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Speech Writing Secrets Of President Bill Clinton
Public speaking can be a powerful way to build a business. It can help raise your business profile, generate new leads and generate more profits. But public speaking can be overwhelming and overwhelming for beginners. Writing a speech can be a big challenge, especially for technical writers.
We can all learn from watching professional speakers.
I fulfilled a long-held desire to hear Bill Clinton – in Perth on Saturday 23rd February 2002. What an event!
My motivation? Anyone making $300,000 for a 50 minute keynote presentation must be a genius. As a professional speaker, I want to see Clinton in action. I want to hear not only what he said, but how he said it.
Here is my analysis of what I learned from listening to Bill Clinton live and noting how he presented. You should be able to adapt some of these ideas to fit your situation.
1. The marketing strategy
In previous years there was a lot of advertising where the audience could see speakers like former Soviet leader Gorbachov and others. Their business style was very business oriented with a huge marketing budget. Clinton’s event had a more humanitarian angle with money raised for a good cause, namely sick children through The Princess Margaret Hospital for Children Foundation. This is a better match for Clinton’s core values of community building and empathy for the concerns of ordinary people. Marketing campaigns relied heavily on positive media coverage to raise awareness of the event.
2. An unforgettable entrance
Clinton’s entrance into the ballroom was brilliant on stage. Everyone was asked to stand and then he went into his room to present his theme for the US Presidential election ‘Happy Days Are Here Again’. The feeling in the room was electric and it made the hair on my neck stand up!
3. Personal presentation
Her outfit and presentation were absolutely flawless. (Perhaps the $500 haircut helps.) Several women at my table commented that Clinton looked much better than on TV.
4. The power of presence
There was controversy about being in the same room as President Clinton. His body language, smile and confident hand movements exuded charisma. It reminded me of a science experiment in high school when you’re soldering iron
white paper covering a strong magnet. People were attracted to Clinton like placing metal to a strong magnetic field.
Alan Jones was the MC and the warm-up included a short film taking a light look at Clinton’s last days in office. The show included Clinton washing the president’s car, cutting fences and playing switchboard operator in the Oval Office. A key scene at the press conference showed Clinton waking up a single reporter who was sleeping.
A good introduction helped build empathy and highlight that Clinton’s life was not a plain walk. The death of his father when he was young, his mother was a nurse’s aide and he was born in Hope, a town of 10,000 people, helped establish his success and achievements in the field.
7. Based on the concept of destiny
A strong personal brand is built on history. The story of Clinton meeting President Kennedy while at a young leadership camp was used to great effect. Not only was it mentioned in the introduction, but the famous image of Clinton shaking hands with JFK was also used in marketing materials. Other branding shots included an intimate moment with Hilary, a photo of her playing the saxophone, a photo of her jogging, one with Chelsea and one of Clinton standing in line with 3 former presidents. They all helped define Clinton the man.
8. Customize the message
Clinton’s speech in Perth was edited to include stories related to the Perth market, including his recollection of Perth turning on its lights at night for the re-entry of the US space mission and expressing comments on the former US president’s career as a mining engineer in Kalgoorlie.
9. Use humor
Clinton had a great line about how she helped past presidents deal with the media in difficult situations.
10. Unforgettable liner using contrast
It can be very effective. Discussing possible solutions to the fight against terrorism, Clinton said “most of the important things in life are simple”.
Clinton used this proven speechwriting technique to great effect.
12. Use metaphors
Clinton used the metaphor of the gap between the creation of the club and the shield to describe the current situation in the war on terror. He said “this loophole needs to be closed”. Metaphors can convey more intangible ideas to the audience.
13. Increase audience empathy
Clinton talked about how she was living in Australia in Port Douglas on September 11 and how her daughter Chelsea was living in downtown New York. She connected with every parent in the room when she talked about how she felt after being unable to contact her daughter for three hours that day.
14. Call to action
The purpose of the event was to raise money for the children’s hospital. Clinton’s last words were “I want to help you”. Simple, direct and powerful.
I hope you enjoyed this review. I certainly learned a lot from seeing one of the world’s great communicators in action.
Regardless of your personal opinion of Clinton … her personal enthusiasm, her ability to connect with an audience and her presentation skills are outstanding.
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