President Obama's Speech To Congress And Your Online Business
This is not unique to Obama, but about any US president's
speech to congress uses this technique of persuasion.
You know, along with the big number statistics there is a story
of that soldier, that little girl, that ordinary mother ... and
they are there as "exhibit A" in the chambers the night of the
speech.
Well, it's hard to get people respond to statistics--just cold
numbers. "36,000 killed in Abgatanz ..." Well, ... OK.
But place a mother of one of those killed in the room and the
situation becomes more personal. Now you have people's
attention.
For example, last night in his speech, this is how Obama used
this technique:
I think about Ty'Sheoma Bethea, the young girl from that school
I visited in Dillon, South Carolina, a place where the ceilings
leak, the paint peels off the walls, and they have to stop
teaching six times a day because the train barrels by their
classroom.
She had been told that her school is hopeless. But the other day
after class, she went to the public library and typed up a letter
to the people sitting in this chamber. She even asked her
principal for the money to buy a stamp.
The letter asks us for help and says, "We are just students
trying to become lawyers, doctors, congressmen like yourself, and
one day president, so we can make a change to not just the state
of South Carolina, but also the world. We are not quitters."
That's what she said: "We are not quitters."
These words and these stories tell us something about the spirit
of the people who sent us here. They tell us that, even in the
most trying times, amid the most difficult circumstances, there
is a generosity, a resilience, a decency, and a determination
that perseveres, a willingness to take responsibility for our
future and for posterity.
Sounds a lot more convincing than "4 million inner-city kids
don't have proper school buildings"
So what does this have to do with online marketing?
Instead of quoting mere statistics, pick one person's STORY and
use that as support. This would bring your marketing message
home.
It may not win you the presidency, but more sales!
-Ray Edwards
speech to congress uses this technique of persuasion.
You know, along with the big number statistics there is a story
of that soldier, that little girl, that ordinary mother ... and
they are there as "exhibit A" in the chambers the night of the
speech.
Well, it's hard to get people respond to statistics--just cold
numbers. "36,000 killed in Abgatanz ..." Well, ... OK.
But place a mother of one of those killed in the room and the
situation becomes more personal. Now you have people's
attention.
For example, last night in his speech, this is how Obama used
this technique:
I think about Ty'Sheoma Bethea, the young girl from that school
I visited in Dillon, South Carolina, a place where the ceilings
leak, the paint peels off the walls, and they have to stop
teaching six times a day because the train barrels by their
classroom.
She had been told that her school is hopeless. But the other day
after class, she went to the public library and typed up a letter
to the people sitting in this chamber. She even asked her
principal for the money to buy a stamp.
The letter asks us for help and says, "We are just students
trying to become lawyers, doctors, congressmen like yourself, and
one day president, so we can make a change to not just the state
of South Carolina, but also the world. We are not quitters."
That's what she said: "We are not quitters."
These words and these stories tell us something about the spirit
of the people who sent us here. They tell us that, even in the
most trying times, amid the most difficult circumstances, there
is a generosity, a resilience, a decency, and a determination
that perseveres, a willingness to take responsibility for our
future and for posterity.
Sounds a lot more convincing than "4 million inner-city kids
don't have proper school buildings"
So what does this have to do with online marketing?
Instead of quoting mere statistics, pick one person's STORY and
use that as support. This would bring your marketing message
home.
It may not win you the presidency, but more sales!
-Ray Edwards
"It's easier to fool people than to convince them that they have been fooled. -- Mark Twain
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