Carnegie Language Breakthroughs and the Art of Communication

Chapter 15 Speech Speakers and Audiences (4)
Not long ago I heard a man in a lecture class in Baltimore warn the audience that if the present method of fishing stonefish in Chesabick Bay was allowed to continue, the species would become extinct within a few years.He really felt deeply about the subject he was dealing with, and he was genuinely passionate about it, both in his content and in his manner.In fact, when he first got up to speak, I had no idea there was such a thing as a rockfish in Chesapeake Bay.I suspect most of the audience is as ignorant and uninterested as I am.However, the speaker has not yet finished speaking. I am afraid that all of us in the audience are willing to jointly petition the legislature to enact legislation to protect stone fish.

Once, someone asked the former US ambassador to Italy, Richard Child, how he could be such an interesting writer.What's the secret to success?He replied, "I love life so much that I can't sit still. I just feel compelled to tell people that." When you come across a speaker or author like this, people can't help but be drawn to him.

In London, I went to hear a speech once.At the end of the speech Mr. E. P. Benson, a well-known English novelist in our party, remarked that he liked the last part of the speech more than the first.I asked him why, and he replied, "The speaker itself seemed to be more interested in the last part, and I've always relied on the speaker to provide me with enthusiasm and interest."

This is true for everyone.You must remember this.

Here is another example to illustrate the importance of choosing the topic carefully.

There is a gentleman, let's call him Mr. John, who attends our courses in our capital, Washington.When he was first in class, he gave a talk one night describing the capital of the United States.The facts he chose, gleaned hastily from a pamphlet published by a local newspaper, sound dry, incoherent, and undigested.Although he has lived in Washington for many years, he has not been able to cite a personal experience to explain why he likes Washington.He just kept telling a series of dry and uninteresting facts.The classmates in the class felt uncomfortable, and he himself was in pain.

An incident happened two weeks later, which made Mr. John miserable.He had a new car parked on the street, and an unknown person drove into it, smashed it, and the perpetrator, who did not give his name after the incident, fled without a trace.This is a real personal experience.So when he talks about the battered car, his speech is genuine and seething like a Vesuvius eruption.In the same class, only two weeks apart, the students felt irritable and bored last time, writhing uneasy in their chairs, but now they gave warm applause to Mr. John.

I have repeatedly pointed out that if the topic is chosen correctly, you can't even want to succeed.Among the alternative topics, there is one type of topic that is guaranteed not to be wrong, and that is to talk about your own beliefs.You must have some strong beliefs about some aspect of your life around you, so you don't have to go out of your way to find these subjects.They are usually on your conscious level because you think about them from time to time.

Not long ago, hearings of lawmakers on the death penalty were broadcast on television.Many witnesses were called to present both sides of this much debated question.One of them was a member of the Los Angeles Police Department.It was obvious that he had given this question a lot of thought.Eleven of his fellow police officers died in gun battles with criminals.From this fact grew in him a strong conviction of the necessity of the death penalty.He spoke with deep feeling and believed from the bottom of his heart that his reasons were correct, so his argument was recognized by many audiences.

The greatest appeal of all eloquence has always been the result of one's deepest convictions and feelings.Sincerity is based on faith, and faith comes from the warm emotion of one's heart about what one wants to say, and the calm thinking of one's mind about what to say. "This heart has its own reason, because the reason is not self-knowledge." In many training courses, I often have the opportunity to verify the sharp and powerful words of Pascal above.I remember that there was a Boston lawyer who was blessed with good looks and fluent speech, but after his speech, his classmates said: "What a shrewd guy." He gave a superficial impression of vanity.After his dazzling and beautiful words, there seems to be no real feeling.In the same class, there was an insurance company salesman who was small and unattractive, and who stopped from time to time to think about what to say.But when he spoke, none of his hearers doubted that he did not mean it.

It has been a hundred years since Lincoln was assassinated in the presidential box at Ford's Theater in Washington.But in his life, his words were sincere, deep, and eternal.Some of his contemporaries far surpassed him in legal knowledge; he lacked all grace, smoothness, and refinement.Yet his speeches at Gettysburg, at the Coopers Union, and on the steps of the Capitol in Washington are unmatched in history.

