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Secrets of the conference soundbite Secrets of the conference soundbite
(about 2 hours later)
By Brian Wheeler Political reporter, BBC News, Conservative Party conferenceBy Brian Wheeler Political reporter, BBC News, Conservative Party conference
This is it!This is it!
Will these be the three words David Cameron chooses to close his party's final conference before a general election?Will these be the three words David Cameron chooses to close his party's final conference before a general election?
David Cameron's team puts the finishing touches to his speechDavid Cameron's team puts the finishing touches to his speech
It seems doubtful.It seems doubtful.
The Tory leader's use of the phrase in a private speech to party grandees last month sparked a flurry of speculation that he was road-testing an election slogan, his own version of Barack Obama's "Yes we can".The Tory leader's use of the phrase in a private speech to party grandees last month sparked a flurry of speculation that he was road-testing an election slogan, his own version of Barack Obama's "Yes we can".
But the ghost of Labour's 1992 Sheffield rally, when Neil Kinnock celebrated a victory his party had not yet won, stalks every move the Tory Party makes at the moment, and he may opt for a more muted message.But the ghost of Labour's 1992 Sheffield rally, when Neil Kinnock celebrated a victory his party had not yet won, stalks every move the Tory Party makes at the moment, and he may opt for a more muted message.
The Tories still talk earnestly of "sealing the deal" with the electorate. They do not want to act as if the election is in the bag.The Tories still talk earnestly of "sealing the deal" with the electorate. They do not want to act as if the election is in the bag.
Which is not to say that, like Labour and the Lib Dems before them, the Conservatives are not in need of a decent conference soundbite.Which is not to say that, like Labour and the Lib Dems before them, the Conservatives are not in need of a decent conference soundbite.
Something that sums up in a few syllables the very essence of their message. The single thought they want to plant in the head of the party faithful and, more importantly, the floating voter casually flicking through the TV channels.Something that sums up in a few syllables the very essence of their message. The single thought they want to plant in the head of the party faithful and, more importantly, the floating voter casually flicking through the TV channels.
Young pretenderYoung pretender
It does not have to be the big pay-off line to a speech. It could be something buried in the text - or repeated at regular intervals throughout it.It does not have to be the big pay-off line to a speech. It could be something buried in the text - or repeated at regular intervals throughout it.
Shadow chancellor George Osborne had obviously decided "we are all in this together" was the soundbite he wanted people to take away from his big speech on Tuesday.Shadow chancellor George Osborne had obviously decided "we are all in this together" was the soundbite he wanted people to take away from his big speech on Tuesday.
We know this because he said it seven times during the course of his address as he sought to sugar the pill of his stark message on spending cuts.We know this because he said it seven times during the course of his address as he sought to sugar the pill of his stark message on spending cuts.
It got patchy take-up on the front pages, with some newspapers coming up with their own neatly-turned take on his message.It got patchy take-up on the front pages, with some newspapers coming up with their own neatly-turned take on his message.
Sometimes the headline writers will ignore the carefully laid-out soundbites altogether and zero in on a single phrase - such as Gordon Brown's "no time for a novice" line from last year - that sums up the leader's message but also says something about his wider predicament.Sometimes the headline writers will ignore the carefully laid-out soundbites altogether and zero in on a single phrase - such as Gordon Brown's "no time for a novice" line from last year - that sums up the leader's message but also says something about his wider predicament.
Mr Brown's line was interpreted as a swipe at young pretender David Miliband as much as David Cameron.Mr Brown's line was interpreted as a swipe at young pretender David Miliband as much as David Cameron.
At other times - as with Lib Dem leader Nick Clegg's "I want to be prime minister" speech this year - they will be nudged towards a phrase by party aides, who claimed it was the most ambitious statement ever made by a leader of their party.At other times - as with Lib Dem leader Nick Clegg's "I want to be prime minister" speech this year - they will be nudged towards a phrase by party aides, who claimed it was the most ambitious statement ever made by a leader of their party.
ChangeChange
Mr Clegg did say it four times during the speech, just in case we had missed it.Mr Clegg did say it four times during the speech, just in case we had missed it.
Like all opposition politicians, he also mentioned "change" a lot.Like all opposition politicians, he also mentioned "change" a lot.
David Cameron is certain to make heavy use of it on Thursday.David Cameron is certain to make heavy use of it on Thursday.
