How quoting Hitler can get you applause

Can you quote an insane evil dictator?

Believe it or not, when people hear I’m a speechwriter, Hitler’s name comes up a lot more than you’d expect.

Certainly a lot more than I thought.

I’m not saying it’s constant – but it happens.

When I talk about quoting people to make your point, they make jokes like ‘Probably quote Hitler, right?’ or, more seriously, they say things like ‘Obviously you can’t just quote anybody, like Hitler.’

I really don’t know why his name comes up.

But it does.

The funny thing is – in the right context – you can quote a truly awful person for a good speech…

…AND you can get praised for it.

I know – because I’ve done it.

I’ll show you the speech in a moment, but first let me explain WHY I quote him – and why it worked.

Doing so has two powerful lessons that will help anyone called to speak – or called to write for someone who has to speak.

So why quote Hitler?

Two reasons: to throw rocks at enemies, and shock your listeners into paying attention.

The first reason is a classic of persuasion.

We like to listen to – and we like to follow – people who ‘throw rocks’ at our enemies.

Meaning if you criticise a person, group, or idea that I don’t like – if you give me ammo against them – or if you help to make it obvious they’re wrong…

Then I’m on your side.

And now I’m ready to buy what you’re selling – whether it’s a product, service, or vision.

It’s the old saying, ‘the enemy of my enemy is my friend’

You’ve heard it before – and there’s nowhere it’s more true than in persuasion and speaking.

So the first reason I quote Hitler was to ‘throw rocks at him’.

In doing so I made the audience fall just a little more in love with the speaker.

But the second reason is important too.

Leaders are bold.

They are brave.

And they break the mould.

Precisely because people think you can’t quote Hitler is why I did.

Because it takes guts to stand out from the crowd – takes guts to do what people don’t expect.

Especially if the reason they don’t expect it is because they think you can’t do it.

So doing it makes you look and sound more like a leader.

It makes you look and sound strong.

And it gets you remembered.

Which is exactly what it did for my client.

So, today’s lessons:

1. Throw rocks at your audience’s enemies

2. Shock or surprise ‘em

Now that you understand the principles, let’s look at this speech where I actually did quote Hitler.

It’s only a few minutes long, but the speaker had to stop TWICE because the applause got so loud.

The speech opens with a question (implied rather than direct): What is a monument?

Over the next three paragraphs – bit by bit – the speech argues that a monument is not just a memorial.

It’s also a warning or a promise.

Now, this speech was for the unveiling of a monument to mark the Armenian Genocide.

So, the speech asked, what is this monument a warning to? What is its promise?

It’s not just remembering the tragedy – it’s a warning and a promise not to forget, not to let it happen again.

And this is where the Hitler quote comes in:

 “Who now speaks of the Armenian Genocide?”, asked a particularly infamous German politician dismissively in 1939, right before he perpetrated another gross genocide upon humanity. Today’s monument answers: we do, here in Sydney, we remember the Armenian Genocide; we speak of it, and we will not forget.

This is the climax of the speech, built on everything that’s come before.

More than that, it makes all the talk of monuments, warnings, and promises concrete. It makes it real.

It’s a concrete reminder of what happens if we don’t heed the warning.

And it promises we will.

Like I said, it went down a treat. The speech had one more sentence – but the speaker had to wait for the applause to finish before he could finish the speech.

Why?

Because the speech showed he understood the audience, and he stood with them in throwing rocks at their enemies.

And because it surprised them enough to listen.

Talk soon,

Alexander Westenberg

Speechwriting consultant for executives who want to speak like leaders

P.S.

Need speechwriting, corporate training, or 1-1 coaching? DM me on LinkedIn or send me an email at [email protected]