The Persuasive Speaker - How to Prepare Your Message

Summary

Lauren Marlow, CEO of SpeechWorks, along with Kim Cunningham, a meteorologist-turned-speech coach, guide viewers through preparing for a persuasive speaking workshop. The video outlines the SpeechWorks formula for structuring effective presentations: start with a hook, present a clear message objective, and provide three key supporting points. They emphasize using relatable evidence like stories, personal examples, expert testimony, and data to strengthen the message. The video concludes with guidance on preparing a homework sheet to structure a persuasive presentation, with a call to action for the audience to implement the new CRM system in their business.

Takeaways

• 🎤 The SpeechWorks Persuasive Speaker Workshop teaches participants to organize, deliver, and respond confidently in presentations.
• 🧩 The program uses a 'learning through application' approach with multiple on-camera exercises and feedback from experienced coaches.
• 📋 Presentations should follow a clear structure: beginning (hook), middle (body), and end (recap and call to action).
• 🎯 A strong hook identifies a business challenge relevant to the audience to grab attention immediately.
• 💡 The message objective clearly states what the speaker wants and how it benefits the audience.
• 🔢 Limit key points to three simple, memorable 'bumper sticker' statements to make the presentation easy to follow.
• 📖 Use evidence such as stories, personal examples, expert testimony, analogies, quotes, and data to support key points.
• 🗣️ Stories should include setting, challenge, action, and outcome to make them relatable and persuasive.
• 🔄 The recap section restates the message objective and key points, reinforcing the presentation's core message.
• ✅ Every persuasive presentation should end with a clear call to action, telling the audience exactly what to do next.
• ✍️ Participants are encouraged to prepare a real, work-related topic as homework to maximize the workshop's impact.
• 📧 Completed homework sheets should be emailed to the workshop coordinators for review and preparation before the session.

Q & A

What is the main goal of the persuasive speaker workshop?

The main goal of the workshop is to help participants organize their presentations, deliver their messages in a persuasive style, and answer questions confidently, all through on-camera exercises and feedback from experienced coaches.

What is the 'SpeechWorks formula' for structuring a presentation?

The SpeechWorks formula is a structure that emphasizes having a beginning, middle, and end in your presentation. It includes a hook to grab attention, a message objective to introduce the idea, three key points as a preview, and a recap with a call to action.

Why is it important to understand your audience when crafting a hook?

It's important to understand your audience because the hook needs to address their specific concerns, needs, or desires. If the hook is not relevant to the audience, you risk losing their attention right from the start.

What are the three components of a good opening in the SpeechWorks formula?

The three components of a good opening are: the hook (addressing a business challenge or audience concern), the message objective (explaining the main idea and how it benefits the audience), and a preview of the three key points that will be discussed.

What types of evidence are suggested for supporting the three main points in a presentation?

The suggested types of evidence include stories, personal examples, expert testimony, analogies, killer quotes, and statistics or data, all of which help to make the points more relatable and persuasive.

Why are stories considered an effective tool in persuasive speaking?

Stories are effective because they help create a relatable picture in the minds of the audience. They make the presentation more engaging and memorable, as relatability is a key element of persuasion.

What are 'bumper stickers' in the context of the SpeechWorks formula?

Bumper stickers refer to the three key points of a presentation, summarized in simple, memorable statements (usually six to eight words). These serve as a preview to the main content and help the audience remember the key takeaways.

What is the purpose of the recap in the conclusion of a presentation?

The purpose of the recap is to remind the audience of the message objective and the three key points discussed in the presentation. It reinforces the main message before moving on to the call to action.

Why is a call to action necessary in a persuasive presentation?

A call to action is necessary because it clearly tells the audience what the speaker wants them to do next. It turns the persuasive message into a concrete request, such as asking for approval, funding, or action on the presented idea.

What is the role of the homework sheet in the workshop preparation?

The homework sheet helps participants organize their thoughts and prepare the basic structure for their presentation, including the hook, message objective, three key points, and evidence. Completing the sheet ensures that participants can make the most of their time in the workshop.