Obama the Orator - "You's" Get Votes

Posted by Vince Poscente on Fri, Sep 07, 2012 @ 11:43 AM

President Barack Obama's speechPresident Obama did something many politicians and speakers tend to forget. It's about the audience - not the speaker.

In Barak Obama's DNC acceptance speech, he turned the tables on language typically used. He could have said... "I did this... I did that... I'm your man" - the entire speech. He didn't.

Instead he frequently brought the audience into the storyline.

Messages along the lines of: You did this. You made that happen. We move forward... were used to generate more engagement.

When he refered to the leader of the Republican party, the President never used names. He stopped using "you" language and went to "me" language. "My oppenent" was repeated a few times. This distances audiences from the subject matter. Whether you're running for political office or your trying to engage a room full of people as a motivational keynote speaker, you run the risk of turning people's attention away when "me" or "my" is used.

President Obama used "I" language in association with leadership messaging throughout his talk. Yet, when it came to communicating his desire to have you decide he's the candidate you should choose, he was back on the "you" train.

When you bring the audience into a story, they feel it's about them. When your audience is transported into an experience, you have a higher degree of impact and influence. Hence, use "you" or "your" language to strengthen your message.

As the 60 days of campaigning proceeds, notice how often the politicians say, I or Me vs You, Your or We. Notice how engaged you are when they speak to you that way. How does it make you feel? What direction does you mind go?

After coaching New York Times bestselling authors, thought leaders, CEOs and politicians on advanced speaking techniques - there is one thing yours truly is sure of. "You" language is the quickest, most effective way to have instant impact and lasting influence.

The "you's" engage hearts and minds. Hearts and minds drive votes.

Let the Oration Games begin.

Tags: Motivational