Nick Clegg wants to be prime ministerNick Clegg wants to be prime minister
For the past year or so, the Conservatives have been trading under the slogan Plan for Change. This week they have moved to Ready for Change. The signs are everywhere in the Manchester conference centre. For the past year or so, the Conservatives have been trading under the slogan Plan for Change. This week they have moved to Ready for Change and Now for Change. The signs are everywhere in the Manchester conference centre.
Presumably the next stage of the campaign will be Time for Change.Presumably the next stage of the campaign will be Time for Change.
Although, given the party's new belt-tightening message, "spare any change?" might be more appropriate.Although, given the party's new belt-tightening message, "spare any change?" might be more appropriate.
But whatever Mr Cameron decides to go with on Thursday one thing is certain - it will be short.But whatever Mr Cameron decides to go with on Thursday one thing is certain - it will be short.
Going viralGoing viral
Even before Obama arrived on the scene with "Yes We Can", political slogans had been growing increasingly terse.Even before Obama arrived on the scene with "Yes We Can", political slogans had been growing increasingly terse.
Labour fought the 2005 election with "Forward, Not Back", which makes their 1997 slogan "New Labour: Because Britain deserves better" sound like an essay.Labour fought the 2005 election with "Forward, Not Back", which makes their 1997 slogan "New Labour: Because Britain deserves better" sound like an essay.
Nowadays that would probably be truncated into something a little punchier and more personal. "You're worth it" perhaps.Nowadays that would probably be truncated into something a little punchier and more personal. "You're worth it" perhaps.
The advent of Twitter, with its 140-character limit, can only increase this trend. If you want to go viral it helps to be brief.The advent of Twitter, with its 140-character limit, can only increase this trend. If you want to go viral it helps to be brief.
Tony Blair's 1996 conference slogan "Labour's coming home" - a shameless attempt to capitalise on football's Euro 96 tournament - would have worked well on the net.Tony Blair's 1996 conference slogan "Labour's coming home" - a shameless attempt to capitalise on football's Euro 96 tournament - would have worked well on the net.
You also suspect former Tory leader Iain Duncan Smith's contribution to the genre: "Do not underestimate the determination of a quiet man" would have been a hit on YouTube, if not for the reasons its authors intended.You also suspect former Tory leader Iain Duncan Smith's contribution to the genre: "Do not underestimate the determination of a quiet man" would have been a hit on YouTube, if not for the reasons its authors intended.
But although the internet has certainly loosened the grip of the spin masters and professional media classes on the politicians' message, this does not have to work to their disadvantage.But although the internet has certainly loosened the grip of the spin masters and professional media classes on the politicians' message, this does not have to work to their disadvantage.
Obama's "Yes we can" only became the defining phrase of his campaign after it was picked up and passed around by his thousands of online supporters.Obama's "Yes we can" only became the defining phrase of his campaign after it was picked up and passed around by his thousands of online supporters.
David Cameron and his rivals in the UK should be so lucky.David Cameron and his rivals in the UK should be so lucky.
Here is a selection of your soundbites:Here is a selection of your soundbites:
The Tories lost to a landslide in 1997, and now Labour will suffer the same fate in 2010 (probably). I suggest:
"Our turn, again"
This can then be recycled by Labour in circa 2025.Tim Wass, Cambridge
How about: Conserve or die.
It's what we have to do - and obviously hints that a Conservative government is the only one that can make it happen.John Frewen-Lord, Nettleton, Lincs, UK
Don't vote for Tory, it's the same old story!
Don't be fooled we're still posh, we still spout a load of tosh!
Vote for me or face the consequences!
If the tories were in government, it would probably be the worst government in the world! - Inspired by the Carlsberg advertsJames, Manchester
We've had a change of Tone, now lets have a change of colour - from Brown to Blue!
We can fix it!
No more prudence lets have responsibility!
Move over DarlingPeter Grant, LEEK Staffs
Turn that Brown upside down!Craig Mitchell, Aberdeen
How about:
"We can't do any worse than Labour"
"Give public school a chance"
"The country needs cuts in public services, so bring in the experts"
"Retirement is for wimps"
or simply
"I'm not Gordon"?Tim, Hull, UK
Hasta la vista, Labour.Mat, Somerset
if they, really want to seem hip, and internet focused, i would suggest
STFU Labour
Payfreeze or GTFO
the Tories- Total Pwnage
hmm, i dont wanna give them ideas, I might add
Lib Dems FTWLuke, Plymouth
More Champagne anyone?Ken Armstrong, Edinburgh
Why not take a leaf out of the West Wing's book? "What's Next?"Kate Jones, Lancaster, Uk
"No I won't".
