Cam claims that Donald Trump is a messaging genius, while radio legend Viking Jeff wonders whether he's just a dangerous clown.

Cam makes no judgement as to whether Trump is a force for good or bad, he provides an objective analysis of the communication tools Trump uses.

This episode deconstructs the messaging strategy that helped Trump win the 2016 Presidential election, and how his tweets have changed the balance of power in the media.

Sam Cavanagh is a thought leader and Executive Producer of the Hamish and Andy radio show.

His message of "Fans not listeners" helped the radio industry transition to the era of social media and web content.

Sam gives behind-the-scenes insight on how the biggest radio show in Australia came up with their slogan "The People's Show" and shares lessons on overcoming his fear of public speaking.

Cam interviews Amanda Lee who is the Content Director at Perth radio station 92.9FM.

Amanda talks about:
Her leadership Message to her managers, “Is everything in your team aligned to create great content?”

Her realisation that, even thought she wasn’t nervous as a speaker, she knew she wasn’t clear enough.

And her question: How do I get so confident about what I’m delivering that I don’t need notes?

In 1984 Paul Hogan used his messaging skills to convince 300 million Americans to love Australia. His tourism campaign was such a success it underpinned Australia's success for two decades.

Who wouldn't want another their own shrimp on the barbie?

Links mentioned in the podcast: Paul Hogan Tourism Ad Pitch video to Australia Tourism Board (60 minutes segment)  

Show Notes:

00:35 My headline of the day is that Australia owes Paul Hogan five billion dollars

1:25 Paul Hogan embedded a number of messages into the mind of the United States

2:05 A look at Paul Hogan’s history

4:37 The perception of Australian’s by America before Paul Hogan

6:25 Paul Hogan’s idea for tourism ads that changed American’s mind

9:16 Analysing the messages in the TV commercial for America

14:10 Australia benefited from tourism for years and Paul Hogan success

17:01 Paul Hogan paved the way for Aussie actors in Hollywood

17:28 Let's go back to B.H. before Hogan

19:23 The confirmation bias and what I sometimes call the closeness problem

21:18 Where is Australia now from a brand perception and from a marketing point of view

22:29 Australian Tourism Board ran an unsuccessful campaign in 2006, Lara Bingle

25:30 There's been a messaging vacuum for many years

26:47 What's taking over is influenced by National Geographic

Cam speaks to Annie Stanton, Executive Director at the Tisch School of the Arts, New York University.

 While sitting in Washington Square park in New York City, Annie talks about her traumatic first experience in public speaking - and how she now measures up to hollywood actors and directors on stage.   A refreshing and honest conversation about communication skills, meditation and persuasion.  

The world's most watched speech is Steve Jobs' Stanford speech.

His message: “Stay hungry. Stay Foolish.”

In 2005 Steve Jobs made a low-key speech at Stanford University that was one of the first examples of going 'Viral'. Over 100 million people have watched it.

In this episode of the What's Your Message? podcast, we examine why it's so compelling, with a focus on the structure of ideas:

• How structure helps bring ideas to life.
• The power of the 'start' and the 'end'.
• How messages help you sort your ideas when planning a speech or presentation.

Cam Barber talks with Craig Bruce about persuasion - and how to get better at messaging.

Areas covered include: - Messaging is so pervasive it's like oxygen. - We make decisions on messaging, NOT facts! - The vacuum that occurs when you don't have a message hierarchy. - How a clear message can eliminate anxiety. - What your message hierarchy might look like.

Examples include: - BUSINESS: Apple's iPod and iPhone, skin care startup. - SOCIAL: Climate change, environmental protections. - SPORT: Media skills, Hawthorn Football Club. - POLITICS: Trump, Clinton. - How to get your message remembered.

 

0:30 Why is Cam so fascinated with messaging?

1:13 What does a good message look like? and what does it do?

3:41 How is messaging used across the spectrum?

6:46 How often do your clients actually have a starting point in terms of what their message is?

9:11 A few clients Cam has worked with that have struggled with messaging.

9:44 Why is that important for a football club or a sporting club to have a a consistent message?

13:49 Hawthorne project as an example was that an aim or a claim to be the most professional football club?

16:34 Is there a risk around that though because you know most messages you need it to be provable?

21:26 How Cam worked with a star player on messaging?

25:14 Why don't companies spend more time on definitive messaging?

28:33 Messaging in many ways you can call it keywords, but it's not it's not just keywords in many ways will determine what page you land on and stay on.

36:08 [Music]

Personal Profile: Cam Barber interviews Craig Bruce who started as a radio DJ, and ultimately became Head of Content at SCA, overseeing 78 radio shows including Hamish and Andy and The Kyle and Jackie-O show.

Craig speaks honestly and openly about his nervousness around public speaking and shares his challenges and breakthroughs to become a better leader and communicator.