BUSINESS MARKETING: Are you presidential? How about professional?

2012-11-04T00:00:00Z BUSINESS MARKETING: Are you presidential? How about professional?Larry Galler Times Business Columnist nwitimes.com
November 04, 2012 12:00 am  • 

As the election is drawing to a close and the candidates are flying all over the nation to attempt to win every last possible vote, I feel like most people I talk to.

We have the dreaded disease EOL –"Election Over-Load." But, at the same time, I am in awe of the candidates for their amazing skills on display.

Their messages were crafted long ago and have been modified over time in reaction to events that have taken place and from comments or positions put forward by their opponents. They memorized their stump speech messages, then have practiced and honed them over and over.

The candidates have amazing physical and mental stamina. They don’t seem bothered by jet lag and always appear vital and energetic. They remain on message and are constantly on stage. They can’t let their guard down even for a moment because a two word slip of the tongue can and will go viral in the blink of the eye.

And when it came to the debates, where they couldn’t control the situation, I was absolutely in awe of them. The way they worked to put their views in the best possible light; the way they were able to remember various arcane statistics, dates and events to substantiate their positions; the way they defended their views and positions; and the way they attacked. It was like watching a world championship chess match.

In contrast, few businesspeople can articulate a simple “elevator speech” interestingly and forcefully. They have a hard time telling someone their competitive advantages. Their statements usually sound as if they are always making it up on the spot, not practiced, not effective, not professional and certainly not presidential.

They don’t need a professional speech writer to come up with an introductory statement or a short presentation, just a few moments with pencil and paper and a few moments to practice.

Why don’t they write it out, practice it among associates or friends, say it over and over to themselves one hundred times? They will start sounding, if not “presidential,” at least professional.

Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Join Galler on a “Lunch with Larry” conference call, an interactive live hour on Nov. 7. The subject is “Got Strategy? Write next year's Strategic Plan Now!” For connection information send an email to larry@larrygaller.com and put “Lunch” in the subject line.

Copyright 2014 nwitimes.com. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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