I listen to many speakers who offer useful tips and insights. For instance:
A nutritionist told her audience:
“Adopting this healthier eating lifestyle will help you lose weight and give you more energy.”
A financial advisor told a group:
“When you make this one change (pay yourself first) you’ll create a larger nest egg and a more secure retirement.”
This is good advice and habits we should each develop. But, each speaker missed an opportunity. They could’ve connected with their audiences at a deeper emotional level.
They created what I call a “1st level WHY” but failed to create a larger incentive to take action.
How To Create More Incentive
These speakers (and you) could develop more desire for listeners. They’ll more likely take action if you add a few simple words to create a “2nd level WHY.” These words are:
“Which means,” or
“So that you can.”
What impact does this have on your calls to action?
Our nutritionist friend could say the following,
“Adopting this healthier eating lifestyle will help you lose weight and give you more energy… which means you’ll be able to exercise more, play longer with your kids and grandkids, and spend more time in your hobbies.”
Our financial advisor could say,
“When you make this one change you’ll create a larger nest egg and a more secure retirement… so that you can travel to Europe, donate more to your favorite charities, or retire years sooner.”
Why Go Deeper?
Do you feel the difference between 1st and 2nd level WHYs?
Which create a more vivid and emotional mental picture:
“Lose weight and more energy,” or,
“Exercise more, play longer with your kids and grandkids, and spend more time in your hobbies”?
“A larger nest egg and a more secure retirement,” or
“Travel to Europe, donate more to your favorite charities, or retire years sooner”?
Want to have more impact with your audience?
Provide a Level 2 WHY with clarity and specificity. This creates a deeper bond.
It also enables you to be more persuasive and influential when you speak…
Which means you’ll create opportunities, sell more and enjoy your presentations more.
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