“We are what we repeatedly do. Excellence therefore is not an act but a habit.” Aristotle

Aristotle believed that we speak for one reason: to persuade.  Which can be challenging since most people have never been formally trained to think strategically about communication, despite the fact that “it’s one of the most critical skills in life”.  According to Aristotle’s teaching on persuasion, “the art of eloquence is all about the audience and about learning how people listen to us”.  Thus, it is important to shape the info you have, in the way that is ideal for the intended audience.

To be a great public speaker, you must first define two things:

• Your audience: Who are they? How do they view the world or the situation? What do they already know about you and your topic? What will they benefit from listening to you talk?
• Your purpose: Why are you speaking to them? What do you want them to know? Why is it important? What are you trying to get them to do?

The Greek philosopher believed the most persuasive people do:

1. They think about their audience, not about themselves

Aristotle’s advice is to focus instead on the people you’re addressing.  Begin by asking yourself: Who will be listening? How many of them will there be? How old are they? What race and gender? What do they know about you and your topic? Why are they gathering to listen to you? How can you help them?

Before you begin writing, think about the purpose of your talk. It can be beneficial to distill your message to a single line. An effective method is to use this simple, 15-word sentence: “As a result of my [talk], they will understand [this], and respond by [doing that].”

By aiming your remarks at the audience members, and by sticking to your purpose, you will eliminate a tremendous degree of anxiety and uncertainty.

2. They make their audience happy

In your mind, the subject of your talk is quarterly sales, company policy or your amazing new invention. Your audience, however, is focused on an entirely different topic — their happiness.

Aristotle listed a number of things that make people happy: Health, family, wealth, status and so on. Your success as a speaker, regardless of subject, depends on demonstrating to your audience that you’re not just prattling away; you’re talking to them, for their benefit.

Let’s say you’re pitching a financial product. You know that it’s awesome. The numbers prove it. But what’s going to make your audience happier? A lengthy diatribe about numbers, or an explanation of how these numbers will make their life better?

The point, as always, is that every element of your presentation should demonstrate your awareness of what they care about.

3. They speak in their audience’s language

Whether you share much or little, your audience’s decision to accept your words and ideas depends upon how credible they find you to be. “When speakers behave inappropriately,” wrote Aristotle, “their credibility is questioned — even when they speak the truth.”

It’s intuitive that awkward body language or inappropriate clothing will distract people from your message, but instead of worrying about what not to do, train your attention toward the myriad of ways you can frame your presentation in the cognitive universe of your audience.

Every aspect of your presentation, including timing, humor, word-choices, metaphors and statistics, must mean the same thing to them as they mean to you.

Aristotle was a key figure in public speaking—he said the most persuasive people do these 3 things https://t.co/nyXEXhplLk

— CNBC Make It (@CNBCMakeIt) January 12, 2021

Being a great public speaker

“Being a great public speaker has nothing to do with your personality, with overcoming shyness or learning to act confident,” said John Bowe, speech trainer, award-winning journalist, and author of “I Have Something to Say: Mastering the Art of Public Speaking in an Age of Disconnection.”. It’s a technical skill that nearly anyone can acquire, just like cooking.

Tips for preparing your speech

1. Memorize your introduction and conclusion. Brain freeze occurs most commonly during those awful seconds when you first face a crowd.

2. It’s not about you. Every decision you make must demonstrate that you’re talking for your audience’s benefit, not yours.

3. Do everything you can to help them hear and understand you. People are bad at listening. Use short words, sentences and paragraphs to express your ideas; physical, concrete and vivid images that appeal to the senses; and active verb choices in place of abstract or passive language.

4. Don’t drown your audience in data. If your talk relies on heavy data, be sure to explain what that data means — on a human level. People want to know how you think, feel, and believe. That’s why you’re in the same room with them, instead of sending the data by email.

Do everything you can to help them hear and understand you. People are bad at listening.

5. Eliminate anything that doesn’t clearly support your purpose. If a slide, statistic, joke, or anecdote doesn’t serve your goal, cut it.

6. Record yourself or practice in front of real people — or both, if you can. This will be painful. But it’s better to hate yourself before your speech, rather than during (and probably for a long time after) your speech.

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References:

1. https://www.cnbc.com/2020/08/13/to-be-great-at-public-speaking-distill-message-15-words-speech-trainer-says.html
2. https://www.cnbc.com/2021/01/12/aristotles-3-most-important-rules-for-being-more-persuasive-in-public-speaking.html?__twitter_impression=true