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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

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

Why Leadership and Management Are Two Sides of a Coin 12 Foolproof Tips for Entrepreneurs to Be Successful in a New Venture 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)

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Last Updated on March 14, 2019

7 Questions to Ask in a Job Interview That Will Impress the Interviewer

7 Questions to Ask in a Job Interview That Will Impress the Interviewer

Recruiters might hold thousands of interviews in their careers and a lot of them are reporting the same thing—that most candidates play it safe with the questions they ask, or have no questions to ask in a job interview at all.

For job applicants, this approach is crazy! This is a job that you’re going to dedicate a lot of hours to and that might have a huge impact on your future career. Don’t throw away the chance to figure out if the position is perfect for you.

Here are 7 killer questions to ask in a job interview that will both impress your counterpart and give you some really useful insights into whether this job will be a dream … or a nightmare.

1. What are some challenges I might come up against this role?

A lesser candidate might ask, “what does a typical day look like in this role?” While this is a perfectly reasonable question to ask in an interview, focusing on potential challenges takes you much further because it indicates that you already are visualizing yourself in the role.

It’s impressive because it shows that you are not afraid of challenges, and you are prepared to strategize a game plan upfront to make sure you succeed if you get the job.

It can also open up a conversation about how you’ve solved problems in the past which can be a reassuring exercise for both you and the hiring manager.

How it helps you:

If you ask the interviewer to describe a typical day, you may get a vibrant picture of all the lovely things you’ll get to do in this job and all the lovely people you’ll get to do them with.

Asking about potential roadblocks means you hear the other side of the story—dysfunctional teams, internal politics, difficult clients, bootstrap budgets and so on. This can help you decide if you’re up for the challenge or whether, for the sake of your sanity, you should respectfully decline the job offer.

2. What are the qualities of really successful people in this role?

Employers don’t want to hire someone who goes through the motions; they want to hire someone who will excel.

Asking this question shows that you care about success, too. How could they not hire you with a dragon-slayer attitude like that?

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How it helps you:

Interviewers hire people who are great people to work with, but the definition of “great people” differs from person to person.

Does this company hire and promote people with a specific attitude, approach, worth ethic or communication style? Are the most successful people in this role strong extroverts who love to talk and socialize when you are studious and reserved? Does the company reward those who work insane hours when you’re happiest in a more relaxed environment?

If so, then this may not be the right match for you.

Whatever the answer is, you can decide whether you have what it takes for the manager to be happy with your performance in this role. And if the interviewer has no idea what success looks like for this position, this is a sign to proceed with extreme caution.

3. From the research I did on your company, I noticed the culture really supports XYZ. Can you tell me more about that element of the culture and how it impacts this job role?

Of course, you could just ask “what is the culture like here? ” but then you would miss a great opportunity to show that you’ve done your research!

Interviewers give BIG bonus point to those who read up and pay attention, and you’ve just pointed out that (a) you’re diligent in your research (b) you care about the company culture and (c) you’re committed to finding a great cultural fit.

How it helps you:

This question is so useful because it lets you pick an element of the culture that you really care about and that will have the most impact on whether you are happy with the organization.

For example, if training and development is important to you, then you need to know what’s on offer so you don’t end up in a dead-end job with no learning opportunities.

Companies often talk a good talk, and their press releases may be full of shiny CSR initiatives and all the headline-grabbing diversity programs they’re putting in place. This is your opportunity to look under the hood and see if the company lives its values on the ground.

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A company that says it is committed to doing the right thing by customers should not judge success by the number of up-sells an employee makes, for instance. Look for consistency, so you aren’t in for a culture shock after you start.

4. What is the promotion path for this role, and how would my performance on that path be measured?

To be clear, you are not asking when you will get promoted. Don’t go there—it’s presumptuous, and it indicates that you think you are better than the role you have applied for.

A career-minded candidate, on the other hand, usually has a plan that she’s working towards. This question shows you have a great drive toward growth and advancement and an intention to stick with the company beyond your current state.

How it helps you:

One word: hierarchy.

All organizations have levels of work and authority—executives, upper managers, line managers, the workforce, and so on. Understanding the hierarchical structure gives you power, because you can decide if you can work within it and are capable of climbing through its ranks, or whether it will be endlessly frustrating to you.

