Do Your Words Hook Your Audience? Remember the last time you got excited about something you read online? You pulled the trigger and bought the product only to have buyer’s remorse. Why did you do that? Because the words were magical. They were carefully chosen. They pulled you in with their promise of a better future. You could see yourself realizing your dreams and desires. Internet marketers are especially good at writing sales copy. Words are the currency of every speaker. As a presenter are you choosing your words strategically?
The words you choose can dampen and deter or they can create excitement and desire. You don’t have to sell a product or service. You may be leaving a voicemail, giving an elevator pitch, a meeting update or conducting an interview. Every time you speak you’re influencing an audience. And your words are the core of your influence. Are you using words strategically? Consider these word strategies for giving persuasive presentations.
Hooks- Start with what’s important to the listener. Too many presentations begin with “Today I’m going to talk about..(my topic, product, service) Nobody cares. The audience cares about their own self interests so start with a grabber, headline or hook. If they are managers lead with a hook about productivity. If it’s a sales group you can start by starting with “Sell more in less time.” A hook is usually a positive statement but you could lead with their biggest challenge. Think of a hook as baiting the interest of your audience to listen to you. It’s about getting their attention. You’ll know you have the right hook when you see them nodding.
Power words- A mistake presenters make is to use weak language or wimpy words that water down their conviction. It sounds like this: “Hopefully I convinced you that this is sort of a good idea. If you’d like to set up a meeting, I feel it could be a good conversation.” That doesn’t sound very confident. If your intention is to persuade, influence, or convince, use power words such as “I’m confident that” “I recommend” “The evidence points to..” Definitive language inspires confidence and demonstrates conviction by the speaker.
Words that Sell- The advertising industry has studied words that get people to buy. A key factor in writing sales copy is crisp language and simple words. Some words are more attention-getting and attractive than others. Words like Attention! Urgent! Important, can peak curiosity. Other words that sell are: save, recommend, guarantee love, imagine, money and free. The word FREE is probably the most persuasive word and will get people to continue listening to your message. Be careful of formal, passive language, especially in interviews. Don’t say, “ be cognizant of” say “know”. Don’t say “in close proximity” say “near”. Don’t say “subsequent to ”.Say “after.” Everyday language and simple words are most attractive.
Embedded questions and commands. An embedded question is a question disguised as commentary. Ex. “I’m curious whether or not you’re aware of.. “I don’t know if you realize how relaxed you are.:
An embedded command is a direction disguised as commentary.
“Some individuals can visualize a specific goal. Human beings, Susan, can feel comfort and ease.”
Intonation Finally the meaning and power of your words depend on your vocal Intonation. By changing your tone you can completely change the meaning. Say these sentences out loud by emphasizing the highlighted word.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
I didn’t say you stole the pen.
Did you hear the difference in meaning?
Public speaking is a science and an art. The art is the delivery and the science is how you choose the words. The right word said in the right way can move an audience and create magic. And that’s how you create a Knockout Presentation.
To learn how to Speak Confidently and Effectively check out my LinkedIn learning course. It ranked on the Top 20 Most Popular courses for 2 years.
To learn techniques to overcome fear of speaking, read chapter 3 of Knockout Presentations.
To work with me contact DiResta Communications, Inc.