Whether you’re Republican or Democrat, Independent or Apathetic, it’s mostly accepted as fact that President Obama is a remarkable public speaker. In fact, his name became widely known through the success of one speech in particular–– the 2004 Democratic National Convention Keynote Address. Eight years ago, then a senatorial candidate from Illinois, Obama gave a stirring, riveting speech; an unforgettable speech that people continue to refer to today. Using excerpts from the speech, we can discern ways to make our presentations epic through storytelling.
“Tonight is a particular honor for me because — let’s face it — my presence on this stage is pretty unlikely. My father was a foreign student, born and raised in a small village in Kenya. He grew up herding goats, went to school in a tin-roof shack. His father — my grandfather — was a cook, a domestic servant to the British.”
Smartly, Obama begins with his personal story. Right from the start he reveals something about himself to his audience, which allows them the opportunity to connect with him. And luckily for Obama, his story is unique and unexpected, so it’s memorable in and of itself. The audience probably wasn’t expecting to hear how the speaker from Illinois with the big ears’ father is from Kenya. The audience probably wasn’t expecting to hear how Obama’s grandfather was a servant to the British. Obama’s story makes him unique, it makes him unexpected, and thus it makes him memorable. What story can you tell about yourself that does the same for you?
“And fellow Americans, Democrats, Republicans, Independents — I say to you tonight: we have more work to do. More work to do for the workers I met in Galesburg, Ill., who are losing their union jobs at the Maytag plant… More to do for the father that I met who was losing his job and choking back the tears… More to do for the young woman in East St. Louis, and thousands more like her, who has the grades….”
This excerpt demonstrates the powerful techniques used in a typical Obama speech. He is a master at using repetition as well as telling short, powerful stories. Notice the “More to do…” repetition throughout the excerpt. Using the rule of threes, he introduces the “We have more work to do” phrase, and then runs with it, including a highly personal, succinct story after each. Not enough can be said for the power of repetition. It’s memorable, impactful and extremely pleasing to the ears.
“Well, I say to them tonight, there is not a liberal America and a conservative America — there is the United States of America. There is not a Black America and a White America and Latino America and Asian America — there’s the United States of America. … We worship an awesome God in the Blue States, and we don’t like federal agents poking around in our libraries in the Red States. We coach Little League in the Blue States and yes, we’ve got some gay friends in the Red States. There are patriots who opposed the war in Iraq and there are patriots who supported the war in Iraq.”
Again, as Obama’s speech comes to a close, he employs repetition to lend his words cadence and mellifluousness. There is not… There is… There is not… There is… Such repetition lends power and impact to his words. Don’t overlook the ease with which people quote things that are embedded in repetition; such structure makes for great quote-ability. Obama also does well to organize this particular excerpt between extremes, between supposed opposites: Red States and Blue States. In pointing out their differences, Obama is really showing how similar they are. Surely there are people in the Blue States who have gay friends, and surely there are people in the Red States that coach Little League. And above all, notice that the examples Obama uses are really just short stories.
Take a page from President Obama next time you’re preparing to give a presentation. Be epic in your storytelling, and use repetition to make those stories as powerful as possible.
You can watch the entire speech here.
