Clear, Straightforward, Honest, Engaging, Powerful

FDR's message to the public was basically about one thing: creating a calm, rational society. And you don't usually get that by, say, screaming incoherently or saying something like "We closed the banks, everybody! No money for three days—hope you have a lot of canned food stored up!"

No. You have to get your Mr. Rogers on and be as soothing as a fleece onesie in January.

The president speaks over the radio in a calm, medium-paced tone without any hint of fear or nervousness. Since this speech was delivered over the radio to millions of Americans, he uses a straightforward, simple to understand writing style that doesn't get too wordy or difficult on the vocabulary scale. It's not pandering; it just uses straightforward language.

Since the majority of his topics concern economics and banking, he keeps it quick and to the point, so that his audience doesn't feel bogged down in subjects that make even experts in the field get a case of the cold sweats.

Roosevelt is surprisingly honest with his writing style—he even admits mistakes and calling out certain citizens ("the banks will take care of all needs, except, of course, the hysterical demands of hoarders" [45]). By being honest and straightforward he comes across as engaging and less political, more friendly-like.

The effect is a powerful writing style that keeps the audience's attention the whole time, and ends with confidence and hope for the future. (Mr. Rogers would be proud.)