How you can use Barack Obama's winning communication techniques:
Analysis of his victory speech
By Tony Biancotti, talkforce communications expert and former political speechwriter
Do you remember where you were when Barack
Obama won the Presidency of the United States of
America? Did you join the tens of millions of people
around the world huddled around radios or
televisions to witness his history-making victory
speech?
talkforce has been carefully studying Obama’s
speaking techniques over the past year and using
him as a powerful example in our communication
workshops on how to connect with and inspire
audiences.
Here we explore how you can use the powerful
techniques from Obama's victory speech.
Strong delivery
The first thing that impresses in an Obama speech is his steady and measured delivery that
exudes confidence and a sense of purpose. His voice is strong and clear. He uses the
power of the pause to draw in the audience and to give them time to absorb important
points. He speaks in short, strong sentences in simple, everyday words.
Inclusive language
Obama connects with his audience by making the speech not just about him, but about
them by harnessing the power of inclusive language – we, our, your and you.
“But above all, I will never forget who this victory truly belongs to – it
belongs to you...
This is your victory.
I know you didn’t do this just to win an election and I know you didn’t
do it for me. You did it because you understand the enormity of the
task that lies ahead.”
….continued
Obama also uses the Rev. Martin Luther King Jr. (MLK) technique of using geographical
place names and images of everyday locations people are familiar with – backyards, living
room and front porches. This relates his message to their world.
"Our campaign was not hatched in the halls of Washington – it began in the backyards of
Des Moines and the living rooms of Concord and the front porches of Charleston.”
Repetition
Just as MLK repeated “I Have a Dream” to great effect, Obama harnesses the power of
repetition.
"If there is anyone out there who still doubts that America is a place where all things are
possible...tonight is your answer.
It’s the answer told by lines that stretched around schools and churches in numbers this
nation has never seen...
It’s the answer spoken by young and old, rich and poor, Democrat and Republican...
It’s the answer that led those who have been told for so long by so many to be cynical, and
fearful, and doubtful of what we can achieve to put their hands on the arc of history and bend
it once more toward the hope of a better day."
Sensory Triggers
Obama has also mastered the MLK technique of using words that trigger sense memories
than make an audience feel his words.
"This sweltering summer of the Negro's legitimate discontent will not pass until there is an
invigorating autumn of freedom and equality."
MLK – I Have a Dream
(Sense: feeling through skin sensations - from feeling hot and uncomfortable from oppressive
heat to feeling cooler and invigorated)
Here are examples of sensory triggers from the victory speech.
"...the not-so-young people who braved the bitter cold and scorching
heat to knock on the doors of perfect strangers."
(the audience can feel the heat and cold, they can hear the knocking on
doors, and sense the feeling of knocking)
….continued
"There are mothers and fathers who will lie awake after their children fall asleep and
wonder how they’ll make the mortgage, or pay their doctor’s bills, or save enough for
college." (The audience knows and can relate to what it feels like to lie awake worrying)
The speech is peppered with tactile references the audience can “feel” - achieving change
through action not just words – putting hands on the arc of history and bending it, knocking
on doors, touching voting screens.
Memorable messages – the sound of
words
In his Super Tuesday Primary victory
speech Obama drew applause with the
memorable lines.
"We are the ones we've been waiting
for. We are the change that we seek."
(He makes the message memorable
through the poetic device of alliteration –
repeating sounds – even ones adds to
the W sounds.
In his Presidential victory speech, Obama builds on the memorable “the change that we
seek” message – once again harnessing the device of alliteration.
"This victory alone is not the change we seek – it is only the chance for us to make that
change."
Strong structure
Obama projects strength through the strong repeated structures of his sentences. See how
the sentences follow parallel structure.
"To those who would tear this world down – we will defeat you.
To those who seek peace and security – we support you."
"America, we have come so far.
We have seen so much.
But there is so much more to do."
….continued
The new puppy
"Sasha and Malia, I love you both so much, and you have earned the new puppy that’s
coming with us to the White House."
How did you react when you heard this line? Did you laugh or smile? This simple line was
scripted into the speech, but was delivered in such a natural way it came across as an offthe-cuff remark.
It connects Obama with the audience through the “he’s one of us” technique. Sure, he’s the
next president, but he’s like us – a parent who loves his children. This line projected a
warmer, more human side. It showed a likeable humour – and it created an impression that
he is a man who keeps the promises he makes.
The illustrative story
Obama connects with the audience by using a memorable
story – reaching the many through the story of one.
"This election had many firsts and many stories that will be
told for generations. But one that’s on my mind tonight is
about a woman who cast her ballot in Atlanta. She’s a lot
like the millions of others who stood in line to make their
voice heard in this election except for one thing – Ann
Nixon Cooper is 106 years old."
Obama then builds to a big finish segueing into his
trademark “Yes We Can” repeated message that the
audience knows well and joins in.
"At a time when women’s voices were silenced and their hopes dismissed, she lived to see
them stand up and speak out and reach for the ballot. Yes we can.
...She was there for the buses in Montgomery, the hoses in Birmingham, a bridge in Selma,
and a preacher from Atlanta who told a people that “We Shall Overcome.” Yes we can.
A man touched down on the moon, a wall came down in Berlin, a world
was connected by our own science and imagination. And this year, in
this election, she touched her finger to a screen, and cast her vote,
because after 106 years in America, through the best of times and the
darkest of hours, she knows how America can change. Yes we can.“
….continued
You can deliver more powerful message too, buy harnessing the power of:
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repetition
the sound of words (devices such as alliteration)
sensory triggers (making the audience feel)
inclusive language
illustrative stories
short, well structured sentences with everyday words people can relate to.
If you would like help in your organisation to maximise the power of your message please
contact us at [email protected] or give us a call on 02 9844 2999