Docs detail pushy, predatory Trump U. tactics

WASHINGTON—A federal judge released more than 400 pages of Trump University documents yesterday, detailing persuasive sales techniques to wrangle students into paying tens of thousands of dollars for a non-accredited education from the for-profit school started by Donald Trump.

The presumptive Republican nominee for president oversaw Trump University from 2005 until it dissolved in 2010. Trump promised students who took his courses the tools, strategies, and “Trump insights” they needed to become successful in real estate.

Trump now has three class-action suits filed against him, two federal and one state, claiming he hoodwinked thousands of students to waste their money on useless classes. The new documents released yesterday show deceptive techniques used by Trump University employees to milk students for profit. This included a detailed guide for staff to target weaknesses, enticing students to sign up for the most expensive Trump University program—a $34,995 “Gold Elite package.”

Documents show Trump University targeted mostly middle-aged men who were the heads of their households, averaged $90,000 in annual income, had a college education, and enjoyed a net worth of more than $200,000. Recruiters had a playbook on how to persuade students to continue to upgrade packages.

“If they can afford the gold elite don’t allow them to think about doing anything besides the gold elite,” the staff directive warned.

The playbooks listed unscrupulous practices to tap into a student’s subconscious and make him believe he needed to spend more money.

According to the playbooks, the room temperature could never exceed 68 degrees, and the only music allowed was “For the Love of Money,” by The O’Jays. Playbooks instructed Trump University employees to use certain words found to be more persuasive: you, new, money, easy, discovery, free, results, health, save, proven, guarantee, and love.

Trump University playbooks told staff to push students out of their comfort zones during one-on-one conversations: “If they complain about the price, remind them that Trump is the BEST!! This is the last real estate investment they will ever need to make.”

One playbook instructed staff to get their students to max out their credit cards or take money from savings to pay for upgraded courses.

But during its run, Trump University never earned accreditation. In 2010, the New York Department of Education ordered Trump to change the school’s name because calling it a university was misleading and violated state education laws. The school later became the Trump Entrepreneur Initiative before disbanding the same year.

Plaintiffs say Trump’s school consisted of seminars and classes that pressured students to buy more and more without delivering on the promise to help them in real estate.

New York Attorney General Eric Schneiderman filed suit against Trump in 2013. He called the school “a classic bait-and-switch scheme,” and is asking for $40 million on behalf of dissatisfied students.

Schneiderman’s lawsuit claims the Department of Education told school officials they were violating state law by using the term university when the school opened in 2005. Part of the suit against Trump is for continuing to do business under a misleading name for five years, despite the warnings.

U.S. District Court Judge Gonzalo Curiel announced Friday he planned to release the documents. None of the lawsuits have a trial date yet, but Curiel determined the documents were of public interest since Trump is the presumptive Republican presidential nominee.

Trump blasted Curiel at a campaign event in San Diego yesterday. He said the judge is a “Trump hater” and biased against him. Trump later tweeted Curiel is “very unfair” and “an Obama pick.”

The business mogul maintains he could have settled the suits against him years ago—but he never settles. Trump has said repeatedly the claims of deceiving students are false and many left his courses satisfied.

“Trump University looks forward to using this evidence, along with much more, to win when the case is brought before a jury,” said Trump spokeswoman Hope Hicks, according to The New York Times.