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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 Be a Successful Entrepreneur (15 Powerful Actions to Take Today) 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 October 16, 2018

How to Overcome Your Irrational Fears (That Stop You from Succeeding)

How to Overcome Your Irrational Fears (That Stop You from Succeeding)

She could hear her beautiful baby crying but was frozen in the doorway unable to move. The crying got worse and she knew that unless she comforted the infant soon the baby would be inconsolable, and yet her feet wouldn’t move. She didn’t look at the cot but the floor in front, where the venomous hairy monster sat before her…. .okay it was a UK spider so not likely to kill her at all, and yet still her body was frozen as the tears fell down her face. “What a useless mother you are” she berated herself.

That awful mother was me 14 years ago. My fear of spiders had not been controlled for years and I was at the stage where I wouldn’t open a newspaper until my husband had read it and removed the images of spiders. I hated houses that had wooden floors or skirting boards because every knot in the wood could be a spider about to crawl across me.

At the height of my fear, I tried to get out of a moving car. Clearly this harmless 8-legged creature had massive levels of power over me but now that fear is gone, I’m never going to love spiders but I’m not going to leave the room because of one and I can read the word without freaking out and sobbing.

If you think that fear is irrational, what about the fear of going to airports? Or the fear of not asking for help?

Today I want to look at how our irrational fears impact on us, how they can destroy (and I don’t use that word lightly) our success. They can damage our health and even stop us from living our lives. And then I’ll share the benefits of fighting that fear and most importantly how you can fight your fears too.

How irrational fears impact your life

The thing about irrational fears is that we are not keen to look at them. It makes us feel inadequate, weak and daft because we can’t do things that it seems everyone else can. That gives the fear power.

Fear loves negative emotions and saps up yours making your fear bigger and uglier and even more powerful. Not ideal to say the least. Fears can cause us to:

  • Avoid situations where that fear may have to be faced. Dodging parties, new jobs, new experiences where we aren’t sure we will be able to protect ourselves.
  • Stop us from sleeping for fear the thing we fear will “get us in the night.” For me this was massive, and I stopped sleeping which had massive implications when my job was to look after a toddler and a baby. I felt half dead most of the time!
  • Feel ill with the stress. Stress can be the cause of wrong decisions. Drinking alcohol when we shouldn’t, eating chocolate because it makes us feel better, the list of excuses is long that we hold on to so that we can avoid the cause of our stress.
  • Cause more distress as our minds overload us with negative thoughts of inadequacy. This can damage our confidence. Having coached thousands, I know that a lack of confidence is usually the underlining impactor on most people’s success across all areas of their lives.
  • Risk looking aloof or arrogant because we won’t participate like other people. Our fears can even isolate us in our personal and professional lives too.
  • Feel debilitated. Needless to say, these fears may look irrational and shouldn’t exist to the outside world but to the sufferer they are debilitating. Even impacting on their earning potential, love life, hobbies, travels and personal and professional success.

Why bother to fight the fear

Couldn’t you just ensure you live your life in way that you don’t have to deal with your fear?

I had a client that was so scared of flying that they couldn’t even take their partner to the airport, another who had avoided public speaking for over 20 years and yet now at the height of their profession they had no choice, what were they going to do? Quit? There was another who could never ask for help and another who feared people finding out who they really were.

All these fears and many more can be fixed but only if we can appreciate the benefits of fighting the fear.

Let’s look at the benefits of fighting your fears:

If you’re going to change the way you do something, something that has impacted on your life, thoughts and actions for years, it can be hard to believe change is possible.

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The first thing you must do is give yourself a big enough reason why. Go back through your life and remember all the occasions that this fear was there.

I can still see the spider trapped in my hair because it had obviously been on my hairdryer. I also remember that I probably looked ludicrous in the South of France in my underwear running down the lane screaming and flinging my hair everywhere. The poor spider had not only been flung a long way from my head but was probably destroyed in the flight.

Remember the feelings, the actions, the negative feelings you felt afterwards, for me it meant that every time I picked up a hairdryer I could see a spider crawling towards my ear in my hair. Guess how helpful that was for reinforcing my reactions and irrational fear?

