Can we write web content as powerful as political oratory? Yes we can
Political oratory at its best can inspire, inform, and incite millions to action. (A bit like great web content, huh?)
Don’t know about you, but I can’t wait to hear Obama’s inaugural address. (Anything else I might blog about the day before this historic speech seems insubstantial.) So in anticipation, I took a close look at Obama’s inspiring November 4th presidential acceptance speech. Let’s start with the opening sentence:
If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer.
This is a fine example of a periodic sentence with expert parallelism and skillful repetition:
If there is anyone … who still doubts … who still wonders … who still questions
Like all periodic sentences, this one builds to a rousing conclusion. Just like election night itself, holding our interest hour after hour as the votes are tallied, this sentence holds us in suspense until its final inspiring statement:
tonight is your answer
The use of second person — your answer — speaks boldly and directly to this doubting anyone Obama mentions, as if to convince the stubborn holdout of the historic significance of this moment. How much weaker the sentence would be without second person:
tonight is the answer
The choice of anyone, rather than someone is also notable: If there is anyone out there who still doubts …
I particularly like the word choice out there. It suggests, quite literally, that you are really out there (out on a limb, out of it, out of touch) if you’re not moved by this historic moment.
And take a look at the two embedded independent clauses:
America is a place where all things are possible
The dream of our founders is alive in our time
My only quibble is that the third phrase in this grouping should also be an independent clause. So instead of this structure:
America is a place where all things are possible
The dream of our founders is alive in our time
The power of our democracy
It might be:
America is a place where all things are possible
The dream of our founders is alive in our time
The power of our democracy is unshakable
The sentence would then read:
If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions if the power of our democracy is unshakable, tonight is your answer.
So that was the first sentence. (I told you I liked this speech.) Let’s move on, quickly.
After proclaiming the ringing phrase tonight is your answer in his opening sentence, Obama skillfully reinforces it in the second, third, and fifth paragraphs:
It’s the answer told …
It’s the answer spoken …
It’s the answer that led …
He also evidences a skillful use of the humble prepositional phrase:
It’s been a long time coming, but tonight, because of what we did on this date in this election at this defining moment change has come to America.
Count ‘em. There are four:
of what we did
on this date
in this election
at this defining moment
And guess what defining word they lead us to? Change.
And of course, there are the carefully crafted soundbites:
We cannot have a thriving Wall Street while Main Street suffers.
I will ask you to join in the work of remaking this nation … block by block, brick by brick, calloused hand by calloused hand.
A new dawn of American leadership is at hand.
What’s that? You’re not a fan of this rhetoric? Well go ahead then: Write Obama’s inaugural speech yourself.
Or take a less arduous path and read how noted presidential speechwriters are suggesting Obama craft his inaugural message.
So I ask all of you interactive marketers reading this today: Can we create web content with the same power and influence as an inaugural address?
Yes we can.
