idioms

Frank und frei

Honest

Honesty. Honorableness. Straightforwardness. Truthfulness. Candor. Directness. Fairness. Honesty is often confused with impoliteness.

In Faust II (1832) written by Johann Wolfgang von Goethe, Germany‘s greatest writer, Baccalaureus is criticized for being rude, rough, abrasive. He responds with: “Those who are polite in German are lying“.

Literal: In the truest sense of the word; without interpretation. “He literally took apart the automobile, piece by piece.“

Euphemism

A euphemism is a mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing: pre-owned car instead of a used car; sex worker instead of a prostitute; in between jobs instead of unemployed; senior citizen instead of old person; underserved neighborhood instead of impoverished neighborhood.

frank und frei

Literally frank and free, as in “Let me speak frankly and freely with you”. The term ‘frank’ is an age-old German word for free. The Franks were a Germanic tribe which successfully withstood the influence of tribes migrating from the Nordic countries into what is today’s northern Germany. Frank as a male first name was derived from Franko: a member of the Franks, meaning courageous, free.

Sell yourself first

At some point during the life of every American they hear the figure of speech: “You sell yourself first, then your product or service.” The presenter needs initially to get the audience to accept them as interesting, motivated, experienced, as a person with expertise.

It is the initial hurdle the presenter needs to overcome, the first yes to be gained. The audience needs to be convinced of the messenger before being convinced by the message. Otherwise audiences ask themselves “If the presenter isn’t convinced of himself, why should I be convinced?”

In amazon.com there are 226 results when searching for “sell yourself first.” On YouTube 37,900 videos are found. The bookstore chain Barnes and Nobles sells 24 books related to “sell yourself first” with titles such as: Invisible to Remarkable: In Today’s Job Market, You Need to Sell Yourself as ‘Talent’, Not Just Someone Looking for Work…, Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience…, or  The One Minute Sales Person: The Quickest Way to Sell People on Yourself, Your Services, Products, or Ideas—at Work and in Life.

Under the hood

German products focus on the technical. German advertising focuses on the technical. Cars are often presented without the driver, wristwatches without the wrist, newspapers without reader or author. Quality should speak for itself.

German tabloids may personalize the news by displaying large-format photos. Serious publications do not. Content should speak for itself. For Germans it is self-stated that a good product or service aims to serve people. A view under the hood of the car is, therefore, more persuasive than a happy face behind a steering wheel.

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 …”.

“Not about me!”

In German politics one hears time and again: Es geht hier um die Sache! – this is about substance. Or Es geht hier nicht um meine Person! – this is not about me as a person.

This is the German politician’s way of saying, that their political program, not them as a politician, is the focus, is at center stage. They want to persuade based on their message, not by who they are. As if one could make a clear distinction between the two.

In 2013 two women in the CDU (Christian Democratic Union – the party of Chancellor Angela Merkel) – Katrin Albsteiger and Barbara Lanzinger – ran against each other in a party-internal race for an election to the Bundestag in Berlin. German political parties do not have primary races. Neither of them, however, spoke of a Machtkampf – literally: power battle – between them.

“This is not about me”, Albsteiger wrote. “This is not about my person”, Lanzinger said in an interview. But it was about them. As members of the same party they stood for the same political platform. They had no other choice but to persuade the other party members that they could win in the general election.