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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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Eugene Cheng

Eugene is Lifehack's Entrepreneurship Expert. He is the co-founder and creative lead of HighSpark, offering presentation training for companies.

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Last Updated on January 16, 2020

12 Simple Ways to Boost Your Confidence Right Now

12 Simple Ways to Boost Your Confidence Right Now

The way you feel about yourself greatly influences how you live and interact with others. If you are confident about yourself, you tend to see yourself positively and actually enjoy spending time with and around people. You don’t feel self-conscious or awkward around others, and that allows you to live your fullest and happiest life.

However, if you’re drowning in a sea of self-doubt, hesitancy and shyness, you often withdraw and isolate yourself from others and avoid interacting and connecting with people. That anxiety you feel in the pit of your stomach when you are around people is holding you back greatly and it is not good for your emotional health and overall well-being. You need to do something about it if you are low in self-confidence or have friends or family members who are not confident.

“Confidence isn’t walking into a room thinking you’re better than everyone, it’s walking in not having to compare yourself to anyone” – Anonymous

Here are simple, practical tips to boost your confidence right now and make you feel and act your best.

1. Stop labeling yourself as awkward, timid or shy.

When you label yourself as awkward, timid or shy, you sub-consciously tell your mind to act accordingly and psychologically feel inclined to live up to those expectations. Instead of labeling and entertaining negative self-talk, visualize and affirm yourself as confident and strong. Close your eyes for a minute and visualize yourself in different situation as you would like to be.

Be your own cheerleader. Experts believe that positive affirmation and good mental practices like picturing yourself winning or achieving a goal can lead to greater feelings of self-assurance and prepare your brain for success.[1] As the saying goes, “seeing is believing.” Picture yourself as confident and soon enough you will begin to manifest behavior that gives evidence to this new ‘fact.’

2. Recognize that the world is not focused on you (unless, of course, you are Kanye West).

That means you don’t have to be excessively sensitive about who you are or what you are doing (or not doing). You are not on the center stage; there is no need for preoccupation with self and perfectionism. As rap music star Rocko sings, “You just do you and I will do me, aight?”

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Forget about trying to please everyone or being perfect. Trying to be perfect and being a people-pleaser puts too much pressure on you and creates unnecessary anxiety. Besides, people are too preoccupied with their own issues to pay much attention to your every move unless, of course, you are a mega famous, super celebrity like Beyonce or Kanye West.

3. Focus on other people as opposed to yourself.

If you are low on confidence, self-conscious, nervous and shy in social situations, focus your attention on other people and what they are saying or doing instead of focusing on your own awkwardness.

For example, think about what it is that is interesting about the person who’s the centre of the party or the guy or girl you are talking with. Prompt them to talk more about themselves and be genuinely curious and interested in what they say. You will instantly come across as confident and warmhearted.

People generally want to talk about themselves, be heard and understood. They will love it when you’re eager and willing to listen to them and really hear what they have to say.

This habit of focusing more on what you love in others as opposed to what you dislike in yourself will not only help you become more assertive and comfortable in virtually all social situations, but also instantly make you feel great about yourself.

4. Know (and accept) yourself for who you are.

Chinese military general, strategist and philosopher Sun Tzu, author of the internationally acclaimed book The Art of War, said, “Know yourself and you will win all battles.” Even in the battle with lack of confidence, you will need to know yourself to win.

Knowing yourself starts with understanding that people are not all the same, neither are all social situation suitable for everyone. You might not be confident in large gatherings, but you could be bold and confident in one-on-one and small group interactions. We all have our own unique gifts and unique ways of expressing ourselves. Embrace yours!

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Introverts, for example, have a quiet confidence that is, unfortunately, often confused for shyness. They are naturally low key and prefer to spend time alone. However, this natural disposition affords them certain unique gifts, such as an ability to listen better than most people and notice things that others don’t.