Really experience the fear. Make it so painful that you probably notice your heart racing, your shoulders drawing up and your breath changing. That fear is causing physical change in your body, doesn’t feel good does it?

When the irrational fear is challenged and destroyed, it can’t have power over you. So new opportunities can come your way and instead of fearing them and what people will think of you for your choices, you can be open to;

  • New hobbies
  • New travels
  • New opportunities
  • More success
  • Financially more secure
  • Happier
  • Healthier
  • Confident

The list is long so what can you do to get rid of your fears?

How to fight your irrational fears

In my book Fight the Fear: How to Beat Your Negative Mindset and Win in Life, I cover 12 of the biggest fears that I see impact on success and happiness. Not all of these are obvious but they all have far reaching impacts on our lives.

Here are some of those ideas to help you fight your fear and get more of what you want out of life:

Why did this happen?

For some people they really need to know why the fear started, for others all they want is to get rid of it. If you need to understand yours then don’t skip this tip. Learn how your fears are made and appreciate where yours came from. If you don’t care how it arrived, you can jump to top tip 2.

I’ve seen some clients who are not prepared to look at how to get rid of the fear until they’ve understood how it got here in the first place. It’s not my place to tell them that is right or wrong, just to help them find the right steps to lead them to a happy path.

When a fear first starts, we don’t acknowledge a fear has entered our lives. It is only after a few occasions that we begin to notice that there’s a strong negative emotion connected to this “thing”. That’s how fear is allowed to grow because as humans we have in-built responses that have kept us safe for our entire existence. This means we are meant to perceive fear and either run or fight, either way our bodies jump into action creating physical responses to the perceived threat.

Look for when you first noticed the fast heart beat, the shallow breathing, the shaking hands, the redness. You have created an automatic way of dealing with this fear. It could be that it felt sensible to fear this because you had an unhappy outcome, although it is usually the case that your head has the facts and your heart is not prepared to hear them as it creates a version of the event that is far scarier than it actually was.

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Learning how to remove the emotions and feelings will help you to change your body’s response. The first time I fixed someone’s fear of public speaking, they told me that it physically closed their throat, I worried that was it possible with words to change our physicality? The answer was yes! With the tools and techniques I share below.

The tool kit

From the many people that have contacted me after reading Fight the Fear to my clients, I know for even myself creating a tool kit is a must. This is not a bag that you physically must haul everywhere. This is about learning tools that really resonate with you so that when you can feel the fear start to impact on you, you’ve got your kit ready to take it on.

I don’t have the space in one article to share all of those tools so let’s visit a few:

1. Why I’m awesome

Creating a 2-page handwritten document of why you are awesome can help. This document will be packed with achievements, successes, overcoming adversity and all of those will be full of positive emotions, actions and feelings. It is not easy to write, and I get many messages telling me so however it is a powerful reminder that you can stand up and accomplish.

2. Draw out your emotions

Earlier we looked at how irrational fears can damage every aspect of our lives. If you were to follow the negative spiral down you can follow the positive spiral up again.

I draw these individually for clients and with each action, thought or feeling we put an arrow between them. Each arrow is an opportunity to do something different. If we know that irrational fear is an automatic thought process, then we can start to see that we need to think, do or feel something different. Top tip 3 will help with that.

3. Acknowledge that you need to change

It’s not easy to change, and that is a belief that many hold. Top tip 4 could assist further, however for this tip, remember that when you want to do, think or feel differently, you’ve already achieved the first step and that is recognizing something must change (you don’t need to know what). But if you aren’t sure yet if there’s really something different you want to do, this story about Nancy may help you to figure it out.

Then it’s about acknowledging it. That means not only accepting it but feeling that it is yours to take on and change.

Then for 2 weeks, decide that you won’t allow the thought to be in your head. There are usually some negative thoughts allowed to fester in your head. At this stage, just say “No I’d like you to stop.” After 2 weeks choose a new thought that you would prefer to hear in your head, maybe “I can cope with situations that scare me” or “I am stronger than I know”.

