can really feel the energy. I've spent years giving very large keynotes to big ballrooms and theaters filled with thousands of people. So I've had the experience of being on stage hundreds of times with thousands of people in the audience who are just there to see me. And if I land a good joke, the audience responds and you could just feel the energy. You know, the crowd is just giving you energy when you're up on the stage. And a laugh — here's your little persuasion tip — a laugh or a reaction like that, like a groan, so it could be a negative reaction or a positive one, those are the ones you really want.

Here's the reaction you don't really care about. If you're on stage and you're trying to influence people, here's a reaction you don't care about. Yay, clap clap clap clap clap clap clap clap clap. That doesn't tell you anything because people in crowds clap. They might be clapping just because they like you, just because maybe they're drinking, maybe it's a fun night, maybe they're out to have a good time. Clap clap clap clap clap tells you nothing.

But if you land a good joke or in his case, you know, within the political context just a clever slogan — you know, "jobs not mobs" — and you hear the audience laugh in unison, simultaneously, and that's the important part. It wasn't like a little laugh that caught on or something. The moment people heard him, you know, he used his own phrasing: "We've got jobs, they've got mobs." Instant laughter.

I can tell you for sure that the president could feel that, you know, like actually feel it in his body because the laughter is a whole other level of higher level impact. If somebody laughs, you've got control of their body. And not — well here, let me tell it to you in the most easy-to-understand way. If you can make somebody laugh then you're controlling them, their involuntary actions, because the laughter is just something that comes out. You don't really think about it. You just laugh, right? That is a real persuasive connection.

Making somebody laugh, getting somebody to clap is not as predictive because they're there to clap, right? Everybody's like, okay, other people are clapping, I'm clapping. There's lots of clapping. Tells you nothing because people are using their brain to say, oh this is the clapping time. Looks like one of those clapping moments. Clap clap clap. But a laugh is involuntary. If you can get an entire crowd of people, thousands of people, to have the same involuntary action at the same moment, that's a keeper. You keep that joke if you're a comedian. You keep that meme if you're a politician.

So he A/B tested it live, got the reaction that he liked, and the same night he had already tweeted out the hashtag #JobsNotMobs.

So now compare this. I always like to think about the poor Democrats. So do you remember the Democrat slogan? So the Republican slogan for the midterms, the Trump slogan let's say, which is sort of the midterm slogan I think it's been called, is "jobs not mobs." All right, so you know what that one is. Now it's a few weeks before the midterms. Quickly tell me in the comments, what is the Democrats' slogan for the midterms? It is question mark, question mark, question mark. The Democrat slogan for the midterms is I don't know. The Democrat slogan for the midterms is do they have one? I don't know, right?

So imagine that you were on part of the Democrat strategic high-level people, the people who are really the movers and shakers on the Democrat side, and they hear "jobs not mobs" for the first time. I would like to demonstrate for you with my accomplice Dilbert — I'd like to give you now a play in one act. This is Dilbert. He's an anti-Trumper and he's hearing Trump's new midterm slogan for the first time. "They got nothing. They got nothing. What's he saying? What's that slogan? Jobs not mobs. Oh hell, I think we lost again."

Seen. I mean just think about it. You know, "Make America Great Again" will go down in history as one of the all-time great branding moves. But you probably think if you're a Democrat, you're probably thinking to yourself — and I've heard by the way what I'm going to say next, I've heard from billionaires, I've heard it from really well-informed, jacked-in people who have said that the only explanation for Trump is that he's like Chauncey Gardiner, you know, the person who just became president by luck. He doesn't know anything. The universe just threw all this luck at him and suddenly he's the president of the United States.

There are serious people who are actually very smart people, very successful, should understand how the world works pretty well, who literally, not as a joke but literally, believed that he became the president and is performing at the highest level in my opinion that any president has ever performed. That might be true. He might be performing at the highest level any president has ever performed at. And there's a belief that it's luck.

Now imagine if you held that theory. You believed that his winning was luck. And then you hear "jobs not mobs." What do you say to yourself? Do you say to yourself he got lucky again? Oh my God, that "jobs not mobs" thing is like one of the best slogans ever and he got lucky again. He got lucky with that "Make America Great Again" thing. He got lucky with all of his nicknames: low-energy Jeb. He got lucky with all of his branding. He got lucky with his tariffs, got lucky with the economy, got lucky with ISIS, got lucky with North Korea. But damn it, he's got lucky again. How lucky can he get?

It's got to be a tough time to hold any of those Trump derangement syndrome opinions because it's being falsified at a rate of whatever the rate of falsifying is.

Now the other thing that Trump is saying is that the midterm is going to be about Kavanaugh, caravans or caravans and Kavanaugh. I'm now — because it's two K sounds, caravans and Kavanaugh. I say to myself, okay that's good because it's sort of it has a good sound to it. But there's a little bit of a problem here and I think you know what it is, right? Kavanaugh and caravan. Tell me what the problem is. All right, so this one's not a winner. Kavanaugh. And if you hear that coming from the president, what's the problem with that? Caravan and Kavanaugh. Let's see if anybody gets this. Somebody's going to add a third K. That's the problem.

And if you're a Republican you don't want any slogans that have three K sounds in them. See where I'm going on this? Yep. All right, yeah. So you can see in the comments I'm not even going to say it. But you don't want a slogan that's two "kar" sounds: caravan and Kavanaugh. Because somebody's going to say, huh, let's add a third K sound. And even though caravan starts with a C, because your brain is hearing it as a K, you're hearing three Ks. All right? And even though it has nothing to do with anything, it's not a real connection, your brain doesn't care that that's not real. Your brain does. Collusion, climate, caravan, Kavanaugh. It would be so easy for someone to add a third sound. That one's chancy ironically. So I hope that one doesn't pass the A/B testing. That one was a little risky.

Now when people are comparing — I've been in this debate several times now. So I've been saying about the Chinese fentanyl dealers. For those of you who don't know, China is the main source of fentanyl in the United States. And fentanyl is killing maybe 30,000 Americans a year. Yes, you heard that right. 30,000 Americans a year are dying primarily from Chinese fentanyl. The illegal stuff from the illegal labs. And I've said that we should execute the — apparently it's organized crime mostly — we should execute the owners of those labs if the Chinese government won't do it themselves.

So the first choice is that we pressure China to get more aggressive about their illegal fentanyl. You know, because their brand is now fentanyl China. That's what I call them. So China is in my opinion disgraced at this point and they need to do something about it. So the first choice is that you pressure China to execute their own big dealers. And the second choice is I've said that because they're killing 30,000 people a year they're mass murderers. And if China won't kill them themselves, to the extent that we can identify them or anybody in that group, I think it's fair to send in — or whoever does that, whoever does the wet work for the United States. You know that every big country has got somebody who kills people. I believe we should just kill them. And if China finds out that we're killing their criminals, you know, we gave them the first try. I think it's not going to lead to war because they would kill them themselves if they could get it done, I think.

But what people have been saying to me is they hear this and the first thing they say is, "You idiot, don't you know that that won't make any difference to the supply because if you killed all of the labs in China, all the owners of labs, it would take five minutes for another lab to pop up to fill the need and it's just little packages. Of course it's going to get here." I totally agree with that. Killing the Chinese owners of those drug labs would probably make no difference to supply. We should do it anyway because you do kill mass murderers. It doesn't matter that somebody else is going to be a mass murderer in the future. That's not really even relevant. If you can find somebody who is a mass murderer you kill them, right? Legally or illegally, either way you kill them. There's no exception to that.

So people have been saying to me things like, well if you're blaming the producer, wouldn't you blame the