by Thomas Craig

Last night was a perfect example of how far the Democrats have come regarding their marketing to the People and how dismal a job Republicans are doing.  First let's address the President's speech.  The President made a strategically excellent move last night.  With all the noise in the media coming from all directions and confidence in our markets and our economy hitting a new low, the President came out with an inspiring, ambitious, optimistic and vague blueprint for this Nation.  Well done, sir!  Visually the President had the advantage which all President's have by standing at the podium back dropped with the American Flag in a historical room filled with applause from both sides.  The image alone always inspires Americans and instills a sense of leadership.  He outlined ambitious goals such as healthcare and education reform, as well as cutting the deficit in half.  Based on his speech, it seems that his only details in regards to how to accomplish all of this is to remove the Bush tax cuts.  Any reduction of spending in Iraq is just being offset by the increase of spending in Afghanistan.  His goal last night, however, was not to offer details- it was to inspire Americans to support him, which it did.  He told Americans what they wanted to hear from pulling out of Iraq to curing cancer.  Americans as a whole don't want details, they just want to know that everything is going to get better and that is what he told them last night.

Gov. Jindal on the otherhand is another story.  In the words of Frank Luntz, "it's not what you say, it's what they hear" (and also see).  Visually I saw a backdrop of a bland hallway with a sprial staircase, not exactly something every American has.  On the two far edges of the screen were slivers of the American and Louisiana Flag.  Only a sliver showed because they were too far out to be fully in the frame.  Gov. Jindal came out from around the corner as if he were hiding in the shadows and awkwardly walked to his mark.  He seemed a bit slouched over and nervous as he approached.  Without a moments hesitation, he began his speech which seemed poorly rehearsed, amateurish, and anything but genuine.  His anecdotes were poorly delivered and the tone and overall syntax were dismal at best.  I felt like I was in kindergarten and my teacher was telling me about the Little Engine that Could.  It was a terrible response and it made the hill which Gov. Jindal plans to climb to run for President that much steeper.  (I have posted the speech on the Video page for you to see what I mean.)

My suggestions to Gov. Jindal would have been this.  Move the setting to someplace much more public.  Make sure the American Flag is in full view in the background and well lit.  Behind you (but not too far back), have families standing and filling out the frame of your shot.  Acknowledge one or two examples of small business owners or heroes of Hurricane Katrina who are standing with you (such as the sheriff he spoke of).  When you enter, enter from the rear and give yourself time to move through the crowd, acknowledging and shaking hands with the families; say hello to their children.  Approach your mark with your head up high and your chest out.  When you hit your mark, don't immediately speak- instead give a smile to the camera and let the viewers take you in for a moment.  When you begin speaking, speak slowly and confidently.  Don't just rush out the words, take your time to effectively get your message across.  Don't speak to the viewers as if you're giving a high school oral exam, instead speak to us as if you were speaking to three of your closest friends.  This should help relax you.  Remember, your message is just and genuine and you have a lot of supporters out there but the truth is that what we see and hear is just as important as what you say.