Determine Audience’s Core Heartfelt Need – Persuasive Speaking

When you craft your message, recognize there are different age groups in your audience.  Each age group (e.g. 20-30 year olds, 30-40 year olds) has a different set of strongly felt needs and expectations.  As a speaker you need to be aware of each age group’s core expectations. 

Some age groups would rather be informed, some provoked, still others are looking for training.  How do you merge all these different expectations into one message?

Find the commonality(s) of each age group before you talk.  For instance, I was asked to speak to a group 75 small business owners and professionals sponsored by the local Chamber of Commerce.  My topic – “Why You Need a Business Coach?” 

It was a diverse group of males and females ranging from age 25 to 70.  What can I say that intersects the heart of each individual no matter age or gender?   I asked them to locate paper and pen and write down a one or two word answer to this question:  “What in your life, personally or professionally is not working right now …….is it about Family? Customers?  Employees?  Marketing?  Delegating?  Time Management?”  I then said (after a pause), “Focus on that thought.  Now look to me – you see what you have in front of you? – I can help!”

Everyone’s heartfelt issue has been brought to their consciousness, regardless of age or circumstance.  Now you have everyone’s attention.

Find the common need.  Everyone has something lacking in their life.  I next challenged the audience that now is the time to address that need.  They can continue to dance around the issue but evidently they must address it.  I can empower that person with a plan to overcome the matter and therefore change their life.  To work through that need (depending on their age), some will need to be educated, some empowered, some provoked, some encouraged, some informed. 

Even though each individual came to the meeting with different expectations, when they leave they now know they have a resource to help them overcome the primary challenge hindering their life.

If you make the beginning of your message about them, (and not about you) the audience will stay with you to the end.

How do you persuade people to do business with you?  Determine the group’s core need and speak to it with confidence.  You can empower them to overcome it, grow it, nurture it, change it (you get the picture) etc.  First, people need to buy INTO you before they buy FROM you.  When you show the audience that you understand their heartfelt need (and have the tools to help them), they will flock to you. 

What are you going to say at your next talk, that a week from today each audience member will remember your key point(s)?

Bottom Line:  Find the Heartfelt Issue in the Group that is Relevant to Almost Everyone

Research Your Audience Before You Speak – Persuasive Speaking

As a rule, I ALWAYS do advanced research on a group I plan to speak.  I regularly customize my message to meet the unique makeup of each gathering.  Before I speak, regardless of the topic, I try to understand the unique personality, wants, needs and learning styles of the group.

I NEVER present the same message twice.  I always tweak my presentation reflecting the uniqueness of the audience.

For instance, if the topic is marketing, I will speak differently to a group of entrepreneurs age 40 and under compared to a group age 40 and older.  I still have the same core message but I will communicate differently at each event.  Why? The primary difference is that the needs and learning styles of each group is dissimilar.

Speaking to under 40’s.  Generally, they look to be educated.  I will talk with them about emerging internet marketing technologies and get them involved in participatory exercises.  Why?  They expect you to talk about Facebook, LinkedIn, Google+ and the latest app for their smartphone.  Also, they have shorter attention spans and as a group they like the talk to be more interactive rather than lecture.  They are more open-minded to learning new ideas.

Speaking to over 40’s.  They want to be informed and provoked. They are less savvy about emerging technologies and know significantly less about how to interact with the internet.  They want more “hands-on” marketing ideas.  They are getting set in their ways, so sometimes they can be critical of your content. 

I meet each group’s core needs or expectations by researching and understanding each group’s unique learning style and needs. 

Example of a group over age 40. I was asked to speak to a group of ministers (all men) from 10 different denominational backgrounds to compare/contrast new Bible versions.  My advanced research determined that this group is over the age 40 and generally closed minded (sadly).  Almost all have grown up with a particular Bible version (mostly NIV) and are not interested in interacting with new versions.  So what could I say to persuade them to embrace the new versions of the Bible?

The very first point I made (to get their attention) is that their familiar Bible version will one day be obsolete.  They should be prepared to embrace new Scriptural versions whether they agree with me or not.  I noted that in the last few generations many new versions have appeared that were painstakingly translated into modern English (including the NIV).  

I also said that their parishioners like it or not, will begin to embrace newer Bible versions and they as Christian leaders must keep step with the changing times.  I was able to make an impact with the presentation because of (1) my research; and (2) complimenting the research with a persuasive message.

Bottom Line:  Research Your Group to Build a Persuasive Argument

Connecting With Audiences Expectations – Persuasive Speaking

When is the last time you listened to a presentation and once the person was finished you wondered why you wasted part of your day?  Perhaps last week?...  Why is it that most speakers don’t get it?  Why can’t a presenter create something special for everyone to enjoy, learn, buy from, etc.  One reason is…

Most speakers are stuck in the past.  Many presenters organize their message reflecting how speakers communicated in the past (mostly to inform).  In my opinion, they should instead look to needs and wants of today’s audience.  Shouldn’t a presentation be about audience expectations?  Why do most speakers ignore this?  Classic marketing says your message should be about the “customer” - but why can’t more speakers see that?

Most speakers (especially pastors) haven’t accounted for the internet age with its instant gratification.  In fact, they often ignore how to reach people where they are today.

What needs to change?

Understand that people gather to listen for a variety of reasons.  Broadly speaking, what are the current needs and wants of your listeners?  In the past, speaking was mostly to inform, but today’s audience has a complex set of expectations.  Depending on the age group, they want to be:

• Entertained
• Educated
• Provoked or aroused
• Persuaded
• Informed
• Moved to action

Most speakers disregard how the assemblage wants to hear the message.  In fact, many listeners’ expectations are never engaged. 

For example, a 25 year old, is generally interested learning new things - is most intent on being educated.  A 45 year old with more life experiences, prefers to be informed and moved to action.  A 65 year old, in the latter stage of life is more interested in being entertained and provoked.

The question becomes how do you determine what are the core NEEDS to be met when you have a variety of age groups present at your next talk?

If your audience is unfamiliar to you, research them before you speak.  Communicate to key people attending your next talk or send out a survey to understand the needs/wants of the upcoming audience.  If you do proper advanced research, you will better understand the listener’s key expectations.  Then you can provide material that is relevant to the audience’s circumstances.  If you’re a pastor, have your congregation fill out a simple questionnaire.  See what they REALLY want out of your sermon.

Remember the message is about them (your audience) and not about you.  Create something special keeping in mind the group’s expectations. Regardless of age, if you talk about the group’s core need(s) everyone wins!

Bottom Line:  Create a Message That is Relevant to Your Audience

Engage Your Audience’s Heart and Emotions (Part 2) – Persuasive Speaking

You want your audience to first and foremost take action.  How do you reach that end?  How does an audience buy your product/service or how are lives changed through your message?  You must first emotionally engage your audience.  If you do, it will set the tone for the rest of your talk.  One way to get the audience’s attention is by starting with a story.

A story energizes the heart of your message to the heart of your audience:  Tell a story that touches an emotional heart string and communicates the things you value most. If Jesus talked in stories to engage his audience – shouldn't you do the same?

Pastor Joel Osteen is an example of a contemporary speaker who understands how to engage his audience in our modern society.

Why do so many people listen to Joel Osteen? 

  

1.   He immediately attains the audiences’ attention.  Osteen starts every message with a “joke” or funny story.  Why?  This primes (“warms” or connects) the audience to focus on him and his upcoming message.  It also opens up the audience to listen further.  Each day your listeners have many outlets vying for their attention or “emotional appeals.”  Osteen knows how to get and keep people’s attention despite competing stimuli.   

2.   A story is more than entertainment - it engages the heart and opens the audience up to what he really wants to say. Note: Osteen’s opening “funny story” often does not have anything to do with the message.  It is about bonding with the audience.

3.   He keeps his listeners in the “emotion zone” for as long as possible.  Your message will be more powerful if you continuously inspire and engage your audience.  If you include an emotional component throughout your talk they will hunger for more.

4.   An emotionally charged message remains in our memory longer and is recalled with greater accuracy.  Your goal – a memorable presentation that makes an impact; and to penetrate beyond the walls that people put up around themselves.

5.   He has them stand up while he speaks his brief funny story – this is a smart practice as the audience solely focuses on him and what he is saying.  They can’t be distracted by other stimuli.

They come to listen to Osteen because they feel he has something to say.  He doesn’t disappoint!

Video of a few sample simple jokes spoken by Pastor Osteen  

People cannot process their emotions and rational/logic thought at the same time.  Penetrate their heart before you attempt to engage their logical side with details and data.

Most speakers are stuck in the past.  Today’s audience (compared to previous generations) has a different set of needs and wants from a speaker. Adjust your message to resonate with changing listening expectations.  Fact: attention spans are diminishing.  This is due to the variety of avenues constantly bombarding your audience.  Like it or not - today’s listeners having a harder time processing and digesting long messages.

Bottom Line: To Get Your Audience To Act – Engage Them Emotionally

Engage Your Audience’s Heart and Emotions (Part 1) – Persuasive Speaking

No matter the context, people first connect with others emotionally, not through logic or reason.  Give your audience a reason to like or trust you by first engaging their hearts (emotional level).  If you do, you will have more people embrace your product/service or listen more intently to your message.

If you don’t lead your audience to emotionally invest in you it is unlikely they will take action:  Think back - who was your favorite high school teacher, college professor, public speaker, or pastor?  Why was that person beloved?  It was more about your connection with the person than the subject matter.  That person engaged your heart and kept you coming back for more.  The subject matter could be bland but it didn't matter because it the person already won your heart. 

Ultimately your audience buys into you first and then listens to your presentation – give them reasons to believe in you.

Men and women decide to work with, or invest in, a person they like or have a good feeling about. I was a real estate public speaker.  At the end of each talk, I pitched a program that investors purchase about buying or selling raw land (www.vacantlandguide.com).  Sounds like a bland topic, doesn't it? 

I learned early on when I spoke; I had to first create a positive feeling about or toward me (not the topic).  If not, they would not be interested in buying my expensive program. One day, I was speaking at an event of 150 real estate investors.  I was there to sell my program and land parcels I owned. 

A young lady at the event in her early 30’s (originally from SE Asia) approached me to go together to look at land parcels.  She initiated this excursion because she had a “good feeling” about me.  After we were done viewing land for sale, she said “My family has $600K and we want you help us invest that money in real estate.” 

Why did she choose me?  I created a way for her to become “emotionally invested” in me.  Once she bought in to me (felt comfortable or reassured), she was ready to “take action.”  Even though we were from different cultures and backgrounds, she wanted to work together. (Oddly, I never stated that I would help someone invest their money as I was focused on selling a program and land tracts).

It’s about your emotional connection with the audience, not the topic that important – Then have prepared a pertinent talk once you bond with your audience. 

I was at another venue and after I was done, a retiring real estate investor asked if I would help him sell over $2M in real estate.  Remember, people’s money is a very precious to them.  So asking a complete stranger to help with their property says something about how I presented myself as a person. 

If you interviewed both investors, they would point out the real reason they decided to work with me was because of my qualifications and experience.  But I know better.

Research has consistently shown that people make decisions on emotion and then justify them with fact.  Although most of us think that we are first and foremost, rational, cognitive human beings, research data says otherwise. Yes, non-emotional factors such as experience, qualifications, or financial projections are relevant to the ultimate decision-making process. But they are secondary.

Your goal: trigger emotional responses in your audience.  Then continue with a strong business talk, justified by hard data and numbers (or a strong, pertinent message).

Speakers are agents of change - through their vision, content, passion, and their emotion. To change hearts and lives, one must develop the skills to create commitment to new courses of action. Such commitment can be obtained only if an individual’s feelings and emotions are engaged.  

Bottom Line: Your Audience Must FIRST Be Emotionally Invested In YOU

Talk in Stories (Part 2) – Persuasive Speaking

Last blog, I exhorted you to tell stories during your presentation.  Here are some further tips and examples why story telling can change people’s mind, heart and life.  Most speakers spend the bulk of their presentation communicating raw data.  Stories help bring the raw data to life. 

Tips to good story telling:

·     Be authentic – talk from your heart

·     Don’t bore by taking too long to tell a story

·     Create an experience - be animated and paint a picture

·     Use visual aids when appropriate such PowerPoint, role play or objects (furry animal, chair etc.)

·     Practice, practice, practice to convey the story well

·     Tell the right story for the right situation

Great video on using objects as visual aids: 

Video - 2 minute story entitled “Uncommon Faith” by Joel Osteen 

Video - Nice mix of great intro, humor and story by Victor Antonio 

Examples of classic and modern stories that can make an impression on your audience 

The Father and His Quarreling Sons

A father had two sons that constantly bickered. Finally, he asked them to bring him a bundle of sticks.  He challenged each son to break the bundle over their knee, which they found impossible. He then split the bundle and showed how each individual stick could easily be broken. He said, "United you are strong; quarreling and separated - you are weak."

The North Wind and the Sun

The north wind and the sun argued which was stronger. On seeing a traveler, they agreed a suitable test would be to strip him of his coat. First, the wind blew with all his might, but the more he blew, the more than man wrapped the coat tightly around himself. When the sun's turn came, he gently beamed at the man, who loosened the coat. The sun shone brighter still, and the man threw off his coat.

Laugh at Yourself and Others Will Laugh with You

Several years back, I was asked to give a speech to a room full of budding women entrepreneurs. I arrived at the event with a terrific speech, looking quite stunning in my navy blue suit. Just before my speech began, I looked down at my shoes to see that I had one blue and one black shoe on. At first, I was embarrassed – but spontaneously decided to put it in my speech.

At the end of the speech, I reached down, took off my shoes and put them up on the podium for all to see. I reminded the listeners that every one of us is working hard to balance it all. Sometimes we get it all right, but we still don't manage to put on a matching pair of shoes! It was the greatest laugh I have ever gotten.  Vicki Donlan, Author Her Turn: Why it's Time for Women to Lead in America 

The Men’s Room

I was asked to give a speech on marketing to a group of contractors. They met in a divey bar. I noticed that the men's room was decrepit—so I threw away my planned opening.  Instead, I started, “How many of the men here have used the bathroom tonight?  And how many of you saw the marketing opportunity for contractors in there?” . . . After that, I could say anything I wanted; they paid attention!  Shel Horowitz, Author Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

The Close

I was on stage finishing up a keynote at an awards dinner. I was concluding my session and noticed for the first time that I'd neglected to pull up the fly on my pants. What was worse, the audience noticed me noticing it.

I quickly put on a face of comic surprise, and everyone roared. Then, as the laughter died down, I leaned against the podium, nodded knowingly, and said: “Remember the sales strategies we're discussed this evening. Remember all the tips and tactics. But above all, remember that none of them mean a thing . . . unless you remember to close.”  I got a standing ovation. And for the rest of the evening, people were discussing whether or not I'd planned the whole incident. Barry Maher, Author Filling the Glass

Bottom Line:  Memorable Stories Penetrate Hearts and Change Lives!

Talk in Stories (Part 1) – Persuasive Speaking

First – make your memorable opening remark and; Second - lay out your key point.  Continue by telling as many HEARTFELT stories as possible (depending on time available). Do you want to be a persuasive motivator?  Learn to tell a good story.  Because…

Stories powerfully illustrate a point:  Your audience is wired to remember stories. 

Stories illicit emotion and capture the imagination:  Draw your audience in by touching their senses.

Throughout history, stories (oral traditions) were handed down from generation to generation.  They were important as they pass down concepts, culture and beliefs.  That is one of many reasons Jesus talked in stories (parables) - they are easily remembered yet profound.

Many Christians don’t realize that the four Gospels were written nearly 30 years after Jesus was resurrected.  The original disciples were dying and the Christian community feared that Jesus’ stories and concepts would be lost.  So, four writers were commissioned to compose from memory the accounts of Jesus’ time on earth 30 years after Jesus spoke them!

It’s interesting that over 25% of the four Gospels record Jesus’ STORIES compared to his other teachings and interactions.  The writers traveled with Jesus for years and His stories made the deepest impression. 

Stories mobilize your audience to act:  Stories can change how your audience thinks, acts and feels.

Here is one “story” Jesus spoke in summary form. (Read the entire account in Lk 15:11-32).  A father gives the younger of his two sons his inheritance before his death.  The younger son, after wasting his fortune goes hungry.  He then repents and returns home, where the father holds a feast to celebrate his return. The older son resents this preferential treatment. His father reminds the older son that everything the father has is the older son's, but that they should still celebrate the return of the younger son.

Click here for a video telling the story of Prodigal Son

The Parable of the Prodigal Son has many applications (you choose which one depending on your presentation) – rebellion, arrogance, selfishness, patience, forgiveness, repentance, acceptance, resentment, or God’s forgiveness or patience.

Bottom Line:  One Story Can Changes Lives

Video of Google Chairman, Eric Schmidt - "Everybody needs a coach"

Mr. Schmidt briefly shares his opinion why its important that every business person should have a coach.  Are you searching for your competitive edge?  Is something not working right for you?  Perhaps it is time to engage a coach who can help you grow as a person, Christian and business person.  First session is free!

Short video interview - Chairman of Google talking about the importance of a professional coach

Make Your Opening Remarks Memorable - Persuasive Speaking

Speaking in public is an art form that should be taken more seriously.  Most speakers fumble through a message/presentation, whether it is for Christian or business circles (and you wonder why you don’t enlarge your customer or parishioner base).  In the next few blogs experience a few tips to make your message resonate with your audience:

You have 8 seconds to capture the audiences’ attention – talk with one thing in mind - to seize the audience’s attention.  NEVER start your talk/message with “Hi, my name is ….” or “Good Morning” or “How is Everyone Doing?”  or “The Bible Passage Today is…” 

Make the first 8 seconds count!  Humans are built to evaluate a message on first impressions. If you wait any longer than 8 seconds, many will tune you out – some never to return to absorb the rest of your message! 

Want to quickly connect with your audience?  Have an unforgettable opening remark. If you don’t, the majority of the audience will never fully engage you and your message falls flat.

For example, I was at networking event promoting my business. Here are the first words that I said:  “Recently the Chairman of Google, Eric Schmidt was interviewed. The question asked of him: ‘what was the best business advice he ever got.’ ”

I continued on.  “Now he could have talked about a lot of things but the first thing that came to his mind was the value of having a business coach.  Now, I think we would agree that currently Google is one of the most successful companies on the planet, so certainly doesn't that get our attention?”

Short video interview Chairman of Google talking about the importance of a professional coach

My opening was 1) relevant to my audience; (2) captured everyone’s attention and (3) opened the doors for my message to have an impact on the audience.

Notice that I didn't introduce myself first.  Why?  That’s not immediately relevant.  People listen first for “What’s in it for me?” or “How is this relevant to me?” Get them intrigued first.  Make them salivate for more just as if they are experiencing their first bite into a piece of chocolate (and wanting more) - then dive into the core of your message.

There are so many outlets daily bombarding your audience.  Make your presentation stand out in the clutter by using the first 8 seconds to make an impact. 

Bottom Line:  Memorable speakers have memorable openings!