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Cometh the hour

Posted by Andrew Cooper on September 29, 2008

An imaginary President

An imaginary President

I’ve just been watching Obama addressing a crowd live in the US following the House of Representatives’ rejection of Bush’s Wall Street bail-out plan. 

He was doing a good job, but he could have done better. He persists in using long words like ‘philosophy’ which, to my mind, is a bad idea when you’re addressing people in the Flyover States whose votes you need. He must have said it five times.

Jed Bartlet would never make that mistake. If only Jed, Josh, Toby, CJ and the rest were actually in the White House. Bartlet was a Nobel laureate in economics, no less.  He would have known exactly what to do. And he also had the common touch. He knew that when the President addressed the nation he needed to imagine that he was sitting in a bar with Homer Simpson and his chums, explaining how to put the world to rights.

A typical American voter

A typical American voter

Obama also needs to tell some stories and to use analogies that people will understand. My infants/teacher/delicious sweets story, for example (see below) to illustrate how the current US administration left Wall Street to regulate itself.  

So, stories and simple words.  Verbs optional.  Varied sentence length.  And, usually, one idea per sentence.  Plus idioms: words they use, not words you use.  ‘Big Idea’ not ‘philosophy’: ‘Bush’s big idea was to let Wall Street run itself.  That was it. That was his big idea.’

Words are powerful, but the gaps in between and pacing are just as important.  Long gaps, sometimes.  Listen to Churchill who not only used pauses to great effect but also used some very long sentences, almost stories in themselves, broken up by dramatic pauses.  The gaps are needed to let it sink in and, vitally, to let them complete your thoughts for you.  It’s in their heads that this is lost or won, not yours.  Everything Is Psychology.

He knows all this really, but in the heat of the moment he forgets it.  So if Senator Obama would like to hire me to join his team I’m available at very reasonable rates. Certainly less than the $2,000,000 that McCain’s top advisor was paid to ‘help financial giants avoid regulations‘. Contact details are in the left side bar when you’re ready, Senator.

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