How to Attract New Business Like George W Bush Wins Elections

THE LITTLE-KNOWN SPEECHWRITING SECRETS THAT WON GEORGE W BUSH THE US ELECTION nBy Thomas Murrell, MBA CSP, International Business Speaker nnHe's been accused of "mangling the language, destroying its meaning by avoiding the use of verbs, twisting nouns into verbs, and endlessly repeating phrases until they become zombified" (Source:'Bush and Blair accused of mangling English' by Kate Kelland, Reuters.com.uk, Mon 15 November, 2004 12:50). nnBut despite this George W Bush has become the first Republican president to win re-election since Ronald Reagan in 1984. nnAnd he's been able to motivate the US public to vote in record numbers. nnIn a time of stress and crisis, Bush was able to connect with the masses. nnBush – who according to language experts once famously used the word "misunderestimate", romped home with a record majority receiving 3.5 million more votes than Kerry. nnWhy did Bush win by so much when analysts were predicting one of the closest elections in years? nnWell, the shocking truth is that Bush and his advisers are masters of modern-day speechwriting. nnWhat would you do if you had this skill to move and motivate others? nnWell, here are the little-known speechwriting secrets of how George W Bush won the US election? nnBecause they are universal principles, you can apply these to your own career and personal situation: nn1. Strong Self-Belief nnBush has always had a strong sense of purpose to "build a safer world" and to make a difference. He is unswerving in his belief and mission to achieve this. nnOne of the most memorable lines in his acceptance speech summarises his own home-grown optimism and sense of destiny. nn"There is an old saying, "Do not pray for tasks equal to your powers; pray for powers equal to your tasks." nnWhat is your passion and purpose in life? nn2. Certainty in an Age of Uncertainty nnIn times of fear and uncertainty, sitting politicians have a greater chance of being re-elected. nnBush reinforced this message in all his speeches. nnFor example: "To make this nation stronger and better, I will need your support and I will work to earn it. I will do all I can do to deserve your trust." nnTrust was Bush's central campaign message to overcome people's anxiety about the future. nnWhat is your central theme for your next speech? nn3. Visual Imagery nnVisual imagery is just as important as words in a speech, especially for people who take in information through visual rather than auditory channels. nnHere are some clever ways Bush and his team maximised positive visual images in an election that was staged for television. nnPictures of his family, including that wonderful election night shot of George W relaxing in the White House with three generations of the Bush family, including his daughter, father and mother. (PS - only mothers with sons could appreciate that proud look on Barbara Bush's face as she looked over to George W) nnHe also used his tangible evidence of power such as alighting from the Presidential helicopter and plane to reinforce the trust and security message. nnThe American flag he wore on his lapel helped reinforce patriotism, as did his red tie when out on the election stump. nnInterestingly, Bush wore a blue tie for his acceptance speech. This was subtle and sent the message "I'm in a different phase now, I've won the battle and its time to move on". nnWhat non-verbal signal does your appearance send to your audience? nn4. The Bush Personal Brand nnThe Bush personal brand is very interesting. Of course it is built on stories and everyone knows the story of the hard drinking, hard working Texan wildcat oil investor who at 40 years of age gave up drinking, found God and committed himself to public office. nnIn his acceptance speech, Bush reinforced this personal story and his special relationship with the people of Texas where his political career started. nn"On the open plains of Texas, I first learned the character of our country: sturdy and honest, and as hopeful as the break of day. nnI will always be grateful to the good people of my state. And whatever the road that lies ahead, that road will take me home." nnNotice the visual imagery he uses to paint a picture of Texas and the warm feelings of home in middle-America. nnHow can you use this technique for your next speech? nn5. Relentless Discipline nnBush ran a tight, disciplined campaign and his speeches never wavered or wandered from their key message. nnEven in the glory of his win, he was focused: nn"Our military has brought justice to the enemy and honor to America. nnOur nation has defended itself and served the freedom of all mankind." nn6. Family Values nnBush campaigned on family values - a common theme in both the US and Australian elections. nnIn his acceptance speech this is how he articulated these values: nn"There are many people to thank and my family comes first. nnLaura is the love of my life. nnI'm glad you love her too. nnI want to thank our daughters who joined their dad for his last campaign. nnI appreciate the hard work of my sister and brothers. nnI especially want to thank my parents for their loving support." nn7. Shared Set of Values nnBush was attuned to the values of the heartland of America, "that heartland is spiritually and geographically the Mid West, a place of small town, conservative family values," according to Tom Carver, the BBC's correspondent in Washington. nnCarver adds "Bill Clinton was a fair reflection of the laissez-faire mood of the confident, prosperous 90s. And President Bush is a mirror to the darker, more nervous post-9/11 America." nnFor Bill Clinton's 14 Speechwriting Secrets read my new book 'Understanding Influence for Leaders at All Levels' to be released by McGraw-Hill in February 2005. nn8. Staying on Message nnIn the US, news is about emotion and is more orientated towards entertainment than just the facts. nnBush knew this and while he may not have the charisma of Clinton and his aversion to media conferences is well-known, his media performance during the election was one of his best. nnAgain, Carver from the BBC provides a great example of the legendary Bush media-savvy skills: nn"There was a telling moment in his press conference ... when he was asked about the "big business" image that he and his party have. He completely ignored the question and talked instead about small businesses and how they are the engine of growth in the economy. He doesn't even allow the phrase "big business" to pass his lips." nnWant to know how to do this? I have two places available for my next seminar. Book now nn9. Ability to Read, Reflect and Relate to Issues of Concern nnAnalysts predicted the US election would be a referendum on the war against Iraq. nnHow wrong they were. The big issues for voters were about patriotism, and in particular, who do the American people trust on: nni) Moral grounds, ii) The economy, iii) Terrorism, and lastly iv) The War on Iraq. nnBush won the moral argument in a landslide and again played this card in his acceptance speech: nn"America has spoken, and I'm humbled by the trust and the confidence of my fellow citizens. nnWith that trust comes a duty to serve all Americans. And I will do my best to fulfill that duty every day as your president." nnHow can you relate to the issues and concerns of your audience? nn10. A Great Call to Action nnI believe the purpose of every speech should be to make a difference and move people to action. nnFor Bush it was for people to trust him and win their vote. nnThe "who do you trust theme" worked well for Bush and won him the election. nnIn his closer to his acceptance speech, Bush articulates this trust issue well with a clear and strong call to action: nn"The campaign has ended, and the United States of America goes forward with confidence and faith. nnI see a great day coming for our country and I am eager for the work ahead." nnWhat is the 'call to action' for your next speech? nnThomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at www.8mmedia.blogspot.comnn© 2004 Thomas Murrell 8M Media & Communications. All rights reserved worldwide.