Thursday, 7 October 2010


The cuts have started. They have begun amongst the Prime Minister’s speech writing team.

Content counts, but style matters - especially to the audience. Cameron’s conference speech in Birmingham was rhetoric light, sleep-inducing heavy.

Could this climax have got the Conservative party faithful to their feet if they hadn’t been expected to perform for the TV cameras: "Let’s come together. Let’s work together. In the national interest.”


There are times when it matters what you say. And there are times when what matters is how you say it.

Here’s a freebie for Cameron. Next time, try it this way:

“So Conference, in the national interest......let’s come together, let’s work together, let’s succeed – TOGETHER!”

Prime Minister, for a consideration, I might be free to help out from summer 2014.

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