| THE LITTLE-KNOWN SPEECHWRITING SECRETS | | | | you use this technique for your next speech?5. |
| THAT WON GEORGE W. BUSH THE US | | | | Relentless DisciplineBush ran a tight, disciplined |
| ELECTIONHe's been accused of "mangling the | | | | campaign and his speeches never wavered or |
| language, destroying its meaning by avoiding the use | | | | wandered from their key message.Even in the glory |
| of verbs, twisting nouns into verbs, and endlessly | | | | of his win, he was focused:"Our military has brought |
| repeating phrases until they become zombified" | | | | justice to the enemy and honor to America.Our |
| (Source:'Bush and Blair accused of mangling English' by | | | | nation has defended itself and served the freedom |
| Kate Kelland, uk, Mon 15 November, 2004 12:50).But | | | | of all mankind."6. Family ValuesBush campaigned on |
| despite this George W. Bush has become the first | | | | family values - a common theme in both the US and |
| Republican president to win re-election since Ronald | | | | Australian elections.In his acceptance speech this is |
| Reagan in 1984.And he's been able to motivate the | | | | how he articulated these values:"There are many |
| US public to vote in record numbers.In a time of | | | | people to thank and my family comes first.Laura is |
| stress and crisis, Bush was able to connect with the | | | | the love of my life.I'm glad you love her too.I want |
| masses.Bush - who according to language experts | | | | to thank our daughters who joined their dad for his |
| once famously used the word "misunderestimate", | | | | last campaign.I appreciate the hard work of my sister |
| romped home with a record majority receiving 3.5 | | | | and brothers.I especially want to thank my parents |
| million more votes than John Kerry.Why did Bush win | | | | for their loving support."7. Shared Set of ValuesBush |
| by so much when analysts were predicting one of | | | | was attuned to the values of the heartland of |
| the closest elections in years?Well, the shocking truth | | | | America, "that heartland is spiritually and |
| is that Bush and his advisers are masters of | | | | geographically the Mid West, a place of small town, |
| modern-day speechwriting.What would you do if you | | | | conservative family values," according to Tom |
| had this skill to move and motivate others?Well, here | | | | Carver, the BBC's correspondent in |
| are the little-known speechwriting secrets of how | | | | Washington.Carver adds "Bill Clinton was a fair |
| George W. Bush won the US election?Because they | | | | reflection of the laissez-faire mood of the confident, |
| are universal principles, you can apply these to your | | | | prosperous 90s. And President Bush is a mirror to the |
| own career and personal situation:1. Strong | | | | darker, more nervous post-9/11 America."For Bill |
| Self-BeliefBush has always had a strong sense of | | | | Clinton's 14 Speechwriting Secrets read my new |
| purpose to "build a safer world" and to make a | | | | book 'Understanding Influence for Leaders at All |
| difference. He is unswerving in his belief and mission | | | | Levels' to be released by McGraw-Hill in February |
| to achieve this.One of the most memorable lines in | | | | 2005.8. Staying on MessageIn the US, news is about |
| his acceptance speech summarises his own | | | | emotion and is more orientated towards |
| home-grown optimism and sense of destiny."There is | | | | entertainment than just the facts.Bush knew this and |
| an old saying, "Do not pray for tasks equal to your | | | | while he may not have the charisma of Clinton and |
| powers; pray for powers equal to your tasks."What | | | | his aversion to media conferences is well-known, his |
| is your passion and purpose in life?2. Certainty in an | | | | media performance during the election was one of |
| Age of UncertaintyIn times of fear and uncertainty, | | | | his best.Again, Carver from the BBC provides a great |
| sitting politicians have a greater chance of being | | | | example of the legendary Bush media-savvy |
| re-elected.Bush reinforced this message in all his | | | | skills:"There was a telling moment in his press |
| speeches.For example: "To make this nation stronger | | | | conference ... when he was asked about the "big |
| and better, I will need your support and I will work | | | | business" image that he and his party have. He |
| to earn it. I will do all I can do to deserve your | | | | completely ignored the question and talked instead |