A man said to me that he didn't have any strong beliefs or interests.You might say the same thing as he did, and I'm somewhat surprised by the situation.But I say to this man, keep yourself busy, get yourself interested in things.

"For what, for example?" he asked.

In desperation, I replied, "Dove."

"Pigeon?" He was confused.

"Yeah!" I told him, "the pigeons. Go to the square and see them, feed them, go to the library and read about them, come back here and tell about them."

He did.When he returned to the class, he no longer hesitated or flinched, and started talking about pigeons with the fanaticism of a bird breeder.When I wanted him to stop he was talking about 40 books on pigeons and he had read them all!His speech was one of the funniest I've ever heard.

Here is another suggestion: try to know more about the topics that you currently think are good.The more you know about something, the more passionate and enthusiastic you become about it. Percy H. Whiting, author of "The Five Laws of Sales," tells salesmen that they must never fail to understand what they are selling.Mr. Whiting said: "The more you know about a good product, the more enthusiastic you will be about it." This is also true for speech topics-the more you know about them, the more enthusiastic you will be about them. more enthusiastic.

2. Recreate your feelings about the topic
Let's say you're telling your audience about a policeman who pulls you over for speeding.You are telling us with the calm indifference of a bystander, but when this happens to you, you have a certain feeling, and this feeling will make you express it in very clear language, but in the third person Can't make much impression on the audience.They'd love to know how you felt when that officer issued you a ticket.So the more you can recreate the situation you're describing, or recreate the emotion you felt in the first place, the more vividly you will be able to express yourself.

One of the reasons we go to see plays and movies is to see and hear expressions of emotion.We are so afraid that our feelings will be revealed in public, so we go to the play to satisfy this need for emotional expression.

Therefore, when speaking in public, you will express your enthusiasm and interest in proportion to the enthusiasm you put into the conversation.Don't hold back your sincere emotions, and don't put an airlock on your genuine and touching enthusiasm.Let your audience see how enthusiastic you are about talking about your subject so that their attention is under your control.

3. to express with enthusiasm
When you go on stage to address your audience, look expectant, not like a man about to go to the gallows.The brisk gait may be mostly fake, but it will do wonders for you and make the audience feel like you have something you're really keen to talk about.Just before you start speaking, take a deep breath and don't lean against the desk or anything.The head is raised and the jaw is raised.You are about to tell your listeners something of value, and every part of you should make it clear and unmistakable to them.Now you are in charge, act as if, as William James said.If you can manage to get the sound to the back of the hall, the sound effect will give you more confidence.Once you start gesturing, they are even more uplifting.

This principle, which Dunard and Eleanor Laird describe as "provoking our responses," applies to any situation that calls for psychic sensations.In their book, "The Technique of Effective Memory," the two noted that President Roosevelt was a man who "lived through his life with a sense of exhilaration, energy, rush, and enthusiasm. These were his hallmarks. He always Is he obsessed with everything he does, or he pretends to be." Roosevelt was really an exponent of William James' philosophy: "Be enthusiastic, and you will be enthusiastic about everything you do."

In short, remember this saying: Be hot and you will be hot.

Share your speech with the audience

Russe Cornwell's famous speech "The Diamond Is In Your Backyard" was delivered nearly 6 times.You might think that the speech repeated so many times should have been ingrained in the speaker's mind, and the words and tone of the speech should not change again.actually not.Dr. Cornwell understands that his audiences come with varying levels of knowledge and backgrounds.He felt compelled to make the audience feel that his speech was a separate, living thing, made for this audience, and for this audience only.How did he manage to maintain a lively and cheerful relationship between speaker, speech, and audience from speech to speech? "When I visit a town," he wrote, "always try to get there early enough to see the postmaster, the barber, the hotel manager, the schoolmaster, the priest, etc., and then go into the shop and talk to the people, Learn about their history and the opportunities they have, and then I give a speech, talking to those people about topics that apply to their local area."

Dr. Cornwell is well aware that successful communication depends on the speaker making the material he cites part of the audience, and the audience part of his speech.That's why we don't even get an actual copy of the speech, despite the fact that "The Diamond is in Your Backyard" has become the most popular speech of all time.Because of Dr. Cornwell's intelligence, insight into human nature, and diligence, he will not repeat what he said twice in the same speech, although he has already discussed the same subject for nearly

6 audiences have spoken.You can learn from this example: When preparing a speech, keep a specific audience in mind.Here are some simple rules that will help you create strong rapport and rapport with your audience.

