HOW TO DELIVER THE FLAWLESS SPEECH (C) 2021 Wayne D. Lewis, Sr. Part III WHAT IS THE PURPOSE OF THE SPEECH?

In our first edition of HOW TO DELIVER A FLAWLESS SPEECH, we are reminded of the three essential elements of a speech. They are:

1.    The Introduction;

2.    The Body and,

3.    The Conclusion/A Call to Action;

We also introduced a list of what we called, Component Parts. We took the liberty of breaking down those Component Parts into 2 subsequent lists. One list consisted of the External Parts necessary to present a speech. The other list consisted of Internal parts relating to building a speech. 

In continuing our discussion tonight, we will discuss: The Purpose of a Speech. It can be said that there are at a minimum, 4 purposes for a speech.  Popoptiq suggests that there are 10 different reasons to give a speech. We are not going to cover all 10 reasons. Below is the list and an overview of how these speeches can be utilized.  Please note that there is an agreement on at least four reasons to give a speech. Those 4 reasons are underlined of the 10 suggested reasons here:

1.    To inform-workplace; facts and figures; education; community gatherings   

2.    To persuade- politics; new ideas; new direction; opinions;

3.    To entertain-weddings; parties; banquets;

4.    To inspire-graduations; team encouragement;

5.    Oratorical- Inaugural; campaigns

6.    Special Occasion- Weddings; celebrations;

7.    Motivational- Self-improvement; positive self-development; self-esteem development;

8.    Debate Speech-Verbal sparring; mock trials;

9.    Forensic Speech-the study of speech development, the practicing of public speaking and researching those areas relative to public speaking under supervision of experienced public speakers;

10. Demonstrative Speech-Demonstrative how equipment or technology works

 For the sake of time, we are only going to focus on 2 reasons to give a speech. They are to persuade and to inspire. Feel free if you wish to add to the discussion on either of the reasons from above or from your personal experience.

Speaking to Persuade  

Quote:   Dean Rusk is quoted as having said: “The best way to persuade people is with your ears---by listening to them.”

Imagine starting our speech with this quote. If the purpose of our speech is to persuade, how will we spend time listening to our audience? Timing is everything in a speech. Among the many things that a speaker must do is show that they are not just another pretty face. They must show that they are aware of all sides of an issue. That means, among other things, researching, which could include listening to other opinions.

A speaker must show that they are, among many things: magicians; engineers; educators and if nothing else, problem solvers.  

If a speaker opens with a quote like the one above, he/she is willing to show that they are great listeners. How does a speaker demonstrate they are great listeners? There are two ways:

1.     He/She can present a speech that includes a question-and-answer session or,

2.    He/She may conduct an evaluation of factors that affect those most impacted by the issue at hand. They can conduct interviews or surveys. Or they can go to sources that contain information relative to their client’s position.

Information Gatherers-Before a speech that is designed to persuade is presented, a speaker is a vital information gatherer. With the information acquired, he/she can determine which best represents their client’s interest and what does not.

With the most important information in hand, a speaker determines how best to present it, with the input of their client, so that their client’s position is best presented.

Information Presenter-We have mentioned the use of quotes before in    Part II of How to Deliver a Flawless Speech. We are only mentioning quotes again in this segment to show that quotes can be used as a lightning rod in presenting our message. When done effectively, a quote can work well in conjunction with the topic to lay the groundwork to persuade our audience to begin considering our point of view.

What else can we say about speech intending to persuade our audience? There are several things that we can say. One of the things that we can say right now is that prior to delivering a speech, there is no shortage of overlapping in the elements and components involved. In writing our speech, it may appear to be redundant to speak about how these elements and skills affect our speech, but there will be overlapping of points and counterpoints. There will be overlapping of client interests versus audience interests. It is up to us as a speaker to make sure that regardless of the overlapping they do not conflict or confuse our audience as to what our goals and objectives are.

For example, there will be overlapping of client vs. audience association; there will be overlapping of the insertion of quotes and the insertion of humor. There will be overlapping of leadership and community, as often, leaders are made up of the community. Separating is a task a skilled speaker must be able to do.

That is why it is important to break down as many intricacies to speech writing and delivering so that when any two of these areas’ cross paths, we have a clear understanding of what each area’s role is, and how to appreciate their respective role.

What we can also say is that the building of a speech and presenting it are almost 2 different animals if I may use that analogy. In other words, what we write on paper, practice in the mirror, and/or present to an audience may collide on stage, if we are not careful. It is important that we know what it is we stand firmly for before we present our message, or we will be taken off course in a matter of seconds.

Our efforts to persuade an audience may appear to take on a different presentation when presenting to one audience versus another. Even if the goal is to persuade all audiences to one single thought, speech management requires that we take nothing for granted.

The skill set required to convince a group of varied minds devoted to one purpose (reducing heart-attacks in women) to another group of varied minds devoted to a similar purpose (reducing heart attacks in high school athletes) requires that we do our homework. Just because we are out of school does not meant we are no longer required to do the necessary background work to make sure our message is well received. . 

