You can learn a lot of dos and don’ts about public speaking from observing Donald Trump in action. Not all of it is good, mind you, or worth imitating.
But it’s easy to pick up public speaking dos and don’ts from Trump because he is overblown in all that he does, even — or especially — in his public speaking.
I’ve grouped these public speaking dos and don’ts under three skills that Donald Trump exemplifies, sometimes to the extreme.
1. Donald Trump embodies his message.
You can’t separate who Trump is — a billionaire businessman with anger issues — from what he stands for and what he says. And that’s a good thing: what you see is what you get.
DO member that you are the message.
Everything that you are — your personality, reputation, experience, values, appearance, voice — shapes how people hear and whether they believe what you say. Don’t hide off in the semi-darkness, ceding center stage to your PowerPoint slides. Let everyone see you, front and center. Look them in the eye. And expect them to look back at you.
DON’T make make yourself the center of the speech.
The speech isn’t — or shouldn’t be — about you. It’s about the audience and how your idea can help them in some way if they adopt, support, or implement it.
DON’T be boring.
The only sin worse than boring an audience is confusing them.
If you’re not boring in real life but you are boring when giving a speech, you’re probably nervous. Don’t try to be exciting. You’ll probably only make yourself more nervous. Work, instead, on being confident. (Check out How to Develop Confidence Speaking.)
If you’re not excited about your message and about sharing it with your audience, don’t speak.
2. Donald Trump realizes the power of emotions.
Trump has mastered the rhetoric of rage. He is,himself, always in a rage or on the verge of flying off into a rage. And he gives his audiences permission to feel their rage, their anger over what they believe has been taken from them.
DO tap into your audience’s emotions.
You can convince people, by evidence and logic, of the rightness of what you’re proposing. But when you want to move them to take action, you have to engage their emotions. (There’s a reason why “motion” is 85% of “emotion.”)
DON’T rely on a single emotion, especially a negative one.
Rage will always get people’s attention. It will fire some of them up, but it will turn others away. And rage won’t sustain lasting action. Winston Churchill recommended appealing to pride, hope love, and — occasionally — fear.
3. Donald Trump uses lessons learned from reality TV.
Trump has hosted The Apprentice for 14 seasons. He approaches his speaking engagements — his appearances — the way he stages his TV show in three ways. First, he orchestrates the event, carefully selecting the venue and the audience. Second, he stirs up conflict. And finally, he speaks from a rehearsed “soft script,” from talking points, not from a written speech, which gives him the appearance of telling it like he sees it.
DO pay attention to the event.
Good speakers know their audiences — who they are, what matters to them, what they know and need to know, what they want and what they dislike, what problems they face. And they know the event — the reason people are gathering, where the meeting is held, how the room is set up. Exceptional speakers take part in shaping the event.
DON’T shy away from conflict.
Good speeches are, in part, about conflict. They propose one idea or advocate one course of action in opposition to another. Instead of downplaying the differences between your idea and another, between your product or service and that of a competitor, highlight it. Conflict is never boring.
If you stand in front of an audience without being prepared and simply say whatever comes to mind, you will certainly be perceived as unscripted and, perhaps, as sincere. But you’ll also make a fool of yourself. You may not need a fully written script, but you do need a fully developed outline. And you need to practice it out loud a few times. (Check out The Benefits of Rehearsing a Speech or Presentation.)
Have I missed something? What do you think can be learned about public speaking dos and don’ts from Donald Trump?
See also Seven Rules for More Powerful Speaking.