Below are some really interesting points from the BBC Radio 4 Programme Read My Lips, which was about how and why politicians speak as they do. Below are the key seven points discussed.
Society is horizontal not vertical & language needs to capture all people.
Message needs to have enough passion to engage, and short and rhythmic to be remembered message should be a story, with a plot, to hold peoples interest to the end.
Message with repeating words or rhythm should flow like a poem. The sound of words is important and S soft, silly, soapy sounds are safe. L loud, life, liberty, and luxury are liked.
Interviews have replaced speeches as key to communication. Often combative, do your homework & be prepared with facts beware of what you apologise for: in some cases it opens the door to attack. Authentic politicians however can get away with a lot, example Boris Johnson. He can get it wrong, apologise and survive.
In the land of the bland, Johnson, Farage and Brand stand out.
Powerful words in print may not be powerful in delivery. Delivery is key.
Average sound bite is 12 words, some of the best are ad lib People like professionalism, avoid cliche but always better not to be an idiot
What is pleasing about there being seven is that there are also seven ways to influence. This list is useful when thinking about how to persuade.
Do it…
Because you like me, and you’re like me
Do it to reciprocate, repay past or future debt or promise
Do it because everyone else is doing it
This offer is good for a limited time only
Do it to be consistent, with past, with values, with type
You can believe me, I’m an authority
Do it or else
My advice to anyone, based on the above, is…
to think very carefully how you want to influence (List 2) There are pros and cons to each approach dependant on the speaker, audience and context.
to think very carefully how to get your message across (List 1) This does require thought because whilst political speeches may be memorable (sometimes for the wrong reasons) you need to find words that neither teach nor preach.
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Tim HJ Rogers
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