What can we learn from PM’s (Narendra Modi) speech? 5 Important lessons.
The famous 8 PM speeches of our PM, Mr. Narendra Modi, have
always excited us and put us on the edge of our seats. We are excited because
he tells us a story (more like a
fairytale) and we are nervous because we do not know what surprise he
carries every time. His speeches although never contain any promises from his
side but they certainly bring a sense of positivity for most of the citizens. He
portrays citizens as national heroes who have contributed to nation-building
and this portrayal provides them a sense of pride and loyalty for their nation.
He requests, inspires, and motivates citizens through his speeches.
Earlier in the past, we have seen how people religiously
followed his requests, accepted his decisions, and believed in his actions. Our
PM has created an aura around him that is so strong that many people start to
justify even when he is wrong. Being a good orator, he reads the pulse of the
public and comes up with a strong pitch that can sell or buy anything.
Certainly, there is a lot to learn from him when it comes to building a communication
strategy and the delivery of messages.
Rule 1:
Communication, in politics or in the corporate marketing
world, revolves around buyer persona*. One should know whom they are actually
talking to. Having a good knowledge about the psyche of the customer is very
important before building any communication strategy. Therefore, the first rule
is to know the customer and to know about the customer’s psyche.
Our PM is very familiar with this rule. He always talks to
the people to whom he wants to deliver his message. He divides the citizens
into different segments and then targets one of them with his message. Further,
it is equally important for him to know about what the targeted segment is
expecting from him so that the message delivery is successful. Thus, his
communication strategy always gets into the mind of intended citizens.
Rule 2:
The second rule, I could devise from our PM’s speeches, is
to build a story. Telling a story is like building a dream and putting the
listeners as the protagonist. It is human nature to see and relate ourselves
through a story. We have been listening to different stories since our
childhood and that has always taken us to a different world. It provides us a
way to escape ourselves to a perfect world and be the champion we always
wanted.
Our PM uses this rule to create an illusive world that not
only makes one a part of that world but gives one a chance to make things the
way one wants to. Through his stories, he provides a platform for the citizens
to be a leader and a contributor to a good cause.
Rule 3:
The third rule of communication is to inspire, motivate, and
give the intended audience a sense of pride for their effort and association. The
inclusion of ‘WHY’ in your narrative takes your communication effort to a new level.
‘WHY’ defines your existence and gives a purpose to your request to the
audience.
Our PM takes nationalism to good use to give a purpose to
the intended audience. In his speeches, he takes examples of how, in the past,
India overcame the adverse situations by the collective effort of the citizens,
and how India was built by the sweat, tears, and blood of the citizens. It not
only motivates and inspires them to take action but also fills them with
pride.
Rule 4:
The fourth rule of communication is something that is loved
by the majority of people – a Surprise element. Surprises give a short burst of
adrenaline and dopamine. It may or may not be to a person’s
liking but surprises are addictive and make one revisit in the hope of finding
something. Including surprises in your communication effort could make one look
forward to your messages in the future. This is the first step towards building
a customer base.
Similarly, our PM uses the surprise element (sometimes
shock) in his speeches to keep the citizens engaged and active. Be it the
announcement of demonetization, the start of the lockdown, or the lighting of the
candles, Mr. Modi is full of surprises.
Rule 5:
The whole purpose of the communication effort is to enter into
the minds of the customers and influence them to take further action. Thus, the
last rule of communication is to leave the customers with a thought and a
call-to-action (CTA) button. The CTA button acts as a catalyst in the action of
the customers. The combined effect of the story, the motivation, and the surprise
element makes one go ahead with the CTA button to know more about the brand.
Similarly, our PM leaves the citizens with a nationalist thought
and provides an impulse by giving them the next steps, timeline, or guideline
for the engagement.
*(A buyer
persona is a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.)
In case you happen to run a business and want us to relook at your communication style and design a long-term communication strategy for your business, feel free to contact me.
Or in case you believe that this article can benefit someone, help them by forwarding this article to them. I am always happy to help. :)
Until the next time...
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