Obama’s “State of the Union Speech” did not describe the state of the United States. Instead, like most presidents before him, he used the speech to outline a long list of his favorite proposals, programs and projects. And although I felt it was a very moving speech, history suggests that it (like most others) will move few.
Why is that? Are there any communication lessons from failed (and successful) political speeches? Here are four simple communication tactics I have learned from my many years of listening to speeches, giving them, and teaching. Adapt them to suit your numerous communication opportunities (speeches, meetings, coaching sessions, mentoring conversations, and discussions with loved ones…).
1. Know your audience. A journey begins on common ground. You earn the right to take your audience on a journey by going to them and connecting with them first. Obama did this well by appealing to both congress and the American people.
2. Have a clear vision. The purpose of your speech (or any communication) should be to have the listeners do something after it. Energy directed by a unifying force is close to genius. Before you communicate, answer this simple question, “What do I want them to do after I communicate?” As powerful as Obama’s speech was, I think he mentioned too many actions. The fundamental few became lost among the meaningless many. If everything is important, nothing is strategic.
3. Engage them with stories. People buy on emotion and justify with logic. If your aim is to move people from point A to point B, fill your communication with moving stories and anecdotes based on compelling truths and facts. Obama knocked it out of the ballpark on this one.
4. Close with action steps. At the end of your communication, tell people what you will do, what you want them to do, and how you will follow through. I don’t think Obama scored high on this one. However, as my dad used to say, “We’ll see…”
If President Obama had followed all four of these fundamental steps, I believe his “State of the Union Speech” would have been more effective. If you follow them, I know your next ‘communication’ will be.
Keep stretching when you’re pulled,
Dave
Dave Jensen helps leaders manage ambiguity, gain buy-in to any change, improve decision-making, and achieve difficult goals in today’s complex, competitive, and conflicting environment. For a FREE Chapter or to purchase his newly released groundbreaking book that helps executives and managers develop business-boosting skills, The Executive’s Paradox – How to Stretch When You’re Pulled by Opposing Demands, visit http://davejensenonleadership.com/