On being asked if he will hold a referendum on constitution/Lisbon treaty.Rayatcov, Coventry, England
"Have you forgotten the 80s, yet?"Rosie, Brighton
"Labour isn't working, again"JZ, London
Vote for us or you'll be in the duckhouseHarlowsceptic, Harlow
He needs to be upbeat without destroying the message of honestly levelling with the public - so how about :- "We will make the hard decisions for a better future for all"Colin Allinson, Solihull
Things will always change, that we know.
(pause)
Together, let us make a change for good. Sian, Bristol
WE`LL KEEP OUR PROMISES!
John Pearson, Preston Lancashire
Politics is often like a bad pantomime so how about; "HE'S BEHIND YOU!"Bob, High Wycombe
Many, many thanks GordonMike Dooley, Birmingham
"This is it" can be rearranged to easily to "Is this it?"Paul Curtis, Aberdeen"This is it" can be rearranged to easily to "Is this it?"Paul Curtis, Aberdeen
Vote for 'Sound policies, not soundbites'.JAK, LeicesterVote for 'Sound policies, not soundbites'.JAK, Leicester
The three words that I'd like to hear at the end of the Tory Party conference would be "We're standing down" lee, LondonThe three words that I'd like to hear at the end of the Tory Party conference would be "We're standing down" lee, London
Camerons closing comment will be that immortal Phil Lynott line "The boys are back in town"richard hill, DaventryCamerons closing comment will be that immortal Phil Lynott line "The boys are back in town"richard hill, Daventry
How about adapting that phrase from the arch capitalist Alan Sugar (no favourite of mine but, apparently, a hit with the viewers)?How about adapting that phrase from the arch capitalist Alan Sugar (no favourite of mine but, apparently, a hit with the viewers)?
"Brown - you're fired!"Andy Heath, Cranbrook, Kent"Brown - you're fired!"Andy Heath, Cranbrook, Kent
Think for tomorrow, not yesterday.Think for tomorrow, not yesterday.
Terence Walmsley, Deal KentTerence Walmsley, Deal Kent
It's your vote use it.It's your vote use it.
We are a thousand voices with but one purpose.We are a thousand voices with but one purpose.
We have to change.We have to change.
Your vote is the life blood of this country.Your vote is the life blood of this country.
Its your country do what is right.Its your country do what is right.
Its you the people that create change.Its you the people that create change.
Remember the past to create the future.Roy Sutton, Solihull UK B377JSRemember the past to create the future.Roy Sutton, Solihull UK B377JS
It must above all be CREDIBLE.It must above all be CREDIBLE.
How about - MAKE IT HAPPENJohn Redfern, Sheffield, EnglandHow about - MAKE IT HAPPENJohn Redfern, Sheffield, England
"Resistance is futile."?Eddie, Newcastle"Resistance is futile."?Eddie, Newcastle
I think 'This Is It' belongs to Michael Jackson this year - sorry!Tom, UKI think 'This Is It' belongs to Michael Jackson this year - sorry!Tom, UK
Tally-ho !Paul, LondonTally-ho !Paul, London
Never in the face of human adversity have so many given so much to so few.Never in the face of human adversity have so many given so much to so few.
Or Bankers..."Our moneys coming Home"Kevin Rolfe, CrawleyOr Bankers..."Our moneys coming Home"Kevin Rolfe, Crawley
we all simply need change, without we will have nothing. vj, nottinghamwe all simply need change, without we will have nothing. vj, nottingham
How about 'I'm a hologram of everything you want me to be' (for David Cameron).How about 'I'm a hologram of everything you want me to be' (for David Cameron).
