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Monday, June 11, 2018

COMMUNICATION SPECIAL.... Ultimate Guide to Persuasive Speech (Hook and Influence Any Audience) PART II


Ultimate Guide to Persuasive Speech (Hook and Influence Any Audience) PART II

IN PART I WAS  COVERED
1. Selecting a topic
2. Organize content
3. Know your content inside and out
4. Storytelling techniques (Hero’s journey)
  
IN PART II
5. Make use of ‘you’ and ‘because’

6. Reinforce your message

7. Adopt the Golden Circle Approach

8. Provide solutions to the problem

9. Summing it up

5. Make use of ‘you’ and ‘because’
There are words that hold more power in swaying our decision making than others. If we can learn how to utilize them, it’ll be easier to persuade our audience.
a) “You”
When you’re speaking or even writing or pitching to persuade, use first-person language. That means making use of the word ‘you’. This word not only gets your audience’s attention, it also makes them feel special – like they are a part of something.
Using “you” makes you sound much more conversational and friendly which makes it easier to establish a connection with your audience. Instantly, you’ll notice the word holds your audience accountable for what you’re saying and makes them feel personally involved.
b) “Because”
A study found that using the word ‘because’ would make people the inclined to allow someone else to do something.
Here is a proven scenario:
Person A: “Excuse me, I have 5 pages. May I use the Xerox machine?”
Person B: “I have 5 pages. May I use the Xerox machine because I need to make copies?
Look at both of these sentences. Are you more inclined to allow Person A to cut the line or Person B? Studies find that only 60% would allow Person A to cut the line while a staggering 93% will do so for Person B even if the reasons are ridiculous. This is all because they simply heard the word ‘because’ accompanied by a reason.
6. Reinforce your message
a) Power of repetition
A study of managers in the workplace by Professors Tsedal Neely of Harvard and Paul Leonardi of Northwestern found that,
“Managers who were deliberately redundant moved their projects forward faster and more smoothly.”
Knowing this, try to apply the power of repetition in your speech to drive home your message. Don’t rush trying to get your point across but rather, try to convey the message as many times as you can.
However, be creative in repeating your message. Do not say the exact same thing over and over again or you’ll just sound annoying. Instead, find other creative and effective ways to get the same idea across to your audience.
b) Visuals
Visual aids like presentation slides or images not only provide the opportunity to reinforce and drive your message home, it also provides 43% added recall according to Prezi.3
To stimulate emotions amongst your audience, make use of evocative images. It doesn’t steal your audience’s attention but reinforces your key message instead. All this while evoking a certain feelings in your audience which helps in persuading them to believe in your idea.
c) Colours
Just like imagery, colours can evoke emotions in your audience as well. Colours signify different emotions and associations. Look at this video to help you understand how humans react to different color stimuli:
d) Interactive Content
A study found that interactive ads were found to be twice as memorable as compared to static ads. Knowing this, you should find ways to create interactive content to further engage and persuade your audience. This can be done with the use of PowerPoint as you can add animations, transitions or even embed videos to spice up your speech.
According to experts, the most recent statistics show that video content isn’t just effective, it’s also on the rise. Furthermore, 64% are willing to watch a video if it’s interactive. If you find that your speech may be boring or full of data, try to present it in a form of an interactive video.
Here’s a video of Hans Rosling, one of the few speakers who knows how to present data in a fun and engaging manner:
7. Adopt the Golden Circle Approach
In order to convince others to buy your idea, message, service or product, find out the purpose for what you’re doing. Before speaking to your audience, find your purpose and/or belief in giving the talk in the first place.
Here’s a video of Simon Sinek, explaining how the Golden Circle approach is effective in making others buy your idea, message, service or product:
In the video, Simon Sinek mentions that many of us communicate from the outside in. This means we always start with What, How and then Why. He explains that persuasive speakers do the exact opposite. They start from the inside out. This is also known as the ‘Golden Circle’ Approach:
  • Why: What is your purpose for doing what you’re doing
  • How: How you show your belief in what you’re doing
  • What: What is the result?
One example of a company who makes use of this approach is Apple Inc.
  • Why: What is your purpose for doing what you’re doing
    Their purpose is to challenge the status quo. They believe in thinking differently.
  • How: How you show your belief in what you’re doing
    By making their products beautifully designed, simple to use and user friendly.
  • What: What is the result?
    They happen to make great computers.
As Simon Sinek says,
“People don’t buy what you do but why you do it.”
Find what you believe in and you’ll realize it’s easier to persuade your audience into buying your message and taking action upon them.
8. Provide solutions to the problem
As a speaker, informing is not enough – take it a step further and show the audience how they can take action. And to inspire action, solutions must be provided. Although problems hook your audience, solutions are what activates action.
Start adopting the “How will my audience change as a result of hearing my speech?” mindset. Your speech can empower the audience if they can take at least one action because of what you’ve said.
Furthermore, if your audience does take action, this means you’ve successfully persuaded them since they are motivated by your message.
“That tension helps them persuade the audience to adopt a new mindset or behave differently — to move from what is to what could be. And by following Aristotle’s three-part story structure (beginning, middle, end), they create a message that’s easy to digest, remember and retell.” — Nancy Duarte
Hence, you should be prepared to provide solutions to overcome any obstacles or challenges your idea may face/anticipate.
Summing it up
And there you have it. Make use of all three elements to help your audience buy into your message.
1. Select a good topic
2. Research on your audience and content thoroughly
3. Reinforce your message and make your content engaging
4. Know the purpose of your speech
5. Provide solutions
With my step-by-step guide, you will be able to write up a persuasive speech and influence your audience successfully.
Eugene Cheng
https://www.lifehack.org/758310/ultimate-guide-to-persuasive-speech?ck_subscriber_id=168781672

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