Fred Rogers, the creator of “Mister Rogers’ Neighborhood,” appeared before the US Senate in 1969 to request funding for his TV show. Senator John Pastore invited Rogers to begin, saying: “Alright, Rogers, you've got the floor.” The Senate broke into patronizing laughter, suggesting they saw the speaker as a simple and well-meaning man, but perhaps a little naive in supposing he was about to get money from the government. Within 30 seconds, Rogers had the room in the palm of his hand. After 6 minutes, he secured a $20M grant. Let’s break down his technique, then consider the implications for your own influence work. If interested, you can follow up and watch the Rogers testimony here.
1/ He abandons the script.
Rogers had come with a prepared statement. Then, on account of time constraints, he casts it aside: “This is a philosophical statement, and it will take about ten minutes to read. So I'll not do that.” With this gesture he gets their immediate attention. His implicit message: “I’m here to respect your time. And I don't need a script, because I know what I want to say.”
Are you ready to ditch the PowerPoint and articulate your core message?
2/ He speaks to their identity.
Rogers draws in the audience with a high-ground statement that taps into their identity. He says: '“One of the first things a child learns in a healthy family is trust. And I trust you will read this.” Indirectly, he holds them accountable to an ethical standard. He and the children of the nation have placed their trust in the Senate. He gently reminds them of their responsibility, setting the tone for his request.
How can you speak to the audience in a way that taps into their prior commitments, stated or implied?
3/ He dramatizes a phenomenon.
Rogers talks about the history of his TV show. He says it began with a budget of $30. Now, with the support of many stations across the US, it has a budget of $6,000. That 200x growth sends a clear message: something is happening here. It can't be easily ignored. The audience is inclined to pay attention.
How can you show change or momentum to give your audience a reason to care?
4/ He makes a stark comparison.
We don't see things in absolute terms. We see them in relative terms. Rogers introduces a comparison that puts the $6,000 in a different context. He says, “$6,000 pays for less than two minutes of cartoons. Two minutes of animated bombardment." Now the $6,000 highlights a broader concern. His program growth, carefully contrasted, signals a threat to the wellbeing of American children.
How can you use contrast to underscore issues that cry out for resolution?
5/ He establishes common ground.
Having previously drawn attention to their ethical obligation, he goes back to it, saying: “I'm very concerned, as I know you are, about what’s being delivered to our children in this country.” He reminds them this is an issue they have all pledged to take seriously. And he positions himself as one of them.
How can you artfully return to the audience's commitment, showing solidarity with them?
6/ He waits to disclose his credentials.
It’s only after framing the problem that he shares his expertise, saying “I've worked with children now for 6 years, dealing with their inner needs.” This is the moment the audience naturally wants to hear more about what can he done. It’s here he reveals his unique qualifications.
How can you disclose your expertise at a time when the audience is most open to it?
7/ He simplifies his product.
Rogers describes the content of his show in clear, relatable images: “We don't have to bop somebody over the head to make drama on the screen. We deal with things such as getting a haircut, or the feelings of brothers and sisters, or the kind of anger that arises in simple family situations.” In just a couple of sentences he describes his “product” in an easily accessible way. At this point Senator Pastore is mesmerized. He's leaning in and eager to learn more. He asks how he can get a copy of one of Roger’s programs.
What is the most concise and visual way to describe your product or service?
8/ He invites the audience to undertake “the hero's journey.”
Rogers says he created 100 programs but then had to pull many of them because the money ran out. Incredibly, “the people in Boston, and Pittsburgh, and Chicago all came to the fore and said, We’ve got to have more of this neighborhood expression of care.” Notice what he does here. He could have mentioned the budget shortfall much earlier. But it’s only at this point the audience has become his ally. Now they understand and share his mission. This is the moment they’re ready to unsheathe their swords and come to the aid of affected communities.
How can you inspire the audience to become the hero of your story?
9/ He personalizes the quest.
Having activated the audience’s heroic impulses, Rogers narrows the frame. He reduces an abstract problem to the image of a single child: “I end the program by saying, You've made this day a special day by just your being you. There's no person in the whole world like you. And I like you just the way you are.” They can visualize this child. They can fill in the details for themselves. That child becomes the person they must protect and save.
How can you shrink the challenge with the image of a single, representative person?
10/ He makes it memorable.
Rogers further insinuates himself into the minds of the Senate by leaving them with a memorable phrase: “If we can show that feelings are mentionable and manageable, we will have done a great service.” Mentionable and manageable. It’s a simple, alliterative formulation that immediately sticks. It can be easily retold. As a testament to the emotional impact of Roger's speech, Pastore admits he’s now getting goosebumps.
How can you distill your message into a short, catchy, and easily transmissible phrase?
11/ He primes their attention.
Many salespeople have a demo that brings their product to life for the audience. Rogers sets the stage for his own demo by priming people’s attention. First, he seeks consent (“Could I ask for your permission to read the words of a song that I feel is very important?”). Then, he tells them what to focus on (“This song has to do with that feeling of control that I feel children need.”). The request for permission cedes control to the audience, and his preliminary direction ensures they stay attuned to the right things.
How can you prime the audience before walking through a demo?
12/ He ends on a high note.
When Rogers recites the song, he takes the audience to the top of an emotional mountain. His command of the lyrics shows high competence, positioning himself as the leader in the room. But he takes the audience with him. The song is about correcting one’s course, choosing a better way, becoming what we can. He recruits every member of the Senate in this life-affirming mission. He recites the words with increasing fervor, enhancing his capability with the force of his authenticity. It’s impossible not to feel moved. Senator Pastore, the man who condescended to Rogers only moments ago, has now heard enough. “I think it's wonderful,” he says. “Looks like you just earned the $20M.”
It’s a superlative performance. Rogers speaks in slow and simple sentences, and to the untrained ear he often sounds no better than average. But the technique is far from average. The man is supremely sophisticated in the art of persuasion. These are timeless lessons for us all.
Excellent rundown of the video.