Trump is selling a $59.99 Bible that isn't even gold plated.

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This Bible that Trump showcased at the 2015 World Conference on Voter Values turns out to be more "Trump-like" than the one he is currently promoting. In a video posted on Truth Social on Monday morning, it became clear that comparing himself to Jesus Christ (once again) was not only blasphemous but also promotional content. Trump began a new career as a Bible salesman on Tuesday afternoon, posting a video on Truth Social in which he urges his supporters to purchase the "Bible God Blesses the USA." "I am proud to recommend that you buy this Bible," Trump says in the three-minute advertisement. "We need to bring prayer back to America." Trump added, "Every American home should have a Bible; I have many of them. It is my favorite book. It is the favorite book of many people."

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Many people find the idea of any presidential candidate selling religious texts to their supporters completely outrageous. And all of Trump's actions only make things worse. The former president stated during his 2016 campaign that the Bible is his favorite book, yet he couldn't name his favorite chapter. During his presidency, he referred to "Two Corinthians" (instead of Second Corinthians) and ordered his staff to clear peaceful protesters from the park near the White House so he could stand in front of a church and display the Bible. Additionally, Trump is being forced to sell the Holy Scripture at such a difficult time when he is facing huge financial troubles due to his numerous criminal cases, one of which involves hush payments to a porn star. These are all quite justified concerns. But as an aesthetic of Trump's crazy money schemes, my main question is that this is not a clever scam or an original product: he is simply promoting a Bible released by singer Lee Greenwood about three years ago. Lee Greenwood's Bible was controversial even before its release. The $60 Bible, which was originally supposed to be shipped at the beginning of this month in memory of the 20th anniversary of the September 11 tragedy, was "inspired" by Greenwood's patriotic anthem from the 1980s, "God Bless the USA," and includes the text of the U.S. Constitution, the Universal Declaration of Human Rights, the Declaration of Independence, the Pledge of Allegiance, and the lyrics to Greenwood's song. The resulting uproar highlights the difficulties publishers face in the short-term Bible printing business and the growing discontent with Christian nationalism, an ideology that asserts that the United States should be an explicitly Christian nation. Greenwood, whose song has become a hallmark at MAGA events, often attracts right-leaning celebrities like Sean Hannity and Mike Flynn to help promote his Bible. It is still being sold on the singer's website for $59.99. When you click the "order now" button, you are redirected to godblesstheusabible.com. As the Internet Archive shows, a month ago, this banner was at the top of that page: But now you are greeted with this image: It seems that the new version has nothing specifically "Trumpian." Externally, it looks the same as the old Lee Greenwood Bible, and the website states that it includes the text of the Constitution, the Universal Declaration of Human Rights, the Declaration of Independence, and the chorus of "God Bless the USA," just like before.

In the FAQ section, there is only one important difference: the FAQ states that the Bible "is not political in nature and has nothing to do with a political campaign," even though it is recommended by the current presidential candidate:

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IS ANY PART OF THE MONEY FROM THIS BIBLE ALLOCATED TO DONALD J. TRUMP'S POLITICAL CAMPAIGN? No, godblesstheusabible.com is not political and has nothing to do with any political campaign. GodBlessTheUSABible.com is not owned, operated, or controlled by Donald J. Trump, Trump Organization, CIC Ventures LLC, or their representatives. GodBlessTheUSABible.com uses the name, likeness, and image of Donald J. Trump under a license from CIC Ventures LLC, which can be revoked or canceled according to its terms. Thus, Trump's CIC Ventures LLC simply granted a license for his name and likeness to an existing business of Lee Greenwood for the publication of the Bible. This mirrors the former president's involvement in the Trump sneaker project, Trump NFT card deals, and various real estate ventures. According to the Washington Post: CIC Ventures... is a connection to Trump - both personally and financially. In its latest financial report last year, it is identified as the "manager, president, secretary, and treasurer" of the company, and the J. Trump Trust is identified as the 100% owner of the enterprise. The same organization also receives royalties from its book "MAGA Journey" and speaking engagements.

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It's unclear how much Trump is making from this deal, but the New York Times reported that he is indeed receiving money: Although Trump is not selling the Bible, he earns royalties from each sale, according to a source familiar with the details of the business agreement.

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Trump is not actually hiding the fact that he is merely promoting Lee Greenwood's Bible; he mentions the singer right at the beginning of the video and again at the end, saying that he is "proud of the partnership" with him. But for those who appreciate his grotesque creativity in branding, it's still a disappointment. This is a man who cut his Photoshop in a tie into cards and sold them; or at least, licensed his name to the company doing that. And now he wants us to spend $60 on a Bible that has neither his signature, nor a gold cover, nor the phrase "NEVER GIVE UP" somewhere in the text? I know that Trump supporters will probably not take my advice into account; Trump himself warns them about me in the video, saying: "We must defend God in the public arena and not let the media or leftist groups silence or discriminate against us." But my advice for MAGA-loving Americans is to stick with your old Bible and pocket Constitution; you will get much more "Trump" and a lot more enjoyment if you invest your money in a book of burning journalism on your coffee table. This post has been updated to include more information about Trump's commercial agreement.