Chapter 89 Success lies in giving the audience a profound experience

In this section we're talking about "impressing your audience for positive action and response".Well, first of all, we need to know how to organize a speech so that the audience is willing to accept your suggestion and take positive action. I discussed this topic with a friend in 1930.At that time, my courses were starting to gain popularity across the country.Because there were too many people in the class, we limited each student's speech to only two minutes.This restriction does not affect speech if the speaker's goal is simply to entertain or explain a situation.We needed something fresh, a solid and effective approach that got results within two minutes and got responses and actions from the audience.God rewards us, and from these discussions we finally worked out a "magic formula" for speech structure.After this method was adopted in the class, it has been used to this day.What is this "magic formula"?

First, describe the details of the example at the beginning, vividly explaining the idea you want to convey to the audience; next, express your point of view in detail and clearly; finally, state the reasons, emphasizing that if the audience does what you say, they will What benefits do you get. People are getting busier, and they want speakers to say what's on their mind, in direct words.This formula is perfect for today's fast-paced life.Speakers can no longer get bogged down in long, idle talks.They are used to listening to condensed news reports, and they can get the facts directly without beating around the bush.

Using this "magic formula," you are guaranteed to get your audience's attention and focus on the main points of your speech.Know that your audience isn't interested in apologizing or justifying, they want action, and in this "magic formula," you give them the motivation to act as soon as you speak. This formula works well for short speeches where there is some level of suspense.The audience will be hooked into your story the first time you begin the narrative, but it won't be until two or three minutes later that they get the point of your story.This trick is necessary if you want your audience to do what you ask them to do.

If a speaker wants the audience to donate to something and starts by saying, "Ladies and gentlemen, I'm here because I want you to donate $5 each." Money, they will surely scramble for the door and flee.Conversely, if a speaker describes visiting a remote children's hospital and seeing a toddler unable to operate due to lack of assistance, he is sure to gain support from the audience. This "magic formula" can also be used in business correspondence and in instructions to employees.Mothers can use it to motivate their children, and children find it easy to use it to demand things from their parents.It is like a sharp weapon, through which you can convey your ideas to others in daily life.

Even in the advertising world, this "magic formula" is used every day. For example, the series of TV advertisements made by the famous Everedy Battery Company recently were designed according to this formula. First, the host vividly described a story about someone trapped in an overturned car in the middle of the night.The host then called out the victim to tell the audience how he had brought him help just in time by shining the light of a flashlight using an Ifredy battery.Then, the host went back to his original purpose and pointed out the "importance and why": "Buy Everedy Batteries, and you can survive similar emergencies." These stories are all from Everedy Batteries real profile data.I don't know how many batteries this ad helped sell Ifredy, but I'm pretty sure this "magic formula" really works, effectively telling your audience what you want them to do or avoid.

Here are a few ways to effectively move your audience to action. According to psychologists, there are two ways for people to learn: one is the law of practice, that is, let a series of similar events change people's behavior patterns; the other is the law of effect, that is, let a single event produce a strong shock, This changes people's behavior.In your speech, you should spend a lot of time describing experiences that have inspired you. When presenting facts, be sure to reframe things from your own experience so that your listeners feel the same way you do.You can dramatize your experiences to make them sound more interesting and powerful.Well, you can follow the suggestions below, which can make your audience like your speech very much.

1. Start with an unforgettable memory. Generally speaking, those single events that have a strong impact on your life will be a good choice, and will be a very effective choice.This kind of thing may not last more than a few seconds, but in that short moment, you have learned an unforgettable lesson. You need to remember this: a never-to-be-forgotten lesson is a must for this kind of talk.Use this kind of event to move your audience and get them to take action.Because the audience will reason that if this happens to you, it probably will happen to them in the future, then it is best to take your advice and do what you want them to do.

2. Always keep the audience curious about what comes next. Likewise, people's curiosity about the unknown often creates an urgency to listen.As long as you grasp the psychological needs of people and create such an atmosphere in your speech content, then your speech will be successful.Remember the advice of a leading magazine columnist: "At the beginning of your story, grab your audience's attention." Doing so will grab your audience's attention immediately. In fact, there are also some heart-warming opening lines in my memory, they are always lingering in my ears, attracting me to pay attention to them:

"That year, I suddenly woke up from my sleep, only to find myself lying on a hospital bed..." "Last summer, when I was driving my car quickly towards the highway..." "When I was reading in the study, I turned around and saw that the door was ajar..." "The door to the office was opened and our manager came straight in..." "While I was walking by the beautiful lake, I saw a huge wave rippling in the middle of the lake..." 3. Precise descriptions are more attractive. Details are not interesting in themselves, and too many irrelevant details can make a speech a boring activity.Therefore, you must choose those details that can highlight the point of your speech.

