TJ Walker breaks down a Chris Sacca quote about tech leaders and Donald Trump, identifying the rhetorical patterns that make it quotable. Walker says there are 10 speech patterns and 15 soundbite elements embedded in the passage, the same techniques Trump used to control media coverage.
Questions this video answers
10 speech patterns
At least 15 soundbite elements
Chapters
Sound bite of the day goes to investor Chris Sacca. He's one of these high tech luminaries. In fact, many would argue he's the most successful venture capitalist and angel investor in Silicon Valley today. So he has a lot of prominence and billions behind his name. Well, he, along with many other top tech investors and CEOs, were invited to meet with Donald Trump to talk about technology and its role in American economy and society. Here's the response Chris Sacca put out and it was quoted widely in the New York Times and elsewhere. He says if an attendee wants to maintain their integrity and preserve their company's ability to recruit the best talent, then there is only one purpose for a trip to Trump Tower. To deliver the message that our industry will not be complicit in the systematic disgrace of our democratic institutions, the establishment of an authoritarian kleptocracy, nor the oppression of citizens, including the minority of Americans who elected him.
End of quote.
Now that's a fairly long quote to get into the New York Times or any media outlet. Why was Chris Sacca so successful at this? You can make the case. Well, he's famous and success. That's not why this quote got in so lengthy. It observes classic soundbite patterns and I'll analyze them for you so you can use them. If you ever have to speak to the media and you really, really want to get a strong message out, analyze it. They want to maintain their integrity. That's an implied attack. Preserve their company's ability to recruit action oriented. There's only one purpose absolute. So what I'm doing here is isolating sound bite patterns. All quotes in media outlets come from 10 speech patterns. Once you understand what those speech patterns are, then you can package your message with those speech patterns. So we're up to three to deliver.
The message action oriented.
That our for our industry will not be complicit.
Attack emotion.
5, 6. In the systematic disgrace, action and attack 7, 8. Of our democratic institutions. The establishment of an authoritarian attacking word. 9. Kleptocracy, very attacking word. 10.
Emotional 11.
Nor the oppression of citizens.
Action emotion.
13, 14. Including the minority of Americans who elected him. Another attack and a snide attack. It didn't really get all the votes you, you ideally would want. So by my count, there are at least 15 soundbite elements in that one quote. This proves that it's not about being succinct in the shortest possible. Say it in six seconds. If you have a lot of sound bite elements, you can get a huge, huge quote into any story, regardless of whether the reporters like you. Now, some of you may think I'm being partisan. Let's not forget Donald Trump is the master at this. Donald Trump got more airtime, more coverage than any other politician, in part by doing exactly the same thing. Speaking with lots of attacks, lots of emotion, lots of absolutes. You do that, you will get lots of quotes and you will get your message across.
