| Speaking in public can be a powerful way to build a | | | | sleeping journalist. |
| business. It can help raise the profile of your business, | | | | 6. Introduction |
| generate new leads and create greater profits. But | | | | A well constructed introduction helped build empathy |
| speaking in public can be nervewracking and seriously | | | | and highlighted that Clinton's life had not all been plain |
| stressful for first timers. Writing a speech can be a | | | | sailing. The fact that his father died when he was |
| major challenge, especially for technical writers. | | | | young, his mother was a nursing assistant and he was |
| We can all learn from watching professional speakers. | | | | born in Hope, a town of 10,000 people, helped put his |
| I have achieved a long held ambition to hear Bill Clinton | | | | success and achievements in context. |
| - in Perth on Saturday February 23, 2002. It was a | | | | 7. Building on the sense of destiny |
| fantastic event! | | | | A strong personal brand is built on stories. The story of |
| My motivation? Anyone who earns $300,000 for a 50 | | | | Clinton meeting President Kennedy when on a youth |
| minute keynote presentation must be good. As a | | | | leadership camp was used to great effect. Not only |
| professional speaker, I wanted to see Clinton in action. I | | | | was it mentioned in the introduction but that famous |
| didn't want to only hear what he said, but how he said | | | | photo of Clinton shaking JFK's hand was also used in |
| it. | | | | the marketing materials. Other brand building shots |
| Here's my analysis of what I learnt from hearing Bill | | | | included an intimate moment with Hilary, a shot of him |
| Clinton in person and noting how he was presented. | | | | playing the saxophone, a jogging photo, one with |
| You should be able to adapt at least some of these | | | | Chelsea and one featuring Clinton lined up with 3 past |
| points to fit your own circumstances. | | | | Presidents. They all helped to define Clinton the man. |
| 1. The marketing strategy | | | | 8. Customising the message |
| In previous years a big advertising blitz brought | | | | Clinton's speech in Perth was customised to include |
| audiences to see speakers such as former Soviet | | | | stories relevant to a Perth market, including his |
| leader Gorbachov and others. Their marketing | | | | memories of Perth switching on its lights at night for a |
| approach was very commercially focused with a | | | | US space mission re-entry and comments on a |
| massive advertising budget. The Clinton event had a | | | | former US President's career as a mining engineer in |
| more humanitarian angle with funds being raised for a | | | | Kalgoorlie. |
| good cause, namely sick kids through The Princess | | | | 9. Using humour |
| Margaret Hospital for Children Foundation. This was a | | | | Clinton had some great lines about how he could have |
| better match with Clinton's core values of building | | | | helped previous Presidents in dealing with the media in |
| community and having an empathy with the concerns | | | | tricky situations. |
| of ordinary people. The marketing campaign relied | | | | 10. Memorable one liners using opposites |
| heavily on positive media coverage to create | | | | This can be very effective. When talking about |
| awareness of the event. | | | | possible solutions to the war against terrorism, Clinton |
| 2. A memorable entry | | | | said "most of the big things in life are simple". |
| Clinton's entry to the ballroom was brilliantly | | | | 11. Repetition |
| stage-managed. Everyone was asked to stand and | | | | Clinton used this proven speechwriting technique to |
| then he walked into the room to his US Presidential | | | | great effect. |
| election theme song 'Happy Days are here again'. The | | | | 12. Using metaphors |
| emotion in the room was electric and made the hairs | | | | Clinton used the metaphor of the gap between the |
| on the back of my neck stand up! | | | | invention of the club and the shield to describe the |
| 3. Personal presentation | | | | present situation in the war against terrorism. He said |
| His dress and presentation was absolutely immaculate. | | | | "this gap needs to closed". Metaphors can give |
| (Maybe the $500 haircuts help.) Many women at my | | | | intangible concepts more impact with an audience. |
| table commented that Clinton was far better looking in | | | | 13. Develop empathy with the audience |
| the flesh than on TV. | | | | Clinton told the story of how he was in Australia at |
| 4. The Power of Presence | | | | Port Douglas on September 11th and how his daughter |
| There was a buzz about being in the same room as | | | | Chelsea was in downtown New York. He connected |
| President Clinton. His body language, smile and | | | | with every parent in the room when he talked about |
| confident hand shake exuded charisma. His | | | | his feelings when he couldn't contact his daughter for |
| considerable charm reminded me of that high school | | | | three hours on that day. |
| science experiment when you tip iron filings ontoa | | | | 14. A call to action |
| white sheet of paper covering a strong magnet. | | | | The aim of the event was to raise money for a |
| People were attracted to Clinton like metal filings to a | | | | Children's hospital. Clinton's final words were "I want |
| powerful magnetic field. | | | | you to help". Simple, direct and powerful. |
| 5. Warm-up | | | | I hope you have enjoyed this analysis. I certainly learnt |
| Alan Jones was MC and the warm-up included a short | | | | a lot by seeing one of the world's great |
| film taking a light hearted look at Clinton's last days in | | | | communicators in action. |
| office. Scenes included Clinton washing the Presidential | | | | Whatever your personal views on Clinton are ... his |
| car, clipping the hedges and playing switchboard | | | | personal warmth, ability to connect with an audience |
| operator in the Oval Room. A great scene from a | | | | and presentation skills are outstanding. |
| press conference showed Clinton waking a single | | | | |