Admit it. We like people to buy into our ideas and beliefs. We like to know that we are right and when others agree, it validates your value and intelligence. We constantly persuade people intentionally and unintentionally. Sales people persuade others to buy; marketers persuade audiences to like; you persuade your boss to give you a raise. There is no way we can deny that persuasion is the modern killing-skill to play in anyone’s career. Yet there are some who seem to have this skill mastered a lot better than others. Fortunately, we have curated a selection of books for you to step up your persuasion game and take what is yours.
To Sell Is Human: The Surprising Truth About Moving Others by Daniel H. Pink
According to the U.S. Bureau of Labor Statistics, every day more than fifteen million people earn their keep by persuading someone else to make a purchase. This book is about human behaviour, motivation, and about how EVERYONE “sells”.
To Sell Is Human reveals the new ABCs of moving others (it’s no longer “Always about Closing”), and explains why extraverts don’t make the best salespeople. Pink gives practical frameworks and theories to closing the deal. The book is incredibly informative, and is recommended for everyone who has a job or even any kind of relationship with that involves some form of persuasion.
Reading duration: 3hrs 51mins
Get To Sell Is Human: The Surprising Truth About Moving Others from Amazon at $12.87
Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath
What is a sticky idea? It is an idea that is so impressive the audience can remember and adopt. In the book Made to Stick, the authors offer six principles to developing a sticky idea. Readers are encouraged to think about a big idea and test with these six principles that include simplicity, unexpectedness, concreteness, credibility, emotions and stories.
The book itself adopted the principles, providing a lot of stories (examples) from the non-profit sector, how these organisations work hard to spread the message across, including examples of charities which used the mother-Teresa effect.
Reading duration: 4hrs 7mins
Get Made to Stick: Why Some Ideas Survive and Others Die from Amazon at $14.31
Yes!: 50 Scientifically Proven Ways to Be Persuasive by Noah J. Goldstein, Robert B. Cialdini, Steve J. Martin
Small changes can make a big difference in your powers of persuasion. While we believe human communication is a form of social science, the book tries to decipher human persuasion with science and provide us with practical tricks to be more persuasive.
The authors pointed out researchers who studied persuasion have uncovered a series of hidden rules for moving people in your direction. Here is the sneak peek to some of his principles to persuasive expressions – Reciprocation (mirroring what others do can increase liking); and scarcity, we all know the effect of the “Last piece” on all shopaholics. The book offers more of these useful scientific findings that are easily applicable to the daily conversation and even in a business setting.
Reading duration: 3hrs 52mins
Get Yes!: 50 Scientifically Proven Ways to Be Persuasive from Amazon at $5.76
Ogilvy on Advertising by David Ogilvy
This cannot be a persuasive booklist without a slight touch from the advertising giant David Ogilvy. Although this read was written decades ago and contains information that may be considered outdated (especially since advertising has been evolving and with the emergence of the internet), a lot of it is still sound and relevant. Examples in the books are all classic, well-known advertisements/campaigns, including the Got Milk campaign.
Advertising is the industry of persuasion, and we certainly can take away a lot of tips from this billion revenue industry to apply to our business persuasion.
Contagious is the book to look for if you need an alternative to traditional advertisements. Berger offers insights into the most powerful free promotion ever – word of mouth.
Why do people talk about certain products and ideas more than others? Why are some stories and rumours more infectious? And what makes online content go viral?
The award-winning read combines real business stories with consumer behaviour psychology to support how you can persuade your customers to buy certain products, essentially revealing the secrets to businesses that can successfully create word of mouth among its customers as a free promotion. This is certainly a book to read for people aiming to grow their businesses and get noticed among the crowd without spending big money.e
Reading duration: 3hrs 37mins
Get Contagious: Why Things Catch On from Amazon at $7.77
You’re standing behind the curtain, just about to make your way on stage to face the many faces half-shrouded in darkness in front of you. As you move towards the spotlight, your body starts to feel heavier with each step. A familiar thump echoes throughout your body – your heartbeat has gone off the charts.
Don’t worry, you’re not the only one with glossophobia(also known as speech anxiety or the fear of speaking to large crowds). Sometimes, the anxiety happens long before you even stand on stage.
