A Slight-Edge Principle to Grab and Keep Audience Interest in Your Stories
Have you ever watched a movie or listened to stories that were either boring, or just plain bad, but, felt compelled to stayย all the way to the end?
If so, thereโs nothing wrong with you – well, to the best of my knowledge thereโs not. You’re experiencing a normal reaction. You were experiencing the impact of a concept called the Zeigarnik Effect, named after the woman who discovered it, Russian psychologist Bluma Zeigarnik.
In laymanโs terms, this Effect states that human beings can’t stand uncertainty… they have to know the conclusion of a story or situation.
Think about everyday experiences you have that tap into your curiosity and create a need for you to learn more:
- While watching TV at home, youโre attention is drawn to the news promo that bursts onto the screen at 9:40 pm – โDowntown fire has spread!ย More at 11:00!โย
- In the middle of watching Sports Center on ESPN, one of the anchors announces โThis might be the catch of the year.ย Stay tuned.โย You then sit through 4 commercial breaks until they show โThe Catch.โ
- Youโre standing in line at the grocery when you notice the headline on the Weekly World News Tattler magazine, โYou wonโt believe what happened during Brad and Angieโs romantic weekend getaway!โ
What these crafty media outlets have learned is how to tap into your need to have your curiosity satisfied. You might not live or work downtown, but you want to know about that fire. You may have seen hundreds of great catches in your life, but you want to see what was so great about the latest one. You also may not give a hoot about celebrities, butโฆ your curiosity is piqued and you just might have to take a look at the tabloid magazine to see whatโs up with Hollywoodโs โpower couple.โย
(Iโve never done this, mind you. I do have several, ummm, friends, who have done this.ย Iโm above all of that tabloid silliness.)
Yeah, right!
What does this have to do with speaking?
Plenty. When you create curiosity at key points in your presentation, you trigger the Zeigarnik Effect in your audience. They must know what happens.ย
This is why I donโt agree with the old speakerโs admonition to โTell โEm What Youโre Gonna Tell โEm. Tell โEm. Then Tell โEm What You Told โEm.โย If you follow this formula, you will not create curiosity because you give away the ending too soon. And you will most likely not keep their interest.
Where do you use this effect.ย As close to the beginning of your talk as possible. Also, when introducing new stories to support your points. Create curiosity, and you develop interest that keeps them riveted.
One important point to keep in mind as you craft your talks. If you arouse their curiosity, by all means, satisfy it by the end. Iโve seen far too many speakers leave audiences hanging with unanswered questions. This leaves them feeling unsatisfied at the end, if not irritated.
The Zeigarnik Effect. Itโs a natural desire for human beings to know the result of a story or situation. Effectively use this tool, and youโll create an experience that leaves your audience wanting more, and talking about you long after you speak.
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