| trust."Trust was Bush's central campaign message to | | | | about small businesses and how they are the engine |
| overcome people's anxiety about the future.What is | | | | of growth in the economy. He doesn't even allow the |
| your central theme for your next speech?3. Visual | | | | phrase "big business" to pass his lips."9. Ability to |
| ImageryVisual imagery is just as important as words | | | | Read, Reflect and Relate to Issues of |
| in a speech, especially for people who take in | | | | ConcernAnalysts predicted the US election would be |
| information through visual rather than auditory | | | | a referendum on the war against Iraq.How wrong |
| channels.Here are some clever ways Bush and his | | | | they were. The big issues for voters were about |
| team maximised positive visual images in an election | | | | patriotism, and in particular, who do the American |
| that was staged for television.Pictures of his family, | | | | people trust on:i) Moral grounds, ii) The economy, iii) |
| including that wonderful election night shot of George | | | | Terrorism, and lastly iv) The War on Iraq.Bush won |
| W relaxing in the White House with three generations | | | | the moral argument in a landslide and again played |
| of the Bush family, including his daughter, father and | | | | this card in his acceptance speech:"America has |
| mother. (PS - only mothers with sons could | | | | spoken, and I'm humbled by the trust and the |
| appreciate that proud look on Barbara Bush's face as | | | | confidence of my fellow citizens.With that trust |
| she looked over to George W)He also used his | | | | comes a duty to serve all Americans. And I will do |
| tangible evidence of power such as alighting from the | | | | my best to fulfill that duty every day as your |
| Presidential helicopter and plane to reinforce the trust | | | | president."How can you relate to the issues and |
| and security message.The American flag he wore on | | | | concerns of your audience?10. A Great Call to ActionI |
| his lapel helped reinforce patriotism, as did his red tie | | | | believe the purpose of every speech should be to |
| when out on the election stump.Interestingly, Bush | | | | make a difference and move people to action.For |
| wore a blue tie for his acceptance speech. This was | | | | Bush it was for people to trust him and win their |
| subtle and sent the message "I'm in a different phase | | | | vote.The "who do you trust theme" worked well for |
| now, I've won the battle and its time to move | | | | Bush and won him the election.In his closer to his |
| on".What non-verbal signal does your appearance | | | | acceptance speech, Bush articulates this trust issue |
| send to your audience?4. The Bush Personal | | | | well with a clear and strong call to action:"The |
| BrandThe Bush personal brand is very interesting. Of | | | | campaign has ended, and the United States of |
| course it is built on stories and everyone knows the | | | | America goes forward with confidence and faith.I see |
| story of the hard drinking, hard working Texan | | | | a great day coming for our country and I am eager |
| wildcat oil investor who at 40 years of age gave up | | | | for the work ahead."What is the 'call to action' for |
| drinking, found God and committed himself to public | | | | your next speech?© 2004 8M Media & |
| office.In his acceptance speech, Bush reinforced this | | | | Communications Thomas Murrell. All rights reserved |
| personal story and his special relationship with the | | | | worldwide.Thomas Murrell MBA CSP is an international |
| people of Texas where his political career started."On | | | | business speaker, consultant and award-winning |
| the open plains of Texas, I first learned the character | | | | broadcaster. Media Motivators is his regular electronic |
| of our country: sturdy and honest, and as hopeful as | | | | magazine read by 7,000 professionals in 15 different |
| the break of day.I will always be grateful to the good | | | | countries.You can subscribe by visiting Thomas can |
| people of my state. And whatever the road that lies | | | | be contacted directly at +6189388 6888 and is |
| ahead, that road will take me home."Notice the visual | | | | available to speak to your conference, seminar or |
| imagery he uses to paint a picture of Texas and the | | | | event. |
| warm feelings of home in middle-America.How can | | | | |