At the CNN Dem debate last night Hillary Clinton gave one of the finest closing statements – hell, one of the most effective story moments period - at any debate in memory. Better than anything in JFK-Nixon, (even Nixon’s sweating lip) and better than Reagan’s exquisitely timed, “There you go again,” against Carter.
The final question was “Describe the moment in your life when you were tested the most.” You can see Hillary’s response by clicking here. It is worth careful study.
Hillary responded with a broad smile, reminded us of the crises she has faced without having to list them – they are part of our collective memory - then deftly took the answer to another level. She talked about her attendance at the dedication of a medical center for rehabilitating wounded warriors back from Iraq. She and John McCain were the only two elected officials invited, which allowed her to skillfully link herself with the presumptive Repub candidate, but she kept the visual imagery on the wounds and suffering of the troops and their heroic struggle to recover. And she took her time doing it. She was making us SEE why this election matters. It is about real people, real medical care, and the real consequences of presidential decisions.
In story terms Hillary moved the debate from her struggle with her Antagonist (Obama) to the next story element – our Awareness. In The Elements of Persuasion we say that every successful story needs a moment of Awareness that allows the hero – that’s us in an election - to make the decision that will lead to real transformation. This moment is often fleeting and easy to miss. Not this time. At the San Antonio CNN debate the moment of Awareness was Texas Big.
In many ways Hillary’s
answer was a call back to her earlier spontaneous answer to a question at a
diner in New Hampshire that some felt turned the tide in that state’s primary.
You can see that one again here.
Will one moment in the San Antonio
Debate be enough to transform Hillary’s downhill slide? Hard to say. But the it
was definitely a story moment for the record books
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