There’s one cardinal rule you cannot break if you want to give a power presentation, or speak in public in any capacity:
You have to nail the opening minute.
In my book Speaking to Influence, it’s what I call the “sixty-to-sixty” rule.
The 60-to-60 Rule
What that means is: in the first 60 seconds, you’ll set the audience’s expectations for the value you’re going to deliver in the next 60 minutes.
But what if you’re only speaking for a total of six minutes instead of 60?
Then it’s even MORE important to nail the opening, because you have that much less time to recover, and master my Three Cs of executive presence, in order to:
- Command the room
- Connect with the audience
- Close the deal.
In Day 1 of the 2024 RNC last night, two speakers in particular did a fantastic job of contrasting the “Do’s” and “Don’ts” of nailing that 60-to-60 rule, both verbally and non-verbally.
First, the DON’TS
Our anti-role-model for the evening was Representative John James, a first-term congressperson from Detroit, Michigan.
James broke the #1 Cardinal Rule (the “60-to-60” rule) by simultaneously forgetting another cardinal rule of persuasion and influence in any context: Know Your Audience.
Know Your Audience
Speaking on stage for the RNC in Milwaukee, WI, (you can watch the first minute of his speech here) James, a relatively unknown newcomer to the American political arena in general and to Milwaukee specifically, opened with “Warmest regards from the home of the NFC North champions, the Detroit Lions!”
Unsurprisingly, this elicited a general round of “BOO!” from the audience – at least from the small handful who understood or cared about the Lions/Packers football rivalry being referenced. The rest were silent.
Remember that second C: “Connect with the audience”? Gone.
Friendly rival “smack talk” has its place… but this wasn’t it.
Done right, that kind of banter can be a fun opening tactic, but only if certain conditions are already in place, e.g.:
– A pre-existing relationship and rapport
– A context in which that subject (“our team beat your team last season”) would have been germane, like watching a football game together the next season
– Actually being in Detroit
– As a pickup line If he were trying to flirt with someone wearing the opposite team’s jersey (and if he had “game” of his own to be able to pull it off).
(Of course, that last example is the grown-up version of pulling a girl’s pigtails in kindergarten, but who’s to say that it couldn’t work…)
Ultimately, whether or not it could have worked didn’t matter because it clearly didn’t when he doubled down with another winner-vs-loser football reference aimed at the newly named Republican candidate for Vice President, JD Vance, a senator from Ohio.
He claimed that Vance might “need his help” because Vance “might be the first Buckeye” (Ohio State U. football reference) “to win in Michigan since last time Trump was in office.”
Once again, this ill-framed and ill-delivered “friendly smack-talk” went over like a lead balloon. He clearly did not know his audience.
My friend… know when to quit.
The conventions (RNC and DNC alike) are supposed to be a four-day pep rally to galvanize voters. Having a speaker with little to no “street cred” who effectively denounces the strength of the person who was named the vice presidential candidate for his party just hours ago, is like the 98-pound weakling kicking sand at the bully and laughing… and not realizing he’s probably staring into the eyes of his own demise.
And all that in less than the first minute.
There are a few comedians – a very select few – who have made a name for themselves by humorously insulting audience members. A mission-critical presentation or public address is not the time to find out if you have what it takes to join their ranks.
Rep. James… Don’t quit your day job.
Next, the DO’S
Contrast that to the entrance of Rep Byron Donalds from Florida. (Go here to watch Donalds’ entrance from the time his name is called at 1:11:24.)
What was most impressive about Donalds’ entrance is that he completely commanded the room, even though he didn’t say a word for 30 seconds.
Donalds is also relatively unknown as a comparative newcomer to national politics, having been in office for only three years so far.
But he knew the mood and tone of the event, and how to play to his audience, so when his name was called and he walked across the stage to the podium… he OWNED it.
His gait was slow and relaxed, more of a saunter, as he looked around the arena and took it all in, with a casual posture and slight bounce that some could say was almost arrogant… but not quite.
And the crowd loved it.
It was as if he were the nominee for president. (Foreshadowing? Only time will tell.)
Once he began, he told his personal story and gave a plug for the party platform on education, no “smack talk” necessary or attempted.
He had already achieved the first two Cs: He commanded the room, and connected with the audience, so it was much easier for him to achieve the third as well, and close the deal.
Closing the Deal
In order to get his listeners to arrive at the ultimate “Yes” destination, Donalds knew he’d have to bring them along on the journey. For them to accompany him on that journey voluntarily, the opening had to be enticing, or they’d never take the first steps.
So remember: Know your audience, and practice the “60-to-60 rule” until you can nail the opening!
Special thanks to the RNC Night 1 for this live case study in leadership communication and influence.
Let’s see what new insights Night 2 brings tonight…
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