Trump is getting pretty close to grabbing the presidential nod. So is Hillary. He even is said to now have more of the popular vote than Romney did. Not who you bargained for? Truthfully, you really didn’t see him coming. No one did. What about Hillary? I was surprised that she has been unable to get a groundswell of women voters.

But don’t let either candidate get you down, learn from them.

Trump has been promising to be “presidential” for weeks. But, that’s not what we want. We want both Trumps. We want the brash, outspoken, politically incorrect businessman to tell us how it is – even if we don’t like it (and we didn’t think it or say it, thankfully) – and we want to hear him talk civilly about the future of his candidacy, foreign politics, and his promise to make America great again. We told Hillary she wasn’t smiling enough, so she smiled more. We told her that she was unapproachable, so she showed us how she can connect with people – lucky for her those CNN Town Halls worked to her advantage.

Trump has kept the news cycle moving. Between election periods a friend asked what those news programs could cover over such a long period of time – two weeks! No bother, I told her. They have Trump. As everyone knows, he’s not politics as usual. But, he’s not alone. I’m sure you can think of many other successful business people who have coined their own terms, made brash – albeit non-offensive – statements to groups of people, and positioned themselves as category disruptors. Hillary may seem “business as usual,” but she’s not – and it’s not because she’s a woman. She’s a realistic tells it like it is person too, even if with a radically opposable content driven approach to Trump.

So, what will we learn from the candidates in the coming weeks and months?

Marketing is an evolution not a revolution. Some voters may grow to like Mr. Trump and think his outlandish comments were just that, campaign rhetoric used to fire up the voters who felt left behind. He’ll also continue to play both sides. If Hillary bashes him, she’ll help him. I think we’ll also start to hear more about his business acumen, how he has worked well with people, and learn of more endorsements. Women will get behind Hillary. Why? Not because she’s a woman. Because she’s not Trump. Some republicans will bend hard to vote for Hillary – behind closed doors. And others just won’t vote at all – for either candidate, actually.

And that’s the rub.

I’ve heard that one third of the Republican Party will drop their affiliation if Trump doesn’t get the nomination, but no one is talking about the large contingent of Republicans who won’t vote at all if he does. There’s also that group – seriously big number of people – who have never voted and could have and will do just to unseat Trump.

How do you market to the unmarketable? It’s like trying to sell someone on a great TV show when they don’t have a TV and are not going to get one. You make assumptions just like you would in any business. If you’re in the retail business, you assume that a percentage of your business will be lost to theft. If you’re in the theatre business you assume that a percentage of tickets sold will be lost to people who sneak into theatres. So, here we have to shrink the masses and the strategy to assume that for either candidate to win the nomination they must get on the ground and get those superfans to help build their base and win seats.

We don’t talk often enough about our use of the superfan in marketing. It’s one thing to be an influencer, but the superfan is a whole new kind of animal. No, I’m not going to use the next paragraph to announce my book launch about the birth of the superfan – though it’s not a bad idea. What’s more important is that as marketers we use analytics and research to learn who our clients’ superfans are and use that intel to influence the superfans to help us market our wares.