Cameo Role for Presidential Candidate
in New Biz Book.

Madison Square Garden is alive this week with the rhetoric of the Republican Party, which is once again promising "compassionate conservatism." From John McCain to Arnold Schwarzenegger, politicians are doing their best to support the president and get him re-elected in November.


How do politicians get the people in their audiences to follow them? George W. Bush has rehearsed with speechwriters and coaches to appear to be a more dynamic, confident and forceful leader. Even with this help, however, he spouts malapropisms, mixes verb tenses and sometimes says the exact opposite of what he means. While he lacks the charisma of Reagan or Clinton, he does speak with confidence, has improved eye contact and facial expressions that suggest determination.


Millions of Americans watch many of the speakers on television. Sometimes they are moved. Other times they are bored. They may not be able to put their finger on why they connect with a limited number of presenters, but they do know how they feel. Writing and delivering great speeches is an art, which takes study and practice and even then, few can really master it.


An effective speech starts strong. The speaker focuses on a central theme because he knows that if he tries to cover too much, he will end up covering nothing. He uses simple language that is easily understood. And he concludes with emotion.


A great speaker projects competence and self-assurance. He dramatizes his vision by using word pictures. He tells stories that people can identify with to demonstrate his points. Having captured the attention of the audience, he establishes a common bond and empowers listeners to respond and make a difference that supports his position.


In "Louder Than Thunder," a new business book that covers effective communication in the workplace, the protagonist watches a presidential candidate giving a speech on TV. She sees that the politician is important and well respected by the verbal and non-verbal cues he gives. She observes his polished delivery and recognizes that he always takes long pauses after making important points so listeners have time to digest the statements he has made. When the audience applauds, it demonstrates their approval and continues to bolster the reputation of the person to whom they are listening.


Carol Dunitz, Ph.D. is the author of "Louder Than Thunder." Dunitz is a speaker, writer, producer and consultant who is the principal of The Last Word, a communication and creative services business in Ann Arbor , Michigan . The book is illustrated by award-winning artist Helen Gotlib.


Canterbury & Parkside has published the book. It can be purchased online at www.louderthanthunder.com . Books will soon be available through bookstores and Amazon.com.


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