From a speaker’s perspective, it is our role to convince any one of our audiences that they have a singular need, irrespective of any similarities they may have to another group. It is relative to make this distinction in our audience makeup, because in our efforts to persuade, our confusion becomes our sword that we fall on if we fail to successfully persuade any of our audiences to a desired point of view.

If there is going to be any confusion, or collision of ideas for us as a speaker, let it happen on the paper that we are writing the speech, or the laptop that we are organizing our thoughts. Do not bring the confusion or collision of ideas to the presentation such that we become the main attraction or distraction. We owe it to our clients and to our audiences, to be fully prepared, fully engaged, and fully aware of who is where, and what is what. For us as speakers, the stage is where everything is well-stated,  without ambiguity.

Here is a (non-exhaustive) list of 5 things that are important in delivering a persuasive speech:

1.    Research and know the topic thoroughly;

2.    Know the opposing view position in advance;

3.    State and discuss any common areas of concern; 

4.    State what is the best position for your client, as research shows;

5.    Close with a propositional thought;

 If there are no questions about this list, let us get started!

Topic: A New Major Grocery Chain wants to build in the community. Opposition is fierce.  As a speaker, we represent the Grocery Chain.

 Community Opposition is often fierce:

1.     The proposed store/outlet will create traffic problems;

2.     This Chain will put small businesses out of business;

3.     Chain has a history of opening and leaving neighborhoods with vacant buildings;

4.    The operation will draw increase crime;

5.     These types of operations always bring down property values;

Our client’s position:

1.    Have transformed thousands of neighborhoods for the better due to improving abandoned and rundown areas;

2.    Our company has reduced employment by 5-10% in the communities where they have opened;

3.    Our company have closed fewer than 2% of the 1500 stores that they have opened;

4.    Any store closings were related to the declining economic market in the areas where jobs were lost due the closing of manufacturing jobs, thus, declining sales. Yes, we closed those stores. Our employees were often transferred to sister stores where possible, or provided with a 2-week severance and positive letters of reference;

5.    The proposed area of interest for locating a new store reduces by 10 miles the nearest largest multi-departmental retail outlet for the community;

6.    Historically, our stores have served as an anchor location, and often has attracted other major retailers and future opportunities;

7.    The construction of this proposed store will provide up to 500 jobs for construction, and when fully operational, 300 full and part-time employees;

8.    We are a community-based operation who sponsored various youth league sports and entertainment;

The Speaker’s Role is to speak to the Value Proposition for our client, and those who are most likely to benefit from the proposed services or products that our client must provide:

The importance of persuasion is not throwing everything out at one time. The list of benefits could be longer for your client . The important thing is to know what the opposition’s stance is against your client and what service they are trying to provide.

If traffic is the opposition to a major grocery outlet, indicate your client’s ability and willingness to work with the city leaders to put in the necessary infrastructure that minimizes, if not avoids, traffic that creates disruption to the community.

When taking a position for your client, know who makes up the opposition. For example, the opposition may not be limited to the community-at-large,  with just families and small business, but opponents with the same intention to build a similar retail outlet. It is our position as a speaker, to recognize when an opponent does not do their due diligence to be in a winning position like your client. For their part, the opposition is counting on our failure as a representative to do our due diligence. Make sure they are wrong. They just need to smear your client’s position.

Knowing who your client’s opposition may include, is a card of up one’s sleeve. It may not need to be thrown down unless the opposition attempts to puts your client in a no-win position. With that said, rather than cost both your client and those who are oppose to your position, always go for the win-win. How?

As a speaker, we should focus on what our client is willing to do for the community. For example: help build schools; renovate a library; clean up a park, and/or just putting people to work-ASAP. By adding these perks in gradually, the opposition must do more than match your client, they must step up their game.

“To be persuasive we must be believable; to be believable we must be credible; credible we must be truthful.”

                                                         Edward R. Murrow, CBS Broadcaster

Conclusion of Persuasion

How do we know when we have persuaded someone? Depending on the environment, sometimes we do not get a second chance to convince someone of our position. So, each time of a presentation should not be limited to facts and figures. It should include emotions. It should include calling out to the emotions of those who are caught in the middle. This is where we present out propositional thoughts.  Asking probing questions of those who are most likely to benefit from the outcome is one way to gain an upper hand. For example:

1.    What would it mean if you or a family member were making almost 50% above minimum wage? Would it change your life?

2.    What would it mean to you as a member of the community if you did not have to travel 10 miles weekly, or even daily to put food on your family’s table?

3.    Does it mean more to you to have variety and choice in your community?

4.    Wouldn’t it be great if your family worked a little closer to home?

These are the kind of questions that help those who are caught in the middle of this type of controversy to decide. 

Are we responsible if our client’s position is not a win? I want to say “yes” because we are committed to our client’s best interest. If we have done our best work, and we know everything there is to know about the opposition and the community-at-large, we must own the outcome.

Now, let us discuss:

Speaking to Inspire:

Quote: “I want to inspire people and show people no matter what happens, no matter how much you get knocked down, you can pick yourself up. Just keep pushing forward, keep being positive.” 

                                  Drew McIntyre, WWE Wrestling Champion

 Topic #2: Should We Renovate or Close the Old Library?

