State of the Union Address Offers Rare Opportunity to Analyze Outstanding Speech Writing

By Rob Sherman, JD

Toss your political views aside and take the time to read the words that form the basis of the State of the Union Address that President Bush offered the nation on January 23, 2007. If you are not a Bush fan, go to http://www.whitehouse.gov/news/releases/2007/01/20070123-2.html and simply read the speech. It is a remarkable example of speech writing at its best. We can all learn from this presentation.

Bush began his address by stating, “And tonight, I have a high privilege and distinct honor of my own -- as the first president to begin the State of the Union message with these words: Madam Speaker.” This brought applause from everyone in attendance.

The president continued, “In his day, the late Congressman Thomas D'Alesandro, Jr. from Baltimore, Maryland, saw Presidents Roosevelt and Truman at this rostrum. But nothing could compare with the sight of his only daughter, Nancy, presiding tonight as Speaker of the House of Representatives. Congratulations, Madam Speaker.” This was a powerful beginning that graciously dealt with the political differences between the Bush administration and the new Democratic speaker.

We’ve spoken many times in this column about the importance of starting a presentation with a powerful statement. It is instructive to see how such a high level presentation heeds this fundamental advice. 

As our readers know, a “theme” is central to every speech. In this passage, the State of the Union focused on the theme of unifying the American people behind challenging times: “The rite of custom brings us together at a defining hour -- when decisions are hard and courage is needed. We enter the year 2007 with large endeavors underway, and others that are ours to begin. In all of this, much is asked of us. We must have the will to face difficult challenges and determined enemies -- and the wisdom to face them together.”

Before introducing several legislative proposals, Bush again speaks about unifying the American people even though differences in opinion exist: “Each of us is guided by our own convictions -- and to these we must stay faithful. Yet we're all held to the same standards, and called to serve the same good purposes: to extend this nation's prosperity; to spend the people's money wisely; to solve problems, not leave them to future generations; to guard America against all evil; and to keep faith with those we have sent forth to defend us.”

These themes are powerful and resonate with a country that is yearning for real leadership. When you develop your presentations, ask yourself what is your theme; what is your purpose?

A presidential address is bound to use the word “I” frequently. But in this case, the president’s writers were careful to fill the State of the Union with the words “we” and “you.” For instance, in reference to AIDS relief, the president said, “Because YOU funded our Emergency Plan for AIDS Relief, the number of people receiving life-saving drugs has grown from 50,000 to more than 800,000 in three short years. I ask YOU to continue funding our efforts to fight HIV/AIDS. I ask YOU to provide $1.2 billion over five years so we can combat malaria in 15 African countries.”

The use of the word YOU in this context offers recognition to the members of the audience and lauds them for their past support. YOU is a power word in any presentation. Find ways to include “YOU” in your presentations.

One of the most difficult challenges in any speech is the TRANSITION from a topic to a new topic. Notice in this passage (that is capitalized for emphasis) how expertly the subject matter flows from the topic of health care reform to the new topic of immigration. The transition is seamless: “There are many other ways that Congress can help. We need to reduce costs and medical errors with better information technology. We will encourage price transparency. In all we do, we must remember that the best health care decisions are made not by government and insurance companies, but by patients and their doctors. [PAUSE] EXTENDING HOPE AND OPPPORTUNITY IN OUR COUNTRY REQUIRES an immigration system worthy of America -- with laws that are fair and borders that are secure.

The president’s address is not without attempts at humor. Bush recognizes that the injection of humor has to be subtle and tempered. He is looking for a smile not a guffaw! Twice he injects subtle humor into his speech. In discussing “earmarks” – those legislative pet projects that are funded without debate or recognition of the sponsor – Bush says, “Next, there is the matter of earmarks. These special interest items are often slipped into bills at the last hour -- when not even C-SPAN is watching. (Laughter.) 

He also injects humor in his story about Dikembe Mutombo, the African who never forgot his roots when coming to America even though he became a basketball star. Bush says, “Dikembe Mutombo grew up in Africa, amid great poverty and disease. He came to Georgetown University on a scholarship to study medicine -- but Coach John Thompson got a look at Dikembe and had a different idea. (Laughter.)

Look for subtle ways to inject humor as you develop your presentations. You are NOT a stand-up comedian. Smiles from your audience will suffice.

Bush concludes his State of the Union with stories. Powerful stories. He continues with his story about Dikembe Mutombo, ending with, “Mutombo believes that God has given him this opportunity to do great things. And we are proud to call this son of the Congo a citizen of the United States of America.” He then moves to a story about Julie Aigner-Clark who created The Baby Einstein Company, which was sold to Disney for $200 million. Bush recognizes Julie in the audience and says, “And so tonight, we are pleased to welcome this talented business entrepreneur and generous social entrepreneur -- Julie Aigner-Clark.” 

He then moves to the story of Wesley Autrey, who saved the life of a man who fell on subway tracks in Harlem. Bush says, “There is something wonderful about a country that produces a brave and humble man like Wesley Autrey.” Tommy Rieman is also recognized as an Army enlistee who showed “exceptional courage” while in Iraq.

After recognizing these individuals and telling their stories, Bush concludes the State of Union: “In such courage and compassion, ladies and gentlemen, we see the spirit and character of America -- and these qualities are not in short supply. This is a decent and honorable country -- and resilient, too. We've been through a lot together. We've met challenges and faced dangers, and we know that more lie ahead. Yet we can go forward with confidence -- because the State of our Union is strong, our cause in the world is right, and tonight that cause goes on. God bless.”

Stories are enormously powerful in demonstrating a point and in concluding a presentation. Great speakers always find ways to pepper their presentations with stories. And the story takes on greater meaning if the individual discussed is a member of the audience.

It is tempting to ignore the State of the Union Address as just another political speech, filled with words but lacking in substance. But as students of the spoken word, we need to look closer at the president’s address and recognize it for what it is: a glowing example of a presentation that uses so many of the principles that are discussed here; principles that will make YOU more effective in your daily presentations.

Reprinted with permission.  Sherman's Executive Communicator. Subscribe for free at www.ShermanLeadership.com

Rob Sherman, JD is a speaker, trainer and author of Sherman's 21 Laws of Speaking: How to Inspire Others to Action. He can be reached at RobSherman@ShermanLeadership.com