1. Tailor your speech to the interests of your audience

Eric Johnston, former president of the U.S. Chamber of Commerce and now president of the Motion Picture Association, uses this technique in nearly every speech he gives.He used to include many local conversations and examples in his speeches.The audience was interested because what he was talking about was relevant to them, to their interests, to their problems.This connection to what interests the audience most is a connection to the audience itself.If you do this, you'll be sure to get your audience's attention and keep the lines of communication open.Just look at how cleverly he tapped into local interests at the University of Oklahoma's graduation ceremony:
Oklahomans, you know all too well the rumormongers who like to spread falsehoods.Not long ago, they described Oklahoma as a barren land with no hope for ever.

It is said that in the 30s all the desperate crows told other crows that it was best to avoid Oklahoma unless they carried enough rations.

They classify the future of Oklahoma as part of the new American desert.There will never be a future for development again.But by the 40s, Oklahoma had become a paradise — the subject of Broadway chants of a place "when the rain is over and the breeze is blowing, and the swaying ears of wheat are fragrant." soil of.

In just 10 years, this long-dry dry land has become a large cornfield, as high as an elephant's eye.

This is the result of confidence - of course, including pre-calculating the inevitable failure possibilities...

But we can say this: no matter what the background of yesterday, in our time, all the good subconscious has the potential to become a reality.

So, when I was reading the archives of the Spring 1901 edition of the Oklahoma Journal in preparation for my talk, I was hoping to find some examples of this 50-year-old fact.

What did I find?
One of the things that I find most compelling is the future of Oklahoma, and what I find most emphatic, is our hope.

The above are the best examples of delivering a speech based on the interests of the audience.Eric Johnston's speech is specially designed for the audience, so the audience will pay special attention to it.This makes the audience feel that his speech is not a copy.

Ask yourself: What is the benefit of the subject you are addressing to your audience?Can you help them solve their problems and achieve their goals?Then start to tell them, which will inevitably make them listen attentively.If you're an accountant, you can start by saying, "I'm going to teach you how to save $50 to $100 in taxes right now." If you're a lawyer, tell your audience how to make a will and you're sure to keep them entertained.In any case, in your particular expertise, you can be sure to find topics that will be helpful to your audience.

Someone asked Sir Northcliffe, the British newspaper tycoon, what topics can arouse people's interest?He replied, "People themselves." It was from this simple fact that he built his newspaper kingdom.

In The Breeding of Thoughts, James Harvey Robinson describes fantasy as "a thought that springs from nature and is a favorite kind of thought." He goes on to say that in fantasy we allow our own Thoughts follow their own paths, paths set entirely by our hopes and fears, by the fulfillment and disillusionment of our natural desires; Certainly.There is nothing in the world that interests us more than ourselves.

Many people fail to be good communicators, mainly because they only talk about things that interest them and bore others to death.Or reverse the process.You should lead the other person to talk about his interests, his career, his golf scores, his accomplishments—or, if the other person is a mother, her children.If you do this, and listen attentively to what the other person has to say, you will give the other person a lot of fun.In the end, you'll be recognized as a master of effective conversation—even if you say very little.

Harold Dwight from Philadelphia gave a very successful speech at a banquet given during his class.He talks to each person around the table in turn, talking about how that person spoke at the beginning of the session and how he has improved since.He recalled one by one the speeches given by each student and the topics discussed.He imitated some of his classmates and exaggerated their characteristics; making everyone laugh and happy.It is impossible to fail him with material like this, and it is the most ideal subject matter.Under the blue sky, there is no other topic that interests everyone more. Mr. Dwight really knows how to grasp human nature.

It was an astonishing fact in the world of publishing that a few years ago American Magazine was growing at an astonishing pace and sales were booming.What's the secret?The secret lies in the late Siddhartha and his concept of the magazine.When I first met Siddard, he was hosting the magazine's "Interesting People" column.I wrote several articles for him.He sat down with me one day and had a long talk:
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