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Published on May 29, 2018

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

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

Everyone is blessed with a certain level of persuasive skills. Whether it’s a salesperson convincing a customer why they should buy a product or a mother convincing her child why he needs to sleep early – persuading is something that revolves around our lives whether we realise it or not.

This applies to persuasive speeches as well. These are speeches made with the intention of selling an idea, message, service or product to the audience. Some forms of persuasive speeches include sales pitches, legal proceedings and debates.

Here is a definitive step by step guide on how to frame and execute an excellent persuasive speech:

1. Selecting a topic

People are naturally interested in stories that have a hook. For a speech, this is none other than a topic. Every speaker wants their audience to be engaged and hence, the first step to achieving this is to select a good topic that will capture the attention of their audience.

Here are ways you can identify a good topic for your persuasive speech:

a) Brainstorm

A well-chosen topic is key to the success of a good speech. Brainstorming is a method that helps you generate topic ideas. It also should feel less stressful than other methods. Once you’ve come up with a list of potential topics, it all boils down to identifying what you think is good, depending on several factors such as who your listeners are and what their interests are.

Once done, start the process of elimination and remove the topics one by one till you find the perfect topic to speak about. Brainstorming is a creative process. If you don’t put in the effort to be creative, your presentation will never touch the minds and hearts of your audience.

b) Tailor the content of your presentation to your audience’s needs

Understanding who you are speaking to can help you sound much more persuasive. This helps determine how you can make your tone suitable for them and the content much more relevant and relatable to your audience.

For example, if you are speaking to a young audience, you should find out how they speak and their capacity of understanding. If you will be speaking about difficult topics like insurance, it doesn’t make sense to use a lot of technical terms or jargons especially since they definitely wouldn’t understand what you’re saying most of the time.

Furthermore, if you come in to the talk without any effort to adapt to your listeners, it will be a surefire way to lose their interest. And if they do not see a need to listen to their show, how are you going to sell your idea in the first place? Make an effort to show that the speech was tailored especially to them. This will increase your credibility as a result and show you’ve done your homework.

Questions to get yourself started:

  • Who will be attending your presentation?
  • What are their goals?
  • What motivates them?
  • What values do they most care about?
  • What are some examples that are relevant to them?
  • How can I customize the slide images to resonate with their industry or line of work?
  • What are the words I can use that are relevant to them or are used daily in their conversations?

c) Make It Personal

In order to change the minds of your audience, you need to win their hearts first. To do that, it’s important to add a personal touch for your topic.

One way to incorporate this is to pick a topic you are extremely knowledgeable and passionate for. It shows how much effort and time was spent on understanding and learning the topic. You live and breathe this topic. This passion for the topic will naturally make it easier for you to add your own personal experiences, research and stories. This will help your topic resonate with other people as much as it resonates with you.

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For Most TED talk speakers, their talk is their life’s work. One example is Brene Brown’s “The Power of Vulnerability” where she spent years studying the human connection. In her talk, you can see she has incorporated touches of personal experiences and stories that make the talk heartwarming and persuasive:

2. Organize content

There’s no point in having a great topic with the best content and ideas if it’s not organized in a coherent manner. All it entails is a very confused audience at the end of your speech which means that you did not convey your key message successfully.

One way to organize your content is to create an outline first – it restructures your speech so that it’s clear and concise. After you’ve decided the points you’d like to bring up, start organizing them in a way where it can smoothly transition from one main point to the other. Similar to how one might structure a video,[1] a speech is not that much different.

Another method is to insert the important parts at the beginning or end of your speech. According to a study done by Murdock, people recall information better in the beginning and the end of a presentation. This helps create an edge for your persuasive presentation.

3. Know your content inside and out

One of the worst sins you can commit as a speaker is to read your script off a cue card or worse – look at your slides throughout as you speak. Not only do you sound rigid, monotonous and boring, you’ll definitely lose your audience’s interest as a result.

If you cannot engage your audience to listen to you, how are you going to persuade them into buying whatever you’re speaking about? Make sure to practice and understand your speech thoroughly without reading your slides.

With that being said, however, many tend to memorize their script word for word in an attempt to ‘know their stuff’ which is just a huge recipe for disaster. What if you you get stage fright and your mind turns blank? Or you simply cannot remember? Any hesitation on your part could sprout doubts from the minds of the audience.

Instead, focus on memorizing the flow of your key points as well as the overall arching message of your speech. According to experts, understanding the content makes it easier for you to convert ideas and concepts into your own words which you can then clearly explain to others. This allows you to speak with conviction and allow your personality to shine through, thereby convincing your audience as well.

4. Storytelling techniques (Hero’s journey)

You want to capture the attention of your audience with your very first words. To do that, start by telling a story. It’s important you do not bombard them with facts and data as it has been scientifically proven that stories engage more parts of our brain as compared to hard facts.

This technique is one of the most effective approaches when it comes to persuading your audience to buy your idea, message, service or product. This is due to its ability to stimulate interest, increase engagement and help the audience understand what’s being said.

