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There are many ways you can become an influential speaker, with persuasion being the most vital by far.

Today at a Glance:

• Understanding Your Audience

• Using Rhetorical Devices

• The Psychology of Persuasion

The Influential Speaker

Every year, my Public Speaking exams would consist of a persuasion component. I would go head to head against my examiner, attempting to persuade them on a topic with zero preparation. I wouldn’t be given the topic until I was in my exam.

The topic I was given in my last exam, I had to convince my examiner to lend me $5,000. Our topics were normally centered around an object/activity, trying to convince them to go skydiving with us for example. But this time, it was money-orientated.

I froze. I had to make a sales pitch with no prior sales experience. I knew I was in over my head, but regardless, I used my teachings and gave it my best shot.

Although it took me longer to close out this portion of my exam, I succeeded just as I had in previous years. I’ll never forget what the examiner said to me after my exam:

“You really should consider a career in sales. You have the talent to sell fish to a fisherman.”

Understanding Your Audience

To make an impact and be able to persuade your audience, you first must understand them.

Demographics vs Psychographics:

Demographics tell you who your audience is. Their age, gender, income, etc.. Psychographics on the other hand, reveal your audience’s habits, values, and interests.

People often draw on demographic information while neglecting psychographics. But to resonate with your audience, you need to dive deeper than just drawing on their age or location. Understand their passion, fears, and aspirations. You’re not just speaking to a random person walking down the street. You’re talking to someone who you want to resonate with.

Tailoring Your Message:

Once you understand your audience is, it’s time to tailor your message. Instead of giving them a generic pitch or sharing another “top 5 ways to…” post, take the time to cater your message correctly. Always address at least one of your audience’s passions, challenges, or struggles.

If you take the time to make them feel seen, they will be more inclined to take the time to listen to you.

The Power of Rhetorical Devices

A rhetorical device is a technique/type of language you can use to provoke a specific reaction from your audience. This is one of the most vital tools to learn for persuasion.

Triad Technique:

The triad technique, or the rule of three, is a method where ideas or points are presented in groups of three. Think: “Life, Liberty, and the Pursuit of Happiness”.

The reason this technique is effective is because it’s concise, memorable, and has a natural rhythm to it.

Metaphors and Analogies:

The easiest way to introduce a complex concept is to link it to something your audience is already familiar with.

People travel from all over the world to see the Mona Lisa in person, even though they could buy a poster of it for $10 online. Why? Because it was hand-painted by Leonardo da Vinci. In the same way people can take a photo of the Mona Lisa, people can screenshot your NFT. But that doesn’t take away from the value of it. Like there are records of the French Government buying the Mona Lisa, there are records of you buying your NFT.

Using an analogy, this complex topic of digital art and crypto is as easy to understand as first-grade maths.

Leveraging the Psychology of Persuasion

Human nature draws us to repay favors. Sharing valuable insights or information with your audience makes them more likely to engage with you. There is always an exchange, even if it’s not apparent.

Take this newsletter for example. I’m sharing my knowledge and skills with you, and in return, I ask is for you to exchange 10 minutes of your day for it, which you have if you’ve made it to this point. I’m incredibly grateful for the time you’ve given me.

Conclusion

The public speaking landscape is vast and always changing. To leave your mark and impact your audience, it’s not just about what you say but how you say it. Persuasion is one of the best ways to become more influential with your speech.

Actionable Tips

1. Engage Regularly: Consistency is key. Engage with your audience frequently and support their work.

2. Practice Active Listening: Listen more than you speak. Understand the concerns, successes, and questions from your audience.

3. Continue Learning: Learning never stops. The more informed you are, the better you can communicate your value.

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- Justin