There will be times when you fail. Don’t berate yourself because that is another negative thought you are allowing your head to process. Just start again and at times like that have a read of your “Why I’m awesome list”.

4. Choose your words carefully.

I’ve heard many clients tell me that “It’s going to be hard to change” “I can’t remember a time in my life where I wasn’t petrified” or “This is a lot to ask”. Any thought that gives power to your fear takes away power from you to fight it. Therefore, choose how you word your goal to overcome your fear carefully.

Think thoughts like “I remember when I achieved xxxx and that reminds me I’m far tougher and more capable than I give myself credit for”. (Take the xxx from your why I’m awesome document.)

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5. Believe that you have the control power

The only person that can control what we think and feel is us. I know it can feel like other people are impacting on us, however they can only do that if we give them permission to do so.

If you really think about that for a moment, can you see that you have the right to think and feel anything you want right now? I’m certain you wouldn’t choose pain, fear or anxiety. So, what would you choose to think about your fear?

6. Put up physical reminders

Working one to one, I can find the fear, work through it and create a tool kit of thoughts, feelings and actions that will help them fight that fear and get rid of it. For some, they don’t need physical things to help them; others do.

For example, the CEO who was petrified of public speaking but could handle a conference call with 300 without a second thought, imagined the microphone was a phone when they spoke in front of 400 people to help reinforce the positive thoughts and ideas we’d created.

Or the client that always worried that they were an imposter and “someone else can do this better” pinned on their office wall a tag cloud of all the words that made up their “Why I’m awesome document”.

So they had a daily reminder. They were the right one for the job and they could do it. These daily reminders all come down to one key point — help you to Hack the Habit Loop.

What would be your visual clues to remind you that you can overcome this?

7. Physical supports

Music, environment and even smells can impact on us. Know the music that makes you feel alive and ready for anything. Try aromatherapy oils to feel positive and energised. Even choose your work environment or clothing to empower you.

Changing these things is physical and giving yourself physical ideas to action can help power up your emotional state too.

8. Don’t go it alone

The fear to ask for help is very real (and has a whole chapter in my book) so I know people really struggle with this. The fact is we all need people. We are not insular by design and as such it can be tough to admit that you have a fear impacting on you.

However, by sharing your fear with a trusted friend, colleague or loved one can mean that when you are feeling the fear. you can talk to someone. It could be that you share with them the contents of your tool kit and ask their permission to be added to it. That way they know what works for you and how to best support you.

It’s not a sign of weakness to tell people about your fear. It takes massive levels of strength to say, “I have this fear, and I want to get rid of it.”

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9. Get physical

One of the reasons that a fear can escalate is because we have come to accept that response. Our body reacted in a certain way, once repeated the behaviour and it became a formed habit that was accepted.

Challenging a fear can be done using our body too when we appreciate that fear is actually a reaction inside our bodies. We don’t need to understand where in our brains or what chemicals are racing through us to use our physicality to help us challenge our fears.

When I was writing my book, the Cuddy Superhero pose was proved and disproved by various researchers around the world 3 times. Whether it’s real or not, the fact is the way we stand, the way we breathe and even the speed at which we speak can impact on us as well as those around us.

If you have a fear of public speaking or a fear of people thinking you are stupid or a fear of what people are thinking you can look at how you speak, stand and move. If you compare these with people you deem confident and happy in these situations, how do you look? What can you learn?

The research around placebo’s reinforces us that if it feels like it is working, then keep doing it! What could you use to help reinforce your power and fearlessness?

A little fear can be good

As someone famous once says:

“It is not fear, it is performance energy.”

Despite having an absolute hatred of public speaking 10 years ago, I now love an audience and yet I have a healthy level of fear. That level of fear says “Are you well prepared?” “Do you know your audience?” “Have you rested your voice?” “You really want to deliver to this audience what they need” And those thoughts are sensible.

And just remember, it’s never ever too late to face your fear and do what you desire most! It’s even possible to start over your life no matter what stage of life you’re at. Here’s the proof:

How to Start Over and Reboot Your Life When It Seems Too Late

So as you reduce your fear, be aware of a good level of fear.

Featured photo credit: Isaiah Rustad via unsplash.com

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