5 revealing statements from Trump University documents

This frame grab from a publicly released video by the Trump campaign shows Michelle Gunn. Donald Trump's campaign sought on June 1 to deflect criticism of his defunct real estate seminars with testimonials from two former students who have business ties to the presumptive Republican presidential nominee. The video recently filmed at Trump Tower in New York features Gunn of Tennessee, who said she made back her Trump University tuition on her very first real estate deal. Not mentioned by the campaign is that the celebrity billionaire previously endorsed a self-help book authored by Gunn's teenage son, titled "Schooled for Success: How I Plan to Graduate from High School a Millionaire." (Donald J. Trump for President via AP)
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This frame grab from a publicly released video by the Trump campaign shows Michelle Gunn. Donald Trump's campaign sought on June 1 to deflect criticism of his defunct real estate seminars with testimonials from two former students who have business ties to the presumptive Republican presidential nominee. The video recently filmed at Trump Tower in New York features Gunn of Tennessee, who said she made back her Trump University tuition on her very first real estate deal. Not mentioned by the campaign is that the celebrity billionaire previously endorsed a self-help book authored by Gunn's teenage son, titled "Schooled for Success: How I Plan to Graduate from High School a Millionaire." (Donald J. Trump for President via AP)

A federal judge last Friday ordered that the now-shuttered Trump University had to release certain documents to the public.

The Washington Post requested the documents, arguing that the public had an interest in learning about a business run by presumptive Republican presidential nominee Donald Trump. The documents provide insights into Trump's business practices and sales tactics, and possibly into his campaign tactics.

Here are some revealing tidbits from the documents:

1) "You don't sell products, benefits or solutions -- you sell feelings."

Under a head called "Sales Wisdoms," the documents tell employees that they need to identify customers' problems and see if it "hurts enough" that they're willing to buy the solution.

But it emphasizes that the decision to buy the solution is an emotional one, and salespeople should always appeal to emotion and not logic when pressuring consumers to buy.

2) "Money is never a reason for not enrolling in Trump University; if they really believe in you and your product they will find the money."

The "Gold Elite" plan for Trump University was about $35,000, no small sum for the majority of Americans. But employees of Trump University were encouraged to ignore consumers' financial situations, based on the documents.

One former employee who resigned, Ronald Schnackenberg, testified that one couple was considering buying the elite program and he didn't push it on them, believing it wasn't right for their financial situation.

"I did not feel it was an appropriate program for them because of their precarious financial condition -- they had no money to pay for the program, but would have had to pay for the program using his disability income and taking out a loan based upon equity in his apartment," Schnackenberg said.

The couple were talked into buying the program by another Trump University salesperson.

3) "My husband dropped me off and said I had to come because I never leave the house."

Trump University employees were told to identify who had high or low initiative in the program so they could pick sales targets. The above statement was given as an example as one with low initiative.

Trump has been criticized heavily about his past statements toward and about women, including that he didn't like his ex-wife Ivana Trump running parts of his business.

The high initiative example was someone who wanted to take care of family members.

4) Trump exercised tight control over his employees, the seminars and registrations.

Every step of the process was clearly dictated to the employees, including what they wore, how they talked to potential clients and students, when they could use their cellphones, what items could be on certain tables, layouts of each room, and on and on.

For example, all employees had to make sure any laptops in a presentation room had the Trump University logo as the desktop background image. It was mentioned multiple times, and specific instructions on how to download the logo were included.

Employees also had to introduce speakers by first playing a "Trump video," and before the Trump video the last song played had to be "The Apprentice" theme song: "For the Love of Money" by the O'Jays. Both of those directions were bolded.

5) "Once reporters are present it no longer matters why they are there."

There is an extensive list of how employees should deal with reporters. Other advice includes, "You don't have to deliver what the reporter wants," "Expect to be scrutinized" and "Reporters are rarely on your side and they are not sympathetic."

The documents were released the same day that Trump held a news conference where he railed against the media for not giving him positive press coverage about donations to veterans groups. It stemmed from Trump's claim that he donated $1 million of his own money to veterans groups months ago, but a Washington Post reporter couldn't find any evidence of a donation after repeated calls to multiple groups.

Trump made the donation following the Post's report.