But actually, he's Alec Douglas-Home with brylcreamrhory fraser, LondonBut actually, he's Alec Douglas-Home with brylcreamrhory fraser, London
We can pull through this togetheralan Price, Milton KeynesWe can pull through this togetheralan Price, Milton Keynes
I think a 'catchphrase' has to be short and catchy to grab people's attention, but it also has to be positive to get people on board. How about the Conservatives getting Churchill on board as campaign sponsors and making the soundbite something like: "Conservatives for a better Britain? Oh yes!"?Adam Wilson, Ashgill, ScotlandI think a 'catchphrase' has to be short and catchy to grab people's attention, but it also has to be positive to get people on board. How about the Conservatives getting Churchill on board as campaign sponsors and making the soundbite something like: "Conservatives for a better Britain? Oh yes!"?Adam Wilson, Ashgill, Scotland
Never trust a Tory!Mr Big, ManchesterNever trust a Tory!Mr Big, Manchester
Fatter cats vote ToryBen Terrion, Blaby EnglandFatter cats vote ToryBen Terrion, Blaby England
In view of the stance of the unions towards co-operation as they circle the wagons, it may well be."Let battle commence"Dmorr, Grimsby UKIn view of the stance of the unions towards co-operation as they circle the wagons, it may well be."Let battle commence"Dmorr, Grimsby UK
"The drinks are on me!"Judith Davies, Kent"The drinks are on me!"Judith Davies, Kent
"The time is right"Jon Dane, Cambridge, UK"The time is right"Jon Dane, Cambridge, UK
"We're better then the other guys!"Micah Plourd, Prague, Czech Republic"We're better then the other guys!"Micah Plourd, Prague, Czech Republic
The problem with soundbite politics is it might bite you back in the future. So if David goes with say, 'honesty, integrity and trust', it will haunt him when the first scandal hits, which it will, no matter how careful he is.The problem with soundbite politics is it might bite you back in the future. So if David goes with say, 'honesty, integrity and trust', it will haunt him when the first scandal hits, which it will, no matter how careful he is.
I suggest; 'Don't look back, look forward.' Lots of hidden messages but unlikely to be held against him or the party. Chris Wills, Fareham UKI suggest; 'Don't look back, look forward.' Lots of hidden messages but unlikely to be held against him or the party. Chris Wills, Fareham UK
I know "Doon with Broon" would go down well with the English, and "Brown and Out" would also have a nice ring, but what about:I know "Doon with Broon" would go down well with the English, and "Brown and Out" would also have a nice ring, but what about:
"Britain can be Great Again"West, Cuves, France"Britain can be Great Again"West, Cuves, France
TORY TOFFS TOPPLE TRUTH!!!Nigel Davies, StockportTORY TOFFS TOPPLE TRUTH!!!Nigel Davies, Stockport
In the interests of accurate reporting, you should point out that Obama's "Yes we can" was actually originally coined by Bob the Builder.In the interests of accurate reporting, you should point out that Obama's "Yes we can" was actually originally coined by Bob the Builder.
Perhaps, in the same vein, "Can we fix it?" would be a good slogan - for any party - right now. It's certainly the question we're all asking of them!Phil Evans, Leicester, UKPerhaps, in the same vein, "Can we fix it?" would be a good slogan - for any party - right now. It's certainly the question we're all asking of them!Phil Evans, Leicester, UK
"Make it so..."Gary, Wolverhampton"Make it so..."Gary, Wolverhampton
The secret is to keep it simple, honest and sensible and to appeal to the Brtish sense of fair play, fighting spirit and resolve e.g.The secret is to keep it simple, honest and sensible and to appeal to the Brtish sense of fair play, fighting spirit and resolve e.g.
Britain needs ConservativesBritain needs Conservatives
Working for a brighter futureWorking for a brighter future
Working together for allWorking together for all
Britain can be great againBritain can be great again
Together we standTogether we stand
No time to waver. Vote ConservativeNo time to waver. Vote Conservative
Vote Conservative for a safer futureVote Conservative for a safer future
One party. One nation. One purposeOne party. One nation. One purpose
Charles Stuart-Hunt, London, UKCharles Stuart-Hunt, London, UK
During 2009 the word "change" should be avoided like the plague, simply because it makes it look like all you can do is plagiarise Barack Obama. The fact that the Conservatives have already made the cardinal error of using it for their conference slogan suggests that whatever they come up today will sound tired and derivative. Just like all other recent UK efforts - it's a skill our politicians and speechwriters simply don't possess!Ian Kemmish, BiggleswadeDuring 2009 the word "change" should be avoided like the plague, simply because it makes it look like all you can do is plagiarise Barack Obama. The fact that the Conservatives have already made the cardinal error of using it for their conference slogan suggests that whatever they come up today will sound tired and derivative. Just like all other recent UK efforts - it's a skill our politicians and speechwriters simply don't possess!Ian Kemmish, Biggleswade
After all the negative accusations by Labour perhaps the best sound bit would be -After all the negative accusations by Labour perhaps the best sound bit would be -
"No we won't"Phil, Redbourn"No we won't"Phil, Redbourn
"Tough choices for us. Tough luck for you."Charles Barrand, Chichester, UK"Tough choices for us. Tough luck for you."Charles Barrand, Chichester, UK
We're the best of a bad bunch!We're the best of a bad bunch!