So when you start your speech, try telling a short story to provide them with the vision of the goal. It also helps if you can make the story relatable to everyone involved so they are able to resonate with your speech.

Storytelling is also extremely useful when it comes to escalating the situation in a room full of people who may not be too keen on your ideas.

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There are many ways to tell a persuasive story but one of the most effective and foolproof stories is ‘The Hero’s Journey’ approach.[2] This is because it has the exact built-in mechanisms for creating the connection needed for any audience. This can result in an impactful speech that can inspire your audience to action.

Described by Joseph Campbell as the The Hero with a Thousand Faces, the Hero’s Journey is the same exact tale every culture tells – just with different characters.

The tale of these heroes all boil down to three points– the problem, the solution and the reward. You’ll notice that these three elements are always or mostly used in every hero’s journey approach and it never fails to attract the audience. Leverage on this three step approach to help make your speech much more engaging which will empower your audience in return.

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:

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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.

Featured photo credit: pixabay via pixabay.com

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Reference

More by this author

Eugene Cheng

Creative Lead & Partner , HighSpark Presentation Agency

How to Read People’s Minds During a Conflict (At Work or Home) Ultimate Guide to Persuasive Speech (Hook and Influence Any Audience) How to Overcome the Fear of Public Speaking (A Step-by-Step Guide) definitive guide to public speaking tips eugene cheng from HighSpark on lifehack The Ultimate Public Speaking Tips to Hook and Impress Any Audience

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Last Updated on August 14, 2018

21 Best Tips On Making A Long Distance Relationship Work

21 Best Tips On Making A Long Distance Relationship Work

Many people believe that long distance relationships are never going to work out. Your family may discourage it, and some of your best friends may advise you not to take it too seriously, in case you get your heart broken.

Nobody says it is going to be easy — the extra distance makes many things unachievable. Things could get complicated, and you could get sad and lonely at times.

However, the extra distance also makes the simplest things the sweetest, being able to hold the other person’s hand, eating together at the same table, feeling each other’s touch, taking a walk together, smelling each other’s hair… these small wishes could suddenly mean so much more in a long distance relationship.

Long distance relationships may be tough but they have their own surprises too. To keep your love alive and strong, here are 21 tips to make your long distance relationship work:

1. Avoid excessive communication.

    It is unwise to be overly “sticky” and possessive. You two don’t really have to communicate 12 hours a day to keep the relationship going. Many couples think that they need to compensate for the distance by doing more. This is not true. And it might only make things worse. Soon you would get tired of “loving.” Remember: Less is more. It is not about spamming — you are only going to exhaust yourselves. It’s really about teasing at the right moments and tugging at the right spots.

    2. See it as an opportunity.

    “If you want to live together, you first need to learn how to live apart.” – Anonymous

    View it as a learning journey for the both of you. See it as a test of your love for each other. As the Chinese saying goes, “Real gold is not afraid of the test of fire.” Instead of thinking that this long distance relationship is pulling you two apart, you should believe that through this experience, the both of you will be bound together even stronger.

    As Emma says it to Will in season four of Glee,

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    “I would rather be here, far from you, but feeling really close, rather than close to you but feeling really far away.” – Emma, Glee Season 4

    3. Set some ground rules to manage your expectations.

      Both of you need to be clear with what you expect of each other during this long distance relationship. Set some ground rules so that none of you will do things that will take the other party by surprise. For instance, are you two exclusive? Is it alright for the other person to go on dates? What is your commitment level? It’s better to be open with each other about all these things.

      4. Try to communicate regularly, and creatively.

      Greet each other “good morning” and “good night” every day — this is a must. On top of that, try to update your partner on your life and its happenings, however mundane some of the things may seem. To up the game, send each other pictures, audio clips and short videos from time to time. By putting in this kind of effort, you make the other person feel loved and attended to.

      5. Talk dirty with each other.

        Sexual tension is undoubtedly one of the most important things between couples. Sexual desire is like a glue that keeps both parties from drifting apart. Not only is sex a biological need, it is an emotional one as well. Keep the flames burning by sending each other teasing texts filled with sexual innuendos and provocative descriptions. Sexy puns work pretty well too.

        6. Avoid “dangerous” situations.

        If you already know that going to the club or going drinking with your group of friends late at night will displease your partner, then you should either 1. Not do it or 2. Tell your partner beforehand so as to reassure him/her. Don’t be careless about this sort of matter because your partner is only going to be extra worried or extra suspicious, and of course, very upset, because you are putting him/her in a position where he/she feels powerless or lacking in control.

        Also, It could be easy for you to fall into the trap which you, unconsciously or not, set up for yourself by “hanging out” with your office eye-candy after work, or going out with a girl or guy from your past who has been flirting with you. You need to recognize the dangers before entering into the situation. Don’t just listen to your heart. Listen to your mind too.

