The Copywriting of Politics ...
the political conventions in the U. S. but the speeches are
really sale letters open to critiques and analysis.
At least that's the way I analyze them and the news
commentary on each speech is a great lesson as well.
Since we are talking about persuasion it's no surprise that
the speech writers have to consider the same elements
which a copywriter has to include in a sales letter.
One of he most common elements is the "I'm just like
you" element. Each candidate is trying to appear
as much like the electorate as possible. Trying to say
I understand how you feel and I have the solution.
Of course we have a litany of "testimonials" and proof
elements and "calls to action".
Another important skill common to political speeches and
copywriting is the ability to make the complex easy. Take
complex issues and 'put them in a nutshell' so the ordinary
person can understand. (Serves as a headline skill as well.)
The power of the story also comes to light here. If you
have a powerful story (emotional appeal) the facts
become secondary.
Maybe you can add your own lessons without making this
thread political.
-Ray Edwards
Direct Response Copywriting