Last night, like many Americans, I tuned in to the debate. And, all personal opinions and bias aside, one thing I could NOT help noticing was that Obama clearly has a really, really good speech writer and/or communication coach.

Not to mention his totally smooth and unruffled communication style… from his open body language to his “sympathetic” facial expressions to his even vocal tone to his effective use of pauses and emphasis in all the right places.

Before I begin my list of reasons why Obama is a master of persuasion, let me just clarify the meaning of persuasion as defined by Wikipedia.org:

Persuasion is a form of social influence. It is the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. It is strategy of problem-solving relying on “appeals” rather than strength.

Manipulation is taking persuasion to an extreme, where the one person or group benefits at the cost of the other.

That said, persuasive argument is of course the driving force behind sales copywriting, which is why it’s something I’m tuned in to. As a copywriter, I help business owners persuade individuals to buy/believe in their products, services, ideas and ideals. Because of the work I do, you might even say I’m especially JADED and immune to persuasion because I know where it comes from.

It should go without saying that each party is trying to sell something here - the idea of himself as our best candidate for U.S. President.

Okay: that out of the way, here’s why Obama is better at PERSUADING than McCain is:

(Again, persuasion being “the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means.“).

1. Obama begins his answer to every debate question by addressing a very personal problem that “hits home” for the audience.

As he’s presenting the “issue,” whether it’s concerns over healthcare affordability, tax cuts for the middle class, lack of jobs, the war in Iraq, or social security, he ALWAYS opens his case by touching the emotions of “the average American.” I do believe that in the very first question he answered, he opened with something rousing like, “You’re scared. You’re concerned about the future.” (Don’t quote me on the man’s exact words but it was essentially an acknowledgement of the emotional state of the audience.)

This is HIGHLY persuasive - he used what is essentially the “ATTENTION” portion of the sales pitch formula - which is abbreviated as A.I.D.A. and stands for Attention, Interest, Desire, Action. By immediately touching upon the audience’s biggest fears, he grabbed their ATTENTION and got them listening to what he had to say.

2. Obama’s answers always focus on “the other person” - you, not him.

Obama consistently takes the second person perspective when he answers questions. The second person perspective uses the words “you,” “your family,” “your concerns,” and “your future” (as opposed to “me,” “my,” “I.”

Every good copywriter knows that if you want to endear your audience to your side of the fence, you spin the copy toward the “you” or the “what’s in it for you” perspective.

(While McCain may have made some equally good points, they were weakened by his repeated use of the words “I” and “me” - “What I will do.“)

Furthermore, when Obama gets to the “meat” of his question, or essentially his “answer,” he shifts his perspective to “we” and “us.” This creates the image of him being on the “us team” or “on the level” with the average American. Any good sales copywriter worth his salt knows that you open your arguments by being audience-focused. (I wish that a few more of my clients would recognize how powerful of a tactic this is — but alas, it’s hard for people to think clearly when their egos are making such a godawful racket!)

3. Obama covers his points in outline form, and then repeats them so that everybody understands.

(Side note: when people ask politicians to explain their plans, very rarely if ever do these plans actually go into deep detail. The truth is, we can’t possibly ever know whether such plans will work until all the funding, people, processes and systems are put into place to get the plans going. At that point, the plans will likely change. The plans will then likely change again and again, ending up nothing like what said politician originally promised. However, admitting this truth won’t likely provide that emotional security blanket that people are so desperately craving in trying times as these. So, instead, the presidential candidates get up there and try to sound like they know what they’re talking about.)

When Obama lays down his outlines as Point 1, Point 2, Point 3, etc., it comes across as very organized and this appeals to most people. Why is this persuasive? Because it’s easy to mentally grasp and recall an argument that’s presented in a logical format.

As I said, this doesn’t change the fact that said plan might be just a bunch of idealistic smoke blowing up your you-know-what. But it SOUNDS good, and it PERSUADES, and that is what, sadly, wins favor and gets the vote in the end.

4. Obama draws positive associations between himself and the American people.

Obama talks about his family’s struggle with money growing up, the fact that scholarships brought him to where he is today, etc.. He does this because he knows it creates an emotional connection between himself and his audience - the “we’re in this together” feeling.

McCain, on the other hand, uses the tactic of painting a NEGATIVE picture of his opponent, discussing pork barrel spending and lack of military experience. While such points may be valid, the problem is that negative communication produces NEGATIVE feelings. McCain is effectively alienating his audience with such tactics.

Most advertising experts will tell you that if you’re trying to build a trustworthy reputation for your brand (cause, etc.), IT PAYS to stay focused on the positive and avoid speaking negatively about anyone or anything.

Our country is at the critical point where the LAST thing people want to hear is more gloom and doom. With Obama playing the savior card, desperate Americans are lapping up everything he has to say. And that, unfortunately, is just the persuasive tactic that’s required to “sell” yourself as he is doing.

