking Trump
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ick Wilson is a Republican. Rick Wilson was a political consultant who produced negative ads, at one time or another, for George W. Bush, Dick Cheney and Rudy Giuliani. So, on first appearance, plenty of reason to ignore him.
But Rick Wilson also despises Donald Trump. And he just wrote a book (Running Against the Devil: A Plot to Save America From Trump—and Democrats From Themselves) which lays out a brutally direct plan for how to defeat Trump this fall.
So, I love the guy.
I strongly recommend that any American read this book. But maybe you don’t have the $18 bucks or an extra Audible credit or the patience to wait on the library’s list. I hope you make the effort.
But most of all, I consider this must reading for any people helping direct the campaign of the eventual Democratic nominee. To not do so would be downright political malpractice. It would be ignoring Wilson not only at their own peril—but ours.
Wilson knows that some of his advice is going to have some Democrats gritting their teeth, because it defies many of the beliefs they feel make them Democrats. But having battled with Democrats his entire career, Wilson knows how to probe the weak points. He’s been helping mix the GOP secret sauce for decades. He’s worth listening to.
In brief, here’s what he says is necessary for Democrats to win:
(1) The campaign has only one issue—Donald Trump. That’s as straightforward as it sounds. Ignore climate change, health care, abortion, the economy, social justice, immigration and everything else. To bring those arguments up is to open a door for Trump to lie, obfuscate and attack. People who disapprove of Trump number from five to ten points higher than those who support him, so keep reminding the first group about what they dislike. The bonus is that Trump’s huge ego is wrapped in a tissue-thin skin. The man cannot stand being criticized, and under attack, his crazy dial will turn several clicks higher.
(2) Begin by directly attacking him—and never stop. No hyperbole here—he means never. While he expresses admiration for the Obamas, he says Michelle’s suggestion, “when they go low, we go higher” is exactly wrong right now. He says it’s not about being nice, it’s about winning. And thus, the Democratic nominee must have the taste for blood; must be willing to hit back as hard as he or she is hit. Maybe more to the point, don’t wait to be hit—hit first. At no time will this be more necessary than during the last two or three weeks before election, when “October surprises” will morph into invented catastrophes.
(3) Fight the battle where it actually matters. There is no way the Dems will match Trump’s war chest. So it’s vital that they spend wisely. That means targeting everything—personal appearances, polling, ground game and ad spending—where it counts. Where is that? First of all, Wilson says the election is already over in about 35 states; there is no way those can be swung one way or another. So that leaves 15 as targets, right? Well, that’s not nearly focused enough. He says the difference will come from suburban areas surrounding big cities in those swing states. That means Philly and Pittsburgh; Cleveland and Columbus; Detroit, Milwaukee, Atlanta and Phoenix; and the multiple very expensive ad markets in the tightest state of all, Florida.
(4) The best organization wins—and Trump’s is already very good. Phone calls, door knocks and selfies are all great. But underlying everything is data analysis. Wilson says Obama’s campaign was expert at this; Hillary’s could have been, but her managers were too smug. Wilson says if that same mistake is made again…Trump wins.
Finally, it would be remiss to just describe this book as insightful analysis.
That’s not even the best thing about it.
Wilson…above all other pundits and even late-night comics…has repeatedly demonstrated a genius for describing Trump (“a black hole of sleaze”) …and his motley crew of co-conspirators (“industrial strength ass-kissers”).
But most of all, his closing message to Democrats can’t be misunderstood:
I’d lie and cheat and fight so dirty it’d barely be on this side of the law.
Well…how ‘bout it? You’re in a bar fight with bikers, not a Princeton debating society. You gonna pick up the axe handle and start swinging? Or are you going to try to win based on a 600-page health care plan?
Trump is stupid, but cunning. He’s unpredictable, but shallow. He’s corrupt, but brazen. He will always be with us, to the end of our days, either as a warning--or a boot stomping on our faces, forever.
I beg you, run the campaign you should, rather than the one you want. Compromise on everything…except your utter commitment to his absolute, crushing defeat.
Do America a favor, OK?
Don’t f**k this up.
Read this book.
(Note: In the book, he makes reference to the study Hidden Tribes, which I wrote about here, and evokes Eric Hoffer in explaining the white evangelical lust for Trump, as I wrote about last year.)
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