Whatever else you may think of Donald Trump (and, let’s face it, even by his standards, he’s had a bizarre couple of weeks), it’s hard to deny that he’s an effective communicator. A large part of that is to do with the way he uses his hands.
The BBC made a short film about it when he first won the Presidency, which you can still find online.
The key point is the way he uses big, vague, airy movements, to characterise his opponents’ policies – then follows up with very precise, focused gestures to characterise his own. ‘Chaos’ versus ‘clarity’.
What’s interesting is that, even though a lot of what he’s saying doesn’t stand up to robust intellectual scrutiny, it doesn’t matter – because most of the audience is more influenced by his hands than by his words. His gestures make people believe him.
‘Wow’, they think. ‘This guy really knows how to cut through the bullshit and make stuff happen.’
Now, I’m not suggesting Trump is a leadership model you should copy. But I do think there’s an important lesson in this for all of us – and last month’s Harvard Business Review includes an interesting piece of research to back it up.
Joep Cornelissen is a Professor of Communication at Erasmus University in Rotterdam.
He and his team contacted a large number of established investors and, posing as entrepreneurs, asked if they could send a video pitching a new piece of medical tech.
They sent out four different versions of the video, all featuring the same ‘entrepreneur’ (actually a Dutch actor).
Version one used a lot of figurative language to describe the new invention.
Version two included regular hand motions to help explain the idea.
Version three used both.
Version four used neither.
The results were striking: investors who watched version two of the video were 12% more likely to invest than any of the other groups. In other words, when you’re pitching an idea, gestures matter a lot more than what you say.
This was not what Cornelissen and his team had been expecting. Given the widespread reliance on analogies and storytelling when pitching ideas, they’d assumed use of language would be key.
In fact, the investors said they had a much more tangible sense of what the product was, and how it would work, when they saw the hand gestures. It reassured them, in the same way Trump’s audience is reassured by his repeated ‘wave and pinch’ gesturing.
The trick, it seems, is to use gestures selectively. Not just waving your hands all the time, but finding one or two killer gestures that lend weight and conviction to your key points.
Of course, it’s also important to remember who your audience is – and what they’re likely to be focused on.
When Cornelissen repeated the experiment with his students, he found they were much more likely to be swayed by the figurative language, because their primary interest was to understand the idea. Whereas investors are more interested in understanding the person pitching it: Do I believe them? Am I confident they can deliver?
A point worth keeping in mind for any CEO with a change agenda they need to engage their business with.