Your body’s defence mechanism responds by causing a part of your brain to release adrenaline into your blood – the same chemical that gets released as if you were being chased by a lion.
Here’s a step-by-step guide to help you overcome your fear of public speaking:
1. Prepare yourself mentally and physically
According to experts, we’re built to display anxiety and to recognize it in others. If your body and mind are anxious, your audience will notice. Hence, it’s important to prepare yourself before the big show so that you arrive on stage confident, collected and ready.
“Your outside world is a reflection of your inside world. What goes on in the inside, shows on the outside.” – Bob Proctor
Exercising lightly before a presentation helps get your blood circulating and sends oxygen to the brain. Mental exercises, on the other hand, can help calm the mind and nerves. Here are some useful ways to calm your racing heart when you start to feel the butterflies in your stomach:
If you’re nervous, chances are your body will feel the same way. Your body gets tense, your muscles feel tight or you’re breaking in cold sweat. The audience will notice you are nervous.
If you observe that this is exactly what is happening to you minutes before a speech, do a couple of stretches to loosen and relax your body. It’s better to warm up before every speech as it helps to increase the functional potential of the body as a whole. Not only that, it increases muscle efficiency, improves reaction time and your movements.
Here are some exercises to loosen up your body before show time:
Neck and shoulder rolls – This helps relieve upper body muscle tension and pressure as the rolls focus on rotating the head and shoulders, loosening the muscle. Stress and anxiety can make us rigid within this area which can make you feel agitated, especially when standing.
Arm stretches – We often use this part of our muscles during a speech or presentation through our hand gestures and movements. Stretching these muscles can reduce arm fatigue, loosen you up and improve your body language range.
Waist twists – Place your hands on your hips and rotate your waist in a circular motion. This exercise focuses on loosening the abdominal and lower back regions which is essential as it can cause discomfort and pain, further amplifying any anxieties you may experience.
Ever felt parched seconds before speaking? And then coming up on stage sounding raspy and scratchy in front of the audience? This happens because the adrenaline from stage fright causes your mouth to feel dried out.
To prevent all that, it’s essential we stay adequately hydrated before a speech. A sip of water will do the trick. However, do drink in moderation so that you won’t need to go to the bathroom constantly.
Try to avoid sugary beverages and caffeine, since it’s a diuretic – meaning you’ll feel thirstier. It will also amplify your anxiety which prevents you from speaking smoothly.
Meditation is well-known as a powerful tool to calm the mind. ABC’s Dan Harris, co-anchor of Nightline and Good Morning America weekend and author of the book titled10% Happier , recommends that meditation can help individuals to feel significantly calmer, faster.
Meditation is like a workout for your mind. It gives you the strength and focus to filter out the negativity and distractions with words of encouragement, confidence and strength.
Mindfulness meditation, in particular, is a popular method to calm yourself before going up on the big stage. The practice involves sitting comfortably, focusing on your breathing and then bringing your mind’s attention to the present without drifting into concerns about the past or future – which likely includes floundering on stage.
Here’s a nice example of guided meditation before public speaking:
2. Focus on your goal
One thing people with a fear of public speaking have in common is focusing too much on themselves and the possibility of failure.
Do I look funny? What if I can’t remember what to say? Do I look stupid? Will people listen to me? Does anyone care about what I’m talking about?’
Instead of thinking this way, shift your attention to your one true purpose – contributing something of value to your audience.
Decide on the progress you’d like your audience to make after your presentation. Notice their movements and expressions to adapt your speech to ensure that they are having a good time to leave the room as better people.
If your own focus isn’t beneficial and what it should be when you’re speaking, then shift it to what does. This is also key to establishing trust during your presentation as the audience can clearly see that you have their interests at heart.
3. Convert negativity to positivity
There are two sides constantly battling inside of us – one is filled with strength and courage while the other is doubt and insecurities. Which one will you feed?
‘What if I mess up this speech? What if I’m not funny enough? What if I forget what to say?’
It’s no wonder why many of us are uncomfortable giving a presentation. All we do is bring ourselves down before we got a chance to prove ourselves. This is also known as a self-fulfilling prophecy – a belief that comes true because we are acting as if it already is. If you think you’re incompetent, then it will eventually become true.
