I listen to many speakers who offer useful tips and insights. For instance:
A nutritionist told her audience:
โAdopting this healthier eating lifestyle will help you lose weight and give you more energy.โ
A financial advisor told a group:
โWhen you make this one change (pay yourself first) youโll create a larger nest egg and a more secure retirement.โ
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 โ1st level WHYโ 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 โ2nd level WHY.โ These words are:
โWhich means,โ or
โSo that you can.โ
What impact does this have on your calls to action?
Our nutritionist friend could say the following,
โAdopting this healthier eating lifestyle will help you lose weight and give you more energy… which means youโll be able to exercise more, play longer with your kids and grandkids, and spend more time in your hobbies.โ
Our financial advisor could say,
โWhen you make this one change youโll 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.โ
Why Go Deeper?
Do you feel the difference between 1st and 2nd level WHYs?
Which create a more vivid and emotional mental picture:
โLose weight and more energy,โ or,
โExercise more, play longer with your kids and grandkids, and spend more time in your hobbiesโ?
โA larger nest egg and a more secure retirement,โ or
โTravel to Europe, donate more to your favorite charities, or retire years soonerโ?
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 youโll create opportunities, sell more and enjoy your presentations more.
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Michaelโs mission is to help leaders, managers and sales professionals communicate with more confidence, impact, and influence. This passion is born from his own communication difficulties early in his career.
Fortunately, he discovered that public speaking is like riding a bike, swimming or driving a car - itโs a learnable skill. Once he discovered this โsecretโ he became a voracious student of the craft. He took courses, studied some of the worldโs best speakers and storytellers and continues to study presentation and business storytelling skills.
He is hired by companies and organizations, leaders, managers and sales professionals, and TEDx speakers to help them become more confident, impactful and influential communicators.
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