The Voice of the People
Great writers all have what critics call Voice. In their writings there are characteristics that are undeniably no one else.
Groups of people present a similar phenomenon. Things can be said in unique ways to approach any idea you want to present to them. Copywriters know this. They imbibe the rich flavor of words bent just right to convince and persuade. They use the phrases that are natural to the audience to bring that tribe into the fold.
Speakers, too, can work this magic. The words of one who understands the cadence, the rhythm and the nuances of his/her audience can weave a palpable spell. He or she knows they are not looking for originality. What is sought is not a new idea but rather substantiation of conclusions reached earlier. Folks are interested in a familiar conversation more than a fancy commercial.
Emotion overpowers Logic
The single thing that grabs people’s attention is emotion.
- Martin Luther King said, “I have a dream…”
- Ronald Reagan said: " All great change in America begins at the dinner table."
- Hitler said, “I use emotion for the many and reserve reason for the few.
Those three men had tremendous impact on humankind. Hitler is responsible for one of the most devastating wars of all time. Reagan gave the conservative movement a beginning in the USA although he was more of a pragmatist than the current administration would agree with, particularly regarding human rights and immigration.
Martin Luther King filled the mall in Washington and spoke of his hopes for the country he loved.
None of them were overcome with the idea of presenting research or statistics or logic trains to convince us to look at their ideas. They went with visually powerful, emotionally laced concrete examples to get us to agree.
Sunlight in the shadows.
There is a reason we have our current president in the USA. He, and his supporters brought sunlight into the shadows. Frankly emotional stands allowed others that felt, thought and believed the same way to openly say what they held to be the truth for the first time in a long while. It gave them a chance to pull beliefs that had been “under wraps” into the open. They could now vent without fear of being put upon. They found others that were of the same mind.
Their leader gave them a slogan that went straight to the views they held, the ones that they believed were being overlooked and dismissed.
Meanwhile, the opposition, ever divided into smaller and smaller groups bent on getting their way for a single issue, tried to logic the masses into submission.
It didn’t work.
It doesn’t stand a chance.
Issue slogans suck.
Here are the slogans the past three Presidential winners used:
· Make America Great Again The current Whitehouse resident
· Forward Barack Obama 2012
· Hope Barack Obama 2008
· A Safer World and a More Hopeful America George W. Bush 2004
· Compassionate Conservatism George W. Bush 2000
Someone did their homework
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Reagan’s slogan in 1980 was: Let’s make America Great again. In 1936 the words that elected Franklin Roosevelt were: Forward with Roosevelt. The single word Hope was used by Obama to follow on Bush’s More Hopeful America. And the current president has been known to speak of Compassionate Conservatism.
It’s too late.
It is too late for the Democratic party to find a singular slogan or Brand for the 2018 mid-term elections. But if they can get out of their heads and into their guts between now and 2020 we may see a real battle for the voice of the people. If not, pray for an unknown to explode on the scene like Barack did.
I’d like all Americans to be heard and once again find compromise instead of polarity.
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.
Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.comDIY Training: www.ingomu.com
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Comments
Jerry Fletcher
5 years ago #12
Jerry Fletcher
5 years ago #11
Jennifer, don't think that I support "Agent Orange." I'm reporting what happened and not making an editorial comment. For the roughly 30 percent of the population in the president's base, it was transformational to have someone speak the thoughts they had been afraid to share except with a small group of very close friends. The problem as I have come to see it is that the other side, at least 60% of the population gets all wrapped around one of 5 or 6 issues and loses sight of the big picture. The conservatives have built everything on "Family Values" and through clever word selection manage to isolate their opposition and reinforce their single issue blinders. And so it goes.
Jerry Fletcher
5 years ago #10
Jerry Fletcher
5 years ago #9
Catchy sayings work because we have limited memories. Only when we hook them to emotions do we get action.
Jerry Fletcher
5 years ago #8
Don, the key, in my view, is that even among the Trumpeteers there is some solid idea of the American Dream We need to reach into their hearts so their minds will follow.
Jerry Fletcher
5 years ago #7
Josh, I agree with you. The difficulty I see is that we live in a representative democracy. Individual opinions are just that. In order to get government officials elected a group of them must come together under a singular banner. Too often the left collects around multiple issues and thereby has insufficient numbers for an overall view that can be held by sufficient numbers to win an election.
Jerry Fletcher
5 years ago #6
Thank you Debasish
Jerry Fletcher
5 years ago #5
Paul. When voices that have been muted for years suddenly find the courage to speak to a broader audience it is like lighting up the shadows. It doesn't mean their utterances are accurate but suddenly there is too little shame to go around. the reality is that Agent Orange's support is a sea of white people that see their control of the country they believe to be built on their viewpoint being taken over by the march of other races. They don't believe in what truly has made America great but rather in their control of all aspects. Unfortunately, their beliefs are at odds with the true sunlight America needs. In my view, we need to bring the sun to all the real values of America not just those embraced by the far right.
Ali Anani
5 years ago #4
Pascal Derrien
5 years ago #3
Debasish Majumder
5 years ago #2
Paul Walters
5 years ago #1