6 Things Trump Teaches Us About Charismatic Communication

A clear point of view makes all the difference

Love him or hate him, one thing is certain: Donald Trump is a master captivator. As we enter 2020, what can we learn from the biggest political splash of the previous decade to help us become more captivating in the next?

1. Vocal musicality helps communicate a clear point of view

When Trump speaks, you don’t just hear the words: You hear how he feels about the words, and you hear which words he feels are most important. He does this in part by using lots of vocal musicality, greatly varying his pitch and tempo. Through his musicality—which authentically matches his facial expressions and body language—he more clearly conveys his logical and emotional point of view.

2. An unclear point of view disengages the audience

When a speaker doesn’t clearly communicate their point of view, the audience is much more likely to be suspicious of their intentions. Suspicion breeds distrust: “Why won’t they just tell me what they want?!” or “How are they trying to manipulate me?” Hillary Clinton fell into this trap during the 2016 election. If the audience spends their time analyzing what the speaker is hiding, they aren’t able to engage with the content itself. This distrust distances the audience from the speaker and prevents the audience from having a compelling response. Instead of acting, voting, or volunteering, they just stay home.

3. A clear point of view increases audience trust and value

By contrast, Trump’s musical communication style helps to clarify his point of view so well that the audience trusts that he truly believes what he is saying—regardless of whether his beliefs or words change shortly thereafter. Even if I vehemently disagree with what he is saying, the fact that I have an emotional response to him, positive or negative, illustrates that what he is saying is valuable to me—and I pay greater attention to those things that are valuable to me.

4. A clear point of view allows the audience to reflect on their own perspective—a classic, enjoyable human pastime

By clearly communicating his point of view, Trump allows me to reflect my own perspective out into the world by either agreeing with him or disagreeing with him. We humans are self-absorbed creatures, and we like to respond from our personal perspective. This isn’t a good or a bad thing; it is just a biological tendency. Each individual human has a unique background, experience, and perspective that only they can express. When I hear a clear point of view, I am able to relate myself to it and I can either agree or disagree—and both responses move the conversation forward.

5. A clear point of view increases audience engagement

As Trump clearly communicates his point of view, each of us is able to reflect on whether we agree or disagree with him. By vehemently agreeing or vehemently disagreeing, Trump creates energy (both positive and negative) around himself, enables us to reflect on our own point of view, and ignites us to push our view of his opinion out into the world.

6. A clear point of view is everything in communication

Neutrality is like a cobweb, flimsy and eerie; we walk gingerly through it, our suspicion on high alert. Which way do I go? Maybe best to stop and turn around. I am alone.

By contrast, points of view have staying power; they create attachment to oneself and to others—whether that attachment is love or hatred. Family members can cultivate the necessary feelings and viewpoints to feud with other family members for generations. Points of view are the stuff of great stories and myths, the DNA of heroes and villains alike.

So, the next time you want to captivate your audience, share your point of view clearly! Vary your pitch, alter your tempo, and speak your content as well as how you feel about your content. Don’t be afraid to say something people might not like. Because whether they agree with you or not, if you clearly share your point of view, your audience will be instinctively captivated by the opportunity to have an opinion. That’s a gift you give them.

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Miller Communication Consulting is a Human-Communication training and consulting firm specialized to enhance how people reliably captivate, not just communicate. Contact us for more information or your free discovery consultation.

This text has been adapted from an article in Die Welt written by Scott Miller, published November 8, 2016, and prophetically titled “Trump will win—he has the better voice.”