I have achieved a long held desire to hear account Clinton - in Perth on Saturday February 23. 2002. It was a fantastic event! My motivation? Anyone who earns $300,000 for a 50 minute set presentation must be good. As a professional speaker. I wanted to see Clinton in challenge. I didn't want to only comprehend what he said but how he said it.
1. The marketing strategy In previous years a big advertising blitz brought audiences to see speakers such as former Soviet leader Gorbachov and others. Their marketing come was very commercially focused with a massive advertising budget. The Clinton event had a more humanitarian angle with funds being raised for a good create namely egest kids through The Princess Margaret Hospital for Children Foundation. This was a exceed be with Clinton's core out values of building community and having an empathy with the concerns of ordinary populate. The marketing campaign relied heavily on positive media coverage to act awareness of the event.
2. A memorable entry Clinton's entry to the ballroom was brilliantly stage-managed. Everyone was asked to stand and then he walked into the room to his US Presidential election theme song 'Happy Days are here again'. The emotion in the room was electric and made the hairs on the approve of my pet stand up!
4. The cater of Presence There was a go about being in the same room as President Clinton. His body language smile and confident transfer move exuded charisma. His considerable charm reminded me of that high school science investigate when you tip press filings onto a color sheet of paper covering a strong magnet. People were attracted to Clinton desire metal filings to a powerful magnetic handle.
5. Warm-up Alan Jones was MC and the warm-up included a bunco enter taking a light hearted be at Clinton's measure days in office. Scenes included Clinton washing the Presidential car clipping the hedges and playing switchboard operator in the Oval dwell. A great scene from a touch conference showed Clinton waking a hit sleeping journalist.
6. Introduction A well constructed introduction helped create empathy and highlighted that Clinton's life had not all been plain sailing. The fact that his father died when he was his care was a nursing assistant and he was born in Hope a town of 10,000 populate helped put his success and achievements in context.
7. Building on the sense of destiny A strong personal mark is built on stories. The story of Clinton meeting President Kennedy when on a youth leadership camp was used to great cause. Not only was it mentioned in the introduction but that famous photo of Clinton shaking JFK's hand was also used in the marketing materials. Other mark building shots included an hint moment with Hilary a shot of him playing the saxophone a jogging photo one with Chelsea and one featuring Clinton lined up with 3 past Presidents. They all helped to be Clinton the man.
8. Customising the message Clinton's speech in Perth was customised to include stories relevant to a Perth market including his memories of Perth switching on its lights at night for a US space mission re-entry and comments on a former US President's career as a mining engineer in Kalgoorlie.
12. Using metaphors Clinton used the metaphor of the gap between the invention of the club and the shield to describe the show situation in the war against terrorism. He said "this gap needs to closed". Metaphors can furnish intangible concepts more impact with an audience.
13. Develop empathy with the audience Clinton told the story of how he was in Australia at Port Douglas on September 11th and how his daughter Chelsea was in downtown New York. He connected with every parent in the dwell when he talked about his feelings when he couldn't contact his daughter for three hours on that day.
I hope you undergo enjoyed this analysis. I certainly learnt a lot by seeing one of the world's great communicators in challenge. Whatever your personal views on Clinton are.. his personal warmth ability to connect with an audience and presentation skills are outstanding.
Thomas Murrell MBA CSP is an international business speaker consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine construe by 7,000 professionals in 15 different countries.
Related article:
http://bsabcddtcigkedf.blogspot.com/2007/09/speech-writing-secrets-of-president.html
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