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