In a traditional pyramid hierarchy, for example, the people at the bottom tend to have very little autonomy to make decisions. This gets better as you rise up through the pyramid, but even middle managers have little power to create policy; they are more concerned with enforcing the rules the top leaders make.

If having a high degree of autonomy and accountability is important to you, you may do better in a flat hierarchy where work teams can design their own way of achieving the corporate goals.

5. What’s the most important thing the successful candidate could accomplish in their first 3 months/6 months/year?

Of all the questions to ask in a job interview, this one is impressive because it shows that you identify with and want to be a successful performer, and not just an average one.

Here, you’re drilling down into what the company needs, and needs quite urgently, proving that you’re all about adding value to the organization and not just about what’s in it for you.

How it helps you:

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Most job descriptions come with 8, 10 or 12 different job responsibilities and a lot of them with be boilerplate or responsibilities that someone in HR thinks are associated with this role. This question gives you a better sense of which responsibilities are the most important—and they may not be what initially attracted you to the role.

If you like the idea of training juniors, for example, but success is judged purely on your sales figures, then is this really the job you thought you were applying for?

This question will also give you an idea of what kind of learning curve you’re expected to have and whether you’ll get any ramp-up time before getting down to business. If you’re the type of person who likes to jump right in and get things done, for instance, you may not be thrilled to hear that you’re going to spend the first three months shadowing a peer.

6. What do you like about working here?

This simple question is all about building rapport with the interviewer. People like to talk about themselves, and the interviewer will be flattered that you’re interested in her opinions.

Hopefully, you’ll find some great connection points that the two of you share. What similar things drive you head into the office each day? How will you fit into the culture?

How it helps you:

You can learn a lot from this question. Someone who genuinely enjoys his job will be able to list several things they like, and their answers will sound passionate and sincere. If not….well, you might consider that a red flag.

Since you potentially can learn a lot about the company culture from this question, it’s a good idea to figure out upfront what’s important to you. Maybe you’re looking for a hands-off boss who values independent thought and creativity? Maybe you work better in environments that move at a rapid, exciting pace?

Whatever’s important to you, listen carefully and see if you can find any common ground.

7. Based on this interview, do you have any questions or concerns about my qualifications for the role?

What a great closing question to ask in a job interview! It shows that you’re not afraid of feedback—in fact, you are inviting it. Not being able to take criticism is a red flag for employers, who need to know that you’ll act on any “coaching moments” with a good heart.

As a bonus, asking this question shows that you are really interested in the position and wish to clear up anything that may be holding the company back from hiring you.

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How it helps you:

What a devious beast this question is! On the surface, it looks straightforward, but it’s actually giving you four key pieces of information.

First, is the manager capable of giving you feedback when put on the spot like this? Some managers are scared of giving feedback, or don’t think it’s important enough to bother outside of a formal performance appraisal. Do you want to work for a boss like that? How will you improve if no one is telling you what you did wrong?

Second, can the manager give feedback in a constructive way without being too pillowy or too confrontational? It’s unfair to expect the interviewer to have figured out your preferred way of receiving feedback in the space of an interview, but if she come back with a machine-gun fire of shortcomings or one of those corporate feedback “sandwiches” (the doozy slipped between two slices of compliment), then you need to ask yourself, can you work with someone who gives feedback like that?

Third, you get to learn the things the hiring manager is concerned about before you leave the interview. This gives you the chance to make a final, tailored sales pitch so you can convince the interviewer that she should not be worried about those things.

Fourth, you get to learn the things the hiring manager is concerned about period. If turnover is keeping him up at night, then your frequent job hopping might get a lot of additional scrutiny. If he’s facing some issues with conflict or communication, then he might raise concerns regarding your performance in this area.

Listen carefully: the concerns that are being raised about you might actually be a proxy for problems in the wider organization.

Making Your Interview Work for You

Interviews are a two-way street. While it is important to differentiate yourself from every other candidate, understand that convincing the interviewer you’re the right person for the role goes hand-in-hand with figuring out if the job is the right fit for you.

Would you feel happy in a work environment where the people, priorities, culture and management style were completely at odds with the way you work? Didn’t think so!

More Resources About Job Interviews

Featured photo credit: Amy Hirschi via unsplash.com

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