Posts Tagged ‘message’

Unsolicited free advice for leadership hopefuls and New Democrats

Friday, July 8th, 2016

A photo of a big yellow arrow followed by a team of little white arrows.

For most Canadians, the season that just started is Summer. But for that band of hardy travellers on the parliamentary road to a better tomorrow — that is, us New Democrats — the season is Leadership.

Nationally and in Manitoba and Saskatchewan, our party is seeking new leadership. Choosing a new leader is a pretty big deal in politics. We’re trying to find an effective, inspiring champion for our values and policies… who has the wisdom and strategic smarts to guide a party in opposition and, hopefully, a province or a nation in government… and whose background and leadership style sends a powerful message to Canadians about who and what we stand for.

The NOW team has more than a little experience with this. At a quick rough count, we’ve collectively provided strategic guidance to 21 political party leaders including eight provincial premiers. And while we’ve lost count of the precise number, we’ve worked on more than 50 municipal, provincial and federal elections.

So here’s a little unsolicited, free advice (isn’t that the best kind?) from the NOW team to leadership hopefuls — and to the New Democrats who will choose one of them to lead us into the next election and beyond.

  1. We need a leader who talks more about others than her/himself. Telling voters what drives you to serve can be powerful. But a good leader also listens to others, reflects on what they say and weaves others’ stories into their own.
  2. Look for a leader who doesn’t talk about “rebuilding the party.” It isn’t about the party. It’s about the people who are counting on us to get elected so we can change their lives for the better. So let’s not navel-gaze too much in public.
  3. Let’s elect a leader who understands that the legislature isn’t the centre of the universe. The neighbourhood, my home and my family are the centre of my universe. Too often political types get tied up in knots about the process instead of the outcome. What we do in the legislatures of the nation matters only because of the impact on people’s lives. The best leaders are the ones who can make that connection without getting lost in the weeds of Parliamentary procedure and antics.
  4. Leadership is not only an intellectual exercise. Yes, our new leader should be smart and savvy. But it’s even more important to make an emotional connection – to speak from both the head and the heart about the real issues facing Canadians. Show voters that you care about me and my neighbours.
  5. Don’t tell people to vote for “change.” Instead, give voters a reason to want change, and show how that change will be better, not worse. A lot of Canadians (more than 80 per cent) think that no matter who is in government, our lives will continue just the same as they always were. Don’t just tell them they’re wrong; show them there is another way.

A lot of people say they want the party to be bold. They want to be inspired. I confess I don’t really know what that means. Frankly, it’s a lot easier to agree we want “bold” or “inspirational” than to agree on the ideas behind those words. A bold idea could still be a bad idea. And what inspires one, might not inspire another.

For the voters we need to reach, “inspiration” may well be a lot more about a leader who truly connects with them. Who understands that life for Canadians is getting harder and harder. With too few good jobs, too many burdens and not enough support for the average family.

Good leaders understand my story and thousands like it. They talk more about me than about themselves. They can talk to me about why some things are working and others aren’t, and they can offer clear, credible steps to make it better. They are human, emotional and smart, and they want to build a better world for all of us.

As you flip through the catalogue of potential leadership hopefuls, or if you’re preparing a campaign of your own, keep that emotional connection in mind.

And remember why we want to win. It’s not about victory itself, or grabbing the brass ring. It’s about winning so that we have the power to make life better for the people we want to represent. And the better a leader does at conveying that convincingly, the better our party’s chances for success where it really counts.

The right word matters more than ever.

Monday, February 1st, 2016

Oxford Dictionaries Twitter banner

Most of the communicators we know are a lot like us when it comes to writing: editing and rewriting and tweaking every sentence, every phrase, every word.

Because words count. The right ones can open people to new ideas and spur them to action; the wrong ones can close minds, weaken support and harden opposition. That’s why we’re so diligent about testing language in the research phase of a campaign. We want to know which words convey both the literal meaning and the persuasive emotion we want them to deliver. It’s why we prepare messages for communicators, and help members and supporters advocate your position as effectively as possible.

Words matter. And it’s kind of jaw-dropping when a dictionary seems to dismiss their importance. (more…)

The seven deadly diversions pulling you off your message

Wednesday, August 20th, 2014

Photo of a small compassMaybe calling it “message discipline” was a mistake.

“Discipline” makes staying on-message sound like a chore, and going off-message sound like a deliberate choice, an act of rebellion. I’ve had it with your message-box rules, daddy-o. I’m sticking it to The Man.

But often when I talk to a leader or spokesperson who has gone off-message, they aren’t feeling like defiant mavericks.

Either a) they don’t realize it’s happened, or b) they felt helpless in the moment to keep it from happening: “I know the message is about pensions — but before I knew it, there I was talking about giraffe mucus.”

True, we’ve seen a few deliberate acts of rebellion — some relatively harmless, some profoundly self-sabotaging. But far more often, here’s what really throws people off-message: (more…)

It’s not all about you

Tuesday, July 8th, 2014

Man adjusting his tie in a mirrorWe’ve all been there: in that slightly hazy moment of listening to others blather on, while we wonder if they’ll ever stop talking about themselves.

People like this are annoying. So are the people who communicate like this.

No matter who your audience is – members, voters or the general public – they’re more likely to listen if you avoid talking about yourself all the time. And that means talking less about policy and process, and more about people and values. (more…)

When it comes to your message, the words you choose can make all the difference

Tuesday, June 24th, 2014

global-warming-language-reportPeople who’ve worked with us know we spend a lot of time tinkering with words.

We test relentlessly: do the people you’re talking to relate to “pay”, “wages” or “salary”? “Unions,” “labour unions” or “organized labour”? Do they prefer “children” or “kids” — and when? We advise you on the language that works when you discuss the issues that matter to you most, and coach you so it becomes second nature.

Some people wonder, though: does all that work really pay off? What does it matter if you say “working people” or “families like yours,” as long as the basic idea is the same?

Turns out that sometimes, it can matter a great deal. (more…)