        7. Do things together.

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          Play an online game together. Watch a documentary on YouTube or Vimeo at the same time. Sing to each other on Skype while one of you plays the guitar. “Take a walk together” outside while video-calling each other. Go online-shopping together — and buy each other gifts (See #13). You really have to be creative and spontaneous about it.

          8. Do similar things.

          Recommend books, TV shows, movies, music, news and etc. to each other. When you read, watch and listen to the same things, you get to have more topics in common to talk about. This is a good to create some shared experiences even though you are living apart.

          9. Make visits to each other.

            Visits are the highlight of every long distance relationship. After all the waiting and yearning and abstinence, you finally get to meet each other to fulfill all the little things like kissing, holding hands, etc. which are all common to other couples but so very special and extra intimate for people in long distance relationships. It will be like fireworks, glitter bombs, confetti, rainbows and butterflies everywhere.

            10. Have a goal in mind.

            “What do we want to achieve at the end of the day?” “How long are we going to be apart?” “What about the future?” These are the questions you two need to ask yourselves. The truth is, no couple can be in a long distance relationship for forever. Eventually we all need to settle down.

            So make a plan with each other. Do up a timeline, marking down the estimated times apart and times together, and draw an end goal. It is important that you two are on the same page and have the same goals. So that even if you are not living in the same space and the same timezone, both of you are still working together in the same direction towards a future that includes one another.

            11. Enjoy your alone time and your time with your friends and family.

              You are alone but you are not lonely, unless you choose to feel like it. You don’t have to let your world revolve around your partner — you still have you, your friends and your family. Take this time apart to do more with your friends and family. Go to the gym more often. Get a new hobby. Binge-watch shows. There are plenty of things for you to do that doesn’t involve your partner.

              12. Stay honest with each other.

              Talk about your feelings of fear, insecurity, jealousy, apathy, whatsoever. If you try to hide anything from your partner, that secret will sooner or later swallow you up from inside out. Don’t try to deal with things all by yourself. Be open and honest with each other. Let your partner help you and give you the support you need. it’s better to look at the problem during its initial stage than to only disclose it when it’s all too late.

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              13. Know each other’s schedules.

                It’s helpful to know when the other person is busy and when he/she is free, so that you can drop a text or make a call at the right time. You wouldn’t want to disturb your partner when he/she is in the middle of class or halfway through a business meeting. Know the small and big events that are taking place or will take place in each other’s life e.g. college mid-terms and exams, important business trips and meetings, job interviews and etc. This is especially essential when the both of you are living in different time zones.

                14. Keep track of each other’s social media activities.

                Like each other’s photos on Facebook and Instagram. Tweet each other. Tag each other. Share things on each other’s walls. Show that you care. Be cool about stalking each other.

                15. Gift a personal object for the other person to hold on to.

                  There is power in a memento. Be it a small pendent, a ring, a keychain, a collection of songs and videos, or a bottle of fragrance. We often attach meanings to the little things and items found in our everyday life, whether knowingly or not. This is what we all do — we try to store memories in physical things, in the hope that when our mind fails us, we can look or hold on to something that will help us remember. This is why something so simple can mean so much to a person, when others may see little or no value in it.

                  16. Get a good messaging app.

                  This is extremely important because texting is the most frequent and common way of communication the two of you have. You need a good messaging app on your phones that allow interactions beyond just words and emoticons.

                  Personally, I use this messaging app called LINE. I find it highly effective because it has a huge reserve of playful and very funny “stickers” that are free for its users to use. You can also go to the app’s “Sticker Shop” to download (or gift!) extra stickers of different themes (e.g. Hello Kitty, Pokemon, Snoopy, MARVEL and etc.) at a low price. From time to time, the app also gives out free sticker sets for different promotions. This messaging app is cute and easy to learn to use.

                  17. Snail-mail your gift.

                    Mail each other postcards and hand-written love letters. Send each other gifts across the globe from time to time. Flower deliveries on birthdays, anniversaries and Valentine’s Day. Shop online and surprise each other with cool T-shirts, sexy underwear and such.

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                    18. Stay positive.

                    You need to be constantly injecting positive energy into the long distance relationship to keep it alive. Yes, the waiting can be painful and you can sometimes feel lonely but you need to remind yourself that the fruits at the end will be sweet as heaven. One good trick to staying positive is to be grateful all the time. Be thankful that you have someone to love — someone who also loves you back. Be thankful for the little things, like the hand-made letter that arrived safely in your mailbox the other day. Be thankful for each other’s health and safety.

                    19. Keep each other updated on each other’s friends and family.

                      Because gossips and scandals are always the best things to go on and on about.

                      20. Video-call whenever possible.

                      Because looking into each other’s eyes and hearing each other’s voices can make everything feel alright again.

                      21. Give each other pet names.

                      Because it’s cute. It keeps the lovey-dovey going.

                        If you still aren’t sure how to make your long distance relationship work, try to answer these questions with your partner together:

                        Long Distance Relationship Is No Issue If You Have Great Answers to These Questions!

                        Featured photo credit: Unsplash via unsplash.com

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