5. Obama paints a mental picture of himself in the president’s seat.

At the close of each answer, Obama used words such as “When I am president,” which gives a positive visualization of himself as our country’s future leader. This is highly persuasive and hypnotic, even!

Notice he doesn’t say “If I’m elected…” he says WHEN. Or, perhaps he might have said something like, “As president of the United States, I will…” (Note: I’m not using his exact words here because I don’t have a transcript of the debate in front of me, but if you do view it again, come by and tell me what his exact phrasing is. I’m pretty sure this is his tactic.)

The truth is that the world’s greatest and most influential leaders were/are also strong communicators. Clearly, when you can back your words with actions that support the greater good, then that makes all the difference. But it starts with being an effective, and persuasive, orator. Why? Because if you can’t persuade the masses from the start that your ideas are good and sound, then you’ll likely never live the day to see those ideas become reality.

The challenge, once that’s accomplished, is to give substance and credibility to your remarks by staying true to your word. And that, of course, is what remains to be seen from the presidential candidates on EITHER side.

I leave you with the definition of persuasion once more:

From Wikipedia.org:

Persuasion is a form of social influence. It is the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. It is strategy of problem-solving relying on “appeals” rather than strength.

For more information about the fine art of writing persuasively to position yourself as an authority in your field, download the FREE report: The Dangerous Truth About Copywriting That Sells - from Dina Giolitto at Wordfeeder.com Copywriting and Marketing.

Your brand is an extension of your company’s mission and values. Your company exists for a specific purpose–whether it’s to provide environmentally friendly cleaning products or a healthy meal for families. Your brand is the visual concept and reinforcement of your mission and values. Now is the time to evaluate what your company mission and values are.

Company mission

Disney’s is to “make people happy.” Boeing’s is “to push the leading edge of aviation, taking huge challenges doing what others cannot do.” 3M’s is “to solve unsolved problems innovatively.” What is your company’s mission? First, it’s important to understand what a mission is and what it represents for your company. Then you’ll be able to better determine what your company mission is, or what it should be. Since the mission can act as a strong marketing and branding tool for clients, establishing an effective mission is imperative to your company’s success.

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THANK YOU, Heidi, for including Entrepreneur’s Breakfast. It’s an honor and a pleasure to be associated with such an enterprising woman as yourself, as well as mentioned in the same breath as this group of empowered and dynamic professional women.

WE Magazine is a veritable smorgasbord of must-have tips, tricks and tools to help the modern woman make informed decisions in both her personal and professional life. Women who read WE are bosses, business owners, mothers, lovers, sisters, daughters, friends. They’re coaches, crafters, consultants, artists, athletes, health enthusiasts, hobbyists, and technology gurus.

Most of all, women who read and contribute to WE Magazine have a passion for living and for making a difference in the world!

To read the complete cast of amazing woman bloggers on Heidi’s Hot List, click here.

It’s tempting, when the news headlines are screaming about government financial bailouts, to just sit there with your mouth hanging open as you ponder what might happen to your 401K.

However, in tough times, the LAST thing you should be doing is waiting for further instructions.

If you were a Boy Scout (and even if you weren’t), then you’re no doubt familiar with their catch phrase: “Be prepared.” That’s about the best advice anyone can give. And it’s especially relevant when managing a business.

When people start to clutch their purse strings more tightly, and supply and demand turns on its head, here’s what you need to do RIGHT NOW to ensure that your company stays afloat in trying times.

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If there’s any time to dream up a theme for your marketing, it’s NOW, before the holidays hit. Yes, we’re only just approaching fall… but before you know it, the malls will be decked with holly and teeming with Santa Clauses. Are you prepared for the deluge of competition?

Large corporations begin planning for their holiday campaign launches in the thick of summer!

Here’s a Christmas toy catalog cover that I worked on “back in the day.” I’m quite certain that the air conditioning in my cubicle was kicking when I wrote this.

Your holiday marketing event needn’t be an expensive or time-consuming affair. With a little creative input from you, Wordfeeder.com can help you launch a holiday campaign like this to drive more business in December!

So, the holiday season looms, and with competition fierce in a tough economy, it’s time to get out there, get known, and get more clients. Here are some holiday ideas you can implement in a hurry…………

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As much as you used to relish a slow day when you were corporate, it’s a little different when you’re playing boss to yourself. Your mind gets to wandering. Should I head out to the park? Should I hit the mall? Should I… file for unemployment?

For a freelance writer, designer or web marketer who works from home, a day without contact from the outside world can bring on anything from sluggishness and inertia to a panic attack. Such fun games the mind will play when the two of you are left alone for long periods of time! But here’s a little secret about slow days. They’re the perfect opportunity to catch up on everything that went out of your head the minute the phone stopped ringing.

