Germans reject any form of cult of personality. They know relatively little about the men and women running their largest companies. High level management in these companies seldom participate in the marketing of products and services. How would the Germans have reacted to the Dr. Z television ads in the U.S. years ago?
VW is not Alfa Romeo
When a car is designed for the German market the focus of both maker and consumer is primarily on technical requirements, features and overall performance.
A Volkswagen, for example, is not an Alfa Romeo. Functionality is more important to Germans than beauty and elegance. Sachlichkeit – dispassion, objectivity, relevance, practicality – trumps emotions. As the Germans would say: Ordnung ist das halbe Leben – literally: order is half of life.
German children learn at an early age, in grammar school, that a presentation should be objective, unemotional and topic-oriented. They should speak in an even tone. Be objective, not emotional. The agenda and structure should be clear.
The German understanding of order is taught early, reinforced throughout one’s life, and then passed on to the next generations.
Warning: Manipulator!
Germans are very wary of any form of emotional manipulation. It is considered indecent and unprofessional to appeal to emotions. If at all, emotions are spoken to in a subtle, rational way. Playing on emotions is not persuasive. Germans very quickly become suspicious.
In the media, politicians, business leaders and journalists alike criticize each other for using populism – appealing to emotions and deeper fears – in order to influence public opinion. Sweeping statements, crude generalizations and blanket placing of blame are considered to be insulting, counterproductive and inappropriate.
Speakers who try to get their message across via emotions such as sadness, anger or happiness are not taken seriously by the majority of German listeners. Speaking to the emotions of the masses is viewed very negatively. The German media warns time and again about its dangers.
Leaders in politics and business take a cool, rational, objective, almost clinical, approach to persuasion. When German banks and financial institutions are criticized harshly for suspected manipulation and greed they defend themselves by claiming that their critics are populists and that the problems are far too complex to be generalized.
Avoid using I
The Germans avoid using the word I. Whether in letters, postcards or emails, a sentence should never begin with I. Germans prefer to use either indirect speech or the passive form.
Especially common in German is the use of the word man or one. Germans believe that they should not speak too much about, or directly refer to themselves. To place yourself in the middle of attention is considered to be self-centered, not objective, and therefore not persuasive.
There is a German figure of speech: Der Esel nennt sich immer zuerst, literally meaning the donkey always names itself first. German children are taught to say: Hans und ich … instead of Ich und Hans. Hans and I, instead of I and Hans.
German schools teach their pupils to remain analytical, objective and to leave themselves as individuals out of the discussion. Textbooks explicitly avoid the word Ich, instead recommending: “The logical conclusion follows, that …”. Or “From based on the presented arguments, one could draw the conclusion, that …”. Or “It should be noted, that …”.
Party and Platform First
German political conventions demonstrate clearly that in Germany, substance is more important than form. For decades the podium was set to the side, with the stage dominated by up to fifty party leaders sitting in three or four extended rows.
And although in recent years the podium has been moved front and center, the stage continues to be dominated by party leaders. The message is clear. The party and its political platform remain front and center.
German political parties also do their best to keep hidden their internal power struggles. Instead they are presented as debates over substance which should be resolved internally and speedily. The politicians involved are quick to state that the battle is not about themselves or political office, but about important issues of substance.
Message vs. Messenger
Germans separate message from messenger. The presenter consciously and purposely moves into the background, so that the message takes center stage. Germans believe that arguments should speak for themselves. Examples
Message vs. Messenger
German Approach
Germans separate message from messenger. The presenter consciously and purposely moves into the background, so that the message takes center stage. Germans believe that arguments should speak for themselves. Examples
American Approach
Americans link message and messenger. The message, its form, and its presenter create a unity. In the U.S. business context the presenter takes center stage. Americans believe that “you sell yourself first, then your product or service.” Examples
American View
Americans, in stark contrast, find the separation of message and messenger impersonal, abstract, sterile, even drab. To distance oneself from one’s own message is interpreted by Americans as risk-averse, disinterested, and anything but persuasive. “If he himself is not convinced by his message, why should we be?”
German View
Germans react ambivalently to linking message and messenger. An overly personalized presentation style is on the one side both motivating and attractive. At the same time, however, Germans are persuaded more by rational argumentation. “There must be a reason why he is appealing to our emotions instead of to our reason.” Germans are not persuaded by the messenger-first approach.
Advice to Germans
Identify yourself with your message. Literally use the word I. Draw on your personal experience by using anecdotes. Put your heart into it. Show emotion.
Give signals when you are a subjective participant in your story and when you are an objective observer. When persuading Americans you cannot take yourself fully out of the equation.
Advice to Americans
Temper the showman in you. Be a little coy. Hint at almost a scepticism in your own message. Neither invite nor challenge your listeners to like or dislike you as a person.
In fact, take yourself out of the equation altogether. It‘s all about the message and not about the messenger. You are not on any kind of stage. Speak to their heads, not to their hearts.