Render: Trump's good at selling the sizzle

This is the first in a series of editorials that will examine the recent and on-going Republican presidential primary cycle and attempt to explain how Donald Trump became the presumptive nominee of the Republican Party.

Early this month, writing in Bloomberg View, Megan McArdle penned an article titled, “The Four Horses of the Republican Apocalypse.” Those four she identified as Donald Trump, Jeb Bush, Chris Christie and John Kasich.

The thrust of her article is that Marco Rubio would be the Republican nominee if only Republican primary voters had nominated someone as conservative as possible who could win the general election. She casts the blame for a Trump victory on the four horsemen listed above.

Her claim that Bush was able to convince donors to back him financially with more than $150 million, I believe, is erroneous. It was the donors who convinced Bush to throw his hat into the ring in spite of the fact that it was almost inevitable the public would not elect a third Bush to the presidency, creating an American dynasty and a very bad precedent.

My own four horsemen would include Trump, Barack Obama, the television news media and the Republican National Committee. I’ll try to take them one at a time.

Donald John Trump falls into the category of celebrity candidate, similar to Jesse Ventura in Minnesota and Arnold Schwarzenegger in California. Trump, however, had a successful television show for more than 10 years and perfected his role of TV star over that period rather than Ventura, who was on TV sporadically as a wrestling performer, or a movie star like Schwarzenegger, who makes one or two blockbusters a year.

It takes staying power to remain on a weekly TV program for an extended period of time and Trump worked hard at it to become a success.

“The Apprentice” added to the Trump persona as more and more American (voters) tuned in to watch him use the catchphrase, “You’re fired.”

While other actors, notably Fred Grandy from “Love Boat,” achieved some political success as congressmen, a supporting role was not enough to go for the gold. A genuine television star, Trump saw the opportunity and took it.

While Reagan could emote for the camera and Obama could read a teleprompter like a British news reader, Trump perfected the television pitchman's adage of, “Sell the sizzle, not the steak.” He’s sold casinos and golf courses, and now he’s selling Trump.

Next week: Obama.

Rube Render is the Curry County Republican chairman. Contact him at:

[email protected]