If you can focus on the topic and use details to render your story, this is indeed the best way.Here is a speech from one of the students in the Carnegie training course: “The morning before Christmas 1949, I was driving north on Indiana Route 41 with my wife and two children in the car. We had been driving slowly along a mirror-smooth icy road for several Hours. Touch the steering wheel a little, and my Ford car will skid freely. The time passed slowly hour by hour...The car soon went uphill and entered a forest area. When the car sped to the top , I suddenly saw that the ice on the north hillside had not melted because there was no sunlight. But it was too late, our car skidded and rushed out. We, crossed the curb, completely lost control, and fell into In the snowdrifts, still upright. The doors of the cars were smashed and we were covered in broken glass."

The rich details in this case can easily make the audience feel immersive.You want the audience to see what you see, to hear what you hear, and to feel what you feel.And the only way to do that is with rich and specific detail. 4. Reproduce the scene according to your feeling. In addition to using pictorial details, the speaker should try to reproduce the situation as much as possible.Speech and "acting" have similarities. All famous orators have a talent for acting. This is not a rare quality only found in eloquents. I know many people who are also gifted with facial expressions, imitation or gestures.Most of us have this skill too, and with a little effort and practice, we can develop it to some degree. Assuming you only speak for two minutes, you only have 30 seconds left to express your expectations, explain the action you want your audience to take and what benefits they will gain from taking that action.At this point, you don't need to go into details, it's time to make a straightforward statement.This is the opposite of the newspaper news technique, where instead of the headline, the story is told first, and then headlined with its own purpose or a call to action from the audience.This step is carried out by three rules: 1. Summarize what you want to express into a key point You want to tell your audience succinctly what you want them to do.So, you have to ask yourself, are you actually telling them what to do?It's a good idea to write your key points down like a telegram, keeping them as concise as possible while still making them clear.Don't say "help sick kids in our local orphanage".Because that's too general, say something like: "Sign up tonight, assemble next Sunday, take 25 orphans to a picnic." 2. Make the method you express executable No matter what the issue is, whether people are still arguing or not, you must make your points and demands easier for the audience to understand and implement.The best way to do that is to be specific. The speaker gives the audience clear instructions for action, which is more likely to motivate the audience to act than general words.For example, "sign a card wishing you well" is better than urging people to send a sympathy card or write a letter to a classmate who is hospitalized. As for whether to use affirmative or negative tone to narrate, it depends on the audience's point of view.There is no better or worse between the two approaches. 3. Be confident in what you speak Speech, express it directly.Now is the time to make a positive impression on your audience, so you should state your statement with force and confidence that your audience will feel your sincerity.Your request should not take on an uncertain or unsure tone, nor should the attitude of lobbying last until the last word before moving on to the third step of the "magic formula". In the final stages of our presentation, we were barely on the clock.Therefore, we must grasp the last bit of time and make the ending short and to the point, otherwise we will not get the desired effect.In this step, you must state your motives for speaking, or tell your audience how they will benefit if you do what you ask them to do.However, do you feel that this purposeful approach is a failure?In fact, it is not the case, do it according to the method I gave you: 1. Give your example a one-sentence summary In a speech, all you have to do is say the good in a sentence or two at the climax of your speech and then sit down.It is important, however, that the benefits you emphasize should be inferred from the examples you cite. 2. Summarize a slogan similar to the slogan The final words to your audience should be as clear and specific as an ad in a national magazine.A salesman can give many reasons why you should buy their product, and you can give several reasons for asking your audience to support your point of view, all related to the examples you use.However, it is best to pick the one reason or interest that stands out the most. If you study all kinds of advertisements and analyze their content, you will be surprised how many times this "magic formula" is used in persuading people to buy products, and you can experience it. , "suitable to the meaning of the title" is the longitude and latitude of the entire advertisement as a unified whole. The "magic formulas" in this chapter are limited to personal examples, and this formula is by far the funniest, most dramatic, and most convincing method.