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The above sounds so corporate-bland, doesn’t it? All it means is that I’m setting a goal for myself to make X amount of income by the end of 2008.

The goal will continue on indefinitely, but December 31, 2008 will be the “check point” where I assess how it’s coming along, and if I can meet or maybe even exceed my goal. If I find that I’m in excess of my goal, super! Maybe I’ll set a higher goal and then try to reach that next.

If I miss my target income, then I’ll know that what I need to do is hire teams of people and set up automated systems that do the work for me - so that I CAN use my time more profitably.

Are you with me here? Do you want to try it?

Let me explain this process. It’s not new, I did not invent it; it’s just something that’s a really smart thing to do but we all tend to forget.

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The Wayback Machine is also known as the “internet archive” and you can find it at http://www.archive.org/index.php. It’s great for those days when you’re feeling sentimental and want to “go back in time” to see how far your website has evolved.

I’ll give you a peek at the “awfulness” that was Wordfeeder.com circa 2004:

http://web.archive.org/web/20040208163833/http://www.wordfeeder.com/

YIKES! Look at that wretched template that I borrowed from Trellix… and how about that godawful pun at the bottom of the page?

(Go ahead and try it; type your URL right into the box at the top right of the page… and see how far you’ve come in the world of business website design!)

One thing I must emphasize: the Wayback Machine has a much greater value than looking at old versions of your website and laughing your head off. I’ve found it to be a lifesaver when you accidentally delete a page from your server and want to “recover” old copy and/or images that have been lost.

Even if the copy isn’t an exact duplicate of what you needed, having an earlier version is still MUCH better than having to start from scratch.

The Wayback Machine is also useful for when you want to learn more about people who you might be working with in the future.

Bookmark The Wayback Machine so you’ll have it when you need it.

Not to mention, I had tried setting up a page for Wordfeeder.com on Myspace - but I found that something was decidedly missing. “Thanks for the add! Thanks for the add!” (Okay, now what?)

I finally caved in and started using Facebook about a month ago. And I must confess, the mere act of “getting back in touch” with people has resulted in a few copywriting gigs that may not have materialized otherwise.

Facebook IS different than Myspace. The best way for you to find out how different, is obviously to stop reading this and start using it. But in case you need more convincing, let me share with you some things you can do to promote interest in YOU and what you do.

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Suppose you paid thousands to have a professionally branded website designed from scratch. What’s the one element that can make or break your sales? The words! Yes, you’ve heard it before - your message to the customer means everything.

Oh, you already know that? Well, that’s terrific. And now let me tell you something you probably didn’t know. Remember the part where your designer asked you if you wanted “search engine optimization” - and you said no thanks, because your bank account had just been drained?

THAT is where you went astray, and lost out on myriad opportunities to get your brand and message in front of all those clamoring, salivating prospects. And that’s what’s REALLY keeping you and the people who want to buy your stuff from ever crossing paths.

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When we are young, we are invincible. There is nothing we cannot accomplish - no mountain too high to climb, no weight too heavy to bear. We believe we can do anything. If you do not believe it, go right now and try to give your teenager some words of wisdom and you will see exactly what I mean.

So when do we lose our invincibility? What happens to us over time that causes us to put limits on what we believe is possible? Most likely, someone along the way told us we were not good enough for them - that we did not have the skills, the brains, or the looks they wanted. We learned to judge ourselves, and came up wanting.

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The reason these delays happen has to do with the fine art of buck-passing.

I’ll give you an example that happened to me today.

I’m working on a team of three: me (I’m functioning as the copywriter/web designer), the client, and the VA.

I finish up every part of the project that is in my power, and make ready to attend to other clients on my list. Before I shift my focus to the next client, I write an email to the two aforementioned parties. In the email, I explain to the VA that once I get the updated shopping cart/ezine signup form code from her, I can pop that in the page templates and then we can go live with the new website.

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Leesa Barnes the Podcasting Diva is hosting a Podcasting for Breakfast Seminar at a city near you. The event includes:

- 2 hours of live instruction on how to make money using a podcast
- Leesa’s self-authored Podcasting for Profit Book and handouts
- A savory continental breakfast
- And much more!

Fresh, hot and tasty… that’s how we like our marketing at Wordfeeder.com and that’s what Leesa Barnes is dishing up at a major city near you.

To find out more about Podcasting for Breakfast with Leesa Barnes, go here.

Leesa is someone who I have known in an “around the internet business scene” kind of way for several years now, so it’s cool to watch her taking her gig on the road. She has no idea I wrote this and I am not an affiliate of her program and have no intention of becoming one.

(Lately I’m getting this oogy feeling about affiliate programs - as though being involved with one implies that you’re just in it for the money and not because you believe the product can deliver real value.)

