Features Versus Benefits

Stage Managing

Physical Appearance --  Playing the Audience:  

Step One:  Find some seasoned, theatrical performers and have them coach the candidate about stage presence.   Here's just one example of playing to the audience:

Come on stage dressed in suit and tie.   After about two minutes, make a comment like,  "Can we get down to business here."  Stop talking.  Take off the jacket.  Hand it to someone on stage designated to receive the jacket.    Look directly into the camera and  say something important to the campaign.  Say it in as few words as possible.  Put a punch into it.   Say it with feelings.  (i.e. Let's talk about money.)      

A bit later, say,  "Now here's something I really want you to understand."  Stop talking.   Create a pregnant pause.   Have someone nearby hold the microphone.   Loosen the necktie.   Take back the microphone, look directly into the camera, and say next important point.   Put a punch into it.   Say it with feelings.  Say it like you mean it.   i.e. "Id like every one of you to be able to take your child to the doctor whenever he or she needs one."   

A few minutes later, stop taking and roll up your sleeves, the speak directly into the camera.  Deliver the next message  on the same topic.  Say it in as few words as possible.  Put a punch into it.   Say it with feelings.   

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What to Do

What to Avoid

Sell the Sizzle not the Steak.   

Talk about the benefits and not the features.   

Speak to the emotions not to the intellect.

Make short punchy statements.  

Hold an erect, yet comfortable posture.

Avoid walking around the stage as if thinking about what to say.  

Avoid looking down.  

Avoid Ahs and Umm.

Remember:   

You can't see what's on the roof form inside the house.

It's  in the best interest of Democratic candidates to either directly  hire the author of this page, Rev. Coté,  as an Election Consultant or indirectly see to it that his work is fully funded: