Barack's Uniqueness, Personal
Attributes and Communicative Abilities
Barack was like no other presidential
candidate that has ran before him. He stood out. He is
African-American. He had little national exposure or political
experience. He had a funny sounding name. His middle name is
Hussein. That is the same name of the past dictator of Iraq. Barack
was the “new kid on the block” that included work as a community
organizer. Few people believed that he had a chance against Senator
Hillary Clinton, John Edwards or other experienced national
politicians. Most thought that it was Hillary's year and she would
be the Democrat to beat. Barack would have to wait his turn. This
was Hillary's year! Barack proven them wrong.
Despite his inexperience, Mr. Obama's
personal attributes prove to be the key ingredient for his campaign
success. He had the charisma, intelligence and discipline that is
rare for young politician. Additionally, his oratory skills were
superior. He stayed on message and addressed controversy with
confidence and eloquence. Barack knew what words to use to convince
citizens to vote for him. His ease and composure during
interviews, debates were surprising. The media often commented on
how “cool”, “calm” and “presidential” Barack was on
television and during his campaign speeches. Interesting though how
few confronted the content and what he was actually saying. He just
“ looked good”. Perhaps, more style than substance but, he
always seem to connect better with the American people than U.S.
Senator John McCain.
Barack had distinct differences from
his opponent, John McCain:
Barack is a product of a white mother and African father,
born in Hawaii and went to school in Indonesia,
graduated from Harvard Law School and President of The Harvard Law Review
community organizer, state senator and law professor and U. S. Senator,
married to his college sweetheart and father to two smart and beautiful daughters.
It was a compelling personal story that
was quite attractive to most Americans. He used it to sell his
message of change. Barack Obama positioned himself as an outsider.
He projected himself as someone who was not connected with Washington
DC and the political class and it worked!
Action:
What makes your company unique? How are you different from your competition? Define your uniqueness. It will separate you and your company from the competitors. Remember, people are bombarded with over 3,000 commercial messages everyday! If you want to attract buyers to you and increase your sales, you must discover how you can be different from others. You must stand out.
A great personal story can help you make a connection with clients and prospects. What is your story? It can enhance your sales message and persuade others to buy from you! Communicate your return on investment. Offer success stories that will reinforce your value proposition. Write articles and commentaries. Record your own podcasts. Don't wait for the media to approach you. Take control yourself! How you communicate your value to your clients and prospects can be the difference between a sale and “no thank you”.
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