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Public Speaking - The Key to Persuasion - Feelings Sell
by Barbara Busey
Many of us claim that we make our decisions based on logic, evidence, and facts. In other words, "facts tell." But "feelings sell." It's an undeniable reality that our choices actually come from a much deeper level - our feelings and motivations. It's why there are thousands of different makes and models of cars on the road - we are all motivated by different interests in a car, whether it be sportiness or luxury or fuel efficiency or safety. We make decisions based on what lights our fire.
To successfully sell an audience, you must know what their hot buttons are and then push those buttons. Your challenge is to choose the appeals most likely to motivate them. You need to appeal to their heart as well as their head.
Suppose you're pitching a new idea to your management team. Your chances of success would be greatly increased if you knew what would motivate that group. Maybe they're a visionary group, with a track record of initiating original, innovative ideas that can set the company apart. So your pitch is going to be more successful if you emphasize the cutting edge nature of this project, its creativity, how it would be a groundbreaking idea that would be three steps ahead of the competition.
If, on the other hand, your management team is a more conservative group - risk-averse and more comfortable with the tried and true - then your innovative appeals would turn them off in a heartbeat. You'd be more successful with an approach that emphasized the traditional nature of this idea, how it's in keeping with the company's core business, how it's been proven to work in other venues.
It's not that the facts aren't important. But it's how you interpret them and present them to your audience that will determine how successful you are in selling them. The "fact" you're presenting may be a new software update and all its features. But it would be pitched to a visionary group as the importance of change and innovation in our increasingly technological world, while to a conservative, risk-averse audience, it may have to be sold as the need for more control and security in your information systems.
So try to know and target the needs of your audience: are they all about money, the bottom line? Are they motivated by loyalty or out-of-the-box thinking? Do they respond to sentiment or logic? Do they crave innovation or tradition? Do they fear failure or change?
Here are a few examples of the needs or feelings that motivate people:
Anger Appreciation
Belonging Change
Comfort Control
Curiosity Fear
Health Integrity
Loyalty Money
Nostalgia Power
Pride Respect
Safety Savings
Sex Appeal Status
The more you know about your audience's hot buttons, the more you can target your presentation to appeal to those motivations.
About the Author
Barbara Busey, president of the training firm Presentation Dynamics, has been a professional speaker, trainer and author since 1990. The author of the award-winning book, "Stand Out When You Stand Up," she is the creator of The Compelling Speaker, a unique presentation skills training program. Sign up for her newsletter, Stand Out Strategies: compellingspeakercertification.com and receive a gift of her "Top Ten Stand Out Tips." Also learn about her Certification training: compellingspeakercertification.com.
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