Chapter 43 meet the audience's interest

Successful communication depends on the speaker making his speech a part of his audience and making the audience a part of his speech, Dr. Cornwell is well aware of this. Young friends, have you heard Russell Cornwell's famous lecture "How to Find Yourself"?This speech has been given six thousand times.You might think that repeating a speech so many times has become so ingrained in the speaker's mind that even the tone and intonation of the speech will remain the same!But in fact, it's not what you think!Because Dr. Cornwell knows that the audiences facing each speech are different, and their knowledge, experience, and appreciation levels are different, so each speech must use a different method, which is suitable for different levels of audiences. The audience, presenting them with something special and fresh, rather than stereotyped and clichéd.Because of this, Dr. Cornwell was able to successfully maintain a relaxed and happy relationship between the speaker, the speech and the audience in one speech after another!He said: "When I go to a certain city or a certain town, I always first interview those managers, school principals, pastors, etc., and then go into the store and talk to people, understand their history and the development opportunities they have. before giving my speeches, talking to those people about topics that apply to their local area."

Successful communication depends on the speaker making his speech a part of his audience and making the audience a part of his speech, Dr. Cornwell is well aware of this. "How to Find Yourself" became the most popular lecture, but we couldn't find an actual copy of the lecture because of this reason.Because of Dr. Cornwell's intelligence, insight into human nature, and diligence, even though the same subject has been spoken in 6,000 times and the audience is countless, the same content will basically not be repeated twice.Have you learned something, friends: When preparing a speech, you should have a specific audience in mind.I have some simple methods that can help you establish a harmonious and close relationship with your audience.

Wherever Dr. Cornwell went, he habitually added what the locals often talked about or what they knew well into his speeches. It can also be said that the reason why the audience was interested in his speeches was because of the content of his talks. It's about them, it's about their interests, it's about the problems they're facing.This way of being associated with the audience and their interests can firmly grab the attention of the audience and ensure the smooth progress of communication.Eric Joneston, former president of the American Chamber of Commerce and now president of the Motion Picture Association, employs these techniques in nearly every speech he gives.Here's a look at how he cleverly used this method at the University of Oklahoma's graduation ceremony:

"Oklahomans, you are all too familiar with alarmist mongers. If you think back a little, you'll remember that they kept Oklahoma off the books, thinking it was forever Desperate adventure. Oh, the 30's, when all the crows that were hesitant told other crows that it's best to avoid Oklahoma unless they brought their own dry food. They put the future of Oklahoma in the deserts of New America forever A part that cannot be changed. 'Nothing will ever bloom here again,' they say. But by 1940, Oklahoma was a garden, and Broadway was toasting to it. Because there' when the rain After the wind blows, there will be waves of wheat, emitting a fragrance'. After just ten years, this arid area will be covered with corn stalks as high as an elephant's eye. This is Consequences of faith—and of calculated adventures... Therefore, when we look at our own time, we should always see the bright future and not remain in the background of yesterday. When preparing to visit here, I Go find the Oklahoma Journal in the archives and see what it was like in the spring of 1901. I wanted to get a taste of what life was like in this area 50 years ago. And what did I find? Oh, I found the whole thing it described. It's the future of Oklahoma, and their focus is on hope."

This is an excellent example of speaking based on the concerns and interests of your audience.When the speaker speaks according to the concerns and interests of the audience, the audience cannot help but pay attention. Before giving a speech, we must first ask ourselves: What kind of problems can your speech help the audience solve?How to achieve their goals?Then start talking to them and it will get their attention and concentration.If you're an accountant, your opening statement might go something like this: I'm going to teach you how to make a will.That way, you can have an engaged audience.In fact, in everyone's knowledge accumulation, there must be a certain topic that will really help the audience.

Someone asked Sir Northcliffe, the British newspaper tycoon, what can arouse people's interest?"People themselves," he replied, and it was from this simple fact that he built his kingdom of newspapers. In The Breeding of Thoughts, James Harvey Robinson described fantasy as "a kind of thought that comes naturally and is most popular."He goes on to say: "In fantasy we allow our thoughts to proceed each in their own direction, and its direction is determined by people's hopes or fears; by our natural individual success or disillusionment; by our Like, dislike, love, hate, hatred, resentment. There is nothing in the world that interests us more than ourselves."

Many people only talk about the things they are interested in, and these things make everyone else feel bored.So he couldn't be a successful speaker.Then we might as well do the opposite and lead the audience to talk about his interests, his career, his achievements; or, if the other party is a mother, talk about her children.You will bring a lot of fun to others by listening attentively to what they have to say. Harold Dowright gave a very successful speech at a banquet in Philadelphia.He talked about everyone around the table in turn.He also said that at the beginning, he was a person who was not good at speaking, but now he has improved a lot.Recalling the lectures and topics discussed by his classmates, he imitated some of them exaggeratedly, which made everyone laugh.

The development speed of "American Magazine" is extremely astonishing, and the sales volume increases year by year, which makes the whole publishing world amazed.What's the trick?The trick was the late Siddha and his philosophy.I remember when I first met Siddha, he was hosting the magazine's "Interesting People" column, and I wrote several articles for him.One day he sat down with me for a long talk: "People are selfish," he said. "They're only interested in themselves. They don't really care if the government should nationalize the railroads, but they want to know how to get promoted, how to get paid more, how to Stay healthy. If I were the editor-in-chief of this magazine, I would tell readers how to take care of their teeth, how to bathe, how to keep cool in the summer, how to get a job, how to cope with the employees they hire, how to buy a house, how to increase their memory, How to avoid grammatical mistakes, etc. Also, people are always interested in other people's life stories, so I will invite some millionaires to talk about how he made millions in real estate. I will also find some Famous bankers and CEOs of major companies talk about how they made their way from the bottom to the top."

Soon Siddah became editor-in-chief at a time when the magazine was not selling well and there was no hope for its future.After Siddah took office, he immediately started working according to his own concept.Sure enough, with his efforts, the sales volume of the magazine rose rapidly, reaching 200,000, 300,000 or even more.In the final analysis, it is because its content is what ordinary people want to read. It didn't take long for the monthly sales to reach 1 million copies, and it continued to rise.Siddharth satisfies the "selfish" interests of the readers, thus achieving success in his career.