Political Speeches: What Leaders Can Learn from the Victory Speeches of Obama (IA), McCain (NH) & Romney (MI)

The first three major events of the 2008 American Presidential Election--the Iowa Caucuses, and the New Hampshire and Michigan primaries--produced three Goldilocks victory speeches. Obama was "too hot." McCain was "too cold." Romney was "just right."

Please note, I'm not talking about political philosophy or content. I'm focusing on delivery and structure of content.

Also keep in mind when you watch the videos, the crowd response is enthusiastic in all three. These are after all, victory speeches. The content could be incomprehensible and the speaker inebriated, and the crowds would still go wild.

But the purpose of a victory speech is not just to thank voters and the celebrating campaign workers. It's an opportunity

to reach a national audience with the candidate's messages and personality.

Too Hot: Barack Obama in Iowa.

This isn't a "thank you Iowa for voting for me" speech. It's an "I accept this nomination as the Democratic Candidate for President of the United States" address.

Obama is the first candidate, at least in my memory, ever to use a teleprompter for a primary victory speech. And his inexperience with the technology shows. Although Obama reads with passion, he's trapped by the words on the screen. Notice how his eyes remain locked to the prompter screen, even during a pause. There is no eye connection with the audience.

And he never speaks to the center, even though that is often where the cameras are and where his words will have the greatest impact.

Lesson: Don't use a teleprompter without training and practice.

Too Cold: McCain in New Hampshire.

The opening quip about being at an age where no modifier would make the term "kid" appropriate is great. But it's eyes down reading from there. (A behavior common to many U.S. Senators honed by speaking on the floor of the Senate.)

The content is a jumble of random ideas. And McCain ends with one of the most lethargic calls to press forward in the history of political speech.

Lesson: When you need to be persuasive, don't read, especially when the text is poorly written.

Just Right: Romney in Michigan.

Fun and message-focused, this is a textbook example of a victory speech.

First, Romney is energized, but relaxed, a quality we often don't see. He's having fun with the event and the audience. He involves the audience. And note that he gets in his messages twice within the first 3 minutes.

Lessons:

1. If you have fun, the audience will have fun and will be more receptive to your message.
2. State your messages early and often.