Speech of the Month, January 2025 - Donald Trump
Bold, bonkers and jaw-droppingly ungracious, the pussy-grabber's second inaugural had all the usual hallmarks
We all know what to do with an annoying, attention-seeking kid, don’t we? We ignore them. So, I’ve always found it odd that, rather than ignoring Trump, the world’s media responds to every bonkers boastful and ignorant claim he puts out. Still, a second inaugural speech is not a slice of communication that anyone should ignore so, along with 25 million Americans (the lowest viewing figures for an inauguration speech in recent history) I tuned in.
It was good entertainment. If you didn’t catch it and have a spare 30 mins then you should take a look.
Speech of the Month is all about what Joe Bloggs (known as Joe Blow, apparently, in the US) can learn from a speech, so bearing that in mind, here are my top three take-aways from Trump’s address:
The inspirational, opinion-loaded opening statement
“The golden age of American begins right now!” declared Trump. For this to make sense, we have to conveniently forget about the Gilded Age and FDR and the 1950s. But the purpose of the statement wasn’t so much to promise upcoming dazzling days, rather it was to make listeners draw a direct contrast with recent times. Without saying, ‘Biden’s America has been a dark, miserable hellhole’, the subtext of “The golden age of American begins right now!” is ‘Biden’s America has been a dark, miserable hellhole.’
Remember to apply this device when you’d like to slate a competitor but know it would be unseemly to be seen doing so. Instead, consider your opponent’s weaknesses (flaky after-care and eye-wateringly expensive), note down bullets that are diametrically opposite (robust after-care and good value), then ask yourself if you can comfortably claim to be those diametrically opposed things, and if you can, you’ve got yourself some good, contrast USPs to voice.
The speech didn’t play by the usual rules
The purpose of an inauguration speech is for the incoming leader to set out their vision for their term in office. And Trump very much did this: cranking up security on the southern border, Drill, Baby, Drill!, two genders, not getting involved in foreign wars, taking back the Panama canal; though how you can ‘take back’ something that no longer belongs to you…?
However, this setting out of vision is usually woven into a speech that exists to promote unity and calm. One that talks about forgetting the past, burying hatchets, coming together and moving forward as a brilliant, capable, undivided people. The tone needs to be gracious; the speaker should emerge as a paragon of magnanimity. Unsurprisingly, there was none of this in Trump’s address. Rather, he tore into the previous administration (its major players sitting only feet away) and stoked the flames of injustice and disgruntlement.
It's a compelling watch because for one, you can’t believe anyone would have the gall to be so rude, and for two, it was oddly stimulating to not have to hear all the frilly, high-minded unity stuff that we’ve come to expect.
And stimulating is the big take-away here. Audiences love a little of the unexpected. If you have to deliver regular presentations, i.e. the monthly sales report, consider what you can do to subvert listeners’ expectation. When audiences think they know the format, they struggle to stay engaged. But when they’re given a shot of the unexpected, they can’t help but listen.
The peroration complemented the opening statement
In his peroration, Trump gave us an idea about what this golden age of America will look like, and it’s all about expansion. Planting the stars and stripes on Mars. This new step in manifest destiny resulted in a standing ovation from the largely white crowd inside the Rotunda. I didn’t get it either. Why would any human want to live on Mars? Unless we’re packing off our most deviant criminals there. Mars: the new Australia. Or maybe it’ll be a better alternative to earth once all the Drill, Baby, Drilling is done.
But then came the rousing bit; the section where he flatters the audience into believing why his vision can happen. “The spirit of the frontier is written into our heart. The call of our next great adventure resounds from within our souls,” he stated. And then reeled off evidence of this awesome, conquering spirit: taming the wild west, abolishing slavery, defeating tyranny, developing technology…
Admittedly, the pedant in me did think, ‘half of you didn’t want to abolish slavery and you rather dragged your heels showing Hitler what for’ but I’m not born in the USA, and if I was, I don’t doubt that I’d have been moved by this heady, pride-inducing stuff. I might have even jumped up and roared, “I’m ready for the golden age, Donald, bring it on!”
Anyway, the lesson here is if you are setting a goal, especially if it’s a big one, then remember to state why those who’ll be part of delivering that goal are more than fit for the task. Flatter them. Make them feel incredible, invincible even.
If you want to talk through ideas to inspire an audience or make a regular presentation less pedestrian, then drop me a line.
“Although I am a lawyer, it's been a long time since I've given a speech. So when I was asked to give a talk at a fundraising event at which other presenters, some of whom were MPs and CEOs, would speak, I knew I needed some top-notch support. Emma was just that. She looked at my first draft and, politely, let me know how overwritten and meandering it was. She 'did surgery' on it and helped me find humorous moments so that it had tonal range. She helped me with delivery too; I had no idea how wobbly I was! I was nervous before I gave the speech but seconds in I actually began to enjoy it. And so many people came up to me afterwards and commented that mine was the best of the evening! I was so surprised, but very happy. Yet I know, they wouldn't have said that if it hadn't been for Emma's input. She's excellent.”