Breaking the Mold: Candidates Who Connect

 

Dear Friends,  

 

It was now the turn of the 10th candidate to speak that day. Unimaginatively, she began as most do, “My name is Jane Doe and I’m running for Assembly District 1,000.” Why don’t they try something different to stand out from the crowd? They don’t understand that no one is listening to their first words. People are programmed to tune out the first words of speakers because they are so often unnecessary pleasantries or, in this instance, not of interest to the listener. Their campaign team insists, “Begin with your name and what seat you’re running for and repeat it often.” They don’t realize, and are seldom open to the fact, that if you concentrate on connecting with your audience, they’ll make sure they know and remember your name and seat. If you don’t connect with them, you can repeat that information 100 times and they won’t remember.

 

We suffered through endless presentations like this over the past year. If you are committed to or thinking of running for office during the next election cycle, please consider putting time and effort into how you share your message. You’re branding yourself every time you speak. This is true even if you aren’t running for office; you need to get the attention of the audience if you want them to hear you from the beginning.

 

What if the first words you say are, “Before we began, I heard several of you say that school safety needs to be made an immediate priority or you’ll take your child out of the public school system. I couldn’t agree more and that’s why I will do everything I can, with your support, to get my 3-step Stop Senseless Shootings bill into law as my first priority as your assemblywoman.” Then you continue, “I’m Jane Doe and I’m running for Assembly District 1,000! The bill simply states there will be security inside and outside each school during school hours, plus an hour before and after; the number of officers will depend on the school size; dogs trained to sniff out guns and ammunition will be part of the security team; and, finally, an aggressive anti-bullying program will be mandatory in every school. Remember, I’m Jane Doe, and I am asking for your support in Assembly District 1,000. Together, we can protect the children.”

 

Do you see the difference? The candidate lets the audience know she was connected to conversations with others before speaking. She listened. She’s going to do something about their concerns because she cares. She gave quick but precise details of her plan, not meaningless statements that sound like every other candidate, such as, “I’m going to improve our education.” When you feel you know what the person stands for and that they cared enough about your time and your vote to put some thought into what they said, you feel connected. It only took one minute to get all that in, so it fits into even the shortest of “Candidates’ Day” events.

 

If you say your name and what you’re running for 3 times and no one comes up to you afterwards, consider getting a new campaign manager! If you have a compelling opening before you share your name and the seat, watch the line form asking for your card, telling you how much they agreed with you, and declaring you have their vote. You can take the easy way and be like everyone else or you can invest a little time and thought, connect with the audience, and win supporters. It’s up to you. Your campaign manager isn’t your boss; your campaign manager is an advisor, a guide. You are the one who lives with the consequences, so it’s always up to you. Always.

 

With gratitude,

Amy

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Amy Ayoub

President, The Zen Speaker