Always be marketing – When Texas senator Ted Cruz ran for president in 2016, he mentioned his website, TedCruz.org more than all candidates combined called attention to theirs. Cruz spouted it from short interviews to the debate stage. He even squeezed it into his winning speech in an Iowa caucus.

Don’t try to appeal to everyone – Cruz stuck with his base. The Senator did not try to appeal to people whom he knew would never vote for him. Cruz stuck to his Christian roots and conservative principles. This might have upset the “other side” but it strengthened his base. In the past, Republicans have made the mistake of trying to appeal to everyone. Some have said that many of their staunch supporters have even stayed home during past elections because they were upset about “middle roads” taken by Republicans.

Identify the common enemy and attack – Cruz spoke passionately about the “Washington Cartel” and how they have hurt America. Cruz attacked the failed politics in Washington from Democrats and Republicans. Voters from both sides are sick of politics-as-usual.

Business Lessons

Always be marketing – Your marketing doesn’t stop once customers arrive at your door. In-house marketing at your location and regular communications should keep them coming back and inviting others. Send email newsletters and print newsletters, and show appreciation for existing customers. Put your website on everything.

Don’t try to be everything to everyone – To earn extreme loyalty, you will most definitely turn some people away. That’s just the way it is.

Imagine the owners of the best steak house in the city deciding to remove 20% of the meat off of the menu and replace it with vegetable dishes in an effort to diversify their customer base and lure vegetarians. That restaurant might get a few extra vegetarian customers at the expense of losing happy steak lovers. Another thing to consider is that steak lovers are more likely to come back to the old menu, whereas vegetarians are still not in their favorite place and are more likely to try various locations more often than a dedicated meat lover would.

Stick it to the common enemy – Your customers have an enemy. You can fight that enemy on their behalf — or with them. If you are a tax preparer, your marketing might appeal to the emotions of pissed-off-over-taxed-hard-working small business owners who struggle because of the IRS. If you help speakers and other business professionals get books published, you can wage an appeal by attacking publishing houses that make it too difficult to publish a book.