Politicians captivate people with their speeches and make voters want to choose them as representatives. Sales reps, who want to convey to customers that their product is a good investment, could take a page out of the speech writing book of high profile and persuasive politicians, such as the two running for President now.

Prosales contributor Rick Davis presents three lessons that sales reps can learn from politicians and their speech tactics. His number one takeaway? Conveying emotion and passion is key.

1. Speak from the heart: Donald Trump speaks with a completely unfiltered voice that resonates with much of the electorate. Speak from the heart to connect with the heart, be heard, and influence others to action.

2. Less is more: The Gettysburg Address lasted two minutes. Notable among his words were the claim that “the world will little note, nor long remember what we say here.” Lincoln was wrong—we do remember. His words served to immortalize the sacrifice of the soldiers on that battlefield and all warriors before and after.

3. Keep it simple: Time magazine rated the “I like Ike” campaign slogan for Dwight Eisenhower as one of the top 10 of all time. The man behind the campaign was Rosser Reeves, pioneer of the Unique Selling Proposition (USP). Reeves said a USP must offer a specific benefit; be different than the competition; and something the audience wants. Presidential campaigns have historically worked to create a simple USP, albeit with different levels of success, to distinguish a candidate.

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