Your uniqueness is where your strength and advantage lies. You won’t be comfortable and confident in all situations all the time. Albert Einstein said,

“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”

5. Crack a smile.

If there is one sure way to instantly boost your confidence, it’s cracking a smile. Christine Clapp, a public speaking expert at The George Washington University, says that flashing those pretty, pearly white teeth will immediately make you appear both confident and composed. But, the effect of smiling is not just external. Studies show that smiling can also help nix feelings of stress and pave the way for a happier and more relaxed you.[2]

Not a bad return for something seemingly so trite, wouldn’t you agree?

6. Break a sweat—with exercise.

Working out is another great way to make yourself feel amazing and confident. Science has shown that exercising increases your endorphins, helps reduce stress, tones your muscles and makes you feel happy and confident.[3]

And hey, all you have to do is take a walk a few times a week and you’ll see the benefits. What seems to matter—as far as your confidence goes—is whether you break a sweat, not how strenuous your session is, which is pretty cool. Start working out now.

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7. Groom yourself.

This might seem mundane, but it’s amazing how much of a difference a shower and shave can have on your confidence and self-image. And when you spritz on a scent, the boost on confidence and self-esteem is incredible. As it turns out, your favorite fragrance does more than make you smell oh-so-nice.

A study found that a fragrance can inspire confidence in men. Interestingly, the study also found that the more a man likes the fragrance, the more confident he might feel. Another study found that 90% of women feel more confident while wearing a scent than those who go fragrance-free.

8. Dress nicely.

Another one that might seem trite, but it works. If you dress nicely, you’ll instantly feel good about yourself and give your confidence a real boost. That is largely because you’ll feel attractive, presentable and sometimes even successful in nice clothes.

While dressing nicely means something different for everyone, it does not necessarily mean wearing $500 designer outfits. It means wearing clothes that are clean, that you are comfortable in and that are nice-looking and presentable, including casual clothes.

9. Do activities you enjoy.

Whether it is reading a book, playing a musical instrument, riding your bicycle or going fishing, do what you really enjoy and what makes you truly happy often. It will boost your self-esteem, soothe your ego and allow you to identify with your gifts and talents. That will in turn bolster your self-belief and grow your confidence exponentially.

You might not become popular for doing what you love, but you might not even want to be popular at all. Being popular doesn’t make you happy; doing what you love does.

10. Prepare for the possibility of rejection / setback.

Late World No. 1 professional tennis player Arthur Ashe said, “One important key to success is self-confidence. A key to self-confidence is preparation.” You need to prepare for the possibility of rejection and setback.

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Why?

Everybody suffers rejection and setback at one point or another. You are not exempted. The question on your mind, therefore, should not be if you will be rejected, but how you will handle rejection when it comes.

Prepare yourself adequately in every situation to minimize the risk and effect of rejection and so that your confidence is not broken. For example, learn public speaking and rehearse what you are going to say beforehand if you have landed a public speaking engagement. That way, you are sure of yourself and confident you have what it takes to hack it. If you are rejected, don’t take it personally.

Rejection and setbacks happen to the best of us. Take it as a learning experience. Learn from your mistakes and move on.

11. Face uncomfortable situations square in the face.

Don’t run away from uncomfortable situations. Running away from people or situations because you feel scared, shy or timid only confirms and reinforces your shyness. Instead, face the situation that makes you uneasy square in the face. For example, go ahead and talk to that person you are afraid to approach, or go straight to the front of your yoga class! What’s the worst that can happen?

Prepare and be ready for any eventuality. The more you face your fears, the more you realize you are stronger than you thought and the more confident you get. This simple, yet admittedly courageous, act makes you unstoppable. You get comfortable being uncomfortable and begin to feel like you can take on the world. And that is the hallmark of someone destined for great things.

12. Sit up straight and walk tall—you are awesome!

Yes, sit up straight and believe you are awesome. Don’t slump in your chair or slouch your shoulders. Experts say the right stance can not only keep your self-esteem and mood lifted, but also lead to more confidence in your own thoughts.[4]

The way to sit is to open up your chest and keep your head level so that you look and feel poised and assured. And when you get up, stand tall and walk like you’re on a mission. People who sit up straight and walk tall are more attractive and instantly feel more confident. Try it now: you’ll feel fierce and confident just by sitting up straight and walking tall.

Featured photo credit: Freshh Connection via unsplash.com

Reference

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