If your name is Bill Gates or Meryl Streep, we'll automatically listen to you when it comes to software or movie acting. The rest of us need to alert listeners that we own some expertise to speak on a subject. Doing so starts at the very beginning of your talk and continues with 3 below.
As audience members, we need the full deal. Speak on, Elizabeth! From my place in the audience, I'm beginning to think you know something about member relations. Tell the audience why your talk matters to them.
Have you ever listened to a sales rep go on about his company's "key differentiators," "turnkey solutions," and market share they own? I once trained 45 sales reps for a SAS company, every one of whom used the same PowerPoint deck that discussed the company's uniqueness. Would you care to hear that at as audience member—or would you be waiting to hear how they can help solve your firm's problems? Audiences are always strongly in a "What's in it for me"? As speakers, we can become so wrapped up in our content that we don't present our material as an opportunity to meet those needs.
After all, it's called "giving" a speech! The earlier you make that apparent, the sooner listeners will see you as someone who's speaking for their benefit. That realization confers instant credibility. Establish your credentials. Your bona fides are legitimate and necessary adjuncts to your concern for your listeners. If you've been a structural engineer for 30 years, the audience needs to hear that before you discuss the changes that will take place along this highway corridor.
If you don't hold a Ph. That credential may be equally valuable in their minds. Note, incidentally, that this item is third in the list, not second. Mentioning your credentials directly after your name and title can seem arrogant. The central role of credibility in speaking is not new.
Aristotle said the three major modes of persuasion were logos logic , pathos emotion , and ethos credibility. Which component did he consider most powerful? Well then, how can you as a speaker boost your credibility with your audience? Consider these essentials:.
Be sure to provide your introducer with the comments you want included—and bring an extra copy of the introduction with you in case your host forgets the original. Meet and greet audience members ahead of time, with genuine warmth. Even a one-minute conversation will stimulate your image as a new friend.
Consider this possibility: The stronger the credentials you bring to the group, the more necessary it may be for you to generate personal contact prior to mounting the stage. Quote widely recognized authorities on your topic. Illustrating that you are familiar with the best practices of these leaders enhances your topic authority.
Be accurate with your facts. Suppose you were speaking to your annual stockholder meeting. You meant to say that profits for the previous quarter declined twenty percent, yet you mistakenly said twelve percent. In , researchers from University of Texas conducted an experiment where an individual would jaywalk across a street corner while waiting for the light to change. He recorded the number of people who followed after him. When the person jaywalking was well dressed with a suit and tie, significantly more people followed the person and also violated the jaywalking law, than when the person was dressed in a lower-class style Lefkowitz et al.
A speaker with a sufficiently developed Ethos appeal will be able to motivate the audience because they give off a sense of referent power and expert power. Sometimes, no verbal or logical argument is even required. This can be seen in the jaywalker example, where pedestrians were motivated to violate traffic law simply because of how a person was dressed.
Why does building credibility in your speech help motivate an audience? Because if you look like you know what you're doing, the audience may sense your authority and do what you say. Jay Heinrichs describes how ethos and credibility can be used to build a foundation for the other Modes of Appeal in his paper, Thank You for Arguing.
Heinrichs describes how arranging an argument is most effective when the ethos appeal is presented first, followed by logos, and finally pathos. The reason for this particular arrangement focuses on persuasion. By presenting the ethos appeal first, the speaker can most easily win over the audience.
The speaker should try to identify with the audience by finding common ground and explaining their own interest in the subject of discussion. Presenting a solid ethos initially is vital before forming the other modes. After ethos is established, the speaker can then start on presenting their argumentation. This is referred to as logos appeal.
Finally, pathos appeal should be added into the speech before the conclusion. This is done to get the audience emotionally charged. This can be done by adding a variety of emotion depending on the action. Logos and pathos appeal would not be able to be successfully added into the speech without first establishing ethos appeal.
If the audience does not feel as though they are listening to a credible source, they will not be able to be persuaded of anything. It should also be noted that the most persuasive of all speeches are those that have a healthy balance of all three of the Modes of Appeal. Establishing the ethos appeal — or credibility — first is essential to achieving this and moulding a strong persuasive argument.
A helpful article describing the different elements of credibility. This video portrays two excellent examples of speakers establishing credibility for themselves. The first speaker depicts herself as an expert in her field by describing her learning experience about the subject matter in a public health class.
She includes results from a survey as well, and mentions that she has done additional research which suggests that she has put a considerable amount of time and energy learning about the topic of antibacterial products.
The speaker has clearly established her credibility after just a few short sentences. The audience is much more likely to trust the speaker after this, and will likely be much more motivated to partake in her action because of her knowledge and credibility on this issue. The second speaker establishes her credibility by describing her extensive personal experience involving people living in poverty.
This speaker also has the ability to motivate the audience as she has established herself as an expert in this particular field. This article helps to explain the importance of credibility and a few simple strategies on how you can improve your credibility when presenting a speech. Status factors in pedestrian violation of traffic signals. The bases of power: Humphrey, Ronald H.
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