Why Are Obama’s Speeches So Compelling?

We have been talking about definitions and labels and how those terms affect our political process. Recently, I was listening to a program where the term “populism” was used. That put a burr under my proverbial saddle, so I started googling and looking in the dictionary for that term and others like them to research their official meaning. I want to present those next week. For now, I want to keep my promise from last week and analyze why Senator Obama’s speeches are so compelling.

The short answer is because of three aspects of his structure. These aspects are straight out of Selling 101. They are not manipulative. They are in keeping with the Platinum Rule of Selling—Sell to your customer in the way he or she wants to be sold to.

First, Obama asks legitimate questions and then gives you a compelling and rational answer to that question. Any professional salesperson will tell you that the one asking the questions is the one in charge of the conversation. For example, he asks (and answers) the question of why he is running now instead of later.

Second, he gives you the steering marks/limits he will use to govern. Most candidates will state their program targets, i.e. elect me and I will do such and so. Their approach leaves them vulnerable to criticism that their target will be missed and a negative result will be had. Instead, you can relate what Obama does to a metaphor of marker buoys at a harbor entrance or along a river. The person piloting a watercraft knows they will be OK so long as they stay to the right of the left buoy and to the left of the right buoy. Obama often allows for that kind of variance in his own proposals. For example, he states his belief in testing for educational progress, but doesn’t think you just teach the test. Obama says he also believes you must teach students to apply their skills through music, literature, science fairs, etc.

Third, why do negative ads not seem to affect his popularity? Once again, it’s because of the structure of his speeches. One of the key teachings of Tom Hopkins and other sales trainers is this. If you know you’re going to get an objection to your product, then bring it up yourself and deal with it in the most positive light possible. This approach enables Obama to promote himself without attacking his opponent. What that means is when voters hear a negative ad it bounces right off because they have already been inoculated against it. In Ohio and Texas last week, new objections came out that he lacked the time to address before the vote. Wyoming shows he is back on his game and according to CNN Obama has a double digit lead in opinion polls in Mississippi.

None of this is manipulative or deceptive. It’s basic blocking and tackling. Winning is a matter of executing your way of doing things better than the other team. That applies to business, cooking, politics and a host of other things. If you’re opposed to Obama as a candidate, then you now know some of the methodology you will have to counter. If you’re the supporter of a candidate, then you might consider advising them to adopt some of these techniques. They obviously work.

See David Cay Johnston on CSPAN2

I consider my book to be an easily readable summary of some of the issues facing our country and what to do about them. If you want a detailed analysis of some of those issues, then I have books I recommend to you.

One of the prime reasons I was motivated to write my book was the fiscal mismanagement of government. The writer I recommend for transforming the highly complicated issues of taxation and government spending into very readable and understandable books is David Cay Johnston.

I strongly recommend you read his latest book: Free Lunch: How the Wealthiest Americans Enrich Themselves at Government Expense (And Stick You with the Bill).

If you don’t have time to read it or you just need convincing that you should buy it, then watch him being interviewed on CSPAN2. Warning: If you have high blood pressure already, then have your medicine on hand. You’re going to need it.

Here’s a link to watch the program via the web.

http://www.booktv.org/program.aspx?ProgramId=9070&SectionName=After%20Words&PlayMedia=Yes

If you want to order the book for yourself, then here’s another link for you to use.

http://www.kindredmindsent.com/Resources/index.asp

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