HOW TO GIVE A BETTER SPEECH THAN OBAMA and change your world - (A Lesson for Marketers) by Darren Kelly, Kellcomm, Blog - Day 22

Hi,

I mentioned in a previous blog that speech writers only use a speaker’s words to write a speech. They never try to put words into a speaker’s mouth because it never works. It makes the speaker look and sound false and uncomfortable. Obama has a very engaging style, and much of this is achieved through the clarity and simplicity of his words.

Let us look at the words Obama used in 2004 when he spoke at the Democratic National Convention. He used words like “opportunity, dreams, generous, genius and precious.” Would you agree that these words are simple but very powerful? Great marketers study great speeches, so they can easily see the words that connect with people on both a logical and emotional level. Great speech writers also study great marketers!
Simple and powerful words can be transformed to an even higher power through various techniques, including repetition and alliteration. Obama loves to inject alliteration into his speeches just like John F. Kennedy did. Alliteration, or words that start with similar sounds, give bounce and colour to any speech. An example of alliteration is “don’t play politics with poverty.” Another example is “Shall we share a society of hope?” George W. Bush had his moments when he rewrote the dictionary, but his powerful and simple words after 9/11 lifted the spirit and resolve of the American people. He said, “These acts shattered steel, but they cannot dent the steel of American resolve.” In the book, I analyse the power of repetition, which includes a study of Martin Luther King’s, 'I have a dream speech'. I also show you other techniques to turbo charge your words for any speech you may give.

Simplicity is often derided, but it is essential to create rapport and understanding with any audience. Steve Jobs understood this when he created the iPod, iPhone and iPad. He also understood this when he presented and marketed every Apple product. Obama is now marketing himself for another term in the White House. There may be no "i" in "Yes We Can," but the same marketing philosophies for selling an Apple product will be used to sell a President in 2012.

Tomorrow, I will reveal what sales people can learn from Obama.

Take care,

Darren.

PS: 'HOW TO GIVE A BETTER SPEECH THAN OBAMA and change your world' - is available on iTunes and Amazon NOW!

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