I know Leesa and I believe she’s doing a bangup job teaching the internet world about podcasting. You have my word on her worth - no affiliate fees attached.

- Dina at Wordfeeder.com Copywriting and Marketing

The good news is, you don’t need to have been blessed with the gift for perfect prose to create a testimonial for someone. But you may want to kee your digital camera handy!

Yes… a picture is worth a thousand words. Think of how much cooler you can help to make someone else’s website, simply by snapping a photo of yourself enjoying using the product, with simple thank-you note attached.

Here is a testimonial that was sent in by “Rascal” to Nikki’s Barkery at http://nikkisniknaks.com - where you’ll find homemade, all-natural doggy treats available by mail order.

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(I no longer travel to clients - Wordfeeder.com Copywriting and Marketing operates as a strictly telecommuting freelance enterprise).

When I left my corporate job in 2003, I got my advertising portfolio together and headed to The Creative Group in the hopes that they might help me break into pharmaceutical advertising. The Creative Group is a job placement firm (a subsidiary of Robert Half International) specializing in freelance creative positions such as copywriting, web and graphic design, and proofreading.

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Today I researched the matter and came upon this article which I found quite helpful. Basically, you fix it by doing the following:

1. Launch AVG Anti-Virus Free.

2. Go to the top menu and click TOOLS.

3. Click on Advanced Settings and then look at the list to your left.

4. Click the fifth choice down - LinkScanner.

5. With LinkScanner clicked, look to the right and you’ll see two boxes that are checked off. Uncheck the boxes. With these extensions disabled, you’ll no longer enjoy the privilege of having links pre-scanned for viruses before you click them… but unless you’re exploring uncharted territory where you’d want your virus alert way up high, I’d say it’s worth it.

Good luck - here’s to hoping this solves the crashing problem with Firefox!

- Dina at Wordfeeder.com Copywriting and Marketing.

Your client just emailed you to say that the check will be late (again), your dog ate your only copy of Strunk and White’s Elements of Style and your significant other stomped on your last nerve hours ago. It’s enough to make any blogger hit the rant button. But if you’re thinking of venting your spleen on your professional blog, stop for a second and reconsider.

For starters, what will ranting actually accomplish? Probably nothing, other than to make you feel better. On the other hand, you could alienate your readership if your tone, content or language seems too harsh or critical. Venting on your own personal blog is one thing, but when it comes to your business, you need to stay cool, calm and professional. Here’s how:

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Is it like a new pair of shoes; you’ve stepped in with both feet, but they’re giving you blisters — and you really just want to go back to those old, broken-in, full-time loafers?

I was interviewing a client the other day, for a new business website I’m helping her launch. She was telling me about the vast and varied experiences that led her to desire this new incarnation of her professional self.

She kept saying things like, “So then I had to change jobs again. We relocated to Missouri and I had to start teaching, because we had a family to support!”

My client sounded almost apologetic. Every time she mentioned a new skill that she had acquired along the way, she had to justify the experience as though it was a “bad thing.” Like she shouldn’t have changed jobs, or she shouldn’t have bothered to learn new things.

After hearing her repeatedly downplay her credentials and experience, it occurred to me why this client needed my copywriting support and marketing direction.

It was because *she still didn’t think of herself as a consultant!*

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Facebook, Ryze, LinkedIn, Myspace… what’s the point?

Can social networking REALLY work to get you clients? Or is this just a way for wily webmasters to bring hits and attention to THEIR websites, so they can pull in more ad and membership revenues?

Last week, a fairly new copywriting client asked me the above question. Then he said to me, “I emailed you to work on my project because I remembered you from Ryze.”

I was active on Ryze… oh, three years ago? And yet this person remembered me after three years, sought me out, and here we are doing a website project together.

This is not the first time I’ve gained a new client due to having “put in my time” on the social networks.

In my humble opinion and experience, I would say that the more of a standout social networking experience you create, and the more you put into making your profiles professional… the more thought you give to creating posts that add value and meaning to others’ professional lives… the more you’ll get out of social networking.

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About a week ago, I got a call from the local animal shelter telling me there was a 2-year-old boxer dog available for adoption. I had put my name on their list hoping to find a dog for my parents, who had just lost their beloved boxer to kidney failure.

I got to the pound, and there was a beautiful boxer dog, perfect in every way. Young, healthy, vibrant, with a pretty face and that famously goofy boxer expression. He was shy and bashful when I opened the door to his cage, but he gave me paw when I asked, and covered my face with kisses when I bent down to introduce myself. I quickly called my parents on the cell and encouraged them to “grab this one while they had the chance.”

My parents, being the old fogeys they are, had reservations. “Is the dog good looking?” “Do you think we’ll be able to handle a young dog?” “What if he runs off?”

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