10 Ways Obama Has Sharpened His Message

Have you noticed Barack Obama has sharpened his message in the past few days? So have we. Gone are the long-winded soundbites that steal his thunder. They've been replaced by clear, sharp language directed squarely at John McCain.

Speaking in Espanola, New Mexico on Thursday -- and in another speech in Elko, Nevada -- Obama's new and improved stump speech was on display, just in time to respond to the economic crisis engulfing Wall Street and the financial markets.

Obama's 10 Steps To Sharpen His Message

Here are the 10 techniques Obama used this week to get his message across more effectively.

First, he used a simple metaphor to explain the choice facing voters. "We can't steer ourselves out of this crisis by heading in the same, disastrous direction," Obama said. "We can't change direction with a new driver who wants to follow the same old map. And that's what this election is all about."

Second, Obama used guilt by association to challenge John McCain. "My opponent's first reaction to this crisis on Monday was to stand up and repeat the line he's said over and over again throughout this campaign - quote - 'the fundamentals of our economy are strong.' The comment was out so out of touch that even George Bush's White House couldn't agree with it," Obama said.

Third, he used clear language to contrast his opponent with himself. "On Monday, [John McCain] said the economy was fundamentally sound, and he was fundamentally wrong," Obama said. That's the kind of simple red meat statement that someone in the audience can remember and a reporter can quickly quote. 

Fourth, he used ridicule to attack his rival. Here's what he said about John McCain's response to the Wall Street meltdown this week. "Senator McCain's first answer to this economic crisis was - get ready for it - a commission. That's Washington-speak for 'we'll get back to you later.'" Obama said.

Fifth, he used a litany to illustrate his point over and over again. "Folks, we don't need a commission to spend a few years and a lot of taxpayer money to tell us what's going on in our economy. We don't need a commission to tell us gas prices are high or that you can't pay your bills. We don't need a commission to tell us you're losing your jobs. We don't need a commission to study this crisis, we need a President who will solve it - and that's the kind of President I intend to be," Obama said.

Sixth, he raised the ante. When John McCain proposed firing the SEC Chair yesterday, Obama quickly upped the ante and said that the public should fire everyone in charge. Said Obama: "Now that this disaster has hit, John McCain is calling for the firing of the Security and Exchange Commissioner. Well here's what I say: In 47 days, you can fire the whole Trickle-Down, On-Your-Own, Look-the-Other-Way crowd in Washington who have led us down this disastrous path. Don't just get rid of one guy. Get rid of this Administration. Get rid of this philosophy. Get rid of the do-nothing economic program and put somebody in there who's gonna fight for you."

Seventh, he used humor. As Alaska Gov. Sarah Palin has demonstrated, one of the most memorable ways to communicate a strong message is to mock your opponent with humor. That's exactly what Obama did yesterday about John McCain's call to shake up Washington. "This is somebody who's been in Congress for 26 years, who put seven of the most powerful Washington lobbyists in charge of his campaign, and now he tells us that he's the one who will take on the ol' boy network," Obama said. Then he went for the kill. "The ol' boy network?" he said. "In the McCain campaign, that's called a staff meeting."

Then he used biting humor. "John McCain can't decide whether he's Barry Goldwater or Dennis Kucinich," Obama said. Okay, it's pretty much the same as regular humor, but this time it underscored a stronger message that McCain is willing to do or say anything to get elected.

Eighth, he used an attack disguised as an innocent observation. "Have you noticed John McCain has been stealing my lines?" Obama asked in New Mexico. "I thought he was running on experience," he said, but then noted how McCain is suddenly running on change. "I guess imitation is the best form of flattery, but you know what, I don't want him stealing my lines. I want him to steal some of my ideas. Change isn't just a slogan. Change is having some ideas to actually move the country forward," Obama said.

Ninth, he used a tone of urgency. Obama likes to quote Dr. Martin Luther King's statement about "the fierce urgency of now." Fortunately, he didn't use that poetic line in his stump speech, but he did deliver a message of urgency. "Let's be clear: what we've seen the last few days is nothing less than the final verdict on an economic philosophy that has completely failed."

Tenth and finally, he made his case for change. "I am running for President of the United States because the dreams of the American people must not be endangered any more," Obama said. "It's time to put an end to a broken system in Washington that is breaking the American economy. It's time for change that makes a real difference in your lives."

Now He Has To Keep It Up

Obama is a superb speaker in a big setting for a big moment. He knocked it out of the park at Invesco Field in Denver. But it's the everyday stump speech on the campaign trail that defines how the candidate is perceived by the voters and the media.

Obama's new stump speech is the sharpest of the campaign so far. He doesn't sound like a Harvard law professor talking about constitutional principles. He sounds like a man who is hungry to win and ready to fight for his cause.

He has to keep up that tone and sharpen it more as the campaign moves into October, and he has to be ready with some memorable zingers for the first presidential debate next Friday. But if he keeps sharpening his rhetoric, stays on offense and stays on message, he could just get the promotion of a lifetime.