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Essential Message # 091:
I have a dream. What's yours?
"I have a dream that one day this nation will rise up and live out the true meaning of its creed. We hold these truths to be self-evident that all men are created equal.
I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.
I have a dream that one day even the state of Mississippi, a state sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice.
I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.
I have a dream today.
I have a dream that one day down in Alabama, with its vicious racists, with its governor having his lips dripping with the words of interposition and nullification; that one day right down in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers.
I have a dream today."
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Martin Luther King Jr.'s leadership in the civil rights movement led to the 1963 march on Washington, where he delivered his famous “I Have a Dream” speech.
A big part of sales is about transforming your passion, commitment and energy into words that move others to action. This excerpt from King's speech was credited with touching the hearts, souls and minds of people all over the world, and was a key turning point in the success of the civil rights movement. It also helped establish King as one of the greatest orators in American history.
Martin Luther's speech has been analyzed many different ways, and there are many, many reasons why it was in 1963 and continues to be powerful today. Looked at through the Essential Message lens, we can identify seven key elements:
1. It's opening line provokes the listener into wanting to hear more. (The above excerpt is near the end of his speech. The actual opening line is, "I am happy to join with you today in what will go down in history as the greatest demonstration for freedom in the history of our nation.'" This is also when he first introduces the theme for the speech.)
2. It is simple, singular in it's focus -- the words 'free' or 'freedom' are repeated 25 times.
3. It is rigorously consistent with his 'brand' (determined, non-violent resistence).
4. It evokes universal truths, ideals and desires and links them to the cause.
5. It uses specific imagery to make the experience of desired outcome feel real and palpable.
6. It draws on the power of his personal commitment and passion.
7. It creates urgency and answers the question, 'why now?'If you had to deliver your own 'I have a dream' speech, what would it be? Yes, take the time to write it down. Now. You'll be amazed at the transformative power it will have on you -- and your next client.
Essentially yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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