As a Speaker, We Represent the Board of Directors or Friends of the Library

Unlike the topic above on a new grocery store, this topic is about the library that already is here. The library is on the table to be shut down. While it is fair to suggest that there is a similarity between a new store being built, and a retaining a local library, there is a difference. 

The difference is that the library has been a part of the community for over 30 years. It currently employees over 100 people. It needs to be renovated because the roof leaks, and the wiring is not up to code. 

But aside from that, family members have held many meetings in that library that have affected the community’s growth and direction. The library doubles as a place to educate in job training and create crafts. 

The librarians are the sweetest and most professional people we have ever met. To close this library would create a void that will not be soon filled, not even in the event of a newly, costly $130,000,000 library.

The community is not interested in rebuilding the library where it is. The community is not interested in rebuilding a library, at all. Would they consider renovating it?

As a speaker, we are asked to come in and encourage the community to convince the city leaders to invest in the renovation of the local library, obviously at a reduced cost.

In addition, we are willing to help raise the funds to help minimize the cost to renovate the library.

So, we are looking for donations to renovate the library. The cost to renovate would only be $4.5 million. We can appeal to the various businesses in the community. Many of the owners and operators of local businesses could be the beneficiaries of the local library.  How can we find out? Make calls! Visit! Email!

With the feedback that we can get in advance of a presentation, we are able to inspire those who have checked out books to contribute a few $2000.00. With the feedback that we can get, we can convince the owner of the home building association to contribute $5,000.00. 

As a speaker, maybe we can speak at the fund-raisers to encourage members of the community to put in $10.00 here or there, to save the local library. But what would we say to inspire contributors?

We would focus on 3 things (the order is up to you):

1.     The benefit of renovating versus losing a historical landmark;

2.      The benefit of keeping a historical landmark that is still functioning;

3.    The opportunity to get involved in something that impacts the community;

The above three factors are just a snapshot of what a speaker can focus on when trying to build interest in preserving a community-based structure, especially a library. As a speaker, when called upon, consider how the community has benefited generationally; Perhaps someone from the community who is a local or national hero has benefitted from the library and its contribution to the community.

Another area to focus on when speaking to preserving the structure is how much it may cost if the structure were condemned and closed. For example, how close is the nearest library? Or, who knows the community better than the wonderful staff of the library?

Finally, the option to renovate may still be a challenge for local leaders. Offering to conduct a fund-raiser with many of those from the community ready to donate a reasonable amount to off-set the costs would be a great community-building opportunity.

The goal as speaker is to inspire not only those who have benefitted from the long-term function of the library to the community, but it what it means if the community came together to ensure it stayed around a little longer.

A speaker who has been called upon to inspire a community has their work cut out for them. But it becomes an easy task when we  have members of the community who only needed to be reminded that the reason the library is as special as it is, is because of the community that they are.

If we are doing our due diligence, we are looking not only to the community to help contribute to the renovation, but we are also looking through the community. We are looking for:

1.    Family members who are currently using the library;

2.    Family members who have used the library;

3.    Vendors and businesses who rely on and have relied upon the library;

4.    Schools and churches that have benefitted from the library;

Once we have the right people and stories of involvement with the library in place, we will need to sew together their stories and how their lives were made better because of the library. 

Then, we need to close out our speech with how the next generation will need to have their own stories of what role the library will play in their lives. In closing we will need to focus on the relatively small cost to renovate versus tearing down and rebuilding. And then, ask the emotionally entrenching question: If this legacy is worth leaving for the next generation, or do those present believe it should be torn down?

 Leave that question on the table. Do not answer for them, as that is not our jobs. We are supposed to inspire our audience to see their role in making a difference in something bigger than themselves. Our role, as a speaker, is to plant a seed of hope, so that those who here our message(s), fell empowered to want to make a contribution of either time, money, or talent to something that would benefit their community.

That’s what we do as speakers. We inspire others for change in their communities and in their lives. We do it flawlessly.

Conclusion

The difference between inspiring and persuading an audience is almost subtle. Let us suggest that for the audience for the Grocery Store, that the audience must decide between having something that could more likely benefit them, even if there is a risk of future loss. For example, traffic problems, small businesses being lost, or property values. The audience is literally caught in the middle between having something that promises a benefit but is not guaranteed with the store. 

The Library example suggests that the library as it exists has proven its value to the community. The audience/community has an option to allow the structure to be torn down and possibly to be re-built for an extraordinarily high amount, or to participate in a fund-raising opportunity that would fund needed repairs, with minimal disruption in services. 

The persuasion component compels the community to choose between what could be without suffering for their decisions.

The inspiration component is to inspire the community to come together to save something that was already there, that was having a positive impact on their lives.  The inspiration component, if properly presented and carried out, inspires  and to make sure that it will always be there, with their help.

 Disclaimer:

Any similarity in stories in this blog post or other related materials to actual events are coincidental. Information deemed to be reliable but not guaranteed. Not an attempt to solicit the business or clients of other speech coaches. 

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The Flawless Speech ?2021 by Wayne D. Lewis, Sr.