OrOr
Death by hanging or firing squad!Death by hanging or firing squad!
Oh, ye of little faith.Sean, PortsmouthOh, ye of little faith.Sean, Portsmouth
"The Time is now"Geoff Herbert, Claygate England"The Time is now"Geoff Herbert, Claygate England
Only with us!Brian Keith, EllesmereOnly with us!Brian Keith, Ellesmere
"With Your Help"Pepper Quill, Portsmouth"With Your Help"Pepper Quill, Portsmouth
For either main party: "No change there then!"Peter Jones, Tavistock, UKFor either main party: "No change there then!"Peter Jones, Tavistock, UK
How about the truth?How about the truth?
"You have been on a spending binge with money you did not have, just like the government. Don't expect us to get you out of this mess because we haven't a clue what to do."John Jones, Carmarthen"You have been on a spending binge with money you did not have, just like the government. Don't expect us to get you out of this mess because we haven't a clue what to do."John Jones, Carmarthen
I could see the Tories going for something that, a) emphasises the message that they are ready to govern; b) engages the public's attention by asking a direct question; and c) reinforces the theme of togetherness that Osborne trailed. Something like, "We're ready...are you?" Mark Kieran, London, UKI could see the Tories going for something that, a) emphasises the message that they are ready to govern; b) engages the public's attention by asking a direct question; and c) reinforces the theme of togetherness that Osborne trailed. Something like, "We're ready...are you?" Mark Kieran, London, UK
"You've had it"John White, Stony Stratford"You've had it"John White, Stony Stratford
We can fix it !We can fix it !
(underlining CAN)(underlining CAN)
Thats what seems to be lacking in this campaign, just a lot of rhetoric Peter Button, Irchester ukThats what seems to be lacking in this campaign, just a lot of rhetoric Peter Button, Irchester uk
The secret of a well-crafted sound-bite in three words? For a politician, it's something that says "vote for me" whilst giving the impression that they care anything other than getting your vote.Grant, CroydonThe secret of a well-crafted sound-bite in three words? For a politician, it's something that says "vote for me" whilst giving the impression that they care anything other than getting your vote.Grant, Croydon
Driving change for good.Paul Knighton, Willingham, Cambs., UKDriving change for good.Paul Knighton, Willingham, Cambs., UK
I thought the closing words of Boris Johnson's speech were pretty good. 'The Conservatives will give you your money's worth, and they'll give you change as well'Tim Huskisson, Southend-on-SeaI thought the closing words of Boris Johnson's speech were pretty good. 'The Conservatives will give you your money's worth, and they'll give you change as well'Tim Huskisson, Southend-on-Sea
David Cameron could aim a well-deserved barb at Labour's dismal record by saying 'things have only got worse'.Douglas Lee, London, UKDavid Cameron could aim a well-deserved barb at Labour's dismal record by saying 'things have only got worse'.Douglas Lee, London, UK
(conclude speech as follows)(conclude speech as follows)
The country can't afford another Labour Government.The country can't afford another Labour Government.
(followed by lead into the soundbite)(followed by lead into the soundbite)
This mess needs fixingThis mess needs fixing
(then after a pause comes the soundbite)(then after a pause comes the soundbite)
We will do itJohn, DorsetWe will do itJohn, Dorset
I am young and i am a Tory!Taye, London, UKI am young and i am a Tory!Taye, London, UK
make my Day!John, UKmake my Day!John, UK
There isn't really a need for glorious soundbites in British politics. Generally those that are created seem too forced, whilst carrying little meaning. 'Yes we can' is the perfect perfect but only in America, and such political phenomena hasn't made it's way across the pond to excite our electorate. Joseph Higgins, SouthamptonThere isn't really a need for glorious soundbites in British politics. Generally those that are created seem too forced, whilst carrying little meaning. 'Yes we can' is the perfect perfect but only in America, and such political phenomena hasn't made it's way across the pond to excite our electorate. Joseph Higgins, Southampton
"Your last chance to change your future"bil bailey, bath uk"Your last chance to change your future"bil bailey, bath uk
The guts to cut.Neil Roques, Bishop's StortfordThe guts to cut.Neil Roques, Bishop's Stortford
To the tune of the Dr Pepper advert: "David Cameron, what's the worst that could happen?"Jonny, TadcasterTo the tune of the Dr Pepper advert: "David Cameron, what's the worst that could happen?"Jonny, Tadcaster
LETS GO TO WORKMike Bowker, StevenageLETS GO TO WORKMike Bowker, Stevenage
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