Motivational coaches tout that positive mantras and affirmations tend to boost your confidents for the moments that matter most. Say to yourself: “I’ll ace this speech and I can do it!”
Take advantage of your adrenaline rush to encourage positive outcome rather than thinking of the negative ‘what ifs’.
Here’s a video of Psychologist Kelly McGonigal who encourages her audience to turn stress into something positive as well as provide methods on how to cope with it:
4. Understand your content
Knowing your content at your fingertips helps reduce your anxiety because there is one less thing to worry about. One way to get there is to practice numerous times before your actual speech.
However, memorizing your script word-for-word is not encouraged. You can end up freezing should you forget something. You’ll also risk sounding unnatural and less approachable.
“No amount of reading or memorizing will make you successful in life. It is the understanding and the application of wise thought that counts.” – Bob Proctor
Many people unconsciously make the mistake of reading from their slides or memorizing their script word-for-word without understanding their content – a definite way to stress themselves out.
Understanding your speech flow and content makes it easier for you to convert ideas and concepts into your own words which you can then clearly explain to others in a conversational manner. Designing your slides to include text prompts is also an easy hack to ensure you get to quickly recall your flow when your mind goes blank.
One way to understand is to memorize the over-arching concepts or ideas in your pitch. It helps you speak more naturally and let your personality shine through. It’s almost like taking your audience on a journey with a few key milestones.
5. Practice makes perfect
Like most people, many of us are not naturally attuned to public speaking. Rarely do individuals walk up to a large audience and present flawlessly without any research and preparation.
In fact, some of the top presenters make it look easy during showtime because they have spent countless hours behind-the-scenes in deep practice. Even great speakers like the late John F. Kennedy would spend months preparing his speech beforehand.
Public speaking, like any other skill, requires practice – whether it be practicing your speech countless of times in front of a mirror or making notes. As the saying goes, practice makes perfect!
6. Be authentic
There’s nothing wrong with feeling stressed before going up to speak in front of an audience.
Many people fear public speaking because they fear others will judge them for showing their true, vulnerable self. However, vulnerability can sometimes help you come across as more authentic and relatable as a speaker.
Drop the pretence of trying to act or speak like someone else and you’ll find that it’s worth the risk. You become more genuine, flexible and spontaneous, which makes it easier to handle unpredictable situations – whether it’s getting tough questions from the crowd or experiencing an unexpected technical difficulty.
To find out your authentic style of speaking is easy. Just pick a topic or issue you are passionate about and discuss this like you normally would with a close family or friend. It is like having a conversation with someone in a personal one-to-one setting. A great way to do this on stage is to select a random audience member(with a hopefully calming face) and speak to a single person at a time during your speech. You’ll find that it’s easier trying to connect to one person at a time than a whole room.
With that said, being comfortable enough to be yourself in front of others may take a little time and some experience, depending how comfortable you are with being yourself in front of others. But once you embrace it, stage fright will not be as intimidating as you initially thought.
Presenters like Barack Obama are a prime example of a genuine and passionate speaker:
7. Post speech evaluation
Last but not the least, if you’ve done public speaking and have been scarred from a bad experience, try seeing it as a lesson learned to improve yourself as a speaker.
Don’t beat yourself up after a presentation
We are the hardest on ourselves and it’s good to be. But when you finish delivering your speech or presentation, give yourself some recognition and a pat on the back.
You managed to finish whatever you had to do and did not give up. You did not let your fears and insecurities get to you. Take a little more pride in your work and believe in yourself.
Improve your next speech
As mentioned before, practice does make perfect. If you want to improve your public speaking skills, try asking someone to film you during a speech or presentation. Afterwards, watch and observe what you can do to improve yourself next time.
Here are some questions you can ask yourself after every speech:
How did I do?
Are there any areas for improvement?
Did I sound or look stressed?
Did I stumble on my words? Why?
Was I saying “um” too often?
How was the flow of the speech?
Write everything you observed down and keep practicing and improving. In time, you’ll be able to better manage your fears of public speaking and appear more confident when it counts.
If you want even more tips about public speaking or delivering a great presentation, check out these articles too: