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