That is the only way we can turn our progressive platform into real change for America. We live in a world of distraction. People retain very little, so get your message out fast. You want a sound bite that will capture the attention of potential voters. Keep your statement short and connected to a core theme. Then weave that theme through four to five key messages to take your audience on a memorable journey. Remember to welcome your audience and thank them for turning up. Get your timing right.
Only tell a joke if you know everyone listening will get it, as no one likes being left out. And some events will be inappropriate for jokes. The hard part is empathising with the concerns of potential voters while commanding authority.
Remember to smile, and not just for the cameras. But also remember that some people view a show of emotion as a strength; others view it as a weakness.
Exude confidence to assure them that you can lead and make decisions that deliver tangible benefits for them. People may say they want to vote for someone they can talk to when what they really want is someone who can solve problems and make tough calls in any situation. So, above all, show your audience that you can do the job.
At the Republican National Convention, Donald Trump put his key message first and then tried to achieve a balance between warmth and authority. Together, we will lead our party back to the White House, and we will lead our country back to safety, prosperity, and peace. We will be a country of generosity and warmth. But we will also be a country of law and order. Your speech may start on the page, but you deliver it orally.
Write as you will speak. The audience will know immediately. Only ask a question if you already know the answer. Use the problem—solution format throughout your speech. State the problem and provide an achievable solution. Make your messages unambigous and clear.
See how your audience reacts, and respond accordingly. After all, you want their next step to be to vote for you. Layer each message to build momentum to your final point. Make that point important enough that the audience will want to discuss it. This is another appropriate place for a sound bite. US President Barack Obama uses repetitive phrases. This shows he understands the concerns of the people — that he is one of them.
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