Chapter 58 The “Magic Formula” for Lecture Organizational Structure

This formula is ideal for short conversations because there is a certain amount of suspense involved.When you begin the narration, the audience is engaged with your story, but won't know your focus until near the end of the two- or three-minute period. In order to make this clear, no matter what your goals are, you need to treat each goal differently. First, let's talk about how to organize a speech so that the audience will be willing to take action. Is there a way of arranging the material we're going to speak in such a way that people can easily grasp what we're asking the audience to do?Or even if it's just a strategy.

I discussed this issue with colleagues in 1930.My classes were starting to gain popularity across the country.Due to the large class size, we have imposed a two minute limit on student presentations.This restriction has no effect on a speech if the speaker's goal is only to entertain or illustrate.But when we get to a speech where we want to encourage the audience to take action, it's a different story.This type of motivating speech is rendered useless by the old organizational pattern followed by orators since Aristotle—introduction, main body, and conclusion.We needed something fresh, a solid approach, getting results within the two minute limit and getting the audience to act.

We have meetings in Chicago, Los Angeles, and New York, and all the teachers attend workshops.Here are those who teach in the speech department of famous universities; some who occupy a pivotal position in business management;We hope to combine this background and wisdom to explore a new way of structuring speech—a sound, psychologically and managerially sound way to influence audiences and get them to take action, reflecting the needs of our time. God rewards us, and we finally worked out the "magic formula" for speech structure.Adopted in class and used to this day.What is this "magic formula"?Please see:

——Beginning, describe the details of the example, and vividly illustrate the idea you hope to convey to the audience. - State your argument in detail and clearly. — State why, emphasizing the benefit the audience will gain if they do what you say. This formula is very suitable for today's fast-paced life.Speakers can no longer wallow in long, rambling introductions or whatever.People are getting busier and they want speakers to say exactly what they have to say in direct words.They are used to short, condensed news reports that allow them to get the facts straight without beating around the bush.They were drowning in the ads that were on the march on Madison Street.Those ads use some strong, bright words from signs, TV, magazines and newspapers, pouring out the message;So using this "magic formula" you can be sure to get your audience's attention and focus on the important things.It can avoid long-winded and boring opening remarks, such as "I don't have time to prepare this speech very well" or "When your chairman asked me to talk about this topic, I wondered why he chose me."The audience is not interested in an apology or justification, true or false.What they want is action, and in the "magic formula," you give them action as soon as you speak.

This formula is ideal for short conversations because there is a certain amount of suspense involved.When you begin the narration, the audience is engaged with your story, but won't know your focus until near the end of the two- or three-minute period.This trick is necessary if you want your audience to do what you ask.Speakers who want their audience to pay for something, say, "Gentlemen and ladies, I'm charging you five dollars each for coming here." No matter how well worth their money, But in this way, the audience will definitely scramble for the door and flee.Conversely, if the speaker describes his visit to the "Children's Hospital" and saw a young child in a remote hospital who was unable to operate due to lack of financial assistance...the chances of gaining the support of the audience will be multiplied many times .It is stories and examples that pave the way for desired actions.

And watch how Leland Stow moved his audience to support UN Children's Rescue: "I pray I never feel like this again: A child is just a peanut away from death. Could it be more miserable? I hope it never happens, and I don't live in the memory of this tragedy forever afterward. If you had heard their voices and seen their eyes one January day in the bomb-torn workers' quarters of Athens... But all I have left is a half-pound It’s just a jar of peanuts. When I struggled to open it, a group of ragged children surrounded me, frantically stretching out their hands. There were also a large number of mothers, pushing and fighting with babies in their arms... They all put The baby was held up to me, its tiny skinny hands outstretched convulsively, and I tried to make every peanut work.

"I was almost knocked down by them under their frenzied crowding. I could see hundreds of hands: begging hands, grasping hands, desperate hands, all pitifully small hands. Here is one Salted peanuts, one salted peanut there. Another one here, another one there. Hundreds of hands outstretched, begging; hundreds of eyes shining with hope. I helplessly Standing there with nothing but an empty blue jar in your hand...ah, I hope this never happens to you." This "magic formula" can also be applied to letters and instructions to employees.Mothers can use it to motivate their children, and children will find it easy to use it to demand things from their parents.It is like a psychological knife, in life, you can use it to convey your ideas to others.

Even in advertising, the "magic formula" is used every day. The Everedy Batteries recently ran a series of TV commercials based on this formula.It starts with the host telling a story—for example, someone gets stuck in an overturned car late at night.After giving a vivid account of the accident, ask the victim to complete the story of how aid was brought to him in time by the light of a torch with an Everedy battery.The host returned to his purpose and pointed out the "importance and reason": "If you buy Everedy batteries, you can survive similar emergencies." These stories are all from the real people of Everedy Battery Company file information.I don't know how many batteries this commercial sold for Ifredy, but I'm sure the "magic formula" really works, effectively stating to the audience what you want them to do or avoid.